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The goals of this chapter are: To understand the principles of brand contact points in media strategy, to understand the key terminology used in media planning, to recognise and be able to set media objectives, to know how a media plan is developed,...
Chapter 10 Media and contact strategy Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-1 Learning objectives To understand the principles of brand contact points in media strategy To understand the key terminology used in media planning To recognise and be able to set media objectives To know how a media plan is developed To know the process for developing and implementing media strategies To be familiar with sources of media information and characteristics of media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-2 Media landscape contact points Concepts Media plans and planning Reach Where to say it? Frequency How often to say it? Continuity and flexibility How much will it cost to say it? Budget Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-3 Media contacts The The typical typical consumer consumer isis exposed exposed to to 3000+ 3000+ messages messages daily daily from from an an increasingly increasingly diverse diverse range range of of media media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-4 Brand contact points Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-5 Brand contact points (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-6 Traditional media landscape in Australia Platform Media Television Commercial networks Government & community Radio Number Subscription TV 120 Stations 261 Consumer magazines 1100 Print Magazines Newspapers Cinema National daily Metro daily 10 Metro Sunday 10 Regional 132 Suburban (community) 243 Screens 1907 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-7 Traditional media landscape in New Zealand Media platform Number Television channels 87 Radio stations 300 Consumer magazines Locally published (650) 6000 Newspapers Metro and community 150 Cinema screens 455 Source: Nielsen Media, New Zealand Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-8 Media landscape contact points Concepts Media plans and planning Reach Where to say it? Frequency How often to say it? Continuity and flexibility How much will it cost to say it? Budget Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-9 Media terminology Media Media planning planning AA series series of of decisions decisions involving involving the the delivery delivery of of messages messages to to audiences audiences Media Media objectives objectives Goals Goals to to be be attained attained by by the the media media strategy strategy and and program program Media Media strategy strategy Decisions Decisions on on how how the the media media objectives objectives can can be be attained attained Media Media The The various various categories categories of of delivery delivery systems, systems, including including broadcast broadcast and and print print media media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-10 Flexibility in media planning strategies Market Market opportunities opportunities Market Market threats threats Flexibility Flexibility Changes Changes in in media media or or media media vehicle vehicle Availability Availability of of media media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-48 Determining relative cost of media—print Cost per thousand Cost of ad space (absolute cost) CPM = Circulation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-49 Determining relative cost of media—print (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-50 Determining relative cost of media—broadcast Cost per rating point (CPRP) Cost of commercial time CPRP = Program rating Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-51 Determining relative cost of media—broadcast (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-52 Calculating CPM based on the target audience Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-53 Top advertisers Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-54 Television: advantages and disadvantages Advantages Disadvantages Mass Mass coverage coverage Low selectivity Low selectivity High High reach reach Short message life Short message life Impact Impact of of sight, sight, sound sound and and motion motion High absolute cost High absolute cost High High prestige prestige High production cost High production cost Low Low cost cost per per exposure exposure Clutter Clutter Attention Attention getting getting Favourable Favourable image image Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-55 Radio: advantages and disadvantages Advantages Disadvantages Local Local coverage coverage Audio Audio only only Low Low cost cost Clutter Clutter High High frequency frequency Flexible Flexible Low Low attention-getting attention-getting Fleeting Fleeting message message Low Low production production cost cost Well-segmented Well-segmented audience audience Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-56 Magazines: advantages and disadvantages Advantages Disadvantages Segmentation potential Segmentation potential Long Long lead lead time time for for ad ad placement placement Quality reproduction Quality reproduction Visual Visual only only High information content High information content Lack Lack of of flexibility flexibility Longevity Longevity Multiple readers Multiple readers Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-57 Newspapers: advantages and disadvantages Advantages Disadvantages High High coverage coverage Short Short life life Low Low cost cost Clutter Clutter Short Short lead lead time time for for placing placing ads ads Low Low attention-getting attention-getting Ads Ads can can be be placed placed in in interest interest sections sections Poor Poor reproduction reproduction quality quality Timely Timely (current (current ads) ads) Selective Selective reader reader exposure exposure Reader Reader controls controls exposure exposure Can Can be be used used for for coupons coupons Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-58 Outdoor: advantages and disadvantages Advantages Disadvantages Location Location specific specific Short Short exposure exposure time time High High repetition repetition Short Short ads ads Easily Easily noticed noticed Poor Poor image image Local Local restrictions restrictions Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-59 Direct mail: advantages and disadvantages Advantages Disadvantages High selectivity High selectivity High cost per contact High cost per contact Reader controls exposure Reader controls exposure Poor image (junk mail) Poor image (junk mail) High information content High information content Clutter Clutter Repeat exposure Repeat exposure opportunities opportunities Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-60 Interactive media: advantages and disadvantages Advantages Disadvantages User User selects selects product product information information Limited Limited creative creative capabilities capabilities User User attention attention and and involvement involvement Websnarl Websnarl (crowded (crowded access) access) Interactive Interactive relationship relationship Technology Technology limitations limitations Direct Direct selling selling potential potential Few Few valid valid measurement measurement techniques techniques Flexible Flexible message message platform platform Limited Limited reach reach Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-61 Summary and conclusions Media planning is a process involving many layers of complex decisions At its heart, media strategy attempts to find the best match of media, having regard to the target market and given budgetary constraints Media planners attempt to balance reach and frequency objectives while also giving consideration to creativity and other relevant nonquantifiable factors Media planning is both an art and a science Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 10-62 ... audiences audiences Media Media objectives objectives Goals Goals to to be be attained attained by by the the media media strategy strategy and and program program Media Media strategy strategy Decisions... understand the principles of brand contact points in media strategy To understand the key terminology used in media planning To recognise and be able to set media objectives To know how a media. .. Selecting broad broad media media classes classes Determining Determining media media strategy strategy Selecting Selecting media media within within class class Media Media use use decision