2. Media Objectives & Strategies
⢠Statement of Facts
SWOT ⢠Marketing Objectives
⢠Identify the Goal
Media
Objectives
⢠Define what is to be accomplished
⢠How to Achieve the Goal
Media
Strategies
⢠Specific tactics
3. Writing Media Objectives
⢠Derived from the marketing objectives
⢠Must be measurable and actionable
⢠Backed by research
⢠Focus on the goal â 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 Xâs 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.
4. 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.
5. 6 Media Objectives & Strategies
Each requires an objective and strategy
⢠Target Audience & Media Mix
⢠Reach, Frequency & GRPs
⢠Scheduling & Timing
⢠Media Budget
⢠Geography
⢠Sales Promotion
⢠Internet Strategy â Covers any content requirements for
the website.
See MFP pages 29-31 for examples of each
6. General guidelines
⢠âA brilliant media strategy is totally wasted unless it is
communicated with brillianceâ
⢠Keep it interesting, be direct
⢠Organization is key
⢠Builds a better case by flowing logically
⢠Helps with presentation
⢠Be specific; use numbers, percentages â not
generalizations
⢠Use tables & charts when appropriate, but explain in
preceding paragraph.
See MFP pages 34-35 for list of Dos and Donâts
8. Determining Reach & Frequency Goals
⢠How much reach is enough?
⢠Reach follows a curve that flattens as GRPs increase.
⢠Highest Reach â 99%
⢠Moderate Reach â 70% to 75%
⢠Lowest Reach â 50% to 60%
⢠50% is minimum for brand survival
⢠Use flighting schedule to achieve a higher reach over a shorter
period of time â avoid dilution of the media plan
9. Determining Reach & Frequency Goals
⢠How much frequency is enough?
⢠Once reach begins to plateau, frequency continues to
increase.
⢠Highest Average Frequency â 12
⢠Depending on creative, can run the risk of âwearoutâ
⢠Lowest Average Frequency â 2 to 3
⢠Minimum frequency
⢠Ostrow Model â used to estimate effective frequency
⢠Marketing Factors
⢠Copy Factors
⢠Media Factors
10. 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
11. 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
13. CPM & CPP
⢠Used to compare costs across various media
CPM = (total cost / total impressions) x 1000
⢠Reported in dollars and cents
⢠Typically used for print and digital media
CPP = total cost / total GRPs
⢠Round to the nearest dollar
⢠Used for broadcast media
14. 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
16. 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 âDay in the Lifeâ
⢠What media is important to the target?
⢠Which media do they spend the most time with?
⢠Which media are they influenced by?
17. 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
18. 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
19. Out-of-Home (OOH)
Billboards
Pros
⢠High frequency
⢠High reach
⢠Low CPM
Cons
⢠Short messaging
⢠Hard to measure
⢠High initial cost