7.2. Media Planning II Flashcards
Evaluating media effectiveness - reach
- percentage of target audience that is exposed to an advertisement at least once during a certain time frame (usually 4 weeks)
factors determining reach
- more people are reached when a media schedule uses multiple media
- number and diversity of media vehicles used
- diversifying the day parts
the (in)sufficiency of relying on reach
- in terms of CPM model, reach indicates only the number of people exposed to an ad
- in terms of hierarchy of effects model, reach doesn’t really guarantee that consumers will even be aware of the brand
Evaluating media effectiveness -frequency
average no of times an advertisement is exposed to the target audience in a four-week period
Evaluating media effectiveness - weight (=impact)
Gross rating points (GRPs) are an indicator of the amount of gross weight that a particular ad schedule is capable of => reflects overall impact of the ad schedule
GRPs Formula
Reach x Frequency
Ratings x # of Buys
GRPs are sum of all…
vehicle ratings in a media schedule
Rating
proportion of the target audience presumed to be exposed to a single occurrence of an ad vehicle in which the advertisers brand is advertised
Why does deciding on level of reach and frequency involve tradeoffs
- given a fixed adv budget, they cant be simultaneous optimized
- one can be maximized, but not both
building market share by reaching new target markets may lead to a preference for greater…
reach
creating brand loyalty within a target market may require more…
frequency
Emphasize reach when communication objectives are…
- building awareness (availability)
- new brands
- announcements of product improvement or price reductions of existing products
Emphasize reach when target markets are…
- mass strategy
- undefined market
Emphasize frequency when communication objectives are…
- brand salience (accessibility of the brand)
- increase memory for benefit, image, etc.
- enhance attitudes
Emphasize frequency when target markets are…
- selective/ niche market
Emphasize reach when (other factors)…
- highly seasonal brand
- complex message needs to be communicated
CPM
Cost per Mile
CPT
Cost per thousand
lower CPM means…
higher efficiency
CPM/ CPT across media
not comparable
CPM based on circulation for print media - formula
(unit cost/ circulation) x 1000
CPM based on rating for print media - formula
(Unit cost/ rating x # of target audience) x 1000
CPM based on rating for broadcast - formula
(Unit cost/ rating x # of target audience) x 1000
CPRP
Cost per rating point
CPRP across media
comparable
CPRP Formula
Total cost/ GRP
CPR
Cost per reach
what is CPR
cost for 1% reach
CPR = CPRP when…
frequency = 1
CPR rules out…
repeated exposure
CPR Formula
Total cost/ reach
Continuous advertising
consumer goods like toothpaste, washing detergent,….
Pulsing advertising
products that have higher sales in some months like flipflops
Flighting advertising
seasonal products like winter clothes, Christmas deco,…
Digital/ Mobile channel (New media)
- social media
- influencers
- short forms
- live-streaming e-commerce
- mobile apps (brand or platform app)
social media
- interactive and individual (vs one-way and mass) communication
- interesting and engaging story to attract crowd
- quick diffusion and reproduction of contents
- viral marketing, word-of-mouth
- transforming “commercial” message to “useful” info
- perceived as unbiased/ neutral source of info
- finding and creating “needs” without being aware
Endorsers
- featured in advertising (or marketing) context
- perceived as exclusive marketing effort
- inferred as delivering designated message
- positioned as biased point of view
- explicitly sponsored
Influencers
- NOT featured in advertising (or marketing) context
- NOT perceived as exclusive marketing effort
- inferred as delivering real taste or preference
- positioned as unbiased point of view
- NOT explicitly sponsored
Endorsers exampe
Kobe, ronaldo, roger
Ambassador
- long term relationship
- consistently represent and promote the brand
viewers perceive influencers messages as…
non-marketing efforts
viewers expect influencers to deliver…
unbiased information/ opinion with a neutral point of view
viewers perceive the brand as the influencers…
actual choice reflecting their real taste, style and preference
issue of sponsorship disclosure
influencers credibility may be reduced once the viewers figure out they are also sponsored
issue of owner/ CEO as influencer
not perceived as commercial source but not perceived as neutral source either
Live commerce
- similar to home shopping channel
- maximizes attention/ engagement and minimizes extensive searching/ decision making process by focusing on one item
- creates needs/ wants spontaneously
- allows direct/ interactive communication
- customers being stimulated by other customers on the same venue
Mobile apps - categories
- brand apps
- platform apps
Brand app
- provides unique brand story or exclusive product information to build a brand image/ attitude
- offers exclusive and appealing membership program
Platform App
- provides various and convenient ways to induce actual purchase
- targeted, customized and immediate offers/ promotions available
Mobile Ad
substitute for the traditional media to convey the ads
Example brand app
nespresso
Example platform app
naver, coupang
Power/ control moves from … to ….
major mass media to big platforms
Current/ potential problems of platform/ brand apps
- customers point of view
- suppliers (brands) point of view
how can brands survive in this platform era
is there a room for brand apps to survive? how?
