Advertising Strategy and Media Planning Media Strategy
3
Step 5 of the planning process… what the advertiser does
Strategic decision…” How best to ex
pose the advertising to the
target audience that has been select
ed” (Percy & Elliott 2009 p.72)
Strategic decisions about media
Step 1 of the unravelling process… what you do to analys
e a campaign
Strategic decisions about…
What type or kind of media…
media channel
Cinema
Newspapers
Magazines
Out of Home
Media channels are…
Television
Digital
Radio
Ambient Percy and Elliott (2012)
Media provides exposure
Advertising has two components…
The channel… the media that carries the advertising
The content… the creative content of the advertisement
Percy and Elliott (2012)
FulUils campaign objectives…
When analysing a campaign, the channel chosen to provide exposure
indicates the target audience that had been strategically identiUied…
The media chosen will be directly related to the objectives of the campaign…
…who the ad was exposed to
…it must be consistent with the objectives and ensure the campaign fulUils them
Percy and Elliott (2012)
830 radio stations
1,587 newspapers
300 media owners
76% UK households connected to the internet
The UK Media Environment…
1,973 magazines
514 TV channels
60% UK adults own a smart phone
24 million facebook users, 15 million twitter users
www.mediauk.com, Ofcom, Route*, 2013
110,000 Out of Home poster sites*
53% of adults dual-‐screen
Visual Content Time to Process Message Frequency
TV Yes Short High
Radio No Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
Media ratings on essential media
selection characteristics…
Percy and Elliott (2012)
Brand Awareness Recognition
Brand Awareness Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
Media selection options to satisfy brand
awareness
and brand attitude communications obje
ctives…
Percy and Elliott (2012)
Thinking Feeling
Level of Involvement
High Low
Informative (Thinker) Car – House -‐ Furniture
Affective (Feeler) Jewelry – Cosmetics -‐ Fashion
Model: Possible Implications Test: Media: Creative:
Learn – Feel – Do Recall, Diagnostics Long Copy, ReUlective SpeciUic Information, Demonstration
Model: Possible Implications Test: Media: Creative:
Feel – Learn – Do Attitude Change, Emotional Arousal Large Space, Image Specials Executional, Impact
Habit Formation (Doer) Food – Household Items
Self Satisfaction (Reacter) Cigarettes – Alcohol -‐ Sweets
Model: Possible Implications Test: Media: Creative:
Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder
Model: Possible Implications Test: Media: Creative:
Do – Feel – Learn Sales Billboards, Newspapers, POS Attention
Adapted from FCB (Foote, Co
ne and Belding) Grid, Vaughn
, 1980
Rossiter-‐Percy planning grid... expands on the think/feel dimensions to cover other motivations that people have when buying which include…
transformational (emotion/feelings)
informational (think/reason)
They also argue that involvement is not a continuum
(e.g. when does a person graduate from high to low involvement?)
Instead involvement is seen as purchase speciUic
Rossiter-‐Percy Planning Grid
Motivation Informational Transformational
Involvem
ent
Low
High
Brand Attitude Strategy Quadrants from th
e Rossiter-‐Percy Grid, 2006
Fast Food
Holiday
Banking
Credit Card
Choice of channel indicates…
Whether the campaign’s objectives included…
Recognition… needs visual impact
Low involvement/informational… most med
ia channels can be effective
Recall… needs frequency
Low involvement/transformational… needs visual and emotional imp
act
High involvement/informational… long pro
cessing time needed
Highinvolvement/transformational… needs visual and emotional imp
act
“… is the practice of deUining a targ
et audience in terms of speciUic
demographic characteristics, then
‘matching’ that demographic
proUile with the demographic proUi
le of a media vehicle’s
audience” (Percy and Elliott p236)
Works the other way round when analysing a campaign…
Demographic matching…
…the demographic proUile of the media used provides evidence of the likely target audience selected for the campaign.
Direct matching…
“directly surveying your market to measure its media habits” (Percy and Elliott p236)
Done a lot via specially commissioned market research.
But not available to anyone except the brand’s
marketing management and their advertising agencies.
TV… £4.16billion
Press… £3.95billion
Outdoor… £0.89billion
Cinema… £0.17billion
UK Media spend by channel…
Internet… £4.78billion
Radio… £0.43billion
WARC, AdAssoc, Media Week, 2012
Media problem…
“All media carry with them a degree of wastage …
readers, listeners or viewers who are inappropriate to
the advertiser’s message.”
BUT…
“Audience fragmentation may offer the opportunity to
limit the exposure of the message to those consumers
who most closely correspond to the desire target
audience” Yeshin, 2006
Does it enable the communication o
f the advertising message?
Does it provide cost-‐effective coverage of the target audience?
Media channel evaluation…
Is it the appropriate environment in which to place the mes
sage?
Yeshin, 2006
New Trinity Mirror Advertising campaig
n…
Television works -‐ can use visuals, movement and music. Highly
transformational approach but with information provided in an
engaging, social way.
Mercedes thought X-‐Factor appropriate -‐ why? Large mass audience with emphasis on younger age groups and families…
Should reach a mass audience (ITV1 Prime Time) -‐ target audience objective therefore wide, hence choice of media cost-‐effective in terms of reach and frequency. Regional?
BARB audience Uigures… 8.8million 15th September 2013, 98.3million 14th September 2013… Audience primarily C2DE women and housewives with children
New Mirror Advertising campaign…
• http://www.mediaweek.co.uk/article/1213868/Uirst-‐look-‐mirrors-‐madeuthink-‐tv-‐ad
Out of Home…
Your media strategy questions…
Adapted from Yeshin, 2006
What target audience does this media reach?
How complete a coverage of the target audience might this media have reached?
What might have been the frequency of this advertisement in this media?
When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)
How does this media relate to the type of message the advertising conveys?
What is the geographic boundary of the media and
what does that say about the likely campaign strategy?
Assuming there’s a good demographic match, what does this say about the likely target adience for the campaign?
Usually a media mix…
Rare to use only one medium
Not about ubiquity… stretches resources too far
About using enough, relevant media to have the desired reach and frequency impact
Usually a combination of media: several channels and then several vehicles within each channel
For next week’s seminar
Do the research for a magazine of your choice and complete the
worksheet
Go to the module’s X-‐Stream site and the SEMINAR folder
Answer the questions on the related worksheet
Bring your completed worksheet to the tuto
rial
References and reading
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford, Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via EBSCO and Emerald) and on WARC using “advertising strategy” as your search words.