Advertising Strategy and Media Planning Lecture 3

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


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…


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…


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


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


Do – Learn – Feel Sales Small Space Ads, 10 second IDs, Radio, POS Reminder


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.

Education

Advertising Strategy and Media Planning Lecture 3