tài liệu truyền thông - chap11 - quảng cáo truyền thông - kế hoạch và phân tích

CHAPTER 11 © 2010 South-Western, a part of Cengage Learning All rights reserved Advertising Media: Planning and Analysis Eighth Edition PowerPoint Presentation by Charlie Cook The University of West Alabama Chapter Objectives After reading this chapter you should be able to: Describe the major factors used in segmenting target audiences for media planning purposes Explain the meaning of reach, frequency, gross rating points, target rating points, effective reach, and other media concepts Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection Describe the use of the efficiency index procedure for media selection © 2010 South-Western, a part of Cengage Learning All rights reserved 11–2 Chapter Objectives (cont’d) After reading this chapter you should be able to: Distinguish the differences among three forms of advertising allocation: continuous, pulsed, and flighted schedules Explain the principle of recency and its implications for allocating advertising expenditures over time Perform cost-per-thousand calculations Review actual media plans © 2010 South-Western, a part of Cengage Learning All rights reserved 11–3 Media versus Vehicles • Media  General communication methods that carry advertising messages  Examples: television, newspapers, and Internet • Vehicles  The specific broadcast programs or print choices in which advertisements are placed  Example: the American Idol program • Each medium and vehicle has a unique set of characteristics and virtues © 2010 South-Western, a part of Cengage Learning All rights reserved 11–4 Messages and Media: A Hand-In-Glove Reaction • Advertising message and media considerations are inextricably related—creatives and media specialists must team up to design ads • Choice of media and vehicles requires a variety of decisions  General media categories  Specific vehicles  Marcom budget allocations © 2010 South-Western, a part of Cengage Learning All rights reserved 11–5 Selecting and Buying Media and Vehicles • Choices:  Traditional full-service ad agencies separately providing creative, planning, and media buying services for a client’s individual brands  Single media buyer and planner agency providing centralized media planning and buying services for all of the client’s brands • Takeaway:  Creating effective messages is critical but it is just as essential that the messages are placed in the right media and vehicles © 2010 South-Western, a part of Cengage Learning All rights reserved 11–6 The Media-Planning Process • Media Planning  Is the design of a strategy that will best allocate investments in advertising time and space to achieve the firm’s marketing objectives  Involves coordinating three levels of strategy: marketing, advertising, and media strategy • Media Strategy Activities Selecting the target audience Specifying media objectives Selecting media categories and vehicles Buying media © 2010 South-Western, a part of Cengage Learning All rights reserved 11–7 Figure 11.1 Model of the Media-Planning Process © 2010 South-Western, a part of Cengage Learning All rights reserved 11–8 Selecting the Target Audience Segmentation Factors Buyographics Geographic © 2010 South-Western, a part of Cengage Learning All rights reserved Demographic Lifestyle/ Psychographics 11–9 Specifying Media Objectives Reach Weight Frequency Issues in Setting Media Objectives Recency Continuity Cost © 2010 South-Western, a part of Cengage Learning All rights reserved 11–10 The Necessity of Making Tradeoffs • Why Tradeoffs?  Media planners operate under the constraint of a fixed advertising budget  Optimizing one objective impacts other objectives © 2010 South-Western, a part of Cengage Learning All rights reserved 11–34 Media-Scheduling Software • Computerized Media-Scheduling Models  Attempt to optimize an objective function (e.g., reach) subject to satisfying constraints (e.g., budgetary limits) in developing a specific media schedule • Steps in Using a Computerized Model Develop a media database Select the criterion for schedule optimization Specify budget and frequency constraints for each vehicle Seek out the optimum media schedule © 2010 South-Western, a part of Cengage Learning All rights reserved 11–35 Table 11.5 Media Database for the Esuvee-H © 2010 South-Western, a part of Cengage Learning All rights reserved 11–36 Table 11.6 ADplus Magazine Schedule for the Esuvee-H © 2010 South-Western, a part of Cengage Learning All rights reserved 11–37 Table 11.6 ADplus Magazine Schedule for the Esuvee-H (cont’d) © 2010 South-Western, a part of Cengage Learning All rights reserved 11–38 Review of Media Plans • The Diet Dr Pepper Campaign  Target:  Adults ages 18 to 49 who are present or prospective diet soft-drink consumers  Objectives: To increase Diet Dr Pepper sales by percent and improve its growth rate to 1.5 times that of the diet soft-drink category  To heighten consumers’ evaluations of the key product benefit and image factors that influence brand choice in this category  To enhance brand-personality dimensions that differentiate Diet Dr Pepper © 2010 South-Western,from other diet drinks—particularly that Diet a part of Dr Pepper is a unique, clever, fun, entertaining, and Cengage interesting brand to drink Learning All rights  reserved 11–39 Review of Media Plans (cont’d) • The Diet Dr Pepper Campaign (cont’d)  Creative Strategy  To position the Diet Dr Pepper brand as “tasting more like regular Dr Pepper”—nearly 60 percent of initial trial users of Diet Dr Pepper are motivated by the desire to have a diet soft drink that tastes like regular Dr Pepper  Media Strategy    Place advertisements during professional and college football games Sponsor various special events Continuously advertise during prime time, on late-night television, on syndicated programs, and on cable stations © 2010 South-Western, a part of Cengage Learning All rights reserved 11–40 Table 11.7 Media Plan for Diet Dr Pepper © 2010 South-Western, a part of Cengage Learning All rights reserved 11–41 Table 11.7 Media Plan for Diet Dr Pepper (cont’d) © 2010 South-Western, a part of Cengage Learning All rights reserved 11–42 Review of Media Plans (cont’d) • Saab Model 9–5 Campaign  Target:  Upscale families and relatively affluent older consumers  Objectives:  Generate excitement for the new 9–5 model line  Increase overall awareness for the Saab name  Encourage consumers to visit dealers and test-drive the 9–5  Produce retail sales of 11,000 units of the 9–5 during the introductory year © 2010 South-Western, a part of Cengage Learning All rights reserved 11–43 Review of Media Plans (cont’d) • Saab Model 9–5 Campaign (cont’d)  Creative Strategy  To position the 9–5 as a luxury automobile capable of delivering an ideal synthesis of performance and safety  Media Strategy  To generate high levels of reach and frequency among the target group of older and financially well-off consumers  Media Schedule: Network and cable TV advertising before and following the 9–5’s introduction  Continuous magazine and newspaper advertising throughout the 9-5’s introduction year © 2010 South-Western,advertising the 9-5 model continuously  Internet banner a part of Cengage throughout the introductory year Learning All rights  reserved 11–44 Table 11.8 Media Plan for the Saab 9-5 © 2010 South-Western, a part of Cengage Learning All rights reserved 11–45 Review of Media Plans (cont’d) • Olympus Camera Media Plan  Target:  Digital camera users  Objectives:   To introduce the Stylus Verve and the m:robe successfully To shift marketplace perceptions that Olympus was a maker of designer electronics items and not merely cameras  Strategy Place the Olympus message in media that people talk about, that generate buzz, that yield free media coverage, that have longevity, and that are influential  To reach both men and women and suitable for Olympus’ 2010 South-Western, a part of (October through December) fourth-quarter selling season  © Cengage Learning All rights reserved 11–46 Review of Media Plans (cont’d) • Olympus Camera Media Plan (cont’d)  Media and Vehicles:  Sponsored sporting and fashion events  National network and cable TV programs with high viewership and buzz potential  Various magazines with different readership segments  Out of home (OOH) impact units in key Olympus markets  In-theater advertising in the top-25 markets  Online advertising through a non-branded interactive Web site © 2010 South-Western, a part of Cengage Learning All rights reserved 11–47 Table 11.9 Media Plan for Olympus’ Stylus Verve and m:robe Brands © 2010 South-Western, a part of Cengage Learning All rights reserved 11–48 ... Schedule for the Esuvee-H © 2010 South-Western, a part of Cengage Learning All rights reserved 11–37 Table 11.6 ADplus Magazine Schedule for the Esuvee-H (cont’d) © 2010 South-Western, a part of... impact units in key Olympus markets  In-theater advertising in the top-25 markets  Online advertising through a non-branded interactive Web site © 2010 South-Western, a part of Cengage Learning... vehicles Buying media © 2010 South-Western, a part of Cengage Learning All rights reserved 11–7 Figure 11.1 Model of the Media-Planning Process © 2010 South-Western, a part of Cengage Learning