Lecture Advertising and promotion (2/e) – Chapter 10: Media and contact strategy
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Chapter 10
Media and contact strategy
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
10-1
Learning objectives
1. To understand the principles of brand
contact points in media strategy.
2. To understand the key terminology used in
media planning.
3. To recognise and be able to set media
objectives.
4. To know how a media plan is developed.
5. To know the process for developing and
implementing media strategies.
6. To be familiar with sources of media
information and characteristics of media.
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-2
Media landscape
contact points
Concepts
Media plans
and planning
Reach
Where to
say it?
Frequency
How often
to say it?
Continuity
and flexibility
How much
will it cost
to say it?
Budget
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-3
Media contacts
The
The typical
typical consumer
consumer
isis exposed
exposed to
to 3000+
3000+
messages
messages daily
daily from
from
an
an increasingly
increasingly
diverse
diverse range
range of
of
media
media
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-4
Brand contact points
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-5
Brand contact points (cont.)
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-6
Traditional media landscape in Australia
Platform
Media
Television
Commercial networks
4
Government & community
2
Radio
Number
Subscription TV
120
Stations
261
Consumer magazines
1100
Magazines
Newspapers
Cinema
National daily
2
Metro daily
10
Metro Sunday
10
Regional
132
Suburban (community)
243
Screens
1907
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-7
Traditional media landscape in New
Zealand
Media platform
Number
Television channels
87
Radio stations
300
Consumer magazines
Locally published (650)
6000
Newspapers
Metro and community
150
Cinema screens
455
Source: Nielsen Media, New Zealand
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-8
Media landscape
contact points
Concepts
Media plans
and planning
Reach
Where to
say it?
Frequency
How often
to say it?
Continuity
and flexibility
How much
will it cost
to say it?
Budget
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-9
Media terminology
Media
Media
planning
planning
AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery of
of
messages
messages to
to audiences
audiences
Media
Media
objectives
objectives
Goals
Goals to
to be
be attained
attained by
by the
the media
media strategy
strategy and
and
program
program
Media
Media
strategy
strategy
Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can be
be
attained
attained
Media
Media
The
The various
various categories
categories of
of delivery
delivery systems,
systems,
including
including broadcast
broadcast and
and print
print media
media
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10-10
Media terminology (cont.)
Media
Media
vehicle
vehicle
The
The specific
specific carrier
carrier within
within aa medium
medium
category
category
Reach
Reach
Number
Number of
of different
different audience
audience members
members
exposed
exposed at
at least
least once
once in
in aa given
given time
time period
period
Coverage
Coverage
Frequency
Frequency
The
The potential
potential audience
audience that
that might
might receive
receive
the
the message
message through
through the
the vehicle
vehicle
The
The number
number of
of times
times the
the receiver
receiver is
is exposed
exposed
to
to the
the media
media vehicle
vehicle in
in aa specific
specific time
time period
period
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-11
Media spend, Australia 2009
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10-12
Media spend, New Zealand 2009
Advertiser/
expenditure
TV
Radio
News
Mags
Cine
OOH
Online
Total
Foodstuffs NZ
Progressive
Enterprises
The Warehouse
Harvey Norman
15.9
19.4
7.8
3.3
22.4
19.7
0.3
0.4
0.3
0
1.3
1.9
6.6
8.7
0.8
0.2
54.5
53. 5
20.5
23.6
4.5
3.2
15.5
20.8
2.4
0.9
0
0
0.5
0
8.0
2.8
0.2
51.5
51.1
Telecom Corp
Noel Leeming
Group
Reckitt-Benckiser
Unilever
Australasia
NZ Lotteries
Commission
Mitre 10 NZ
18.7
17.1
4.6
2.0
6.6
15.8
0.7
0.4
0
2.7
0
0.4
3.3
6.8
-
40.5
38.2
37.2
32.5
0
0.1
0. 2
0.4
2.3
0
-
0.3
1.4
0
-
0.1
0.2
38.1
36.7
23.8
7.0
1.9
-
0
2.1
0
0.6
35.4
18.2
1.2
9.3
-
0
-
3.7
-
32.5
($millions )
Source: Nielsen, AIS Data, 2009
Copyright 2012 McGraw-Hill Australia Pty Ltd
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10-13
Media planning difficulties
Measurement
Measurement
problems
problems
Lack
Lack of
of
information
information
Problems
Problems
in
in media
media
planning
planning
Time
Time
pressures
pressures
Inconsistent
Inconsistent
terminology
terminology
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10-14
Media research in Australia
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10-15
The media plan and its relationship
to marketing planning
Creative
Creative
strategy
strategy plan
plan
Marketing
Marketing
strategy
strategy plan
plan
Situation
Situation
analysis
analysis
Setting
Setting media
media objectives
objectives
Selecting
Selecting broad
broad media
media classes
classes
Determining
Determining media
media strategy
strategy
Selecting
Selecting media
media within
within class
class
Media
Media use
use decision
decision
—
— broadcast
broadcast
Media
Media use
use decision
decision
—
Media
Media use
use decision
decision
—
— other
other media
media
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10-16
Developing the media plan
Market
Market analysis
analysis
Establishment
Establishment of
of media
media objectives
objectives
Media
Media strategy
strategy development
development && implementation
implementation
Evaluation
Evaluation and
and follow-up
follow-up
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10-17
Market analysis: to whom shall
we advertise?
Sources
Sources of
of information
information
Internal
Internal sources
sources
External
External sources
sources
Situation
Situation analysis
analysis
Prior
Prior research
research
Databases
Databases
Syndicated
Syndicated research
research
Commissioned
Commissioned research
research
Secondary
Secondary sources
sources
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10-18
Syndicated research
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10-19
Analysing syndicated research
Index number
Percentage of users
in a demographic segment
Index =
x 100
Percentage of population
in the same segment
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10-20
Media research in Australia
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10-21
Media strategy and objectives
Factors
Factors influencing
influencing media
media
strategy
strategy development
development
Internal
Internal factors
factors
Size
Size of
of budget
budget
Managerial
Managerial
capabilities
capabilities
External
External factors
factors
Economy
Economy
(media
(media costs)
costs)
Technology
Technology
(New
(New media)
media)
Competitive
Competitive activity
activity
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10-22
Setting media objectives
Media
Media objectives
objectives
should
should be
be limited
limited
to
to those
those that
that can
can
be
be accomplished
accomplished
through
through media
media
strategies.
strategies.
Reach
Reach
(reaching
(reaching the
the target
target audience)
audience)
Frequency
Frequency
(exposing
(exposing the
the target
target audience
audience to
to
the
the message
message aa specific
specific number
number of
of
times)
times)
Continuity
Continuity
(over
(over the
the life
life of
of the
the campaign)
campaign)
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10-23
Media objectives
Examples of media objectives:
Reach 60% of the target audience at least
three times over the same six-month period.
Use broadcast media to provide coverage of
80% of the target market over a six-month
period.
Concentrate heaviest advertising in winter
and spring, with lighter emphasis in summer
and autumn.
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10-24
Presenting a media diary
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