Mp+ +b +chapter+9
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This document provides an overview of key concepts in media planning and buying for the 21st century. It discusses the ARF response model, which describes the progression of media effects. It also covers effective reach, recency, share of voice, the purchase funnel, and engagement. The document explains that effective reach aims to reach the target audience 3-10 times, while recency theory maintains the importance of reaching the maximum number of people just before purchase.
Mp+ +b +chapter+9
- 1. How do media work? CHAPTER 9 Media Planning & Buying in the 21st Century
- 2. Agenda Introduction ARF Response Model Effective Reach Recency Share of Voice/Share of Market Purchase Funnel Engagement Media Planning & Buying in the 21st Century
- 3. “If you don’t know where you are going, any road will get you there” -- Cheshire Cat Media Planning & Buying in the 21st Century
- 4. 1. ARF Response Model In 1961, the Advertising Research Foundation (ARF) developed a media communications model describing the progression of media effects Recommendation that media should only be compared on the same level of the model. The model was revised in the 2000s to reflect the introduction of digital and new media. Media Planning & Buying in the 21st Century
- 5. ARF Response Model Vehicle Distribution Vehicle Exposure Advertising Exposure Advertising Attentiveness Advertising Communication Advertising Persuasion Advertising Response Sales Response Media Planning & Buying in the 21st Century
- 6. 2. Effective Reach Effective Reach is based on the premise that a target audience must be reached often enough to elicit a response, but not too often. If not reached often enough, advertiser will receive poor results and budget will be wasted. If reached too often (beyond point of diminishing returns”), incremental dollars may be wasted. ANA guidelines were that audiences should be reached 3- 10 times (advertising exposure, not vehicle exposure). Fewer than 3 exposures – no effect/dollars wasted More then 10 exposures – diminishing returns Media Planning & Buying in the 21st Century
- 7. Rationale for Effective Reach: memory decay; need for reinforcement Media Planning & Buying in the 21st Century
- 8. Zielskie’s Research 60 13 exposures at fourweek intervals PERCENT RECALL 50 40 30 1 exposure per week for 13 weeks 20 10 0 0 4 8 12 16 20 24 28 32 WEEK OF THE YEAR Media Planning & Buying in the 21st Century 36 40 44 48 52
- 9. A Plan Based on Effective Reach Actual vs. Hypothetical Schedule Theoretically Optimal TV Schedule 20 ACTUAL SCHEDULE 15 % Reach HYPOTHETICAL SCHEDULE 10 EFFECTIVE EXPOSURE 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 NUMBER OF EXPOSURES Media Planning & Buying in the 21st Century
- 10. Adstock A term fashioned by British researcher, Simon Broadbent, to describe the prolonged or lagged effect of advertising on consumer behavior. Also known as “carryover” effect Suggests that there is long term building of awareness and other measures of advertising effects Each successive exposure builds incremental awareness Media Planning & Buying in the 21st Century
- 11. 3. Recency Recency theory challenges the foundations of Effective Reach Recency maintains that, rather than frequency, what is important is to reach the maximum number of target persons weekly just prior to purchase Recency looks at the role of advertising as being one of reminding consumers to buy X just prior to going to the store Recency has major media planning and buying implications, e.g.: Effective reach strives to reach the maximum percentage of the target within the effective range of frequency In contrast, Recency advocates maximizing weekly reach Media Planning & Buying in the 21st Century
- 12. 4. Share of Voice Share of Voice (SOV) Media Planning & Buying in the 21st Century Share of Mind Share of Market
- 13. 5. Purchase Funnel Media Planning & Buying in the 21st Century
- 14. 6. Engagement Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising or sponsorships. Media Planning & Buying in the 21st Century
Editor's Notes
- #6: The ARF model was an important step in learning how to compare media audience & response data on the same base. Review each stage and how it leads to the next.
- #7: The second model, widely used by planners who accepted at face value
- #8: Supporting the notion of the need for frequency in ad exposures isEbbinghaus’ research in the 1880s which found that memory decays at an exponential rate. Frequency is needed to reinforce previous exposures and attempt to retain a level of learning.
- #9: Another landmark study demonstrated the effect of frequency
- #10: Effective Reach based on 3-10 exposures
- #11: Somewhat supportive of effective reach
- #12: Third theory to explore is Recency planning, a popular theory championed by Irwin Ephram
- #13: The fourth model – Share of Voice – assumes that with atleast average product and advertising, SOV can play an important role in driving increased market share.
- #14: The fifth model, the Purchase Funnel, sees a multi staged road leading to purchase-- beginning with converting unaware consumers to aware higher familiarity to favorable image– and so on culminating in a purchase. More applicable to considered purchase products.
- #15: Finally, the currently in vogue model is engagement. How can media help to ENGAGE the consumer with the product and ad message?