Media Planning Essentials PDF

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Digital textbook that contains required information for exams and regular class notes....

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Chapter 1 History of Media 1440 — gutenberg printing press 1640 — newspapers 1876 — bell telephone; 75 years to reach 50 million households Early 1900 — radio; 38 years to reach 50 million households TV — 13 years to 50 MM Internet — 4 years iPod — 3 years iPhone — a little less Pokemon Go — 19 days Pull Media ● ●

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marketers impacted by shift from push to pull media pull media are the channels we actively engage in ○ surfing the internet ○ watching streaming video ○ search engines ○ social media digital has placed control into the hands of consumers commercials or subscription communications planning — intersecting consumers on the decision path; having the right conversation as they consider a brand paid media — traditional ads owned media — corporate content earned media — organic & press coverage converged media — in the middle paid + owned — promoted brand content owned + earned — brands that ask for shared paid + earned — sponsored customer

POE Media ● ● ●

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paid media is purchased advertising creative assets are run within paid media: ■ tv ■ magazines ■ radio ■ newspaper ■ billboards ■ digital ads owned media — any communications placed within channels that the brand owns example: brand’s website a brand’s facebook page or twitter feed brand packaging or retail stores apple vs microsoft store earned media — word-of-mouth, anytime someone talks about your brand to others

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anytime you like, share or port — they have “earned” media impressions brands have traditionally earned media through PR efforts brands are becoming more conscious that their earned efforts are integrated w their paid and owned advertising vs. PR agencies — social media and earned media

Chapter 2 Communication Planning ● 1. 2. 3. 4. ● ● ● ● ● ● 1. 2. 3. ●

four steps to earn that attention what problem does the consumer need solved? how does the problem arise? what point in the problem solving process are they in? something else right audience —> right place —> right time what communications planning does it ask who is the person i want to speak to? who are the discrete audience who i can determine might be in the market for my product right now? question: if i am marketing a beauty product and that person relies on beauty magazines to learn about new products finally, in communications planning you become very specific about what stage in the buying process a consumer is in customers: are they ready to buy now? have they already bought my product? make sure that they have the best possible experience with my brand the communications planning process — to ensure all of the elements of the problem are considered before arriving at a solution ○ brief — written by the client but sometimes the planner will need to encourage the client ○ understand who you’re talking to ○ establish your campaign strategy ○ understand how communications can play a role ○ understand what messaging and strategy drivers can lead the communication ○ inform your choice of channel selection

Communications Planning Process Steps ○

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the brief ■ the issue we face — core business challenge ■ the response we need to make ■ the way we will achieve is target audience campaign strategy role of communication message and strategy drivers channel selection

Chapter 3 Consumer Decision Journey ● ● ● ● ● ●

response — consumer cognitive — think functionality — physical, color, quality feel — emotional AIDA — awareness - interest - desire —> action purchase funnel helped advertisers for decades

Consumer Journey ● ● ● ● ● ● ● ● ● ● ● ●

consumers are moving outside the marketing funnel by changing the way they research and buy products goal: reach consumers at the moment that most influence their decisions TV w high-definition pictures: best display that it can be marketing seeks those touch points/moments when consumers are open to influence funnel — consumers start with a number of potential brands in mind marketing is directed at them reduce that number and move through the funnel funnel concept fails to capture all touch points and key buying factors — explosion of produce choices and digital channels emergence of the well-informed consumer environment that is less liner and more complicated — present applicable to any geographic market that has media, internet access and wide product choice consumer journey is circular

McKinsey’s Consumer Decision Journey 1.

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consumer considers an initial set of brands ○ based on recent touch points ○ exposure consumers add or subtract brands as they evaluate what they want ○ active evaluation ○ information gathering, shopping consumer selects a brand at the moment of purchase ○ moment of purchase after purchasing product or service, the consumer builds expectations based on experience to inform the next decision journey ○ post-purchase experience ○ ongoing exposure

Initial Consideration Set ●

based on past experiences, exposure to advertising or reviews ○ or word of mouth there are a set of brands that you will consider ○ within the consideration process, you start to research the brand ○ looking at how each compares — for quality offers a better bargain or gets the best reviews ○ digital has impacted this stage

ZMOT ● ● ● ● ●

zero moment of truth final chance that could persuade the consumer from desire to action google proved in their research was that in the new digital world, that train has left the station consumers have already likely made up their mind by the time they get to the store shelf from all of their research and price shopping, if you haven’t influenced them by the time they’ve gotten to the store, you have likely missed your chance

Showrooming ● ● ● ●

better deals disruptive for giant retailers go online why price matching guarantees exist

ZMOT ● ●

70% of consumers consulted an online review 80% of moms

Post-Purchase Decision ● ● ● ● ●

CDJ doesn’t end at point of purchase consumers experience and interact w your brand after they’ve purchased it critical to keeping that customer common metric in the business is CLV customer lifetime value positive experience is critical

Post-Purchase Experience The Loyalty Loops ● ● ● ● ● ●

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final stage goal: solidifying the loyalty loop is to encourage the consumer to skip the active evaluation stage all together as a brand,you don’t have to continue to prove yourself over and over again valuable to brands than loyalty is advocacy when you love brand — earns you earned media TLC ○ trust ○ loyalty ○ confidence rewards program: ○ engage ○ effect ○ generate 20% of a companies profits ○

Chapter 4 marketing — the action or business of promoting and selling products or services OR ideas marketing — simply the activities surrounding the promotion and exchange of products and services ● ● ● ●

it facilitates the transfer of goods and services in a capitalist economy and is critical to economic growth in early days it was enough to promote your product or service and its benefit as the industrial revolution took place, more people began living in larger cities with greater access to more resources, branding took hold brand — category of products that are all made by a particular company and all have a particular name

Marketing ● ● ● ● ●

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a brand was originally simply to mark their cattle product choice multiplied people started branding their products brands — products & services brands are big business bob lauterborn — centric spin on 4P’s ○ more consumer-centric ○ north kaolin in this world of consumer control, it is not pushing product out to consumers, it is understanding consumer wants and needs (what are they trying to solve) ○ and creating something to satisfy those wants it's not about the price a consumer will pay for a product but what is the true cost to them to choose a product no longer seek to place products on store shelves where one thinks the consumer will be finally promotion is now about a give and take between company and consumer buyer needs to feel that they are getting back what they put into transaction thinking in terms of the 4C’s alters the perspective, if even ever so slightly, as to come at it from a more consumer centric place

Some Graphic ●

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business objective (CEO)2 ○ higher sales volume ○ greater dollar volume ○ higher profits marketing (CMO) ○ 4P’s Advertising (Brand Manager/Ad Agency) ○ message: what is the single most persuasive idea? (or what do you want to make happen?) Media (Media Agency) ○ what is the role of communications?

Two goals of Marketing ● ●

make more money sell more stuff

Common Business Objectives ●

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increase unit/dollar sales ○ remind light/lapsed users ○ create more usage occasions ○ promot (10 for $10) ○ increase HH penetration (household) maximize profit ○ demonstrate value ○ borrow equity ○ lower COGs grow market share ○ gain higher share

Business Challenges ● ● ● ● ● ●

societal economic technological political business challenges results in barriers or drivers driver = acceptance

Barriers ● ● ● ● ● ● ● ●

those reasons why people don’t buy your brand “it doesn’t come in the color i like” “it breaks easily” “i don't trust the company” why consumers don’t like it once you understand what objections consumers might have towards your brand — you can understand how and where you need to intercept them drivers make up all the reasons drivers are NOT the opposite of barriers

Drivers ● ● ● ●

reasons why people buy your brand “it tastes great!” “i really love their customer service” “they make quality stuff”

Chapter 5 What is the current target audience landscape? ● ● ● ●

current users — those who currently buy your brand competitive users — those who buy your competitor’s brands non-users — those who don’t use the category feature based — those who have a need in the category

Defining Targets based on product usage ●

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current users ○ heavy — once a day ○ medium — once a week ○ light — once a month lapsed users — last 30 days - 6 months non users

Feature Focused ● ● ●

sometimes not about brand but about need starbucks could target people who are on-the-go and thirsty people are discovering about brand but looking for a convenient solution to their problem

Categories of Target Audience Descriptions ● ● ●

demographics psychographics behavioral

Demographics ● ● ● ●

used as the primary descriptors because they were used to define media audiences demographics were the currency in trading media demographics are the LEAST useful in understanding consumer insights example: moms with kids between the ages of 6-11

Psychographics ● ● ●

used in planning decisions to drive context student and classification of people according to attitudes, aspirations and other psychological criteria example: who are busy juggling career and family yet strive to feed her family healthy organic meals

Behavioral ●

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measures how consumers are currently acting: ○ shopping behavior ○ browsing behavior ○ social media behavior behavioral arose through the growth of digital media and increasing electronic payment methods 70% of americans shop online regularly millennials are driving force for eCommerce ○ make up 26% of population today ○ contributes 35% of online retail spending

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86% of all online shoppers shop on amazon ○ largest demographic of prime members: 35-49 years old ○ majority of users who don’t use prime are 30-39 years old example: has purchased organic vegetables in the past 7 days

Insight ● ● ●

occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems tangible proof of what you believe in “i didn’t think of it like that way before"

consumer observation: ●

people are habitual coffee drinkers and design consistent behaviors to serve their habit; whether that be a special mug or a particular coffee machine

Nielsen Measures ● ● ● ●

TV ratings overall ratings social media audiences demographic data

Media Ratings 101 ●

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RADAR ○ radio’s ○ all ○ dimension ○ audience ○ research PPM (personal people meter) captures audio signals embedded in radio programming content and advertising radio audience are measured based on average quarter hour (AQH) of listening time spent listening — captures how involved they are w programming

Digital Ad Ratings ●

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nielsen also measures online audiences through their total internet audience metric ○ 160,000 person panel ○ 30,000 sites activity results in a digital ad rating metric ○ monitors campaign activity and provides traditional reach/frequency and GRP metrics to your online campaign

Consumer Omnibus Studies ●

collects demographic and psychographic data on product and media usage, consumer attitudes and beliefs

MRI & Simmons ● ●

two major companies that measures consumer behavior and attitudes MRI publishes the survey of the american consumer twice a year

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simmons publishes 5 separate studies: national consumer survey — adults 18+ national hispanic study — survey of hispanic adults 18+ national teens survey — survey of teens ages 12-17 national kids survey — a survey of kids ages 6-11 simmonsconnect — research study that helps shape the interest

Comscore ● ●

owned digital measurement since the early days of the internet uses similar sampling methodology as nielsen

Behavioral Data ● ● ● ● ● 1. 2. 3.

behavioral data collection begins with cookies fuels the innovation in consumer targeting today trail of information following you from your google searches to web browsing to your offline shopping habits now able to follow you throughout your consumer decision journey three main types of data: first part — any information that a marketer has about you based on your direct relationship with that marketer (MOST POWERFUL) one-on-one second party data — information a company has on you as an intermediary in the transaction (BORROW INFORMATION) third party data — data aggregators / companies buy data from various sources like publishers and compile the data to get an overall picture of the consumer (LEAST RELIABLE)

Chapter 6 Setting Campaign Objectives Connection Business & Marketing Objectives to Communication Goals ● ● ● ● ● ● ● ● ●

increase unit/dollar sales remind light/lapsed users create more usage occasions promo (10 for $10) increase household penetration maximize profit demonstrate value borrow equity lower COGS

Four Main Categories of Communication Goals ● ●

business goals ○ established by the product and define what business metrics will define success attitudinal goals ○ how do consumers think and feel about your brand?

Business Goals ● ●

begins with business objectives establish which consumer group you need to target

Reach or Frequency ● ● ●

this has a great impact on your communications goal to bring new people into the franchise then your media plan will emphasize reach by increasing awareness in consumers or getting aware consumers to put the product/brand in their consideration set

increase Profit ● ● ● ●

if the goal is to increase profit then you need to convince people to pay more for your product reducing costs can also increase profits but communications cannot address that to add value position message in places that communicate quality, this is known as borrowing equity know that one impact of this decision is that it will cost more for the media, conveying quality

Build Share ● ● ●

if share is your objective then target consumers currently in the category who are now buying other brands to buy your brand or buy your more often this requires a focus on where the competition is communicating you either compete with them in the same places or try to carve out your own space to reach their users

Increase Profit ● ● ●

if the goal is to increase profit then you need to convince people to pay more for your product to add value position message in places that communicate quality, this is known as borrowing equity know

Build Share ●

if share is your objective then target consumers currently in the category who are now buying other brands to buy your brand

Business Goals ● ●

what business metrics will define success increase volume (unit/sales) —

Cognitive vs Affective (emotional) ● ● ● ●

think about the attitudinal goals through the consumer decision journey while the consumer is always balancing cognitive and affective characteristics there are points along the journey where one is favored over the other the two combine

Attitudinal Goals through the CDJ ● ● ● ● ● ● ●

awareness consideration purchase trial re-purchase loyalty advocacy

Thinking-Feeling ● ● ● ● ●

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attitudinal goals are all about impacting the cognitive and affective nature of our decision making the thinking side is a focus on “the use of things” what are the functional benefits of your brand? when looking to change how consumers think about your brand, content should appeal to one’s cognitive nature the consumer will be more receptive to information-based advertising messages when they are in a more cognitive-driven mindset

on the other hand, feelers are more focused on meaning — how does this product relate to me? they are looking for more emotive cues in the messaging makes sense to advertise in places where they are consuming content in a more emotional way they are more relaxed and less likely to be receptive to a hard selling feeling

Attitudinal Goals ● ● ●

how do consumers think and feel about your brand? thinkers focus first on the use of things feelers focus first on the feelings

Behavioral Goals ● ●

what do you want your consumer to do as a result of your communications? awareness — consideration — purchase — trial — experience — repurchase — loyalty — advocacy

Campaign Goals ● ● ●

include reach and frequency goals, impression, goals and/or cost per action goals (clicks, engagements, shares) you are spending the client’s money you can’t optimize against competing goals

SMART ● ●

identifying objectives to set is important, but making sure they are smart is another a tap a lot of agencies and client fall into is not being clear on what the objectives are

Objectives ●

increase awareness of Wendy’s summer beverages by 8% by Labor Day

Chapter 7 An Overview of the Underlying Media Theories ● ● ●

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media — the main means of mass communication regarded collectively medium — singular form of media vehicle — specific program, magazine, website ○ people magazine, people.com, people snapchat discovery ○ medium — magazine, digital, social ○ media — magazine, digital and social the most basic unit of audience measurement is the impression impression — count of the number of people who had the opportunity to see your ad ○ important: most basic metric in audience measurement ○ how many people had the opportunity to see your ad ○ exposed to # of people<...