Media Strategy and Tactics: Weighting, Reach, Frequency, and Scheduling, Summaries of Marketing

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MEDIA STRATEGY AND

TACTICS

CHAPTER 8

Strategy Planning II

Weighting, Reach, Frequency, and Scheduling

OUTLINE:

1. Geographic Weighting
2. Reach and Frequency
3. Effective Frequency and Reach
4. Scheduling

Strategy Planning

Geographic Weighting

Geographic weighting:

• Media cost: 2 ways

 Advertising - too high in the best markets.

 More impressions than needed in less expensive

markets.

Geographic Weighting

Forms of Weighting:

_- dollar allocation technique

• gross impression weighting_

Geographic Weighting

Forms of Weighting: ** gross impression weighting  Proportional communication pressure, regardless of cost  Balanced reach and frequency based on sales potential, meaning well-developed markets get proportionately more reach and frequency than poor markets  The opportunity for good markets to develop their potential because more gross impressions are received in these markets, presumably generating more sales  A slightly unbalanced advertising-to-sales ratio

Geographic Weighting

Share of Voice (Message Weight Distribution) is a percentage of total advertising weight for each brand in competitive brands.

Reach and Frequency

When to Emphasize Reach  New distribution (stores that now carry the brand)  New features of a product that meet consumers’ needs  New advertising copy (new words or pictures)  New sales promotion incentives  New packaging  New models of the brand being introduced  New media being used for the first time  New positions in the store where the brand is to be found  New servicing opportunities  New home-delivery patterns  New marketing or advertising objectives for the brand

Reach and Frequency

Emphasize Reach:

 New-Product Introduction/Brand Awareness

 Advertising Support for Sales Promotion

Activities

 Competitors’ Levels

 Budget

 Previous Levels

Effective Frequency and Reach

Effective Reach

1. The introduction is in a highly competitive market.
2. The product has a short purchase cycle.
3. The brand will be among those that are less well known.
4. The product is not used daily.
5. The ad copy is somewhat complex.
6. The copy is more unusual than competitors’.
7. The copy will be in large ad units.
8. There is high ad clutter in category media.
9. The media environment is compatible with the product.
10. Advertising will be continuous.
11. Many media will be used.
12. There will be many opportunities for repetition.

Effective Frequency and Reach

Effective Frequency:

 Marketing factors: brand, market share,

purchase cycle, product used occasionally

 Copy factors: product, product sell, message

 Media factors: high/low ad clutter, editing

attentiveness

Scheduling

Continuity Pattern: straight-through advertising is continuous, or short gaps at regular intervals when no ad.

• Run one ad every day for 365 days.
• Another, one ad a week for 52 weeks.
• Don’t want consumers to forget
• Reminder, keeping the message always before the consumer

Scheduling

Flighting Pattern: bursting , once a month

 More irregular, with heavy concentrations of ad.

 To meet competition better by placing ad

 Concentrate in periods of high sales potential

 When budgeting limitations or sharp sales

fluctuations: sales are growing and drops out

 Concentrating a series of commercials