Post on 11-Jan-2016
description
transcript
Strategic Media Planning
The Process
A Few Definitions
Reach
number of different prospects exposed to specific media vehicles or schedule at least once over a given period usually expressed as a percentage of the target audience universe
Frequency/OTS
average number of times a person reached by a media schedule is exposed to the campaign
A Few Definitions
Television Rating Point (TRP)
A rating point is the equivalent of an audience of 1% of the coverage base
Gross Rating Points (GRPs)
A measure of the gross weight delivered by a vehicle. Sum of ratings for different programs.GRPs are duplicated ratings Frequency = GRPs or Gross OTS Reach
Reach v/s Frequency
Frequency Reach
New/complex message Newsy message
Increase usage Increase awareness
Maintenance Launch
Low involvement Promotions
During seasons During seasons
However…..
Frequency is an average, not an absolute number
Audience duplication implies exposure to the message at varying levels
A few high numbers may bring up the avg, while a few low ones may pull it down
The only way to guard against unbalanced frequency is to look at Effective Reach, Effective Frequency and Frequency Distribution
What is Effective Frequency/Reach?
Both a necessary part of the same concept
Effective Frequency is…
the amount of frequency necessary for ads to be effective in communicating expressed in terms of a minimum pre-determined level (3+,4+etc)
Effective Reach is..
the percent of audience reached at each effective frequency increment
What is Frequency Distribution ?
An array of reach according to the level of frequency delivered to each group
Frequency % reached % reached at least
at each level once or more often
1 19 67
2 14 48
3 10 34
4 8 28 24
5 6 16
6 4 11
Media Planning : Art or Science
MYTH : Media Planning is a Science, it is all about numbers
FACT : Media Planning is an Art, it is all about Strategy
It consists of a series of decisions made to answer
the question for advertisers :
What is the best means of delivering advertisements
to prospective purchasers of my brand or service?
Strategic Decisions need to be taken e.g.
Who should be our primary targets?
Users/ Non users?
Heavy, medium or light users?
How many prospects do we need to reach and how many times ?
What reaction should we take as a result of media used by competitors ?
Use same media mix as competitors ?Allocate same weight as competitors ?Ignore competitors ?
Strategic Decisions need to be taken e.g.
In which markets/regions should the ads appear?
What pattern of geographic weighting should we use ?
Should we weight by GRPs or money ? Where? What pattern of scheduling ?
Continuity / flighting / pulsing ?When should we weight more heavily ?
Does media have to support promotions ?
How much of budget for promotional support ?What media mix ?
The Media Planning Process
Reviewing the media brief
Competitive analysis
Who are we talking to ?
Prioritization of markets
Media objectives
Effective reach and frequency Media strategy
Choice of mediaChoice of vehiclesScheduling patterns
REVIEWINGA
CLIENT BRIEF
REVIEWINGA
CLIENT BRIEF
What should the brief contain ?
Category / brand history
Competitive universe, competitive activity, sales & share trends, , brand positioning
Marketing objectives
General - volume/ share /trial goals, changes vs last yearSpecific – launches/relaunches, extensions, etc.
Role of advertising
Awareness, image, learning, action or response
What should the brief contain ?
Source of business
Current brand, competitive brand, alternative products
Target audience
Demographics, psychographics, consumption patterns, purchasers, influencers, etc
Creative strategies
Creative objectives, strategies, tone, execution
What should the brief contain ?
Purchase / Usage data
Awareness tracking
Regional priorities
Seasonal priorities
What should the brief contain ? Other communication plans
Consumer promotions, direct mail, trade activity, co-operative activity, public relations
Distribution issues
Problem outlets/markets, influence of advertising pressure
Creative units available
For each media Budgets
EVALUATINGTHE
COMPETITION
EVALUATINGTHE
COMPETITION
Competitive Intelligence
Reported expenditures
Competitors’ spending patterns, scheduling strategies/
tactics, geographic skews, etc
Creative executions
Positioning, complexity of message, target audience,
communication objectives
Market intelligence
Likely happenings, degree of success of past competitive
strategies, etc
ESTABLISHINGOBJECTIVES
ESTABLISHINGOBJECTIVES
Why are Media Objectives so important?
Because they establish the criteria
for evaluating the media plan
Proper Media Objectives...
are consistent with brand’s marketing objectives and strategies
relate directly to the established advertising role
are expressed in actionable and measurable terms
are written plainly and simply
Impacts the brand’s business
Reaches a substantial portion of the target audience
Sustains the business with a continuous presence
Helps gain at least 5% share
Delivers effective reach levels 20% higher than last year
Provides consistent support round the year, except for 50% extra weight during launch
Develop a Media Plan that….Develop a Media Plan that….
Media Objectives need to be established to answer …...
Who?Who?Target Audience
Where?Where?Geography
When?When?Scheduling
How Often?How Often?Communication
Goals
WHO?THE TARGETAUDIENCE
WHO?THE TARGETAUDIENCE
Identifying The Target Audience
Demographic variables
Sex, income, age, SEC, occupation, marital status, etc
Socio-psychographic variables
Lifestyles, attitudes, etc
Product usage variables
Heavy/medium/light or non-users
What is our source of business?
Category/competitors, sole/primary/secondary/non-users
Need to address multiple segments
End consumers, decision makers, influencers, buyers
What do we want the Target Prospect to do?
Try for the first time
Repurchase
Switch brands
Learn a new use
18-24 14 13 93 15 107
25-34 23 24 104 27 117
35-33 19 21 111 21 111
45-54 13 14 108 12 92
55-64 13 13 100 12 92
65+ 18 15 83 13 72
How would the Target be defined if we wanted to steal share from the Competitor?
Our Brand
% Users
Index
Competition
% Users
Index
% Pop.
18-24 14 13 93 15 107
25-34 23 24 104 27 117
35-33 19 21 111 21 111
45-54 13 14 108 12 92
55-64 13 13 100 12 92
65+ 18 15 83 13 72
Common Problem: Targeting Own User When Strategy Calls For Stealing Share From Competition
Our Brand% Users Index
Competition% Users Index% Pop.
WHERE?GEOGRAPHY
WHERE?GEOGRAPHY
What Do We Need To Prioritise Markets?
Distribution Brand volumes Brand/category development Competitive advertising Past history of market’s performance Sales force input Local market quirks Media cost National delivery in local markets
Market Prioritisation
The Techniques
Sales AnalysisTarget Audience DispersionMarket Opportunity Index (MOI)
Market Opportunity Index (MOI)
Brand Development Index (BDI)
Ratio of brand consumption intensity to population intensity
i.e . % local market brand sales
% local market population
Category Development Index (CDI)
Ratio of category consumption intensity to population intensity
i.e. % local market category sales
% local market population
Market Opportunity Index (MOI)
Ratio of CDI to BDI
Using BDI, CDI & MOI
StrategyKey Priority Areas
High BDI and highCDI
Strong markets; invest in and build on them,minimising risk and maximising potential
High BDI and lowCDI
Maintain current ad spend levels and react inline with competition
High Potential AreasMOI > 1 Opportunity areas, where category is strong,
but brand is weak. Invest after looking atdistribution, growth, media strengths
BDIs And CDIs Are Often Used To Help Evaluate Market Potential
BDILow
BDIHigh
CDILow
CDIHigh
0 10050
150
200
200
50
0
Maintenance Markets(little growth)
Key Markets(protect from competitors)
No Potential for Growth Opportunity Markets
(high growth potential)
150
How Would You Classify Priority Markets For Different Marketing Objectives?
Source Business From
Heavy users
Competitive manufacturer’s brand
New users
Marketing Objective Priority Markets
How Would You Classify Priority Markets For Different Marketing Objectives?
Source Business From
Heavy users
Competitive manufacturer’s brand
New users
High BDI & High CDILow BDI & High CDI
Marketing Objective Priority Markets
How Would You Classify Priority Markets For Different Marketing Objectives?
Source Business From
Heavy users
Competitive manufacturer’s brand
New users
High BDI & High CDILow BDI & High CDI
Marketing Objective Priority Markets
Low BDI & High CDI
How Would You Classify Priority Markets For Different Marketing Objectives?
Source Business From
Heavy users
Competitive manufacturer’s brand
New users
High BDI & High CDILow BDI & High CDI
Marketing Objective Priority Markets
Low BDI & High CDI
Low BDI & High CDI
HOW OFTEN?COMMUNICATION
GOALS
HOW OFTEN?COMMUNICATION
GOALS
Reach, Frequency, Geography And Continuity Are InterrelatedWith a fixed budget , need to must decide which is most important...
FrequencyFrequency
ReachReach
Continuity
Geography
Models For Setting Communication Goals
Effective frequency Model
Erwin Ephron’s Model
Every multinational agency has developed its own model
Effective Frequency Model
Likelihood of full communication (or response) increases as number of exposures increase
Expressed as a minimum frequency level (e.g. 3+ or 4+ etc.)
However all exposures have some value since different individuals will require different levels of frequency to understand the message
The concept
Effective Frequency Model
No standard frequency level appropriate for all situations
Little industry research that can be applied to specific situations
Effective frequency requirements are determined by applying judgment and common sense in a disciplined manner using the following factors
Marketing Advertising Competitive
The foundations
Factors In Establishing Effective Frequency Levels
MarketingLife StageShareLoyalty
AdvertisingAdvertising goalMessage communicationMessage distinctivenessCampaign style
CompetitiveMedia “noise” levelEditorial environmentTotal
EstablishedHighHigh
AwarenessSimpleUniqueContinuing
UnclutteredComplementary
NewLowLow
Attitude shiftComplexCommonNew
Heavy clutterNeutral
Factor
Low Effective Frequency
High1 3 64 52
XX
X
X X
X
X
X
X
Total is 35, divided by 9, equals 3.9 Therefore, the effective frequency is 4
1 2 6 4 10 12
Some Other Agencies Frequency Model
Based on international experience Ready reckoner developed to take into account
brand/advtg history, outlook of the target audience, competi-
tive activity, support in other media, impact of advtg Advertising activity stage- major/minor innovation,
maintenance
Major Innovation Minor Innovation
New brand Established brand
High investment Low investment
Large profit potential Limited profit potential
New product form Traditional product form
New real benefit No new benefit
Effective Frequency Estimator
Advertising level : Major Innovation
Factor 1 2 3 Factor Wt Sc
Etablished proposition 1 New proposition 2 6Established commercial 1 New Commercial 2 6Simple message 1 Complex message 3 6High impact advertising 1 Average impact advertising 5 10Reinforcing habits/attitudes 1 Changing habits/attitudes 3 9Competitive activity : Lo 1 Competitive activity : Hi 2 4Recent support : Hi 1 Recent support : Lo 4 12Support in other media : Hi 1 Support in other media : Lo 2 4
57
Setting Frequency Targets- Frequency Estimator
Tot Wtd Score Strike rate
23-28 Low29-40 Low / med41-51 Med52-63 Med/ High64-69 High
Strike Rate…Low Med High
Maintenance 1+ 2+ 4+MinorInnovation
2+ 4+ 6+
MajorInnovation
4+ 6+ 8+
Effective Frequency Estimator
Advertising level : Major Innovation
Factor 1 2 3 Factor Wt Sc
Etablished proposition 1 New proposition 2 6Established commercial 1 New Commercial 2 6Simple message 1 Complex message 3 6High impact advertising 1 Average impact advertising 5 10Reinforcing habits/attitudes 1 Changing habits/attitudes 3 9Competitive activity : Lo 1 Competitive activity : Hi 2 4Recent support : Hi 1 Recent support : Lo 4 12Support in other media : Hi 1 Support in other media : Lo 2 4
57
Strike rate for the campaign for week 1 - 4 is ..............................................8
How Much Effective Reach?
As with frequency, effective reach goals are also determined by applying judgment and common sense in a disciplined manner
They are established by assessing either
Effective reach affordable within budget
Levels needed to achieve marketing goals
This can be estimated either on
An absolute basisVersus competitionVersus last year
Relationship of Reach & Frequency
Reach and Frequency occur at the same time, but at different rates and in an inverse relationship
As number of insertions/spots rises, reach also rises, but at a decreasing rate
Beyond a point, reach starts to plateauAs reach rises quickly, frequency tends to be low and vice versa
EF : Problems
Reckoner generalised across all categories
A lot of subjectivity involved in arriving at the number
Pins frequency and trades on reach
No link to any output of effectiveness, e.g. ad recall, brand awareness, etc
Erwin Ephron’s Shelf Space Model
Disputes relevance of effective frequency today
Brand selection influenced by advtg-hence reach
consumers when they are ready to buy
As purchases occur throughout the year,advertise
continuously : ‘rent-the-shelf’, so brand message
will be waiting
THEREFORE, PLAN FOR WEEKLY REACH
The concept
Erwin Ephron’s Model
An advertising exposure is most effective close to the purchase
- consumers are in a receptive frame of mind with an ability
to act immediately Close to the purchase, one exposure is most
effective
Therefore….
Improve the cost effectiveness of advertising by shifting weight to weeks i.e use the frequency money to buy more weeks of advtg and reach more prospects ready to buy in those weeks
Erwin Ephron’s Model
Run 60-85 TRPs/week
Achieve weekly reach of 35-40%
Achieve monthly reach of 65-70%
Achieve quarterly reach of 80-85%
The guidelines
An ideal media plan runs for 52 weeks at max imum affordable reach
levelsThe GRP and reach figures differ across marketsThe GRP and reach figures differ across markets
Erwin Ephron’s Model
Model operates in marketing vacuum
No consideration given to market share, distri- bution, or marketing objectives and strategies
Maintaining awareness is not primary communication goal of most advertising campaigns
Therefore frequency does play an important role in advertising efforts
Frequency is important for creating long-term benefits of brand equity
Problems
What role does competition play ?
Brands compete for purchases, not teaching messages
The learning theory emphasises repetition, advocates flighting to enhance short term learning ie brand awareness
However ‘out of sight, out of mind’
Therefore, competitive brands advertising continuously will eat into share of brands using flighting
Recency vs Eff Frequency
Recency
Large and familiar brands
Categories with low purchase cycles - impulse led categories
Effective Frequency
When the consumer is being “taught”
Highly competitive market situations
Need to drive a marketing objective/ consumer promotion
Cannot be generalised across brands, markets or creatives
Too many variables
Separate research needed for
print and TV advertising
high and low involvement products
new and familiar brands
different levels of freq and exposure
repetition, and for different creatives
different effectiveness parameters
Establishing Communication Goals
Separate for every individual task e.g.
introductory versus sustaining periods
heavy-up activity in local markets vs. national activity
promotional vs. non-promotional periods
separate target audiences
WHEN?TIMING
WHEN?TIMING
Timing Objectives
Determine best times to advertise
Weeks of yearDays of weekTimes of day
Establish a scheduling pattern that
Achieves communication goalsMinimizes non-advertising periods Recognizes competitive activity
Scheduling Patterns
Continuity
Flighting
Media weight scheduled for many weeks throughout year
Intermittent, with gaps in advertising
Pulsing Continuous advtg with heavier weight in some months - flighting and continuity combined
Scheduling Patterns
Continuity
Pulsing
Flighting
Covers entire purchase cycleConstant reminder Improves media discounts
Similar to aboveAllows for timing deviations
Used due to budget limitationsSharp seasonal fluctuationsCompetitive advantage
Affordability
Affordability
Consumers are always buying the product
Consumers forget during non-advtg periods
Pattern Pros Cons
MEDIA STRATEGIESMEDIA STRATEGIES
Media Strategies
Evolve from media objectives and describe how they will be accomplished
Reflect specific course of action to be taken
A matter of evaluating different media types and mixes to determine best way to achieve objectives within given budget
Which Media Do We Use, Why Or Why Not ?
Sight, sound, motion
Immediate, intrusive, impactful
Broad reach\high frequency
Cost efficiency Ambience and mood
Pros Cons
High total cost Limited target
audience selectivity Long lead time Short lived
messages
Television
Which Media Do We Use, Why Or Why Not ?
Target selectivity Good colour
reproduction Pass along readers Long shelf life Broad coverage Detailed copy/depth
of copy Skewed toward
educated, upscale targets
Pros Cons
Limited impact Lacks immediacy Long lead time No warmth of
human voice
Magazines
Which Media Do We Use, Why Or Why Not ?
Immediate high reach
National/local flexibility
Short lead time Ethnic appeal Timely/newsworthy
environment Shopping/retail
environment Facility of second
reading Detailing of
message
Pros Cons
High cost of national coverage
Short issue life Non targeted
readership Inferior reproduction
quality No warmth of human
voice
Newspapers
Specific Use Of Each Medium Including Rationale, e.g.
Daytime High composition of women with children Most efficient daypart Extends plan continuity
Prime High coverage Showcase environment
Television
Specific Use Of Each Medium Including Rationale e.g.
Broad reach titles Supplement and extend TV reach Efficient
Women’s service titles Targets heavy users Provides frequency of exposure Food editorial provides synergistic
environment
Magazines
Media Vehicle Selection : Criteria Quantitative factors
Target audience size Cost efficiency of delivered targets Based on cost per thousand readers\viewers or cost per rating point Circulation trends
However, the cost efficiency criterion is most relevant for mass products; for high unit cost\specialised products, with narrow audiences, cost efficiency is more difficult to achieve
The most appropriate vehicle for the message is not necessarily the most cost efficient
Media Vehicle Selection : Criteria Qualitative factors
Compatibility of environment with the message Graphic/layout/production standards Advertising/edit ratio Extent of involvement levels
Operational considerations Media/environmental constraints e.g. acceptability of ad Media opportunities e.g. packages, spl demographic editions
Other factors Dealers’ opinions/stipulations on specific vehicles Sales promotions with obvious media implications
Scheduling Strategy
Example
Print and television scheduled to run simultaneously to leverage coverage and frequency of both media
Run only during heavy use seasons
Run a minimum of 80 TRPs/week. This allows us to achieve effective reach of 40 at the 3+ level
Media Strategies Should Include Four Elements
Element One Broad selection of media to be used and rationale for their choice
Element Two Specific use of media to be used (e.g. TV dayparts, magazine categories) and selection rationale
Element Three Rationale for each vehicle’s use including quantitative and qualitative analysis
Element Four Description of scheduling including when, where and at what levels
Monitoring & Feedback
Evaluation of a Media Plan
At the time of development During the campaign ( for course correction,
if necessary) Post campaign
To Sum Up….
A Media Plan must evolve from and be fully integrated with Marketing, Advertising and Creative objectives