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Media Objectives & Strategies • Statement of Facts SWOT • Marketing Objectives • Identify the Goal MediaObjectives • Define what is to be accomplished • How to Achieve the Goal MediaStrategies • Specific tactics
Writing Media Objectives• Derived from the marketing objectives• Must be measurable and actionable• Backed by research• Focus on the goal – define exactly what you want to do • What is to be accomplished?• Objectives are interconnected, each affects the other• Example: Over sixty percent of Brand X’s sales volume is derived from target audience A. The goal of this campaign is to increase the brand experience by 20% among target audience A. The campaign will reach over 1 million in 15 markets using media A & B.
Writing Media Strategies• Tells how to achieve the Media Objective • Integration between objective & strategy• Be direct and to the point• Include rationale• Define data points (brand experience = ?)• Example: We will launch the campaign in March with media A at a level of 350 GRPs. This level is appropriate for a new campaign launch. Media schedule includes programs A, C & D. In April, we will launch promotional campaign in top 5 markets.
6 Media Objectives & StrategiesEach requires an objective and strategy• Target Audience & Media Mix• Reach, Frequency & GRPs• Scheduling & Timing• Media Budget• Geography• Sales Promotion• Internet Strategy – Covers any content requirements for the website. See MFP pages 29-31 for examples of each
General guidelines• “A brilliant media strategy is totally wasted unless it is communicated with brilliance”• Keep it interesting, be direct• Organization is key • Builds a better case by flowing logically • Helps with presentation• Be specific; use numbers, percentages – not generalizations• Use tables & charts when appropriate, but explain in preceding paragraph. See MFP pages 34-35 for list of Dos and Don’ts
Determining Reach & Frequency Goals• How much reach is enough?• Reach follows a curve that flattens as GRPs increase.• Highest Reach – 99%• Moderate Reach – 70% to 75%• Lowest Reach – 50% to 60% • 50% is minimum for brand survival • Use flighting schedule to achieve a higher reach over a shorter period of time – avoid dilution of the media plan
Determining Reach & Frequency Goals• How much frequency is enough?• Once reach begins to plateau, frequency continues to increase.• Highest Average Frequency – 12 • Depending on creative, can run the risk of “wearout”• Lowest Average Frequency – 2 to 3 • Minimum frequency• Ostrow Model – used to estimate effective frequency • Marketing Factors • Copy Factors • Media Factors
Ostrow Model• Begin with 3.0 frequency• Use questions in the model to determine a score to add or subtract from the benchmark• Factors that increase frequency • New brand, low market share, complex copy, pulsed/flighted campaign, higher ad clutter in media mix• Factors that decrease frequency • Established brand, high brand loyalty, simple copy, continuous media schedule See MFP page 37 for Ostrow Model questions
Optimize Reach or Frequency? Optimize Reach Optimize Frequency• Few competitors • Many competitors• Strong established brand • Less established brand• Brand leader in category • Low brand awareness• Infrequent purchase • Low involvement purchase• Continuous advertising decision schedule • Lower priced goods /• Powerful creative services• Ad message easily • Strong competition in understood category• Major sales promotion • Complex ad message launch • Flighted schedule• Seasonal peak for sales • Frequent purchase
CPM & CPP• Used to compare costs across various mediaCPM = (total cost / total impressions) x 1000• Reported in dollars and cents• Typically used for print and digital mediaCPP = total cost / total GRPs• Round to the nearest dollar• Used for broadcast media
Using CPM / CPP to estimate budgets• Situation: Client wants to know an estimate for what a 4 week TV flight would cost in the Charlotte market• Use CPP to estimate budget • Use CPP averages provided by stations or previous research • Estimate weekly GRP level (ex. 125 GRPs) • Multiply CPP by estimated weekly GRPs to get weekly budget • Multiply by number of weeks• Use CPM to estimate digital budgets • Average CPM of digital banners • Multiply by impression level (in thousands)• Same principle can be applied across several markets / dayparts / mediums
Media Mix• Important to have an effective mix of media• Increases reach & frequency• Allows for multiple touchpoints• Use research on target audience to drive media mix choices• Think about “Day in the Life” • What media is important to the target? • Which media do they spend the most time with? • Which media are they influenced by?
Print Newspaper Magazines Pros Pros • Local targeting • Demo / Content targeting • Immediacy • Creative reproduction • Longer shelf life Cons Cons • Production quality • Long lead time (deadlines) • Cost • High CPM costs • Short shelf life
Broadcast TV Radio Pros Pros • High Reach • High Frequency • High Impact • Format targeting Cons Cons • Heavy clutter • Limited to audio • Short air time • Short air time
Out-of-Home (OOH) Billboards Pros • High frequency • High reach • Low CPM Cons • Short messaging • Hard to measure • High initial cost