Account/Media Strategy and Planning Campaign Strategy Objectives What are your goals? Targeting Who are your best prospects? Timing When to market the product/service? Geography Where to concentrate your efforts? Positioning Whats your place relative to competition? Brand personality Human characteristics of your brand? Competitive Advantage What differentiate your brand?
Then do the Creative Brief Objectives Sales objectives focused on direct action, such as a buying response Goal: generate short-term increases in sales. Be realistic. 1-2% increase
Communications objectives focused on building awareness or image. Goal: create and improve knowledge or favorable perception of the product. Targeting Determining your best prospects Not all prospect groups should be targets Must prioritize among possibilities
Primary, secondary, tertiary markets Users, buyers, and influencers Research identified prospects Strategy defined targets Geography and Timing
What parts of the country? What types of markets? What areas of a market? Regions, DMAs, metro rings What times of the year? What holiday seasons? What other timing factors? Time of year, month, week, and day Position and Personality
What is your place in the market? How are you understood by consumers? What can you deliver to consumers? What human characteristics/personality traits can be attributed to your brand? Must be something consumer can relate to Competitive Advantage
What give you an edge on competitors? A unique set of features that are seen as significant and superior by consumer Key to brand loyalty and brand equity Cost Maximize value to consumers (Walmart) Differentiation Unique experience (Apple) Niche Focus on narrow market (Rolex)
All Linked to Media Function of Media Planning Media Planning Objectives/Strategies Media Selection Media Information Sources
Media Outlets and Options Functions of Media Planning Goal: Delivering ad to target audience Decisions: Which audience? Where? When? How long?
Increasing complexity of media planning Aperture in Media Planning The ideal moment for exposure to ad Consumer in info-seeking mode Consumer in purchase mode Interest and attention are high
Media Planning Objectives Reaching the target Geography: where to advertise Timing: when to advertising Duration: how long to advertise
Reaching the Target Matching info on: Target audience profile Mass media audiences Categories of information: Audience demographics Product user characteristics
Geography: Where Geographic sales differences Differential dollar allocations Regional distribution patterns Focused advertising expenditures
Targeted markets or hubs Such are airlines or hotel chains Timing: When Season timing
Holiday timing Days-of-the-week timing Hours-of-the-day timing When is as important as Where Duration: How Long Size of the advertising budget May need to select times to focus
Consumer-use cycles When are sales highest, when is purchase? Competitors advertising Share of voice / Share of dollars Timing/Duration Strategies
Continuity Flighting w/ hiatus Pulsing The Media Environment Content context: compatibility with product
Media clutter Share of voice in a given medium Staging the Media Plan Starting point is grounded in planning: Situation Analysis and Account Strategy
Media objectives What are the media goals? Strategy: Media selection Finding the most appropriate media
Flow Chart Scheduling Month-by-month budget allocation Marketing Sources Important factors: Area sales patterns Month-by-month sales patterns
Distribution patterns Competitors advertising patterns Media Sources Media selection based on: Audience research Media costs
Important factors: Media popularity/usage Media audience profiles Media cost forecasting Media characteristics Strategic Use of
Advertising Media Purpose Coverage Targeting Support Audience/Product Involvement High vs. Low Involvement
Type of Appeal Rational (Cognitive) Emotional (Affective) Advertising Media
Print Media Place Media Broadcast Media Narrowcast Media Print Media Print Media Newspapers
Magazines National and Local Newspapers National Newspapers Metro Daily Newspapers
Regional Daily Newspapers Local Weekly Newspapers Newspaper Readers Mass market (relatively wide reach)
Readership increases with: Age Education Income Types of Newspaper Ads Classified Display Local vs. National
Supplements Advantages of Newspapers Geographic targeting
High credibility Permanence/User-paced High information potential Disadvantages of Newspapers
Limited color Poor reproduction quality One day life span Unattractive layouts Hard to measure actual exposure Massive decline in readership Decline Across Ages Strategic Use of Newspapers
Coverage medium Geographic targeting Local retail ads High involvement consumers/products Rational appeals Magazines
General circulation magazines Specialized Magazines Target marketing Trade Magazines Advantages of Magazines
High color reproduction quality High credibility Permanence/User-paced Pass along factor High information potential Disadvantages of Magazines
Hard to measure actual exposure Long lead times Expensive: High CPMs Decline in news magazines Strategic Use of Magazines
Highly specialized target marketing Geographic targeting with zip editions High involvement consumers/products Rational and emotional appeals Place/Outdoor Media
Billboards Transit Ambient Billboards / Ambient Advantages of Billboards
High frequency Geographic flexibility Low cost per exposure Disadvantages of Billboards
Fleeting message Limited information Long lead times Location unavailability Visual pollution Strategic Use of Billboards Good coverage medium
Localized support medium Low involvement products Transit Advertising Advantages of Transit Captive audience Low cost
Supports mass transit systems Disadvantages of Transit Lack of status Cluttered environment Limited information potential Strategic Use of Transit
Localized support medium High and low involvement products Explosion of Ambient
Reasons for growth of ambient media: A decline in power of traditional media. Greater demand for point-of-sale contact. Narrowcasting to specific audience. Extremely versatile. Broadcast Media
National Television Local Television Cable Television Syndicated Television Radio Advantages of National TV
Mass coverage Low cost per thousand (CPM) Some content-based targeting High impact Creativity/stopping power Disadvantages of National TV
High production costs High absolute media costs Brevity Impermanence/Not user-paced Low information potential Clutter
Zipping and Zapping Strategic Use of National TV Coverage medium Low involvement consumers/products Emotional appeals Local (Spot) Television
Local Affiliates Local Independents Cable Television
Superstations News channels Entertainment channels Specialized channels Advantages of Cable TV Similar to National Television Low cost: absolute and CPM
More specialized audiences Disadvantages of Cable TV Similar to National Television Lower quality ads Limited reach Fragmented audience
Strategic Use of Cable TV Targeting with television Some high involvement consumers with specialized channels Emotional / rationale appeals
Syndicated Television First-run syndication Rerun syndication (off network) First-run Syndication Rerun Syndication Forms of Television Advertising
Sponsorships Infomercials Participation Breaks within a program
Spot announcements Breaks between programs Radio Network Radio Syndication
Unwired networks Satellite Radio Local Spot Radio Advantages of Radio Low media cost
Low production costs Short lead times Captive audiences Specialized audiences Disadvantages of Radio
No visuals Low information potential Impermanence/Not user-paced Fragmented audiences Complicated media buys Clutter Strategic Use of Radio
Good targeting medium Localized support medium High and low involvement products/consumers Rational and emotional appeals Narrowcast Media
Direct marketing Telemarketing Direct mail Yellow pages Interactive media (The Internet) Direct Media
Direct Mail Catalogues Broadcast media Infomercials 800 numbers Telemarketing
Advantages of Direct Personalized impact Elaborate databases for targeting Reaches inaccessible audience Measurable exposure/success
Disadvantages of Direct High CPMs Junk mail High audience refusal rates Environmental concerns Key is a high quality mailing list
Strategic Use of Direct Target marketing Relationship marketing High involvement consumers/products The Internet
Rapid adoption/growth Importance as an advertising medium Massive shift in advertising dollars Adoption Curves for Various Media Millions of Users 120
80 60 50 40 Radio TV Cable Internet
20 0 1922 26 30 34 38 42 46 50 54 58 62 66 70 74 78 The Internet is the fastest growing medium in history * Launch of HBO in 1976 was used to estimate the beginning of cable as an entertainment/ad medium. ** Morgan Stanley Technology Research estimate
(Chart shows the Internet beginning as an entertainment/ad medium in 1994 because its earlier use was restricted to governmental activities) 82 86 90 94 98 Est Years to reach 50 MM users Radio TV Cable Internet
13 38 10* 5** Advantages of the Internet
Interactive medium/Active audience Affluent market Permanence/User-paced High information potential Immediate response Disadvantages of the Internet
Untested medium Fragmented audience Slow downloads Security and privacy issues Strategic Use of the Internet Target marketing High involvement consumers/products
Miscellaneous Advertising Movie trailers Controlled by motion picture companies and distributors, not theaters
Blimps and planes Sporting events Grocery carts Ticket backs Rapidly growing list of other ad media
