Audience and media term project
TERM PROJECT
ALTERNATIVE PLANS CHOOSE A PLAN
SUPPORTING MATERIAL DATA, ETC. TO USE IN JUSTIFYING YOUR
SELECTIONS
TERM PROJECT
ALTERNATE PLANS
Plan I—TV/ Outdoor/Digital
Traditional Television Cable-select/OTT 15% $300M Daytime TV 15 300M Prime TV 40 900M Outdoor – 25 500 M Selected markets—key airports Total—Traditional 100 2000M Digital Social--Facebook, Twitter, Snapchat, etc Display
Note: for this plan, an added objective is required—Provide Advertising support in key markets with airports accounting for significant international travel.
Plan I-- (cont.)
Wom. 25-54 R/F
TV 73/2.4 Outdoor 35/1.2 Total 76/3.7
Comments: No need to justify digital recommended plan in terms of R/F. This corresponds to the approach favored by many advertisers: use ‘traditional’ media for awareness and reach and use ‘digital’ media for stimulus close to purchase occasion
Plan II—TV/DIGITAL
Traditional Television Cable select/OTT 20% $400,000 Daytime 15 300,000 Prime Time 65 1,300,000 Total-Traditional 2,000,000 Digital Various—select among options—including Search Social--Facebook, Twitter, Snapchat, etc Display
Plan II (cont.)
Wom. 25-54 R/F
TV 76/3.6
Comments: No need to justify digital recommended plan in terms of R/F. This corresponds to the approach favored by many advertisers: use ‘traditional’ media for awareness and reach and use ‘digital’ media for stimulus close to purchase occasion
Plan III—Magazines/Digital
Traditional Magazines 100% $2,000,000 Total –Traditional $2,000,000 Digital Various—select among options—including Search Social--Facebook, Twitter, Snapchat, etc Display
Plan III—Magazines/Internet
Plan III (cont.) R/F 60/2.4
Comments: No need to justify digital recommended plan in terms of R/F. This corresponds to the approach favored by many advertisers: use ‘traditional’ media for awareness and reach and use ‘digital’ media for stimulus close to purchase occasion
Plan IV—TV, Radio, Digital
Traditional Television Cable-select/OTT 20% $400M Daytime TV 15 300M Prime TV 40 800M Radio 25 500M Total-Traditional $2,000M Digital Various—select among options—including Search Social--Facebook, Twitter, Snapchat, etc Display
Plan IV-- (cont.)
Wom. 25-54 R/F
TV 83/2.7 Radio 49/2.3 Total 88/3.8
Comments: No need to justify digital recommended plan in terms of R/F. This corresponds to the approach favored by many advertisers: use ‘traditional’ media for awareness and reach and use ‘digital’ media for stimulus close to purchase occasion
SUPPORT MATERIAL
Traditional Media Following section contains: Reach potential Audience composition data, indexes, etc. As well as other data/materials that can be cited
in strategy/rationale as basis for justifying media choices.
Also provided—non-traditional—digital-media Issues to be cited/considered in justifying digital
media choices including: search, display, social
Audience and Rate Data—TV Dayparts
Wom 25-54 CPP
Prime $9756 Daytime 3390 Morning 5712 Cable Select 5454
Select-cable—diversification
cable programs performing well against upscale women 25-54. included-- OTT—the limited forms that accept advertising-
Comment: Despite fragmentation, it is still possible to achieve broad reach through tv —even among millennials—but diversification is critical, and cable/OTT plays an important role in this regard. Prime continues to be essential as a reach producing engine, but significant diversification is also required.
NOTES
WOMEN 25-54 Audience Composition-Index of Concentration
Morning TV 33 110
Daytime TV 37 123
Prime 33 110
Cable—select 35 117
Radio 32 108
Newspapers 32 105
Magazines 44 146
% Index
PERSONAL TRAVEL—3+TIMES/YEAR Index of Concentration
Morning TV 98 Daytime TV 90 Prime TV 102 Cable-select 112 Radio 109 Newspapers 105 Magazines 120
Note: 1)These numbers—hopefully reasonable—are ’made up’ for the purpose of the project. 2) The base=100 is women 25-54 taking 3+ flights/yr. in U. S. population.
Index
ATTENTIVENESS Women 25-54 Paying Full Attention
% Attentive
Morning TV 33
Daytime TV 57
Prime TV 68
Note: Attentiveness data available for over-the-air TV only— not for cable or for other media
TELEVISION DAYPARTS— REACH POTENTIAL—WOM.25-54
To maximize reach— Include prime— Also include day—for efficiency— inexpensive grp’s help build reach though day cannot be relied upon exclusively diversify—include cable /OTT— OTT particularly important for reach against millennials
INTERNET/DIGITAL— COMMENTS ON JUSTIFICATION
In general, demo data not applied, since digital targeting is largely based on ‘browsing’ history together with other aspects of personal makeup that may be included as factors in Facebook algorithms or other digital/social targeting. This form of fine personal profile targeting can and should be cited as an advantage.
Use of Facebook or Twitter or Instagram or Snapchat should be discussed and justified in terms of how ads are presented, likelihood of ‘click-in,’ selling force and strength of ad delivery, mood created by environment of social media setting, etc.
Search should be discussed and justified based on the ‘self-targeting’ process by which a prospect arrives at the advertiser’s site.
‘Display’ should be discussed in terms of: sites where placed in order to assure ‘relevance likelihood of ‘click- in,’ etc.
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