Advertising Strategy and Media Planning

Media Strategy3

Step 5 of the planning process… what the advertiser does

Strategic decision…” How best to expose the advertising to the

target audience that has been selected” (Percy & Elliott 2009 p.72)

Strategic decisions about media

Step 1 of the unravelling process… what you do to analyse a campaign

Strategic decisions about…

What type or kind of media…

media channel

Cinema

Newspapers

Magazines

Out of Home

Media channels are…

Television

Digital

Radio

Ambient Percy and Elliott (2012)

Media provides exposure

Advertising has two components…

The channel(vehicle)… the media that carries the advertising

The content… the creative content of the advertisement

Percy and Elliott (2012)

Fulfils campaign objectives…

When analysing a campaign, the channel/vehicle chosen to provide

exposure indicates the target audience that had been strategically

identified…

The media chosen will be directly related to the objectives of the campaign…

…who the ad was exposed to

…it must be consistent with the objectives and ensure the campaign fulfils them

Percy and Elliott (2012)

830 radio stations

1,587 newspapers

300 media owners

83% UK households

connected to the internet

The UK Media Environment…

1,973 magazines

514 TV channels

60% UK adults own

a smart phone

31 million facebook users, 15 million twitter users

www.mediauk.com, Ofcom, Route*, 2014

110,000 Out of Home

poster sites*

57% of adults dual-screen

Visual Content Time to Process Message Frequency

TV Yes Short High

Radio No Short High

Newspapers Limitations Long High

Magazines Yes Long Limitations

Posters Yes Long Limitations

Internet Yes Long High

Direct Mail Yes Long Low

Media ratings on essential media

selection characteristics…

Percy and Elliott (2012)

Brand Awareness Recognition

Brand Awareness Recall

Low Involvement High Involvement

Informational Transformational Informational Transformational

TV Yes Yes Yes Yes No No

Radio No Yes Yes No No No

Newspapers Limitations Yes Yes Limitations Yes Limitations

Magazines Yes Limitations Yes Limitations Yes Yes

Posters Yes Limitations Yes Limitations Limitations Yes

Internet Yes Yes Yes Yes Yes Yes

Direct Mail Yes Limitations Yes Limitations Yes Yes

Media selection options to satisfy brand awareness

and brand attitude communications objectives…

Percy and Elliott (2012)

Thinking Feeling

Level of

Involvement

High Low

Informative (Thinker)Car – House - Furniture

Affective (Feeler)Jewelry – Cosmetics - Fashion

Model:Possible ImplicationsTest:Media:

Creative:

Learn – Feel – Do

Recall, DiagnosticsLong Copy, ReflectiveSpecific Information, Demonstration

Model:Possible ImplicationsTest:

Media:Creative:

Feel – Learn – Do

Attitude Change, Emotional ArousalLarge Space, Image SpecialsExecutional, Impact

Habit Formation (Doer)Food – Household Items

Self Satisfaction (Reacter)Cigarettes – Alcohol - Sweets

Model:Possible ImplicationsTest:Media:

Creative:

Do – Learn – Feel

SalesSmall Space Ads, 10 second IDs, Radio, POSReminder

Model:Possible ImplicationsTest:Media:

Creative:

Do – Feel – Learn

SalesBillboards, Newspapers, POSAttention

Adapted from FCB (Foote, Cone and Belding) Grid, Vaughn, 1980

Rossiter-Percy planning grid...expands on the think/feel dimensions to cover other

motivations that people have when buying which include…

transformational (emotion/feelings)

informational (think/reason)

They also argue that involvement is not a continuum

(e.g. when does a person graduate from high to low involvement?)

Instead involvement is seen as purchase specific

Rossiter-Percy Planning Grid

Motivation

Informational Transformational

Involvement

Low

High

Brand Attitude Strategy Quadrants from the Rossiter-Percy Grid, 2006

Fast Food?

Holiday?

Banking?

Credit Card?

Choice of channel indicates…

Whether the campaign’s objectives included…

Recognition… needs visual impact

Low involvement/informational… most media channels can be effectiveRecall… needs frequency

Low involvement/transformational… needs visual and emotional impact

High involvement/informational… long processing time needed

Highinvolvement/transformational… needs visual and emotional impact

“… is the practice of defining a target audience in terms of specific

demographic characteristics, then ‘matching’ that demographic

profile with the demographic profile of a media vehicle’s

audience” (Percy and Elliott p236)

Works the other way round when analysing a campaign…

Demographic matching…

…the demographic profile of the media used provides evidence of the likely target audience selected for the campaign.

‘leedsbeckett’ and ‘brad’

Direct matching…

“directly surveying your market to measure its media habits” (Percy and Elliott p236)

Done a lot via specially commissioned market research.

But not available to anyone except the brand’s

marketing management and their advertising agencies.

TV… £4.64billion

Press… £3.8billion

Outdoor… £0.99billion

Cinema… £0.18billion

UK Media spend by channel…

Internet… £6.3billion

Radio… £0.54billion

WARC, AdAssoc, Media Week, 2014

Media problem…

“All media carry with them a degree of wastage …

readers, listeners or viewers who are inappropriate to

the advertiser’s message.”

BUT…

“Audience fragmentation may offer the opportunity to

limit the exposure of the message to those consumers

who most closely correspond to the desire target

audience”Yeshin, 2006

Does it enable the communication of the advertising message?

Does it provide cost-effective coverage of the target audience?

Media channel evaluation…

Is it the appropriate environment in which to place the message?

Yeshin, 2006

New Citroen Advertising campaign…

Television works - can use visuals, movement and music. Highly

transformational approach but with information provided in an

engaging, social way.

Ciroen thought X-Factor appropriate - why? Large mass audience with emphasis on younger age groups and families…

Should reach a mass audience (ITV1 Prime Time) - target audience objective therefore wide, hence choice of media cost-effective in terms of reach and frequency. Regional?

BARB audience figures… 6.76 million on Saturday 4th October, 7.78million on Sunday 5th October…

Audience primarily C2DE women and housewives with children

New Citroen ‘stay curious’ advertising campaign…

Digital…

Print specialist press…

Print national press…

Print national press…

Cinema…

Your media strategy questions…

Adapted from Yeshin, 2006

What target audience does this media reach?

How complete a coverage of the target audience might this media have reached?

What might have been the frequency of this advertisement in this media?

When did the message reach the audience and what does this say about the strategy? (Time of year, week, day)

How does this media relate to the type of message the advertising conveys?

What is the geographic boundary of the media and

what does that say about the likely campaign strategy?

Assuming there’s a good demographic match, what does this say about

the likely target adience for the campaign?

Usually a media mix…

Rare to use only one medium

Not about ubiquity… stretches resources too far

About using enough, relevant media to have the desired reach and frequency impact

Usually a combination of media: several channels and then several vehicles within each channel

References and reading

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

Go to Library Online and look for recent articles in academic journals (via

EBSCO and Emerald) and on WARC using “advertising strategy” as your

search words.