Chapter 16 - Comparing Media Options PDF

Chapter 16 COMPARING MEDIA OPTIONS - Frequency is how often you can repeat and reinforce the message - Reach is a measure of what percent of your target audience you are able to touch with at least on impression your marketing communication message ISSUES IMPACTING MEDIA - Critica...

Chapter 16 COMPARING MEDIA OPTIONS - Frequency is how often you can repeat and reinforce the message - Reach is a measure of what percent of your target audience you are able to touch with at least on impression your marketing communication message ISSUES IMPACTING MEDIA - Critical issues impacting media - More media platforms - Ever growing number of media options and media platforms are available - More consumer control and more media-blocking options - Most marketing communication campaigns delivered through traditional media relied on consumers who passively accepted the media that was presented to them - Improved access - Increasingly harder to get attention break through CRITICAL SUCCESS FACTORES IN MEDIA - Despite all this change media and creative retain principles that critical for success - Meaningful content: having access to meida and a voice with which to reach a target is great - Inspiring creative: message consumer always respond best to a message that is delivered in a thoughtful way - Brand connection: perception remains that TV is still the main street of marketing with the highest rates of exposure and most focus and that, accordingly, it is suitable primarily for big brands with stories - Coordinated and thoughtful media planning: the fact that some media may not require a financial outlay, long-term planning, or sophisticated creative development does not make putting together a media plan any less challenging THE MAIN PLANNING - Media planning is the process whereby marketer determine which medium or media they will use to distribute their media - Media planning happens in two steps - Identify your media consumers - Identify your media needs SETTING MEDIA OBJECTIVES - Media is the distribution method for our marketing communication message STEP ONE: IDENTIFY YOUR MEDIA CONSUMER - Identifying the consumer is more than just defining a specific target whom we wish to reach with our message - Identify how this consumer consumes media - Media profile matching- a process where the same tools of segmentation and targeting used to define customers are used to define media option - Rile media strategy refers to using a single or limited number of media to target a narrow or specific consumer - Shotgun media strategy refers to using a wide range of media to target a broader segment SETP TWO" IDENTIFY YOUR MEDIA NEEDS - Media objectives are what media must do to support the marketing plan - Reach: means what percentage of you target consumer you can expose to your message - Frequency: no consensus on how much exposure a consumer needs, and It is difficult to define a specific standard the answer may change with each message, each creative execution, and even each consumer - Effective reach: can successfully achieve its goals only if it reaches its target consumers enough times to have an impact - Gross rating points are calculated as the percentage of target consumers reached multiplied by the number of exposures - Share of voices: measures what percentage of the total number of marketing messages in a particular category are from a particular marketer - How is sharded voice used - In a very crowded category in which there are many advertisers it may be difficult to stand - Where there are only two or three key competitors - Regardless of what competitors are doing, one effective way of assessing what a target share of voice should be is to align it with the overall brand or product share of the market ADDITIONAL FACTORS THE IMPACT MEDIA PLANNING - Lead timing three times factors are associated with media - Booking: magazines operate on long lead times newspapers are much more flexible - Final creative delievery: the media with the longest lead time for bookings also require the finished creative earliest - The time required to develop creative may also factor into media timing: high- quality tv productions may take months while ratio ad can be produced in hours - Availability: sometimes buying up availability is a conscious strategy to prevent competition from having a voice - Exclusivity, a more likely situation, is category exclusivity of a TV special and event or webpage - Creative consideration creative agencies are part of the planning process and know in advance what kind of creative contribution is required - Spill: brand message or claims differ from the local one it can create condusion and inefficiency - Legal regulatory and industry limitation: many countries restrict what can be advertised and where it can be advertised BUDGETING FOR MEDIA - We have delayed the discussion about money to emphasize that, while money is always an important consideration picling objectives and identifying your media consumer are far more critical MEIDA BIDUGET ISSUES - Media budget strategies just discussed can be very effective and are weidely used depending on the situation four other factor affect media planning and budgeting - Cost of media usually much higher than the cost of producing the ad - Talent cycles - Cost of media elements - Predicting media value EXECUTING THE MEDIA PLAN - Planning and budgeting are critical elements in the development of a successful media campaign MEDIA PLANNING BUYING AND EXECUTING - Key components of the media plan include primary versus secondary media placement clearances daypar trafficking and flighting - Primary vs secondary media - Elements of media are qual. - Different media play different roles in getting the message to the consumer; they can also be categorized by their level of importance - Placement - Determines where physically the marketing message will be placed in the media property EVALUTATING MEDIA - Media tests- different media plans combinations and weights in different parts of the country to assess and learn from PROGRAMMATIC BUYING - Matches advertisers and digital media - The software updates media times or space available for sale on supply side platform - Advertisers media budgets and objects on demand-side platforms in an ad exchange marketplace where the buyer and sellers can come together MARRIGAE OF MEIDA AND TECH - Many rink boards display computer-generated images that change regularly or may even show different ads depending on which channels or geography you are viewing the event PRODUCT PLACEMENT - When Hames Bond drives a particular car, a company probably paid to have their specific product and bread featured - Seven benefit - Brand association: a product used in a particular context will take on the aspects of that content into its brand identity and equity - Brand building: for products with a long heritage that have retained their characteristic identity through time - Celebrity endorsement: the image of a product being endorsed by a major personality is a remarkable and leverageable benefit - Intrusive/conspicuous: products are usually either a key point in the story or incorporated into the imagery as part of something significant - Exclusivity: although other brands may be shown, we can't have everyone wearing the same brand of clothing in every shot, competing brands will not be featured or presented positively - Credibility: even though marketer pay for product placements the fact that are not marketer produced advertisement adds some credibility to the product claims or benefit - Freedom: pay a production company making a movie or show no only show your brand MEDIA BACKLASH - A number of places in the world have started to push back against the proliferation of media CONSUMERS AS MEDIA - Some may wear retro car logo t-shirts; others may simply wear high fashion items with a distinct and prominent brand INTEGRATED MARKETING COMMUNICATION - A mulitfacted completely coordinated meticulously planned marketing campaign of this nature -- integrated marketing communication ROLE OF THE CONSUMER IN THE IMC PLAN - Developing a successful imc plan - Is there more than one consumer target - Having more than one target can require a more divied marketing communication plane - Still requiring that major elements, including brand identity timing and key messages, are coordinated - Is the message complicated or does it require detailed explanation for legal or other reasons - Products that have a complicated or detailed message - New tech or medical product that may require extensive legal disclaimer - It may require a more integrated approach to get the complete message across - Is breaking through with the message to consumers a challenge is the marketplace crowded - A coordinated campaign designed to break through stand out and distinguish the marketer from the competition may require integrated approach - What are the consumer expectations? - Which this sound like a circular argument sometimes marketer are called upon to do a big comprehensive IMC campaign vecasue that is what th eocnsumers in the particular category expect - Is the consumer difficult to reach? I sit difficult to make an impression on consumers through frequent message - An IMC plan can find consumer when they do not wish to be found and can help reinforce the message with subsequent impressions when they are not loyal or predictable in their media habits MARKETING OBJECTIVES IN THE IMC PLAN - Can effectively introduce a new category a new product or reposition a brand - Since IMC uses many channels to deliver the marketing message, it overcomes legal restrictions specific to particular manners, lack of media availability and exclusive arrangement by competitors with particular media IMPLEMENTING THE IMC PLAN - Execution involves coordinating the activities ( making sure that things happen where they should) and managing and executing experiential and consumer experience - Budgeting: determining which activities to focus on and how a limited budget can be most effectively spent are crucial - Measurement: the more multifaceted and complex the imc campaign the more difficult it is to determine which aspects of it contributed to (or detract from) the overall results