L5 - Media Calculations

Question 1

Marketing, IMC and Media Objectives

Answer 1

Objectives should be SMARTT

• Specific,
• Measurable,
• Agreed upon,
• Realistic,
• Time-based
• Target market (Directed at the)

Question 2

Expansion of media objectives…

Answer 2

Break the media objective down based on time periods

For example, you may decide to deliver more reach and frequency in the first six weeks and then reduce the impact over the next six weeks.

Break the media objective down by media category

For example, you may elect to set a separate reach and frequency objective for television, magazines and radio.

Break the media objective down by region

Allocate different levels of media impact across different regions or cities. For an established brand, make use of the Brand Development Index (BDI) and the Category Development Index (CDI) to assist in setting these objectives (see Belch2, Kerr & Powell)

Question 3

Media Research is important:

Answer 3

Only collect data from consumers in your target market. Every question should add value to your media plan.

Product Usage data:

1. The timing of product purchases can assist with ‘when’ to advertise
2. Identifying how much product is sold from which outlets guides in-store promotion (POP) decisions
3. Product consumption can be cross-tabulated with media usage to determine which media are preferred by heavy product users

Question 4

Media Usage Data:

Answer 4

Knowing which media our target market consumes is critical to developing an effective media plan

We also need to know the timing, consistency and intensity of their media consumption

Question 5

Media objectives example:

Answer 5

For example, broad media objectives for Wild Man After-Shave may be set as follows:

• Reach 80% of our Target Market (Males:25-34 in region A) over the duration of the campaign (12-weeks) at least once
• Effectively Reach at least 60% of our Target Market between 2 and 4 times (inclusive) per week over 12-weeks

Question 6

Reach =

Answer 6

Reach is the % (or number) of different target consumers that are exposed to a campaign, at least once within a given period of time

Qualifying viewers are counted only once, no matter how many times they view a program

For example, if Shirley has been reached 8 times and Candice has only been reached once (within the campaign period), they are equally important from a reach perspective –both are reached at least once

Reach is based on the viewers’ opportunity-to-see (OTS) an advertising message – we may not know whether they actually did see the television commercial (or even pay attention to it)

Question 7

Frequency =

Answer 7

The number of times a person is exposed to the advert shown as average frequency, frequency distribution and total impacts

Frequency is the number of advertising repetitions over a period of time in a particular advertising vehicle

Question 8

What is a TARP?

What is Cost Per TARP?

Answer 8

A TARP is an acronym for ‘target audience rating point”. A TARP is the percentage of a specific target audience viewing a program at the time.
For example - an advertiser has a specific target audience women 25-39 and wants to know how a program performs for this target. If 21% of women 25-39 in Sydney watch Desperate Housewives we could also say that the TARP for the show in this market is 21.

Cost per TARP is simply the dollar cost of advertising within a program divided by the number of TARPs it will/does achieve.
For example - if Who Wants to be a Millionaire costs $4,000 for a 30 sec spot and achieves 8 TARPs against the specified target audience, then the Cost Per TARP (CPT) is: $500

Question 9

Reach and TARPS:

Answer 9

Campaign: Milky and Silky

Target Audience: Females 18-34

Total Target consumers: 1,000,000

Advertised on: Deal or No Deal

Target consumers with OTS the TVC: 100,000

For one exposure (ie one ad in program), reach and TARPS are numerically the same

Question 10

Combined reach

Answer 10

Combined Reach is the reach calculated across the campaign

CR = 100 – [% not reached by A * % not reached by B etc]

CR = 100 – [90% x 85%]

CR = 100 – [76.5%]

CR = 23.5% (ie a diff of 1.5%)

Question 11

Reach by Media Category:

Answer 11

‘Reach’ can be applied to all media forms (Broadcast - per week ; Print - per issue or per campaign)

Reach increases as the media mix expands:

1. More media categories are used (E.g. TV, radio, Outdoor, Cinema, Magazines etc.)
2. More media vehicles are used (e.g. Within the Magazines category, advertising once in three different magazines gives more reach than advertising three times in the same magazine)

Question 12

Combined Reach – Media Mix

Answer 12

Question 13

Benefits of expanding the Media Mix:

Answer 13

1. Greater reach is achieved
2. Additional repeat exposure may be obtained in a less expensive secondary medium
3. Exploit the intrinsic creative advantages provided by different media
4. The combination of media gives synergy to the campaign

Question 14

Coverage =

Answer 14

• Potential audience of a broadcast medium or the actual audience of a print medium exposed only once
• Sometimes synonymous with reach but not always

E.g. TV program X has a coverage of 95% of TV homes in Australia.

Question 15

The Frequency objective:

Answer 15

Generally it takes 3 to 4 ‘opportunities to see’ (OTS) for a message to have an impact

This varies with the type of product and marketing situation

• Low-frequency strategies are used with well-known brands and simple messages
• High-frequency strategies might be used for building excitement

Question 16

Average Frequency =

Answer 16

Average number of times target market consumers are exposed to a particular advertising message over a specified period of time

Average Frequency = GRP / (combined) Reach

Question 17

Reach vs Frequency:

Answer 17

Reach and frequency are trade offs

To maximise reach:

• Advertise once in as many programs as possible

To maximise frequency:

• Advertise as many times as possible in the one program

If a TV campaign sets out to buy 100 GRP per week, this may be achieved by:

◦Reach 100% once per week (100 x 1 = 100)

◦Reach 50% twice per week (50 x 2 = 100)

◦Reach 25% four times per week (25 x 4 = 100)

Question 18

Effective Frequency and Reach:

Answer 18

Effective frequency:

• Minimum number of media exposures for a communication goal to be achieved

Effective Reach:

• Reach at the frequency level
• Frequency level is set in accordance with communication goals (e.g.awareness, preference, attitude change, trial, repurchase)

Question 19

Rule of thumb setting reach:

Answer 19

High reach when:-

• New features associated with the brand
• Advertising needed to support sales promotion activities
• Reminder advertising for a mass market product
• Brand faces severe competition

Question 20

Rule of thumb setting frequency:

Answer 20

Frequency = 3 during a purchase cycle

Question 21

Criticisms of the Three-Hit Theory:

(frequency rule of thumb)

Answer 21

1. Many product categories are not suited to this approach (E.g. Motor Cars or refrigerators have long purchase cycles)
2. Some advertisers have observed that the first exposure can trigger a sale
3. Effective frequency is dependent on the quality of the creative
4. Since every ad campaign is unique, effective frequency for one campaign may not be suitable to another

Question 22

Recency:

Answer 22

Recency theory refers to the belief that advertisements and promotions are most effective when they air immediately prior to the time of decision, and that the influence of ad exposure diminishes with time. Exposure to fast food ads, for example, is optimal when it occurs just before dinnertime, and exposure to movie ads is best just prior to the movie release

Question 23

Ostrow Model of Effective Frequency:

Answer 23

• Decision model to help media planners determine optimal frequency through assessing market, copy and media factors
• Start with base effective frequency of 3 and make adjustments according to a series of 20 factors
  
  • Higher frequency: new brand/product, frequent usage, old ppl or children, pulsed/flighted
  • Lower frequency: high brand share/loyalty, single msg, original ad, new messages, continuous advertising

Question 24

Flighting:

Answer 24

Benefits of Flighting:

1. Advertising bursts may be timed to coincide with competitive campaigns or can avoid them
2. May suit seasonal products
3. High impact during advertising bursts

Limitations of Flighting:

1. Possible message wear-out during bursts
2. Lose momentum during periods of inactivity
3. Competitors may gain advantage if they advertise during periods when you are inactive

Question 25

The Wedge Pattern:

(Variations in the Flighting Schedule)

Answer 25

Greatest intensity for the first burst is followed by bursts that are less intense and/or shorter in length

Question 26

The Reverse Wedge Pattern

(Variations in the Flighting Schedule)

Answer 26

The first burst is the least intense. This is followed by bursts in which the intensity of flights is progressively increased

Question 27

The Seasonal Priming Pattern

(Variations in the Flighting Schedule)

Answer 27

One or more short bursts are used to prime the market ahead of the start of the season

Once the season begins, one or more intensive bursts are applied

Question 28

Pulsing =

Answer 28

Pulsing is a combination of Continuity and Flighting

A low level of continuous advertising is accompanied by a series of bursts across the campaign