Media Training Jan 13, 2002
YOU Surviving in the Media Jungle ?
Surviving in the Media Jungle ? To do our job better, we need your
Surviving in the Media Jungle ? UNDERSTANDING
Understanding What do we do ? How A/S can help ? What we are talking about ?
Topics • Definition of Media Planning • Effective Media Planning • Media Briefing • Media Jargons • Reach & Frequency
What Does All The Jargon Really Mean? Media People Talk In Media Jargon
Media People Talk In Media Jargon “An Effective Reach of the Target Audience at 3+/30% Requires 160 GRPs and the Net Reach is 60%.” What does it mean ?
The Co-Existing Rivalry Frequency Reach Continuity
Recaps Why important ? Effective Frequency Vs Recency Optimization in Daily Life Summary Content
Television Focus Time Frame Target Group Point-of-view only Points to Notice
Reach • (%) of different people who have an opportunity to see a commercial in a media schedule at least once. No duplication is involved e.g.1+ Reach = rating 1 + rating 2 - duplication spot 1 spot 2
Average Frequency • Average no. of “Opportunity to See” a commercial within a given period of time. With some people having more opportunities to expose to the commercial and some people less 2 x 3 x
Example • Consider the following 6-spot schedule; • Target : People 15 - 49 ExampleTARPs Spot 1 : 15 Spot 2 : 20 Spot 3 : 11 Spot 4 : 30 Spot 5 : 8 Spot 6 : 26 110
Example • Target Audience : People 15 - 49 Total TARPs = 110 Reach (1+) = 64% Ave. Freq. = 1.7
R&F CurveTarget Audience : People 15 - 49 Reach (%) 1+ 2+ 3+ GRPs
About Building Reach • Reach generally builds very quickly at first • After time, it becomes difficult to increase reach (have already reached the heavy TV viewers) • Increasing reach furthers means reaching light TV viewers • Increasing weight tends to increase frequency rather than reach
Reach curve looks different by using different media combinations or daypart combination Primetime Daytime
Certain Principles about Building Reach • Generally, certain media are known to be reach builders : • TV, Newspapers • Broad coverage, quick audience accumulation • Others are known as frequency builders : • Radio, Outdoor • Fragmented audience, low rating
Why Important ? • Exercise • Group discussion on the importance of R&F to Clients; to Planners & to Buyers • Time : 20 minutes
Why Important ? Who am I ? When I joined the advertising field?
Why Important ? 1 time may not be enough !!!
How much is enough ? How many times I should hit my target this week ?
Why Important ? • Client : evaluate effectiveness • Planner : define the sufficient weight level to achieve an effective advertising campaign • Buyer : better yardstick to optimized performance
Effective Frequency VS Recency
How to Evaluate the Effectiveness • What is the value of repeated exposure to an ad message? • Does the 2nd or 3rd have the same effect as the 1st? • How about the exposures beyond the 3rd? • Is the current budget utilized to provide maximum response with a minimum waste? Traditionally, media plans were evaluated on the basis of Reach, Frequency, GRPs and CPMs
Setting quantitative measurable media objectives • Identify the role of the advertising and its specific objectives in quantifiable terms • Identify the number of exposures that are necessary to convince each target prospect • Identify the percentage of target prospects that have to be convinced in order to achieve the advertising objectives • Identify the time frame which effective frequency objective has to be met
Why Effective Frequency “Average Frequency” can be misleading
Avg. Frequency 3x Person Schedule A Schedule B 1 2x 1x 2 3x 2x 3 3x 2x 4 4x 4x 5 3x 6x
1+ 3+ 2+ 4+ Effective Frequency • The number of exposures your target audience need to produce an optimum response from our advertising within a given period of time
Effective Frequency • Advertising Recognition - In 1972, Herbert Krugman, psychologist and public opinion researcher, defined the psychology of Commercial exposures as : • First exposure : “Curiosity” What is it ? • Second exposure : “Recognition” What of it ? • Third exposure : “Decision” The first reminder
Effective Frequency • Followed by the book of Michael Naples in 1979; “Effective Frequency: the relationship between frequency and advertising effectiveness” • The “3-hit theory”become popular
EF (Range) • The theory is further modified by Colin McDonald • there is a minimum advertising exposure level for a product, below which there is no effect on the advertising goal • there is a maximum level above which there is either no further enhancement to the ad goal • More focus delivery will be resulted with minimum wastage of resources
EF (Range) • Brand Factors • Well established focus of sales VS New product • Established campaign VS New campaign • Simple message VS Complex message • High impact creative VS Low impact creative • With recent support VS Low recent support • High interest category VS Low interest category
EF (Range) • Consumer Factors • Receptive target audience VS Unreceptive audience • Reinforcing attitudes VS Changing attitudes • Reinforcing behavior VS Changing behavior • Low competitive activity VS High competitive activity • Low media clutter VS High media clutter