1. Media impact
CHAPTER 7
Media Planning & Buying in the 21st Century

2. Media Impact
Media Selection Criteria
Cost
Audience
Impact
Media Planning & Buying in the 21st Century

3. Agenda
WHAT IS MEDIA IMPACT?
THE MEDIUM IS THE MESSAGE
INTER-MEDIA VS. INTRA-MEDIA IMPACT
EXAMPLES OF IMPACT METRICS
MEDIA EFFECTIVENESS RESEARCH
EXAMPLES OF RESEARCH
WEIGHTING AUDIENCES FOR IMPACT
Media Planning & Buying in the 21st Century

4. Media Impact
 What is media impact?
 The positive effect that the medium itself has on an
audience
 Many factors may affect media impact, e.g., attentiveness,
involvement, context, relevance, etc.
 Media planners and buyers attempt to select media which
will most effectively provide impact for their messages, e.g.,
Mouthwatering appetite appeal for Red Lobster
 Demonstration of the latest and greatest slicer/dicer
 Sales leads for insurance company client
 Trial for new product

Media Planning & Buying in the 21st Century

5. What is Media Impact?
 Do some media communicate advertising to their
audiences more effectively than others?
-
Probability of ad exposure?
Recall & memorability of message?
Change opinion & consideration?
Creative leverage?
Engagement?
 Do certain media communicate certain messages
more effectively than others?
-
Magazines – information for interested readers
Newspapers – for shoppers

6. Media Impact
 Considerations
- How relevant is the creative message/product
the media vehicle and its audience?
-
Audience interest in ad content
Sensory involvement
Imagery
Need to communicate styling, beauty
Need to communicate much information
Credibility

7. Basic Levels of Media Impact
Vehicle
Exposure
Advertising
Exposure
Advertising
Impact

8. Advertising Exposure
Opportunity Varies
Media
Vehicle audience
Measurement
Television Avg. Minute Audience
Magazine Avg. Issue Audience
Radio
Avg. ¼ Hour Audience
Internet
Click thru to Website
Est. % Vehicle
Audience Exposed
To Ad
75-80%
50-55%
20%
100%

9. Examples of Impact Metrics
 Ad Exposure is a necessary pre-requisite to an ad having
an effect. Media factors affecting ad exposure probabilities
include:




Attention levels (SMRB)
Involvement
Recall
Clutter & proximity to competitive advertising
 Response is the result of ad exposure and:





Message/ad
Media context
Relevance
Perceived credibility
Engagement of audience
Media Planning & Buying in the 21st Century

10. Beyond Ad Exposure:
What Happens Next?
Media Planning & Buying in the 21st Century

11. The “Medium is the Message”
 Question for the class:
 Fortune Magazine’s selling proposition used to be that Fortune
was worth a premium price (higher CPM) because its editorial
quality and context conferred more credibility on the
advertiser than its competitor (Forbes) did.
 It was a difficult proposition for Fortune to prove
 Do you think media confer any special status or credibility on
advertisers?
Media Planning & Buying in the 21st Century

12. Is the Medium the Message?
Media Planning & Buying in the 21st Century

13. Media Effectiveness Research
 There have been thousands of studies on inter and
intra media effectiveness
 All media types conduct studies intended to prove
their effectiveness/impact to media decision makers


Most studies are commissioned by industry associations
(e.g.,TVB, RAB, MPA, NAA, IAB) whose job it is to “sell” the
medium to advertisers)
Results are generally predictable according to the sponsor of
the research
Media Planning & Buying in the 21st Century

14. Example of Impact Research
Based on Total Adults
Television
Radio
Magazine
Newspaper
53%
5%
16%
10%
17%
Most
Persuasive
70
6
9
11
5
Most
Authoritative
49
10
12
22
6
Most
Influence
79
3
4
7
7
Most
Exciting
78
5
6
4
7
Learn about
Products
Source: TVB, Nielsen Media Research, 2010
Media Planning & Buying in the 21st Century
Online

15. Which One Medium is Best to Communicate:
NewsMagazine papers
Outdoor
Online
search
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Fashion
?
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Information
?
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Inquiries
?
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Prestige
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Price (low)
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Speed
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TV
Radio
Appetite Appeal
?
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Beauty
?
?
Buy Now
?
Demonstration
Media Planning & Buying in the 21st Century

16. Media Selection & Consumer Purchase Behavior
EXAMPLE FOR CONSIDERED PURCHASE
INITIAL
AWARNESS
MEDIA
CONSUMERS
USE MOST
TELEVISION
COLLECT
INFORMATION
TV/MAGAZINES
EVALUATION OF
ALTRERNATIVES
MAGAZINES
SHOPPING &
PURCHASE
NEWSPAPERS

17. Considering Audience, Cost, Impact…
Example of Weighting for Media Impact
Medium 1
Medium 2
Index
10,000,000
12,000,000
120
Cost
$25,000
$35,000
140
CPM
$2.50
$2.92
117
.20
.80
400
2,000,000
9,600,000
480
$12.50
$3.65
29
Audience
Effectiveness
Weight
Adjusted
Audience
Adjusted CPM
Media Planning & Buying in the 21st Century