Module 5 Flashcards
What is brand planning?
Brand planning defines the ‘what’: understanding the client’s business, category and cultural challenges to represent the brand positioning, creative proposition, distinctive assets and key messaging to reach objectives.
A brand plan aligns everyone in your organisation behind the same vision, strategies, tactics, and costs needed to make your brand or business venture a success.
What is communications planning?
Communications planning defines the ‘who, when and how’: understanding the client’s business needs to determine the growth opportunity, audience and communication plan needed to reach objectives.
This type of planning is a collaborative discipline, bridging the gaps between clients and agencies to create the most effective campaign possible. Media agencies will typically have significant expertise and resources in this area.
It is the process of developing a plan to communicate with a target audience to achieve marketing goals. It involves determining how to best reach an audience with a message that will resonate with them.
What is media planning?
Media planning defines the ‘where’: understanding the target audience’s use of media channels to determine the right mix of media to reach the set objectives.
A media agency, or the media functions of digital and customer agencies, owns media planning.
The process of deciding how to best communicate a message to a target audience through advertising and marketing.
What is paid media?
Where a company pays to promote its content on external platforms e.g. social media, search engines, display ads, native ads
What is owned media?
A company’s content and channels that it owns and controls e.g. website, blog, social media profiles or email list
What is earned media?
Publicity or exposure that a company, brand, or individual receives through non-paid means e.g. new stories, consumer social media posts, brand partnerships.
Kantar and Oxford university investigation into brand-building effectiveness
In 2021, Kantar and Oxford University undertook the largest study into brand-building effectiveness ever conducted, analysing £13bn of media investment across 1,100 campaigns involving 557 brands in 51 countries over ten years.
It found that, on average, media plans could be 2.6 times more effective with a different media spend allocation.
However, researchers also found no single optimum plan — different brand contexts and objectives needed significantly different media plans.
What is sales activation?
Sales activation activities focus on driving immediate action from consumers by prompting them to ‘buy now’ or reaching them when they are about to purchase the category. It is typically more targeted and rational, especially using a price or promotion to drive sales.
Sales activation activity is excellent for driving short-term business for a brand, which supports cash flow. Sales activation objectives include metrics such as website traffic, sales and short-term revenue.
What is brand building?
Brand-building activity tries to grow a business by increasing the number of people who are aware of and would consider buying a brand. It is performed through broad-reaching, more emotional advertising, which aims to influence how people think or feel about a brand (for example, having a positive association with them or thinking they are good quality).
Brand-building communications take longer to impact a client’s business but typically have more significant effects over time. Brand-building objectives include metrics such as brand awareness or positive brand impressions.
What is Share of Voice (SOV)?
Share of voice (SOV) is a marketing metric that measures a brand’s visibility and popularity in relation to its competitors. It can be used to compare a brand presence across various marketing channels, including social media, website traffic, and paid advertising.
What is Share of Market (SOM)?
Share of market (SOM) is a metric that estimates the portion of a market that a company can realistically capture over a specific time period.
What is Econometrics (MMM)
Econmetrics, or marketing mix modelling, is a set of statistical analysis techniques applied to marketing or sales data to estimate the impact of various marketing activities.
What is advertising to sales ratio?
A financial metric that measures how effective a company’s advertising is at generating sales.
What is a media strategy?
A high-level view of what communications need to do to achieve the stated objectives. Expressed as a solution to a problem, it will often involve a set of principles or components which determine the parameters for the ideas, channel mix and tactics utilised within a media plan.
Examples of creativity in media
Playstation 5 launch - To launch the new PlayStation 5 gaming console in the UK in 2020, PlayStation changed the iconic ‘Roundel’ logos of the London Underground station at Oxford Circus to the famous star, triangle, square and circle symbols of the PlayStation controller.
Jumanji: The Next level (2019) - Sony Pictures brought The Rock and Kevin Hart to the ‘I’m a Celeb’ jungle, hosting their own Dingo Dollar Challenge
Nike - Nike dropped the latest Air Jordan sneaker release via Snap, making it only accessible via a geofenced augmented reality experience on a court in downtown LA.
Specsavers - Specsavers revived the ‘Should have gone to Specsavers’ campaign with creative executions across OOH and AV partnerships, including posters incorrectly pasted to outdoor billboards in portrait orientation instead of landscape or pasted over a ladder and pipework on the building.
Top down and bottom up budgeting
There are two methods for allocating budget to media channels:
Top down: It starts with a set amount and allocates funding and resources accordingly across departments, leaving it to them to develop new plans or reduce their existing ones based on the resources they’ve been allotted.
Bottom up: A collaborative budgeting method that involves each department in an organisation creating and submitting their own budget proposals. Planners work out the appropriate level of investment for each channel to achieve a reach or conversions target.
What is flighting?
A media scheduling strategy that involves alternating between periods of running ads and periods of not running ads. For example, some advertisers will only run on certain days of the week or certain weeks of the month.
What is phasing?
Phasing is a broader description of the ‘shape’ of a campaign, for example, running heavier investment in the first two weeks to build awareness before running a lighter level on a reduced channel mix for the following six weeks to drive sales.
What is ROI?
ROI, or return on investment, is a term commonly used to benchmark the effectiveness of advertising, calculated by dividing the amount of revenue or profit attributable to the campaign by the total advertising expenditure.
What is a walled garden?
A walled garden refers to a closed digital platform where a single company, like Google, Facebook, or Amazon, controls all aspects of advertising within their ecosystem, including ad buying, serving, tracking, and reporting, limiting advertiser access to user data and restricting how they can measure campaign success, all while maintaining tight control over the user experience within their platform.
Floor and ceiling prices
Floor price - Sets a minimum purchase cost for a product or service
Ceiling price - Keeps a price from rising above a certain level
What is first, second, and third party data?
First party - Information that a company collects directly from its customers or website visitors through interactions with their digital properties. It is highly reliable and comes straight from the sauce. Examples include personal information like an email address, phone number, login data etc. Loyalty cards also collect data and build audiences to profile and reach
Second party - Information that is collected by another organisation and then shared or purchased by a business. It is essentially first-pay data that comes from another organisation. For example between partners such as an advertiser and a publisher
Third party - Information that is collected and sold by a third party, rather than the original collector. It can be used to target specific audiences for advertising campaigns or to enrich customer data. For example, companies like Experian or Acxiom have data on millions of customers/businesses worldwide, including their web browsing and purchase history.
What is programmatic advertising?
Programmatic advertising is a digital advertising method that uses automation, algorithms, and artificial intelligence (AI) to buy and place ads in a website or app. It’s a key part of modern digital marketing strategies.
Augmented reality and brands examples
Lego and snapchat - As part of Lego’s 90th-anniversary celebrations, Snap and Lego launched an augmented reality experience in which Snapchatters could use the new lens to create roller coasters and Ferris wheels on the Houses of Parliament, Battersea Power Station and Regent Street, among other locations.
L’Oreal virtual makeup artist app - L’Oréal has recently developed and patented software that creates highly personalised AR ‘looks’ that can then be shared on video streaming and photo-sharing sites.
Amazon room decorator iOS app - This app lets people see how several pieces of furniture would look in their home through AR, and then tap to add to their shopping baskets.
