question
Ziyi Wu
IBM3072_06_mediaplanning1.pptxPromotional Strategies
IBM 4052
ELIF OZKAYA
Media, Messages and Readers
Medium is the message (McLuhan)-not an empty vessel
Twitter –Arap spring; power to enable revolutions
US Presidents social media campaigns
Target Market
A target market is the market place for a particular product or service comprising existing customers, and prospect customers (who will use/enjoy) a particular product or service.
Market Research Resources
Market Research Companies that Provide Detailed Consumer Behavioral Analytics
CPP has access through library.
Looking at the Market Place Retail Sales Reporting
Experian Consumer Insights –credit scores
(www.experian.com/marketing-services/marketing-services.html)
IRI (www.iriworldwide.com) –retail market intelligence.
Market Decisions Research (www.marketdecisions.com) –survey company
Nielsen (www.nielsen.com)
SportScanINFO (www.sportscaninfo.com)
The NPD Group (www.npd.com)
Target Audience
A target audience is the intended audience or readership of a publication, advertisement, or other message.
Media Vehicle Information- Media Kits
Media Kits
Rate cards
Media Intelligence data bases-syndicated research
Individual media measure companies.
Media Vehicle Information- Media Kits
Media Vehicle Information- Media Kits
Media Vehicle Information- Media Kits
Suppliers of Syndicated Media Research
Neilsen Audio (formerly Arbitron)-radio
Comscore Media Metrix reports
Marketing Evaluations-tv programs, celebrities, social TV monitor (Qscores)
Hitwise-desktop, tablet, smartphones
The Technologies Used For Audience Measurement
USE SURVEYS (self-report =relies on recall)
Paper
Telephone Interviews
Personal Interviews
Mobile (web-enabled)
The Technologies Used For Audience Measurement
DIARIES (self=report relies on recall)
My Media Diet
The Technologies Used For Audience Measurement
METERS-non intrusive, don’t rely on human memory
Set top box TV logger (TV at home)
Cost efficient
Installation very easy
Does not rely on recall
Holiday homes?
Portable People Meter (Radio)
Worn like a pager
Listens and reports audio signals
Mediawatch
TV (out of home)
Radio (at home, out of home)
Cinema
DATA CENTRAL
Data for Analysis
The Technologies Used For Audience Measurement
COOKIES
WEB BEACONS
1x1 clear image GIF
Source points to a site to retrieve the image
IP number, duration and browser info recorded
Can delete/block cookies but not beacons!
The Technologies Used For Audience Measurement
Audience Measurement for each medium
National TV:
people’s meter (w/ 5,000 homes)
Nielsen Media Research
Who, what, how long, when
Local TV:
Diary in all 210 DMAs (Designated Market Areas, “TV markets”)
Diary + meter in top 53 DMAs
Nielsen+ GFK
DMAs: a group of counties that get the majority of their TV viewing from the same home market. (e.g., Baltimore DMA)
Radio:
Diary in 270 radio markets
Nielsen PPM (portable people meter) GfK Mediawatch
Magazines
Recent-reading techniques w/ in-person interview and a long questionnaire about their product use
Mediamark Research Inc. (MRI)
Newspapers
Yesterday reading (“Which NP did you read yesterday?” typically use circulation figures)
ABC: Audit Bureau of Circulation
Audits and reports the circulation of various publications
Audience Measurement for each medium
Internet
Use national sample of 60,000 respondents
Measure the number of visitors, how long people stay in each page, how far they go, how many times they return
Nielsen/NetRatings
ComScore
Out-of-Home
the number of cars passing each billboard on the average day (“daily circulation”)
Traffic Audit Bureau
Audience Measurement for each medium
Paid, Owned and Earned Media
Paid: Brand pays to leverage a channel
Owned: Brand controls the channel
Earned: Brand has consumers/companies become the channel.
Terminology
REACH
Effective Reach: Reach is the number or percent of different homes or persons exposed at least once to an advertising schedule and/or program over a specific period of time. Reach excludes duplication.
21
Terminology
FREQUENCY
Effective Frequency: Frequency is the number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time.
Because it is an average frequency, dispersion of frequency of exposure will differ between specific schedules and daypart mixes. Effective frequency is the desired level of multiple exposures deemed minimal for producing effective awareness levels.
22
Terminology
GRP and TRP
GRPs and TRPs: The aggregate total (the sum) of the ratings of Household ratings is called Gross Rating Points or GRPs. The sum of the ratings of a specific demographic segment (example, Adults 18-49) may be called Target Audience GRPs or more simply TRPs. The term GRPs is generic and may refer to household GRPs or to specific target segment GRPs, but know the difference just in case.
23
PRINCIPLES FOR VEHICLE SELECTION
It’s media planner’s responsibility to find a medium
With an optimum amount of frequency (or repetition)
At the lowest cost per thousand prospects reached (cost efficiency)
With a minimum of waste (or nonprospects),
In the right timeframe
Within a specified budget
24
Trade of between largest audience reach & cost
Of all the media decisions, one of the most important is selecting individual vehicles. Planners tend to select one or more vehicles that effectively reach an optimum number of prospects:
24
Media Vehicle Selection Principles
Ratings
Represents an estimate of the audience that has viewed a program or has tuned in to a program during a specific time period
Percentage of TV households viewed a particular TV show or radio program
HUT (Households using Television)
The total percentage of homes in a market that are watching television at a given point
HUT=
Number of HUT will be the same throughout a day?
MEASUREMENT BASICS
Number of TV households watching a show)
total TV households in the U.S.
Rating =
X 100
total TV households in the U.S.
TV Households Turned on TV
Share: The percentage of HUT (TV using homes) tuned to a particular program
Share=
Households tunes to Program (or channel)/Households using Television
more accurate picture for TV viewing audience data?
rating is the major criteria that the advertising and broadcasting industries use in most cases.
MEASUREMENT BASICS
TV Households Turned on TV
Number of TV households watching a show)
Get your pencils ready
10,000 TVHH nationally
2000 tuned to 60 Minutes
8000 Households turned on TV
Calculate
Rating
Share
HUT
MEASUREMENT BASICS
28
Get your pencils ready
10,000 TVHH nationally
2000 tuned to 60 Minutes
8000 Households turned on TV
Calculate
Rating (2000/10000)*100=20 Rating score
Share (2000/8000)=.25
HUT (8000/10000)=.8
MEASUREMENT BASICS
Determining Relative Cost of Broadcast
Cost of 1 unit of time
Number of HU or people reached by a given program or time
CPM =
X 1,000
Cost per thousand (Cost per Mille CPM)
30
An important decision in the development of the media strategy is estimating the relative cost of advertising in various media. The overall objective of the advertiser is to deliver the message to the target audience at the lowest rate with the least waste. This slide shows how the cost of print media is calculated. CPM refers to cost per thousand people reached and is calculated for print media such as magazines by dividing the cost of the ad space by the circulation and multiplying this amount by 1000.
Determining Relative Cost of Media-Print
Cost of ad space
(absolute cost)
Circulation
CPM =
X 1,000
Cost per thousand (Cost per Mille CPM)
31
An important decision in the development of the media strategy is estimating the relative cost of advertising in various media. The overall objective of the advertiser is to deliver the message to the target audience at the lowest rate with the least waste. This slide shows how the cost of print media is calculated. CPM refers to cost per thousand people reached and is calculated for print media such as magazines by dividing the cost of the ad space by the circulation and multiplying this amount by 1000.
Media plan
Reach, frequency, penetration
Review question
Devise an IMC media plan to support the launch of a new model of motor car. The creative executions include a 20-second TV ad, national daily press ads and direct mail shots to current owners of cars in that class. How would you plan your targeting? Which media vehicles might you use? Explain the timings of exposure. What are the main problems and difficulties of this task?
MEDIA PLANNING
