Module 2 - Planning Flashcards
What are the 5 core stages of media planning?
- What are the goals?
- Who is the audience?
- Campaign details
- Build the media plan
- Measure your success
What are 4 examples of campaign objectives?
- Sales targets
- New product launch
- Growing brand awareness
- Brand launch
What are the 3 key media planning priorities that need to be considered?
- Reach - how many?
- Frequency - how often?
- Continuity - for how long?
What is reach?
The sum of unique viewers expressed as a percentage of the universe for the target demo.
In the context of media, the term reach refers to the % of people or households within a demographic that were exposed to a program or advertisement within a specified period e.g. 40% reach of P18-39 over a 2 week period
What type of reach strategy could be delivered and why?
- Seasonal - a brand that is only used within a certain season or time of the year, would require a highly seasonal focus e.g. advertising sunscreen during the summer months
- A new product to the market will require a reach strategy, as the priority is telling as many people as quickly as possible e.g. a new soft drink
- Short-term sales objectives - if a retailer is running a sale for one weekend only, this is considered a short-term sales event. The objective is to achieve reach quickly before the sale ends.
- Time-sensitive announcement e.g. offer ends this Friday, so the same reach strategy would apply
- Announcement of something new. A reach strategy could also be recommended for the launch of a new product of the change of its current packaging. THese campaigns need to build reach quickly, so the brand is immediately recognised on shelf in packaging.
What type of frequency stategy could be delivered and why?
- Cluttered OR competitive market - if your brand has a lot of competitors in the market e.g. banks (5-6 competitors) that all advertise at very similar times, this is called a cluttered market. Therefore, high frequency is crucial for your TVC to be seen amongst all the competitor activity
- Complex communication - where the TVC needs to be seen multiple times just to understand why they might need that product
- Low involvement non emotional brand e.g. toilet cleaner, requires frequency of message in the hope that consumers will achieve some sort of brand recall at the supermarket shelves
- These types of brands will certainly require brand tracking to help them understand more about
- Low interest categories e.g. super annuation - many young consumers have little interest in understand their super, so this is low interest
What is a continuity strategy?
A campaign that is likely to run at lower weekly TARP weights, but will be on air for more weeks, giving the brand constant presence.
- With the continuity strategy, products or brands don’t necessarily advertise every week of the year. They may run 10 days of advertising each month, they may run a week on air then a week off air strategy
- This type of strategy will be particularly successful if a brand is purchased regularly. Traditionally you wouldn’t launch a new product via a continuity strategy because the TARP weight and hence reach will not be high enough for consumers to talk or try the product
What type of continuity strategy could be delivered and why?
- Low loyalty category (also called high switching category). This means the shopper will switch between brands. Being on air as many weeks as affordable (continuity) would be the objective.
Example: the rice cracker category has low loyalty, there is little point of difference between each brand. Therefore, constant presence ensures the brand is top of mind when they are ready to purchase - Frequently and regularly purchased products that are part of the regular shop will benefit from a continuity strategy e.g. bread, milk, cheese, yoghurt etc can be supported with a continuity strategy
- High awareness - a brand or product that has high awareness levels and has been in the market for a long time e.g. Vegemite, Coke, Arnott’s biscuits may utilise a continuity strategy to stay top of mind
- Long purchase cycles - e.g. home loans or holidays that involve the consumer researching before any action is taken (or decisions are made) may use a continuity strategy to ensure their brand is always visible in the marketplace
TRUE or FALSE: Studies (such as Ehrenberg Bass model) have shown, to drive the growth of products, the media investment should aim to reach all types of category buyers from lightest to heaviest and be as close to the point of purchase decision as possible.
TRUE
What are the 4 types of users or purchasers?
- Non-purchasers - a group of shoppers who are not interested in purchasing your brand
- A light purchaser - only purchases the brand at key times e.g. Mother’s Day, Easter, Christmas
- A medium purchaser - will purchase the brand on a monthly basis (dependent on the category)
- Heavy purchasers - will purchase the brand regularly e.g. on a weekly basis or more
Campaign details will outline the following information: (4)
- Where are we advertising? The markets
- WHen should we advertise?
- What environments should we advertise in?
- How much will it cost?
What is the 3 types of flighting?
- Burst
- Always On
- Week on/week off
What is the BURST type of flighting?
This is generally a heavyweight of advertising over a short period of time.
- It is used to builder reach quickly
- A burst strategy is often adopted for campaign launches or season brands
- If you were buying 400 TARPs, a burst of advertising would most likely be 100 to 150 TARPs per week over 4 weeks
- Weekly TARPs do not need to be at the same level in a burst of activity, you may launch Week 1 with 150 TARPs with the following weeks at 75 TARPS
What is the ALWAYS ON (continuity) type of flighting?
- A much lighter/lower weight of advertising over a longer period, perfect to extend your time in market
- This type of lighting might be used to build reach slowly over time
If you were buying 400 TARPS, a drip campaign would most likely be 50 TARPS a week over 8 weeks
A retail brand who needs to stay top of mind over a long period, but weekly reach will be lower than in the burst flighting pattern
What is the WEEK ON/WEEK OFF type of flighting?
Generally, a pulse flighting pattern can be one week of advertising, then one week of no advertising (called a hiatus) and then it repeats in that pattern hence it is called “week on week off”.
- If the budget is limited and maintaining presence on air for as long as possible is important to the client , you may use this type of lighting.
- If you were buying 400 TARPs and recommending a pulse lighting pattern, your campaign could achieve around 100 TARPs every other week for about 8 weeks
