Mass-media in marketing communications:

analysis,

strategy and

planning

Objectives

Mass Media Social FunctionsEvolution of Mass MediaStrength and weaknesses of major mass-media in marketing communications. Russian media-market. Media researches: TV, radio, press.Communicative effectiveness of advertising and PR campaigns.Principles of media selection and media-planning.

Mass Media

Means of communication that are technologically capable of reaching most people and economically affordable to most

MASS MEDIA SOCIAL FUNCTIONS

Entertainment

Transmit Values

Service the Economic System

Service the Political System

Set the Agenda

Inform and Interpret

Surveillance

Community Forum

Define our Relationship with Nature

A Space for Public Expression

Evolution of Mass Media

Media Fragmentation: 1940’s

• Radio

• Newspaper

• Magazine

• Cinema

• Poster

Media Fragmentation: 1950’s

• Radio

• Newspaper

• Magazine

• Cinema

• Poster

• TV

• Long Play

Media Fragmentation: 1960’s

• Radio• Newspaper• Magazine• Cinema• Poster• TV• Long Play• Tape• Satellite

Media Fragmentation: 1980’s

• Radio, Newspaper, Magazine, Cinema, Poster, TV, Long Play, Tape, Satellite

• CD, Walkman, Video Game, PC, Videocassette, Recorder, Mobile Phone, Laser Disc

Media Fragmentation: 1990’s

• Radio, Newspaper, Magazine, Cinema, Poster, TV, Long Play, Tape, Satellite, CD, Walkman, Video Game, PC, Videocassette, Recorder, Mobile Phone, Laser Disc

• DVD, Internet, Email, Webcam, TiVo, Smartphone

Media Fragmentation: 2000’s

• Radio, Newspaper, Magazine, Cinema, Poster, TV, Long Play, Tape, Satellite, CD, Walkman, Video Game, PC, Videocassette, Recorder, Mobile Phone, Laser Disc, DVD, Internet, Email, Webcam, TiVo, Smartphone

• Satellitte Radio, HDTV, Blue Ray, iTunes, Podcasting, Blog, RSS, Flickr, YouTube, Wikipedia, FaceBook…..

develop digi media pic

pic convergece

MASS MEDIA & MARCOM PROGRAMES :

PROS & CONSPROS & CONS

TV

Television is a medium of entertainment which permits millions of people to listen to the same joke at the same time, and yet remain lonesome.

T.S. Eliot

TV: ADVANTAGESADVANTAGES

High reachHigh frequency potentialLow cost per contactHigh intrusion value (motion, color, sound)Attain rapid awarenessQuality creative opportunityAbility to integrate messages with other media

TV: DISADVANTAGESDISADVANTAGES

High production costs

Clutter

Low recall

Lack of selectivity

Zapping & zipping

Relatively downscale audience profile

TV: MARCOM INSTRUMENTMARCOM INSTRUMENT

ADVERTISING

PRPRODUCT PLACEMENT

SPONSORSHIP

CORPORATE IMAGE

revoA Revolution

1950’s: Introduction Television !

revo 2

A Revolution

You choose

what you want

to see, and when !

TV 2.0

A shiftfrom TV to My TV and We TV !

Development Digital TV 2.0

From TV 1.0 to TV 2.0:• viewers decide, what and when to watch• development digital technology• creating new platforms• preview/mainview/postview

Development Digital TV 2.0

A new way of thinking: • Think: multi-platform • Think: crossmedia• Think: different viewing moments• Think: screens instead of carier• Think: media agnostic

More viewtime, more platforms

TV

Digital TV

IP TV

Mobile TV

Platfom Preview PostviewViewer

more !

Viewtime

Video on demand

Cable TV

Internet

New Media

New digital TV channels

Think: Screen !

TV repeats

TV channels

rupert murdoch

Target audience selectivityHigh frequencyAble to transfer sound from TVPortable, personal mediumAd music can match station’s formatFlexibilityLow production costsShort production timeCreative opportunities with music and other soundsAbility to integrate messages with other media

RADIO: ADVANTAGESADVANTAGES

ClutterRelatively small audiencesListener may be otherwise occupied while listeningSome station formats relatively uninvolving for listenersLow attentionTarget duplication with several stations use the same formatLimited research data

RADIO: DISADVANTAGESDISADVANTAGES

ADVERTISING

PR

PRODUCT PLACEMENT

SPONSORSHIP

CORPORATE IMAGE

RADIO: MARCOM INSTRUMENTMARCOM INSTRUMENT

Rapid audience accumulationShort lead time to purchase spaceHigh credibilityGeographic flexibilityCan convey detailed copyStrong retail trade supportGood for merchandising and promotionLow production costsExcellent local market penetration

NEWSPAPERS: ADVANTAGESADVANTAGES

Not intrusive

Cluttered ad environment

Reproduction quality limitations (color)

Short life cycle (24 hours for daily newspapers)

Limited target selectivity

NEWSPAPERS: DISADVANTAGESDISADVANTAGES

ADVERTISING

PR

SALES PROMOTION

SPONSORSHIP

CORPORATE IMAGE

NEWSPAPERS : MARCOM INSTRUMENTMARCOM INSTRUMENT

Efficient reach of selected audienceTimeliness Ability to match advertising with compatible editorial contentHigh quality graphics and imagesPrestigeRich light TV viewers Excellent for complex copyDirect response techniques and special featuresMultiple readers

MAGAZINES: ADVANTAGESADVANTAGES

High costs

Not intrusive: reader controls ad expose

Significant slippage from reader audience to ad-exposure audience

Long lead times to purchase magazine space

Long production time

Limited geographic options

MAGAZINES: DISADVANTAGESDISADVANTAGES

ADVERTISING

PR

SALES PROMOTION

SPONSORSHIP

CORPORATE IMAGE

MAGAZINES: MARCOM INSTRUMENTMARCOM INSTRUMENT

High selectivity

High information content

Opportunities for repeat exposure

DIRECT MAIL: ADVANTAGESADVANTAGES

Reader controls exposure

High cost per contact

Junk mail

Clutter

DIRECT MAIL: DISADVANTAGESDISADVANTAGES

ADVERTISING

PR

SALES PROMOTION

DIRECT MAIL: MARCOM INSTRUMENTMARCOM INSTRUMENT

High speed of news distribution

Multi channels of info distribution

High credibility

PRESS INFORM AGENCIES : ADVANTAGESADVANTAGES

Specialized agencies

News formats

PRESS INFORM AGENCIES : DISADVANTAGESDISADVANTAGES

PR

SPONSORSHIP

CORPORATE IMAGE

PRESS INFORM AGENCIES: MARCOM INSTRUMENTMARCOM INSTRUMENT

Company’s own web-site – full control on the content

Creative possibilities

Flexibility

Interactivity (feedback opportunities)

User selects product information

Direct selling potential

INTERNET: ADVANTAGESADVANTAGES

Low intrusion valueOnly for PC ownersShort life spanWebsnarl (crowded access)SurfingClutter Spam problems© problemsTechnology limitationsFew valid measurement techniques

INTERNET: DISADVANTAGESDISADVANTAGES

ADVERTISING

PR

SALES PROMOTION

DIRECT MARKETING

SPONSORSHIP

CORPORATE IMAGE

INTERNET: MARCOM INSTRUMENTMARCOM INSTRUMENT

Geographic flexibility

Broad reach

24-hour exposure

Localized message capabilities

Ability to create awareness

Production capabilities

OUTDOOR (OOH): ADVANTAGESADVANTAGES

Short expose timeBrief messageHard to make copy changesLittle segmentation possibilitiesWaste coverageCluttered travel routesWeather and vandalism issuesMeasurement problemsLocal restrictions

OUTDOOR (OOH): DISADVANTAGESDISADVANTAGES

ADVERTISING

SALES PROMOTION

SPONSORSHIP

CORPORATE IMAGE

OUTDOOR (OOH): MARCOM INSTRUMENTMARCOM INSTRUMENT

OGILVY (GB) ONE WORLD WIDE CANCER RESEARCH

"I SHOULDN'T BE HERE-BENCH"

PUBLICIS FRANKFURTRENAULT MODUS "TREE"

LOWE DUBAIAXE DEODORANT

"SPY HOLE"

ADVANCE (DK)LEGO "CONSTRUCTION SITE"

SAATCHI & SAATCHI (PL) HEAD & SHOULDERS SHAMPOO

"IT CAN'T FALL HERE"

TBWA\PARIS

AMNESTY INTERNATIONAL "BARS" CAMPAIGN

TBWA\PARIS AMNESTY INTERNATIONAL "BARS" CAMPAIGN

ARAG Insurance Billboard Campaign

BUTTER (Düsseldorf)

Household Insured?

Liability Insured? Legal Aid Insured?

user generated media slides

STRUCTURE OF THE RUSSIAN MEDIA MARKET

I LEVEL

Mass media owned by the State or controlled by politicized private capital

Inform & Press

agencies

TV Radio Press

ИТАР-ТАСС

РИА«Новости»

РБК

ОРТ

РТР

НТВ

Культура

Радио России

Радио «Маяк»

«Российская газета»

«Парламентская газета»

II LEVEL

Commercial press, TV & radio companies of national (federal) cover

Inform & Press

agencies

TV Radio Press

Интерфакс

Прайм-ТАСС

СТС

ТНТ

REN-TV

ТВ-3

«Маяк-24»

«Русское радио»

«Эхо Москвы»

Сетевые

Радиостанции

FM диапазона

Коммерсантъ

Эксперт

Комсомольская

правда

АиФ

Советский спорт

III LEVEL

Regional mass media

Inform & Press

agencies

TV Radio Press

RosBalt

IMA -Press

Channel 100

Regional TV

Sputnik

Hermitage

Baltica

Delovoy Peterburg

Na nevskom

Sobaka

St.Petes Times

IV LEVEL

Global communication environment

Internet

Out of system mass media

Radio Press

«Liberty»

«Voice of America»

BBC Russian service

Foreign publishing corporations«Cosmopolitan» «ELLE»

«Moscow Times»

«St.Petersburg Times»

MEDIA RESEARCH & MEASUREMENTS

Advertiser buysnot time in TV or Radio airnot pages in Press Mediabutaudience of Mass Media

TV Media Research

TV Audience Research

Gallup TV INDEX• Panel research• Electronic method (Peoplemeters)• Respondents’ age: 4+• 53 Russian cities (100+)• Data provided for Russia, European part

and 25 cities• Monitoring data

Data Collection:

Sample Size

TV watching registration

Data Base

Air Monitoring Clients

Population

Surveys

People meters

PPM

Future of Electronic Media Measurements

Press Media Research

What do we have and what do we measure?

CIRCULATION AUDIENCE

What do we measure?

Average Issue of Edition?

YES!

Definite Issue of Edition?

NO!

?

National Readership Survey

• 104 400 interviews per year

• Non stop interview flow during the year

• Face-to-Face interview in the household

• Respondents age: 16+

• 62 Russian cities (100+)

• Quarterly reports

What is Measured?

• Average Issue Readership (AIR)

• Half a Year Audience

• Audience Socio-Demographic Structure

• Publications’ Cross Audience

• Subscription\Purchase

World Readership Surveys

• 2001: 60 National Readership Surveys– 48-Face-to-face– 12-Telephone interviews

• The biggest sample size:

India 235 000 interviews per year• The smallest sample size:

Peru 2 000 interviews per year• The largest number of measured editions:

Russia and China: 450+

World Readership Surveys

• UK (NRS): 37 000

• France (EPSOS): 21 400

• Germany (MA): 23 976

• USA (NCS): 28 000

• Russia (NRS): 50 000 (30 000 Moscow, 6 000 St.Petersburg)

Readership Interview Duration

• Maximum: 65 min: Germany

• Average:15-20 min

• Minimum: 7 min: Canada

• Russia: 25 min (Moscow & St.Petersburg-12-15 min)

Radio Media Research

RADIO

• Radio Index GallupMedia (TNS)

• Face-to-face interview

• 104 400 interview per year

• Age: 16+

• 27 cities (100+)

• 18 national & 127 local radio stations

• Quarterly reports

What is Measured?

• Weekly radio stations audience (Weekly Reach)

• Average daily radio stations audience (Daily Reach)

• Audience of time breaks (15 min)• Frequency of listening• Place of listening• Audience Socio-demographic Structure

KEY MEDIA TERMS& MEASUREMENNTS

STATISTICS for TV

• Reach: The percent of the target audience that will see or hear an ad at least one time.

• Frequency: The number of times the average target audience member that was reached sees or hears an ad.

• Rating Point: represent the percent of the total available target audience impressions that are delivered by a media vehicle.–  GRP stands for Gross Rating Points, the sum of all the

rating points for a specific time period.– TRP stands for Target Rating Points, the rating points

delivered to a particular target audience for a specific time period.

• Audience: The number of homes or people exposed to an advertising vehicle.

• CPM (Cost per Thousand): Used as a comparison tool to determine the efficiency of different media vehicles. Cost of a media vehicle divided by the targeted impressions expressed in thousands. – For example: a media vehicle that costs $10,000 and has an audience of

500,000 Women 18-34 has a CPM of $20.• CPP (Cost per Point): represent how much it would cost to deliver one

target rating point, or 1% of target audience.  Primarily used in television and radio buying as a comparison and planning tool to determine how much media can be afforded at a given budget level. – For example, a unit that costs $1,000 and delivers a 10 Women 25-34 rating

has a CPP of $100.• Impression: A single potential exposure of a message to a member of

your target audience.  The number of pairs of eyes or ears that will be exposed to a media vehicle.

• Share: The percentage of households or target audience members using television or radio that are tuned to a particular program.

STATISTICS

NEWSPAPER AND MAGAZINE TERMINOLOGY

• Circulation: The number of copies sold or distributed.

• Insertion: A single ad.

• Broadsheet: Term used to describe a full or standard size newspaper such as the New York Times.  Typically, a broadsheet newspaper is 6 columns wide by 20-22 inches high.

• Tabloid:  Term used to describe a smaller than standard size newspaper such as the Sun Times.  – Typically, a tabloid newspaper that is 5 columns wide

by 14 inches high (approximately half the size of a broadsheet newspaper).

• Closing Date: The final date to commit to the purchase of advertising space.

• Materials Closing: The final date by which a publication must receive the advertising materials to be printed.

NEWSPAPER AND MAGAZINE TERMINOLOGY

RADIO TERMINOLOGY

• Dayparts: How the day is broken down for buying purposes.

• MORNING DRIVE 5am – 10am• DAY 10am – 3pm• AFTERNOON DRIVE 3pm – 7pm• EVENING 7pm – 12pm• OVERNIGHT 12pm - 5am

OUTDOOR TERMINOLOGY

• Out-of-Home (OOH):  Any form of visual communication outside a consumer’s place of residence

• Showing: The basic unit of measurement in purchasing OOH.  A showing is the total number of GRPs delivered in a market on a daily basis.

• Daily Effective Circulation (DEC): The gross number of exposure opportunities, per unit, per day against a given target audience.  Provides basis of all outdoor measurement.

TELEVISION TERMINOLOGY

• Dayparts:  How the day is broken down for buying purposes.

• EARLY MORNING (EM) 5am – 9am• DAY 9am – 4pm• EARLY FRINGE (EF)

EARLY NEWS (EN) 4pm – 6pm• PRIME ACCESS (PA)6pm – 7pm• PRIME 7pm – 10pm• LATE NEWS (LN) 10pm – 10:35pm• LATE FRINGE (LF) 10:35pm – 1am• OVERNIGHT 1am-5am

GENERAL TERMINOLOGY

• Flighting: The scheduling pattern of an advertising schedule.

• Gross Cost: The total cost of a media vehicle or media schedule which includes the “discount” typically offered by a media supplier.

• Net Cost: The cost of a media vehicle after all discounts are deducted.

• Makegood: In broadcast, a commercial offered in lieu of an announcement which was (or will be) missed due to either station error, preemption by another advertiser, or movement of the program purchased from one time slot to another.

In print, the free repeat of an ad to compensate for the publication’s error in the original insertion.

GENERAL TERMINOLOGY

MEDIA PLANNING PROCESS

MISSION:

• To create innovative and cost-effective plans designed to fulfill media objectives through the development of strategies and tactics. – a multi-step process – begins with the marketing objective (what is

the client company trying to accomplish in terms of sales, brand image and market share)

– Media advertising is typically only one part of a company's marketing mix

MEDIA OBJECTIVES

• an extension of the marketing objective.

• If media and advertising are a part of the marketing strategy, what does the media plan need to accomplish to fulfill its role?

• Answers could include share-of-mind measurements, sales goals or brand recognition measures.

MEDIA STRATEGY

• explains the "how" of a media campaign. • The questions answered at this stage will help

media planners devise a strategy:– Who is the target audience? – Where is the target audience (global, U.S. market,

etc.)?– When should the marketing message air (timing,

seasonality, etc.)? – How many times should the message air? – How will we communicate the message (creative)? – How much does the marketer have to spend?

• forms the base of a detailed discussion of specific tactics.

• at this stage that a media plan is developed

• answers form the media plan

• and the next step

• is to execute the plan by airing commercials and advertisements.

MEDIA STRATEGY

DETERMINING THE MEDIA MIX

• MEDIA MIX is the proportion of

• television,

• radio,

• print

• and other forms of advertising

• used in a particular campaign.

The "best" mix

a combination of

• the product or service,

• the marketing objectives,

• target audience

• and budget

Advertising CampaignMedia Research

Step 1Competitors Advertising Analysis

• Tasks:

• Seasonality

• Optimal ad campaign intensity

• Advertising spending analysis

• Competitors advertising tactics analysis

Step 1Competitors Advertising Analysis

• Additional data for competitors analysis:

• Ad message format (ad duration, copy layouts)

• Target audience

• What do they advertise? (models, images etc)

Step 2 Media planning

• Tasks:

• Media Choice

• Rational Budget distribution

• Efficiency maximization

Step 3 Post Campaign Analysis

• Tasks:

• Efficiency Estimation

• Output Control

• Breakdowns monitoring

• Media plan & fact comparison

Basic Media Planning Indexes

TV

• Rating: Target Audience exposed\Total TV Audience

• Audience: share of TA (‘000)• Reach:% of the audience at which the ad

message is aimed to see the ad at least once• Frequency: the average number of times TA are

exposed to ad message• Share: TV Channel Audience\Total TV Audience

TV

• Affinity: TA Rating\ Total Audience Rating

• CPP: cost per point

• CPT: cost per thousand

• Cost

Radio

• Daily Reach (Cover,%)• Daily Reach (Cover, ‘000)• Weekly Reach• Affinity: Target Audience Cover\ Total Audience

Cover• % of Audience: share of TA in Total Audience

• CPT• Cost

Press

• AIR

• Half a Year Audience

• Affinity: TA\Total Audience

• % of Audience

• CPT

• Cost

Basic Media Indexes

TVRating

Audience

Reach

Frequency

Share

Affinity

CPP

CPT

Cost

RadioDaily Reach (Cover, %)

Daily Reach (Cover, 000)

Weekly Reach

Affinity

% of Audience

CPT

Cost

PressAIR

Half a year audience

Affinity

% of Audience

CPT

Cost

Basic Rules for Media Planning Indexes Analysis

1. Analysis and media planning are valid only for Target Audience

2. Qualitative & Quantitative Indexes are analyzed simultaneously

3. Analysis is valid only inside media segments

4. Period Standardization for research and Target Audience