Media Strategy _ Planning by wpr1947


									Media Strategy & Planning

            MKTG 340
            Maureen O’Connor
Media Strategy

   Now that we’ve developed our message strategy,
    the key is to …

    –   Analyze and choose the appropriate media to convey our

   Requires that we
    –   A. know who our audience is
    –   B. Know where our audience is
Key issues in media planning and

   Poor placement will compromise your ability
    to reach your advertising objectives because
    you won’t be effectively reaching your target
   Today’s media department has a more
    complex responsibility due to the explosion
    of available media.
Key Players

   Media Planners:
    –   work with creatives and account people to
        understand the objectives of the campaign.
    –   Research the target audience and best media
        outlets to meet the objectives
   Media Buyers
    –   Negotiate and purchase the media time and
Key Issues in Media Today

   Media Fragmentation
    –   It’s harder to reach a mass audience because the audience
        has splintered into smaller media audiences
   Advertiser control of media: handful of major
    conglomerates for news and information
    –   Disney (market value: $72.8 billion)
    –   AOL-Time Warner (market value: $90.7 billion)
    –   Viacom (market value: $53.9 billion)
    –   General Electric (owner of NBC, market value: $390.6 billion)
    –   News Corporation (market value: $56.7 billion)
    –   Yahoo! (market value: $40.1 billion)
    –   Microsoft (market value: $306.8 billion)
    –   Google (market value: $154.6 billion)
Time Warner holdings
Majority interest in WB, a U.S. television network launched in 1995 to provide a distribution platform for Time Warner films and programs. It is
carried on the Tribune Company's 16 U.S. television stations, which reach 25 percent of U.S. TV households;

Significant interests in non-U.S. broadcasting joint ventures;

The largest cable system in the United States, controlling 22 of the largest 100 markets;
Several U.S. and global cable television channels, including CNN, Headline News, CNNfn, TBS, TNT, Turner Classic Movies, The
Cartoon Network and CNN-SI (a cross-production with Sports Illustrated);

Partial ownership of the cable channel Comedy Central and a controlling stake in Court TV;

HBO and Cinemax pay cable channels;

Minority stake in PrimeStar, U.S. satellite television service;

Warner Brothers and New Line Cinema film studios;

More than 1,000 movie screens outside of the United States;

A library of over 6,000 films, 25,000 television programs, books, music and thousands of cartoons;

Twenty-four magazines, including Time, People and Sports Illustrated;

Fifty percent of DC Comics, publisher of Superman, Batman and 60 other titles;

The second largest book-publishing business in the world, including Time-Life Books (42 percent of sales outside of the United States) and
the Book-of-the-Month Club;

Warner Music Group, one of the largest global music businesses with nearly 60 percent of revenues from outside the United States;

Six Flags theme park chain; The Atlanta Hawks and Atlanta Braves professional sports teams; Retail stores, including over 150 Warner Bros.
stores and Turner Retail Group; Minority interests in toy companies Atari and Hasbro.
Key media Issues

   Globalization of media channels
    –   Different media have different penetration levels
        in different countries. A global campaign will have
        a complex media structure
   The rise of social and alternative media
   Blending of advertising and entertainment
    –   Programming that integrates advertising, i.e.
        America’s Biggest Loser
Key Issues in Media

   Quantification of dollars spent
   Questionable media measurement
   Growth of Internet advertising/falling
    response to traditional media
    –   Interactivity
   Digital convergence
    –   Getting information/media from cell phones and
        mobile media
Five “Rights” of media

   Right Audience
    –   Identifies media patterns of the target audience
   Right Medium
    –   What is a media channel today?
    –   Is it right for the audience? How do we know?
    –   Is it right for the creative?
Five Rights

   Right Exposure Level
    –   How many exposures/impressions can we afford?
    –   How can we most cost effectively deliver them?
    –   Frequency or impact?
    –   Exposure terms
            Reach: How many target members are exposed to our ad at
             least once over a given period?
            Frequency: How many times was the target market exposed to
             the ad over a given period?
            Rating: What percentage of households were watching a
             particular program?
            Share: What percentage of households with the television on
             were watching a particular program?
Five Rights of Media

   Right Timing
    –   When and how much should we run?
            Seasonal factors?
            Competition schedule?
            Sales cycle?
            What duration
              – Flighting
              – Pulsing
              – Continuous
              – Front end loaded
Five Rights of Media

   Right Cost
    –   Issues of efficiency: delivering the most number of target
        audience impressions for the least cost
    –   Measures of efficiency
            Cost per impression
               –   Cost of the media buy/total impressions delivered
            Cost per thousand impressions
               –   Cost of the media/total impressions delivered x 1,000
            Gross rating points
               –   Program rating x total impressions delivered
            Cost per rating point
               –   Cost of the media buy/vehicle rating
Which is more important?

   Frequency?
    –   Research suggests a minimum of 3 impressions to be
   Size and impact?
    –   Large ads have better recall than small ads
    –   Effective appeals. i.e music
   When?
    –   Recency theory says advertising is more effective the closer
        it is to a purchase
    –   Clutter impedes consumer recall
Components of a Media Plan

   Objectives
    –   Quantifiable measures related to reach and frequency
   Strategies
    –   What combination of media types will be used?
            Broadcast, print, online?
   Media Choices
    –   What specific programs, publications, websites will be
   Media Schedule
    –   When and how many times will we run on these media

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