Buying ad space - challenging the paradigm Marketing Science Centre’s Research and can be paired up – reach and frequency, Development Initiative). continuity and budget – and while not What a stimulating experience this directly, they operate in an inversely breakfast was. Two reasons. The ﬁrst proportional manner. In other words, if is that the Ehrenberg-Bass Institute is you want reach, it will be at the expense of right here in Adelaide, operating out of frequency (and vice versa). Or the bigger the Adelaide University . your budget, the longer you can advertise These guys are global movers and shak- media Gary Jaffer ers in the ﬁeld of market research and marketing strategy development – their (and vice versa). The perennial battle for media people is to balance these parameters in a way that client list includes some of the world’s maximises the potential of the advertising great brands – and right here in good old campaign. This is quite a balancing act, Adelaide. and requires solid knowledge of the product Secondly, Sharp is a stimulating, engag- ing and confronting speaker. He challenges being advertised, the media marketplace THERE was a time when the idea was that contemporary thinking (habitually I’m and the subtleties of the media research a person who booked advertising space told), not just for the sake of it but based used to determine audience levels. would have nothing useful to contribute to on the ﬁndings of the various projects All sorts of things can inﬂuence the an advertising strategy Advertising strat- . undertaken at the Institute. market’s acceptance of an advertising mes- egy was dictated by creative considerations The presentation last week challenged sage ranging from the creative execution and media placement taking the leading some of the conventional views about televi- through to the mindset of the individual. role in the development of the strategy sion viewing and television media buying. But generally it has been accepted that ‘‘ was simply not part of the equation – they people need to see a message several times were consulted, then told what media was before they fully appreciate the import of going to be booked. These guys are the message. Today, four of Australia’s big media global movers and So, when someone comes along and says buying agencies have ofﬁces in Adelaide “I’ve got evidence that shows that when and there are a couple of other smaller shakers in the ﬁeld of ’’ it comes to TV advertising, frequency is operators. But the industry has changed . dramatically Media strategy is no longer market research simply not important”, it really does upset the applecart and challenges this person’s the poor cousin in the development of thinking on how TV and the consumer advertising strategy, but is in fact, in many Now, I do not agree with everything Sharp mind works. cases the leading player. Funny how the had to say, and there were several areas Now, I’m not about to instantly go out pendulum swings. It has probably swung in which I would have enjoyed a healthy and change the way we go about buying too far! discussion. TV based on a presentation over break- Good strategy and, in fact, outstanding But the point was, he challenged my strategy comes when media, creative and thinking. He forced me too look critically fast. But I am prepared to challenge the sound market knowledge combine in a at the methods and paradigms I work with paradigm. media neutral atmosphere. But alas, this in my day to day business. And this must The work of people like Sharp and the is usually the exception rather than the be good. Ehrenberg-Bass Institute is terriﬁc. I’ve rule. Media advertising is a cocktail of four been exposed to some of it now on a couple I’ve side tracked slightly because all this ingredients. Reach (the number of people of occasions and I believe this sort of work is leading to a breakfast I attended last exposed to a message), frequency (the is critical to the ongoing level of expertise week hosted by the Ten Network. The guest number of times exposed), continuity our industry has to offer. The wonderful speaker was Dr Byron Sharp, Director of (or length of campaign) and budget (how thing is that it is right here in Adelaide, at the Ehrenberg-Bass Institute (formerly the much there is to spend). Often these four our ﬁngertips as it were. Bravo!
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