A More Effective Social Media Presence: Strategic Planning and Project Management (Part 2)
Effective Media Planning
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Transcript of Effective Media Planning
![Page 1: Effective Media Planning](https://reader035.fdocuments.net/reader035/viewer/2022081400/5525e3f9550346ca3b8b46b5/html5/thumbnails/1.jpg)
Making Magazines Work
Magazine Planning Weights
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tx portfolioThe Debate• Does magazine advertising work?
- Why don’t most econometric models pick up most magazine activity?
• How can magazines be planned in the most effective way possible?- How are other media planned?- How are magazines planned at the moment?- How should they be planned?- What is the optimum way of using magazines?- What part do weekly strike weights play?
• What’s the right frequency?- Where do magazines fit with other media when using a
recency model?
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tx portfolioSummary of findings• Media planning tools have evolved over the past few years
- We are now able to plan weekly strike weights for magazines in the same way as other media
• Most Magazine campaigns are planned at a significantly lower weekly weight than any other media
- This is a significant reason why magazines as a medium appear not to work
- Billets and BMRB have set a minimum weekly GRP level of 25 GRPs for any campaign to be picked up using econometrics
- This should be used as a benchmark when planning magazine c campaigns
• Magazines work well with recency planning and can be used to - deliver ratings within a defined time period - at set levels over a long period- In conjunction with other media to maximise efficiency of the campaign
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tx portfolioContents
• How do we plan media?
• Setting effective weights
• How does this work in magazines?
• Weekly strike weights
• Benefits to brand, campaign and consumer
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tx portfolioHow do we plan Media?• Ever since media planning began, most media have been planned to
deliver coverage against an audience in a defined period of time:- TV – weekly TVRs- Radio – weekly OTS- Outdoor – coverage in a 2 week posting cycle- National Press – insertions on a defined day of the week- Cinema – 6 week campaigns or following a specific film/s
• This precision in planning means that it’s been possible to quantify the effect of activity in any of these media
- And more importantly, to set effective weekly frequency weights
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tx portfolioSetting Effective Weights
• Many advertisers now use econometric modelling or brand/ad/sales tracking to help them set effective weights
- This is often only applied to TV
• Effective weights for weekly TVRs are dependant on the objectives of the campaign:
- Recency models often set weekly TVRs of around 70-80- While burst strategies might use much higher weights
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tx portfolioSetting Effective Weights
• Billets media auditors conducted research into the minimum weekly rating level to allow media activity to be measured
• They concluded the MINIMUM weekly GRPs to allow econometric models or tracking studies to pick up media activity was 25 GRPs
• This means that any positive effect of activity which falls below this weekly weight is unlikely to be picked up
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tx portfolioHow does this work in
Magazines?• Until recently it has not been possible to define magazine audience
delivery in the same way
• Magazines have a long shelf-life for consumers and therefore it has always been assumed that they cannot be used to deliver ratings in a tightly defined time period
- The “doctors waiting room” effect: ad exposures can continue for months after the on-sale dates
• This has also meant that most advertisers don’t or can’t track their magazine activity due to unknown weekly GRP levels
• The NRS Readership Accumulation study solved this problem though
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tx portfolioNRS Readership Accumulation
• Released 2004 • Consisted of 6,000 weekly diaries • All 214 NRS titles were included • Accumulation curves plot the time lapse between an issue’s on-sale date
and the date of the respondent’s first reading of that issue.• RAS is not guaranteed exposure, nor is it advertising awareness. • It records the first readership occasion across time. It is a 1+ots curve.
It’s like a BARB TV rating • It gives us weekly reading levels of a magazine thus, weekly reach,
weekly ratings and weekly ots of the adverts in it.
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tx portfolioDifferent Magazine types
behave differently
0
10
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4 Days 7 Days 4 Weeks 8 Weeks 3 Months 6 Months
% readership
General Weeklies Women's WeekliesWomen's Customer Monthlies Women's Lifestyle Monthlies
Men's Monthlies
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tx portfolioWeekly weights in Magazines
• Following the NRS Readership Accumulation Study the Periodical Publishers Association (PPA) looked at how weekly magazine strike weights compared with other media
• They discovered that the average level of GRPs per week was just 8 GRPs
• No wonder most campaigns aren’t picked up by econometric models or even simple effectiveness tracking
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tx portfolioAn example of a real campaign
• Weekly weights in magazines far below those used for TV:• Only 5 weeks achieve minimum GRP level set by Billets/BMRB• No significant ratings delivery till week 3 of campaign • Uneven delivery of ratings by week
Weekly GRPs
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5
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25
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35
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43
Weekly GRPsMinimum level set by Billets/BMRB
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tx portfolioHow should Magazines be
planned?• Now that planning weekly GRPs in magazines is possible, they should
be planned in exactly the same way as any other media:- What are the campaign objectives?- What target levels of GRPs per week have been set by econometrics or other insight?- How many of the target audience do you need to reach
per week to make campaign cut through?- What are the time constraints on the campaign? (e.g.
special offer duration)
• The PPA have made a recommendation of a minimum 30-35 GRPs per week in magazines
• Of course it’s also possible to buy 100 GRPs per week, just as you would on TV
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How should Magazines be planned? ABC1 25-44 Women: 4 week 30 rating campaign
wk1 wk2 wk3 wk4 wk5 wk6 Total Insertions
Heat 2Hello 2Now 2OK! 2Take a Break 2Bella 2Woman's Own 3Radio Times 2Closer 2Woman 2
Cosmopolitan 1Glamour 1GH 1Elle 1Reader's Digest 1
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tx portfolioHow should Magazines be planned?
ABC1 25-44 Women: 4 week 30 rating campaign
26 insertions54% cover@ 3.0 ots164 ratings
87% of ratingsdelivered within6 weeks.
Weekly delivery23% @ 1.3 ots
Monthly delivery48% @ 2.6 ots
106 4 3
32333130
5151504948
41
33
23
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wk1 wk2 wk3 wk4 wk5 wk6 wk7 wk8
-5
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35
45
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Ratings Coverage
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How should Magazines be planned? ABC1 25-44 Women: 12 week 30 rating campaign
32 33 30 30 33 32 33 32
19
107 5 4 3 3 2
33333130
787877
67
55
41
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Ratings Coverage
74 insertions79% cover@ 5.9 ots466 ratings
89% of ratingsdelivered within14 weeks.
Weekly delivery23% @ 1.3 ots
12 wk delivery77% @ 5.0 ots
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What’s the optimum Way of Using Magazines?
• Magazines can now be used in the same way as any other medium:- Bursts of activity within a tightly defined time frame- Drip activity over a long period of time- To generate sales with a limited period offer- To improve brand awareness and brand perception over the
long term
• Given the relatively low capital investment for a magazine campaign, they can be used as a cost effective way of “filling in the gaps” between bursts of TV
• With their new accountability, magazines can be used exactly as you would any other media. They no longer have to be just a drip weight branding tool.