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Account/Media Strategy and Planning
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Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Dec 26, 2015

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Jasper Patrick
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Page 1: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Account/Media Strategy and Planning

Page 2: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Campaign Strategy

Objectives – What are your goals?

Targeting – Who are your best prospects?

Competitive advantage – What differentiate your brand?

Brand personality – Human characteristics of brand?

Positioning – What’s your place relative to competition?

Geographic – Where to concentrate your efforts?

Seasonality – When to market the product/service?

Page 3: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Objectives

Sales objectives – focused on direct action, such as a buying response Goal: generate short-term increases in

sales. Be realistic. 1-2% increase

Communications objectives – focused on building awareness or image. Goal: create and improve knowledge or

favorable perception of the product.

Page 4: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Targeting

Determining your best prospectsNot all prospect groups should be targetsMust prioritize among possibilities

Primary, secondary, tertiary marketsUsers, buyers, and influencers

Research identified prospects

Strategy defined targets

Page 5: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Competitive Advantage

What give you an edge on competitors?

A unique set of features that are seen as significant and superior by consumer

Key to brand loyalty and brand equity Cost – Maximize value to consumers (Walmart) Differentiation – Unique experience (Apple) Niche – Focus on narrow market (Rolex)

Page 6: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Position and Personality

What is your place in the market?How are you understood by consumers?What can you deliver to consumers?

What human characteristics/personality traits can be attributed to your brand?Must be something consumer can relate to

Page 7: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Geographic and Seasonal

What parts of the country? What types of markets? What areas of a market?Regions, DMAs, metro rings

What times of the year? What holiday seasons? What other timing factors?Time of year, month, week, and day

Page 8: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

OutlineFunction of Media Planning

Media Planning Objectives/Strategies

Media Selection

Media Information Sources

Media Outlets and Options

Page 9: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Functions of Media Planning

Goal: Delivering ad to target audience

Decisions:Which audience?Where?When?How long?

Increasing complexity of media planning

Page 10: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Aperture in Media Planning

The ideal moment for exposure to adConsumer in info-seeking modeConsumer in purchase mode Interest and attention are high

Page 11: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Media Planning Objectives

Reaching the target

Sales geography: Where to advertise

Timing: when to advertising

Duration: how long to advertise

Page 12: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Reaching the Target

Matching info on:Target audience profileMass media audiences

Categories of information:Audience demographicsProduct user characteristics

Page 13: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Sales Geography: Where

Geographic sales differencesDifferential dollar allocations

Regional distribution patternsFocused advertising expenditures

Targeted markets or hubsSuch are airlines or hotel chains

Page 14: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Timing: When

Season timing

Holiday timing

Days-of-the-week timing

Hours-of-the-day timing

When is as important as Where

Page 15: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Duration: How Long

Size of the advertising budgetMay need to select times to focus

Consumer-use cyclesWhen are sales highest, when is purchase?

Competitors’ advertisingShare of voice / Share of dollars

Page 16: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Timing/Duration StrategiesContinuity

Flighting w/ hiatus

Pulsing

Page 17: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

The Media EnvironmentContent context: compatibility with product

Media clutter

Share of voice in a given medium

Page 18: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Staging the Media PlanStarting point: Situation AnalysisMedia objectivesWhat are the media goals?

Strategy: Media selectionFinding the most appropriate media

Flow ChartSchedulingMonth-by-month budget allocation

Page 19: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Marketing Sources

Important factors:Area sales patternsMonth-by-month sales patternsDistribution patternsCompetitors’ advertising patterns

Page 20: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Media SourcesMedia selection based on:Audience researchMedia costs

Important factors:Media popularity/usageMedia audience profilesMedia cost forecastingMedia characteristics

Page 21: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of Advertising Media

Purpose Coverage Targeting Support

Audience/Product Involvement High vs. Low Involvement

Type of Appeal Rational (Cognitive) Emotional (Affective)

Page 22: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advertising MediaPrint Media

Place Media

Broadcast Media

Narrowcast Media

Page 23: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Print MediaPrint MediaNewspapersMagazines

Page 24: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

National and Local Newspapers

• National Newspapers

• Metro Daily Newspapers

• Regional Daily Newspapers

• Local Weekly Newspapers

Page 25: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Newspaper Readers

Mass market (relatively wide reach)

Readership increases with:AgeEducation Income

Page 26: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Types of Newspaper AdsClassified

DisplayLocal vs. National

Supplements

Page 27: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of Newspapers

Geographic targeting

High credibility

Permanence/User-paced

High information potential

Page 28: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of Newspapers

Limited color

Poor reproduction quality

One day life span

Unattractive layouts

Hard to measure actual exposure

Massive decline in readership

Page 29: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Decline Across Ages

Page 30: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of Newspapers

Coverage medium

Geographic targeting

Local retail ads

High involvement consumers/products

Rational appeals

Page 31: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

MagazinesGeneral circulation magazines

Specialized MagazinesTarget marketing

Trade Magazines

Page 32: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of Magazines

High color reproduction quality

High credibility

Permanence/User-paced

Pass along factor

High information potential

Page 33: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of Magazines

Hard to measure actual exposure

Long lead times

Expensive: High CPMs

Decline in news magazines

Page 34: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of Magazines

Highly specialized target marketing

Geographic targeting with zip editions

High involvement consumers/products

Rational and emotional appeals

Page 35: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Place/Outdoor MediaBillboards

Transit

Ambient

Page 36: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Billboards / Ambient

Page 37: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of BillboardsHigh frequency

Geographic flexibility

Low cost per exposure

Page 38: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of Billboards

Fleeting message

Limited information

Long lead times

Location unavailability

Visual pollution

Page 39: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of BillboardsGood coverage medium

Localized support medium

Low involvement products

Page 40: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Transit Advertising

Page 41: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of TransitCaptive audience

Low cost

Supports mass transit systems

Page 42: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of TransitLack of status

Cluttered environment

Limited information potential

Page 43: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of TransitLocalized support medium

High and low involvement products

Page 44: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Explosion of Ambient

Reasons for growth of ambient media:

A decline in power of traditional media.

Greater demand for point-of-sale contact.

Narrowcasting to specific audience.• Extremely versatile.

Page 45: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.
Page 46: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Broadcast Media• National Television• Local Television• Cable Television• Syndicated Television• Radio

Page 47: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of National Television

• Mass coverage• Low cost per thousand (CPM)• Some content-based targeting• High impact• Creativity/stopping power

Page 48: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of National Television

• High production costs• High absolute media costs• Brevity• Impermanence/Not user-paced• Low information potential• Clutter• Zipping and Zapping

Page 49: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of National Television

• Coverage medium• Low involvement consumers/products• Emotional appeals

Page 50: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Local (Spot) Television• Local Affiliates• Local Independents

Page 51: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Cable Television• Superstations• News channels• Entertainment channels• Specialized channels

Page 52: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of Cable TV

• Similar to National Television• Low cost: absolute and CPM• More specialized audiences

Page 53: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of Cable TV

• Similar to National Television• Lower quality ads• Limited reach• Fragmented audience

Page 54: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of Cable TV

• Targeting with television• Some high involvement consumers with

specialized channels• Emotional / rationale appeals

Page 55: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Syndicated Television

• First-run syndication • Rerun syndication (off network)

Page 56: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

First-run Syndication

Page 57: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Rerun Syndication

Page 58: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Forms of Television Advertising

• Sponsorships Infomercials

• ParticipationBreaks within a program

• Spot announcementsBreaks between programs

Page 59: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Radio• Network Radio• Syndication• Unwired networks• Satellite Radio• Local Spot Radio

Page 60: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of Radio• Low media cost• Low production costs• Short lead times• Captive audiences• Specialized audiences

Page 61: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of Radio• No visuals• Low information potential• Impermanence/Not user-paced• Fragmented audiences• Complicated media buys• Clutter

Page 62: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of Radio• Good targeting medium• Localized support medium• High and low involvement

products/consumers• Rational and emotional appeals

Page 63: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Narrowcast Media• Direct marketing

TelemarketingDirect mail

• Yellow pages• Interactive media (The Internet)

Page 64: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Direct Media• Direct Mail• Catalogues• Broadcast media

Infomercials800 numbers

• Telemarketing

Page 65: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of Direct

• Personalized impact• Elaborate databases for targeting• Reaches inaccessible audience• Measurable exposure/success

Page 66: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of Direct

• High CPMs• Junk mail• High audience refusal rates• Environmental concerns• Key is a high quality mailing list

Page 67: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of Direct

• Target marketing• Relationship marketing• High involvement consumers/products

Page 68: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

The Internet• Rapid adoption/growth• Importance as an advertising medium• Massive shift in advertising dollars

Page 69: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Adoption Curves for Various Media

1922 ‘26 ‘30 ‘34 ‘38 ‘42 ‘46 ‘50 ‘54 ‘58 ‘62 ‘66 ‘70 ‘74 ‘78 ‘82 ‘86 ‘90 ‘94 ‘98 Est

120

80

60

5040

20

0

Mil

lio

ns

of

Us

ers

Radio TV Cable Internet

Years to reach 50 MM users

Radio 38TV 13Cable 10*Internet 5**

The Internet is the fastest growing medium in history

* Launch of HBO in 1976 was used to estimate the beginning of cable as an entertainment/ad medium.** Morgan Stanley Technology Research estimate (Chart shows the Internet beginning as an entertainment/ad medium in 1994 because its earlier use was restricted to governmental activities)

Page 70: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Advantages of the Internet• Interactive medium/Active audience• Affluent market• Permanence/User-paced• High information potential• Immediate response

Page 71: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Disadvantages of the Internet

• Untested medium• Fragmented audience• Slow downloads• Security and privacy issues

Page 72: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Strategic Use of the Internet

• Target marketing• High involvement consumers/products

Page 73: Account/Media Strategy and Planning. Campaign Strategy Objectives – What are your goals? Targeting – Who are your best prospects? Competitive advantage.

Miscellaneous Advertising• Movie trailers

Controlled by motion picture companies and distributors, not theaters

• Blimps and planes• Sporting events• Grocery carts• Ticket backs• Rapidly growing list of other ad media