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Strategic Media Planning
Media Planning

Sunday, 27 December 2009

When to
Emphasize Reach


Reach is emphasized whenever anything new is being
planned in the marketplace. ( )


Situations for Using
Reach Strategy


New price reduction
New distribution (stores that
now carry the brand)
New features of a product that
meet consumers’ needs
New advertising copy (new
words and/or pictures)
New sales promotion
incentives
New packaging

New models of the brand being
introduced
New media being used for the
ﬁrst time
New positions in the store
where the brand is to be found
New servicing opportunities
New home-delivery patterns
New marketing and/or
advertising objectives for the
brand.

The Required
Reach Level


Given a marketing situation, there is no given reach level that
should be set for a media plan.
The required reach level is
(1) the product of tradition,
(2) experience,
(3) common sense and
(4) research done for particular brands in certain market
situations.
Most often, media planner sets the level basing on judgment
and experience rather than research evidence.


Guidelines for Required
Reach Level


The Desired Level of Brand Awareness
( )


The Desired Level of Brand Awareness
( )

Based on the marketing objective of brand awareness, media
planners may opt ( ) for a reach level equal or a bit
higher than the desired level of brand
awareness, on the assumption that not everyone
exposed to a vehicle will be exposed to the ad and the brand
name.


Competitors’ Level
( )


Competitors’ Level ( )

One media-planning strategy might be to set a reach level equal to
or surpassing ( ) that of competitors who are deemed (
) to be vulnerable to attack ( ).


Competitors’ Level ( )

One media-planning strategy might be to set a reach level equal to
or surpassing ( ) that of competitors who are deemed (
) to be vulnerable to attack ( ).
Presumably ( ) these competitors have products that are not as
good as the brand in questions, or perhaps they are not advertising
enough or to the right targets.


Budget ( )


Budget ( )

One strategy is simply calculating the amount of target reach
that can be afforded within the available budget, plus the
amount of continuity ( ) desired.


Budget ( )

Another strategy is stretching ( ) media dollars and
reach as well, i.e. cutting the ad sizes so that more money
will be available to buy new reach.

(For Example, 30-sec TV commercial to be cut as a 15-sec TV
commercial)


Budget ( )
There are two penalties ( ) for cutting the ad sizes.
(1) Firstly, the cost of smaller ad is not exactly proportional to
larger ad, e.g. a half-page ad may cost about 55-65% of the full-
page ad. ( 30 CUT 15
)
(2) Secondly, the smaller ad may have less communication value
( - ).


Previous Levels
( )


Previous Levels

Probably the best level of reach is determined by looking at
what levels were used previously.
If a brand has successfully achieved certain marketing goals
in the past with a given level of reach, this same level (or
proportional adjustment) should probably be used again.


When to Emphasize Frequency
( )


The General Rule


The General Rule

Whenever repetition ( ), not dispersion ( ), is
the key selling strategy, by planner should emphasize
frequency.


Situations for Using
Frequency Strategy


Situations for Using Frequency Strategy

Generally, high frequency is necessary to
(1) compete in a highly competitive
market or
(2) when a product is sold frequently.
Most planners ﬁnd that there are two practical reasons for
needing more than minimum amounts of frequency.


Threshold
( )


Threshold ( )

Not everyone hears or sees an ad the ﬁrst time it appears
because so many ads bombard ( ) a person each day
that it is impossible for anyone to pay attention to all of
them.


- Stand By Me

Threshold ( )
Not everyone hears or sees an ad the ﬁrst time it appears
because so many ads bombard ( ) a person each day
that it is impossible for anyone to pay attention to all of
them.
Even if an individual has seen an ad many times, the person
might have absorbed ( ) little or none of the
information.


Threshold ( )

Threshold is the no. of exposures that an average audience
will absorb the message.
Research has shown that there are indeed ( )
threshold levels for some advertising.


Vehicle Exposure


Vehicle exposure
In media planning, research services measure vehicle
exposures.
Such measurement always overstates ( ) the number of
times a person is exposed to the ads (i.e. the advertising
exposure).
However, there is no syndicated ( ) research
measurement of ad exposure.


So........


Because of the above two reasons, planners often propose higher
frequency plan for ensuring the target audiences were exposed to
sufﬁcient ads.
Many media planners believe that for effective communication to take
place, the target audience should receive at least three exposures.
(Similar ﬁndings from Naple Study)


The Required
Frequency Level


Uniqueness of Message
( )


Uniqueness of Message ( )

The more innovative ( ) and unusual the message
is, the more likely consumers will notice it and pay attention
to it. As a result, less frequency level is required. (

frequency D)
The converse ( ) is also true


Uniqueness of Message ( )

A rather ordinary ad message might need many more
than four exposures to be seen and remembered. (
)
Planners must be aware that creative executions vary
from brand to brand, and the creative element can
argue for more or less frequency than the competition
uses.


Perceived Value of the Brand
( )


( )

When a brand has higher perceived value, i.e. important and
easily perceivable beneﬁts to customers, that is not shared
by competitors, then less frequency is called for.
For example, the brand “Apple” has an easily exploited (
) advantage over competitors.


Apple - iPhone - TVC

( )

But when a brand is very much like all other brands in a
product category, more frequency is necessary for the
message to be noticed or remembered.


Competitors’ Levels
( )


Competitors’ Levels ( )

Frequency level should equals or surpasses the direct
competitor’s level, with the objective of gaining an
advantage.


adidas

Media Values
( )


Media Values ( )

Media value is simply the judgment that a given medium is
more effective for a brand and its creative message, thus
justifying more frequency in that medium.


Media Values ( )

It is not merely the ﬁgures of CPM or CPP. It considers the
synergy between the creative message and the media itself,
which is then compared with the media cost.


Effective Frequency and Reach
( )


Effective
Frequency Level


Although the three-plus level has been used for a number of years,
planners should not automatically assume this should be the goal
for every media plan.
One way to estimate the number of exposures needed for
communication to take place is to begin by reviewing the different
variables that can affect it. ( )
(

review)


Factors That Affect
Effective Frequency


Scheduling ( )


Scheduling ( )

Scheduling depicts ( ) the buying times and hence the
pattern ( ) by plotting the advertising timing on a
yearly ﬂowchart ( ).


There are three major methods of scheduling,
namely

continuity ﬂighting pulsing


ﬁrst step...


first step
The first step in selecting the scheduling method (the
pattern) is to examine purchasing patterns for the product
category.
For example, Christmas trees are rarely purchased at any
time of the year other than November or December. This
would suggest the need for a seasonal flighting (or bursting)
adverting pattern.


Mentholatum


ﬁrst step

In contrast, face soap is purchased throughout the year,
though with heavier consumption in the summer. Therefore,
the best scheduling plan might be pulsing (year-round
advertising with “heavy-up”, or extra weight, in the
summer)


Continuity ( )


Continuity

The continuity pattern is continuous, e.g. one ad every day
for 365 days a year.
Sometimes, it comes with short gaps at regular intervals
when no advertising is done, e.g. one ad a week for 52
weeks. (But NOT one ad a month for 12 months).


First Reason


DO WANT CONSUMERS TO FORGET...


ﬁrst reason

The ﬁrst reason for continuity is that an advertiser has a
message that it does not want consumers to forget (
).


EXTRA

Advantages of continuous
advertising are... ...


“reminder”


it works as a reminder and keep the message always before
the consumer. (
)


Coca-Cola

“entire”


it works as a reminder and keep the message always before
the consumer. (
)
it covers the entire purchase cycle because there will be no
gaping holes in time. (
)


Yakult

“recency”


it works as a reminder and keep the message always
before the consumer. (
)
it covers the entire purchase cycle because there will be no
gaping holes in time. (
)
it is the most effective strategy by the recency theory.
(Recency Theory refers to the belief that advertisements
and promotions are most effective when they air
immediately pior to the time of decision and that the
inﬂuence of ad exposure diminishes with time.)


Recency Theory
Recency Theory refers to the
belief that advertisements
and promotions are most
effective when they air
immediately pior to the
time of decision and that
the inﬂuence of ad exposure
diminishes with time.


Moreover...


Another reason for continuity is that it permits ( ) the
advertiser to larger quantity discounts in media buying (
).


In Addition...


In addition, the advertiser will have the advantage in
obtaining certain kinds of desirable positioning (
) within media, including broadcast and print media.


Flighting ( )


Flighting ( )

Flighting (or Bursting) is an intermittent ( )
pattern with gaps of time when no advertising is done, e.g.
advertising done once a month.


Flighting ( )

Reasons for Flighting


ﬁrst reason


first reason

The first reason for using flighting is that it is better than
continuity for certain situations.


Advantages


Advantages

it allows the advertiser to meet competition better by
placing advertising at most favorable times relative
to competition. (
)


Advantages

it allows the advertiser to meet competition better by placing
advertising at most favorable times relative to competition.
( )
it can precisely ( ) reach the best purchasing cycle
( ) periods with little waste when buying is slow


second reason


second reason

The second reason for using ﬂight is budget limitation
or sharp sales ﬂuctuations ( ). The
advertiser buys ads only when sales are growing and drops
out when sales trends are declining. (
...)


third reason


third reason

The third reason is that ﬂighting allows planners to
support advertising in one medium by
another medium simultaneously ( ),
e.g. use TV as the basic medium and add some radio and
newspaper ads at same times.


Finally


Finally

Finally, ﬂighting allows a series of ads to appear as a
uniﬁed ( ) campaign rather than as a series
of unrelated ( ) ads.
Concentrating them a certain times of the year causes the
ads to appear to consumer as part of a single
communication entity ( )


Drawbacks for
Flighting


So much advertising may be concentrated in one
time period that the effectiveness wears out
before the ﬂight is over (
)


So much advertising may be concentrated in one
time period that the effectiveness wears out
before the ﬂight is over (
)
So much time may elapse ( ) between
ﬂights that consumers might forget the essence of
advertising message. (
)


So much advertising may be concentrated in one time
period that the effectiveness wears out before the ﬂight is
over ( )
So much time may elapse ( ) between ﬂights that
consumers might forget the essence of advertising
message. (
)
Competitors sometimes take advantage of the advertiser
by placing heavy ad precisely at the time the advertiser is
not advertising. (
)


Pulsing ( )


Pulsing ( )
Pulsing is a mixture of continuity and ﬂighting, and
represents the best of both techniques. (
)
Pulsing is the safest of the three because it covers different
marketing situations. It best ﬁt product categories
that are sold year-round but heavier
concentrations of sales at intermittent
periods.

Coca-cola

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