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MediaTrainingHello!GoodAfternoon!Let’stalkaboutMediaSurvivingintheMediaJungle?YOUMediaPlanning?NumberCrushingSeriousAnalyticalJobBusy!Busy!Busy!100WaysToSqueezeMediaSalesALotOfJargonsSurvivingintheMediaJungle?Todoourjobbetter,weneedyourSurvivingintheMediaJungle?UNDERSTANDINGUnderstandingWhatdowedo?HowA/Scanhelp?Whatwearetalkingabout?Topics•DefinitionofMediaPlanning•EffectiveMediaPlanning•MediaBriefing•MediaJargons•Reach&FrequencyWhatDoesAllTheJargonReallyMean?MediaPeopleTalkInMediaJargonMediaPeopleTalkInMediaJargon“AnEffectiveReachoftheTargetAudienceat3+/30%Requires160GRPsandtheNetReachis60%.”Whatdoesitmean?SurvivingintheMediaJungle?ReachFrequencyContinuityTheCo-ExistingRivalryContent•Recaps•Whyimportant?•EffectiveFrequencyVsRecency•OptimizationinDailyLife•SummaryPointstoNotice•TelevisionFocus•TimeFrame•TargetGroup•Point-of-viewonlyRecapsReach•(%)ofdifferentpeoplewhohaveanopportunitytoseeacommercialinamediascheduleatleastonce.Noduplicationisinvolvede.g.1+Reach=rating1+rating2-duplicationspot1spot2AverageFrequency•Averageno.of“OpportunitytoSee”acommercialwithinagivenperiodoftime.Withsomepeoplehavingmoreopportunitiestoexposetothecommercialandsomepeopleless2x3xAverageFrequency=GRPs/ReachExample•Considerthefollowing6-spotschedule;•Target:People15-49ExampleTARPsSpot1:15Spot2:20Spot3:11Spot4:30Spot5:8Spot6:26110Example•TargetAudience:People15-49SpotTARPsGRPsDuplicationCumulativeFrequencyDistribution1+2+3+4+115150152203582783114612341024307625512140588428562350626110466430124TotalTARPs=110Reach(1+)=64%Ave.Freq.=1.7R&FCurveTargetAudience:People15-490102030405060701535467684110Reach(%)GRPs1+2+3+AboutBuildingReach•Reachgenerallybuildsveryquicklyatfirst•Aftertime,itbecomesdifficulttoincreasereach(havealreadyreachedtheheavyTVviewers)•IncreasingreachfurthersmeansreachinglightTVviewers•IncreasingweighttendstoincreasefrequencyratherthanreachReachcurvelooksdifferentbyusingdifferentmediacombinationsordaypartcombinationDaytimePrimetimeCertainPrinciplesaboutBuildingReach•Generally,certainmediaareknowntobereachbuilders:•TV,Newspapers•Broadcoverage,quickaudienceaccumulation•Othersareknownasfrequencybuilders:•Radio,Outdoor•Fragmentedaudience,lowratingR&FWhyImportant?WhyImportant?•Exercise•GroupdiscussionontheimportanceofR&FtoClients;toPlanners&toBuyers•Time:20minutesWhyImportant?WhoamI?WhenIjoinedtheadvertisingfield?WhyImportant?1timemaynotbeenough!!!HowmanytimesIshouldhitmytargetthisweek?Howmuchisenough?WhyImportant?•Client:evaluateeffectiveness•Planner:definethesufficientweightleveltoachieveaneffectiveadvertisingcampaign•Buyer:betteryardsticktooptimizedperformanceR&FDifferentSchoolsofThoughtEffectiveFrequencyVSRecencyHowtoEvaluatetheEffectiveness•Whatisthevalueofrepeatedexposuretoanadmessage?•Doesthe2ndor3rdhavethesameeffectasthe1st?•Howabouttheexposuresbeyondthe3rd?•Isthecurrentbudgetutilizedtoprovidemaximumresponsewithaminimumwaste?Traditionally,mediaplanswereevaluatedonthebasisofReach,Frequency,GRPsandCPMsSettingquantitativemeasurablemediaobjectives•Identifytheroleoftheadvertisinganditsspecificobjectivesinquantifiableterms•Identifythenumberofexposuresthatarenecessarytoconvinceeachtargetprospect•Identifythepercentageoftargetprospectsthathavetobeconvincedinordertoachievetheadvertisingobjectives•IdentifythetimeframewhicheffectivefrequencyobjectivehastobemetEffectiveFrequency(EF)WhyEffectiveFrequency“AverageFrequency”canbemisleadingAvg.Frequency3xPersonScheduleAScheduleB12x1x23x2x33x2x44x4x53x6xEffectiveFrequency•ThenumberofexposuresyourtargetaudienceneedtoproduceanoptimumresponsefromouradvertisingwithinagivenperiodoftimeEffectiveFrequency•AdvertisingRecognition-In1972,HerbertKrugman,psychologistandpublicopinionresearcher,definedthepsychologyofCommercialexposuresas:•Firstexposure:“Curiosity”Whatisit?•Secondexposure:“Recognition”Whatofit?•Thirdexposure:“Decision”ThefirstreminderEffectiveFrequency•FollowedbythebookofMichaelNaplesin1979;“EffectiveFrequency:therelationshipbetweenfrequencyandadvertisingeffectiveness”•The“3-hittheory”becomepopularEF(Range)•ThetheoryisfurthermodifiedbyColinMcDonald•thereisaminimumadvertisingexposurelevelforaproduct,belowwhichthereisnoeffectontheadvertisinggoal•thereisamaximumlevelabovewhichthereiseithernofurtherenhancementtotheadgoal•MorefocusdeliverywillberesultedwithminimumwastageofresourcesEF(Range)•BrandFactors•WellestablishedfocusofsalesVSNewproduct•EstablishedcampaignVSNewcampaign•SimplemessageVSComplexmessage•HighimpactcreativeVSLowimpactcreative•WithrecentsupportVSLowrecentsupport•HighinterestcategoryVSLowinterestcategoryEF(Range)•ConsumerFactors•ReceptivetargetaudienceVSUnreceptiveaudience•ReinforcingattitudesVSChangingattitudes•ReinforcingbehaviorVSChangingbehavior•LowcompetitiveactivityVSHighcompetitiveactivity•LowmediaclutterVSHighmediaclutterEFEstimatorKeyConsiderationsEffectiveFrequencyLowHigh12345WeightingScoreTotalscoreof:27.5(max)or5.5(min)A.TheBrand1.WellEstablishedNewProduct2102.EstablishedCampaignNewCampaign0.52.53.SimplemessageComplexmessage0.52.54.HighimpactcreativeLowimpactcreat