January 26, 2016 / como / 0 Comments
For communicating a marketing or advertising message to the masses two major events have to occur – message creation and message dissemination. Media planning companies are concerned with message dissemination. The main aim of the media planning companies is to devise strategies which will make the advertising or marketing message reach to a very pin-pointed segment of consumers. A media planning company has to establish how much of each media category has to be used in dissemination of message.
Media options available
* T.V., Radio
* Digital media
* Social media
* Print media
* Mobile phones
* Outdoor advertising
Media planning decisions
* Which media to use
* When and where to use
* What duration to use
* How often to use
This means that the task of Media planning companies is to strategically use available platforms or channels of media like T.V., Radio, Social media or Newspapers and banners etc and tactically decide the timing of the advertising or marketing campaign as well as how much space it will use in each of the chosen media platforms. Normally the desired duration of a media campaign is communicated by the client to the media planning companies, otherwise it can be suggested by media planning companies also. Last step of media planning involves deciding the frequency with which the media message will be repeated in various media so that the campaigns impact and message retention by consumers can be maximized.
Media planning components
* Target Audience
* Communication goals
* Communication strategies
* Media mix
* Media tactics
Target audience
The Media planning companies start off the media planning process by establishing who the target audience is or can be. It means they have to evolve strategies which not only target the known target audience but also create new potential consumers. The target audience is categorized on the basis of variables like:
* Demographics
* Psychographics
* Generational cohort
* Product or brand usage
* Primary and secondary audience
Demographics Demographics means detailed information about a persons social standing. It includes gender, age, education levels, employment categories, income level, marital status, residence details etc. Social Media Marketing Companies use this information to ascertain the propensity or inclination of demography towards a particular media usage and based upon that try to categorize them into target audience or non-target audience.
Psychographics Psychographics refers to behavioral traits of target demography. It includes their personality, attitudes and beliefs, opinions and personal interests and most importantly their buying decision making tendencies. The Media planning companies try to sub-categorize the target audience on the basis of their psychographics so that media planning strategies can be downloaded with more effectiveness. Media planning companies refer to psychographics as VALS which stands for Values and Lifestyles.
Generational Cohort This categorization of target audience is on the belief that the new generation will be influenced by the choices of previous generations of the household because they were exposed to these choices in their early formative years.
Product or brand users Media planning companies identify the target audience by observing the historical product category or brand consumption levels of a given demography.
Primary and secondary consumers Sometimes the primary target audience do not actually make the buying activity but they influence the secondary target consumer to take the buying decision. For example parents buying toys for children or a big wall TV for old parents room.
Communication goals & strategies
Once the primary task of identifying target audience has been completed, the Media planning companies set their communication goals. This goal tries to quantify the degree of advertising message exposure within the target audience. For example the communication goal for a media plan can be exposing 60% of target audience at least once in a day to the advertisement message, be it on any media platform. Similarly another communication goal can be that the new brand will attain 30% of the market share within 3 months dislodging the present brands. The communication goal is achieved by careful strategizing of:-
* Reach
* Frequency
* Media mix
* Media scheduling
Reach Reach is the exposure of target audience to the advertisement message. Reach can be expressed as a percentage of population. For example, 60% of married women between the age group of 18 and 40. It can also be calculated as accumulation of target audience over a period of time. For example a communication goal can be to increase target audience from 30% to 60% or more. Lastly the reach is expressed as Gross rating point or GRP for the TV media. GRP is the viewership of a TV program expressed in percentage. A GRP of 35 means 35% of target audience with TV are presently watching a particular broadcast.
Frequency Frequency is the measure of repletion of Advertising or marketing message for the target audience over a period of time. Therefore it can also be called ratio of GRP over the reach. Mathematically it is expressed as Frequency = GRP/Reach. If Double GRP is 55 and reach is 35 then frequency will be 1.57. The media planning companies gauge their success by effective frequency criteria. Effective frequency is the minimum number of media exposure for a given media plan. It means how many people saw the Ad once, twice, thrice or n number of times.
Media Mix – Media objectives, budget and properties of media vehicles are the three deciding factors of a media mix strategy by the Media planning companies. The aim is to find the cheapest possible media vehicle to attain the objectives of media plan. The media planning companies may use any of these two media-mix strategies; media concentration or media dispersion. Media Concentration aims at exploiting fewer number of media vehicles whereas the media dispersion strategy tries to use a greater number of media vehicles.
Media scheduling Media planning companies schedule the media campaign in three basic scheduling strategies.
* Continuous scheduling Equal media spendings across media campaign duration
* Flight scheduling Variation scheduling, higher at one time and zero at another.
* Pulse scheduling Combination of upper points. Low and high variations.
Media Tactics Media tactics are employed to optimize reach and effective frequency. For example a high level of reach requirement would mean using more media vehicles. It may mean placing Advertisement in all major newspapers in a week or Advertising on all major TV channels during same time slot of the day or placing online Ad on all pages of a web service like Yahoo for a week. By tactically increasing the frequency, more number of audiences can be exposed using lesser media vehicles. For example media planning companies may decide to bombard only newspapers of a region with daily Ads in prominently visible space with the idea that over a period of time all target audience will be surely expose to it. Same may be the tactic for TV media or online media.
Media planning is the best Advertising tool
The scientific application of media planning is the best Advertising tool a business can have. Even the most creative of advertisement campaign can fall flat on its face if not handled by expert media planning companies. Its a science of consumer behavior and the arithmetic of probabilities, ratio proportions and law of averages. Best part is it works like magic every time !
January 18, 2016 / como / 0 Comments
Advertising is constant in everyday life, and is the one thing you come into contact with daily. This is the way you receive information about products and they can come in newspapers, magazines, posters and billboards. The advertising agency works between the company, the consumer and the public. Ethics in advertising is generally linked in the purpose of the advertising and some argue that advertising lacks the ethical code and doesn’t necessarily draw the line in what is right or wrong. Even though there are some that might suggest that there is very little ethics in advertising, this article will show case how ethics is involved in advertising.
Advertising ethics is more linked towards the purpose of the advertising itself. Most people can see that in advertising there can be some truths. Using exaggerations that a consumer will know that is false is advertising puffery. When puffery is used it doesn’t mean that the business is unethical in the way it advertisers. For example women know they won’t look like models in the TV commercials by buying the hair shampoo. Advertising would only be unethical if the company promoting the product guaranteed that by using their product you will look like a model.
Ethics in advertising is largely dependent on what your own beliefs are about the actual purpose of the advertising. If you see consumers as rational and self aware and know that advertising is there to persuade the public to react in a certain way to increase sales then you would see advertising as not being unethical. But, if you think that the consumer isn’t self aware and see the ads they view in a different way, then you will find that advertising is unethical by its promise of a leaner body.
Advertisers use ethics in the sense of what can be demonstrated as the truth. They show some truth, but they hide certain things as well as they need to highlight the company in the best light. They also avoid lying as they can be caught out by the ad agency lawyers who oversee their work, as well as network approval committees.
There are also ethical choices made in the way they show a certain type of product to be demonstrated deemed as appropriate. Such as society suggestions that context towards advertising involving children should be done carefully.
A 37 paged text was issued by the Vatican to show the need for advertisers to apply three basic principles: upholding the human dignity, social responsibility, and truthfulness. It is said that advertising is not actually unethical but it can distort the truth by suggesting something that is not so or that is withholding relevant information. It also suggested that the advertising community needs to work better at monitoring themselves and with the aspect of remaining ethically responsible.
January 14, 2016 / como / 0 Comments
Megastar Sharon Cuneta did not mince words on Sunday when she addressed anew an issue involving her controversial Marie France billboard ad. Cuneta noted that it doesnt make sense that Marie France would put up a billboard with her altered photos and risk ruining both their reputations and credibility. She said they are not stupid to do that.
You come out with a billboard like that and then you see this girl on TV shows like The Buzz or Star Power every week, tapos iba yong itsura. Parang ang laki laki ko naman sa Star Power tapos sa billboard sobrang liit ko, sino po bang mag-mumukhang tanga doon, di ba? the megastar said, referring to a singing competition shes currently hosting.
Napakalayo ba ng itsura ko doon sa after picture dito sa nakikita ninyo sa TV?
According to Cuneta, she is picky when it comes to accepting endorsements and that when she endorses a product or service, I have to believe in it. She said she would never deceive the public. She said endorsers are also made to sign something [because] there has to be truth in advertising.
She also pointed out that all her photos were done by noted photographer Raymond Isaac, who is known for his ability and honesty.
Walang dinaya doon. Bakit? Kasi po its a series of billboard na lalabas over the coming several months, yong progress ng weight loss kohanggang you reach the ideal weight para makita na its working and its gradual, she said.
I can assure you, and God is my witness, those pictures are not altered to make me look thinner than I was at that time, she added.
She said she is not surprised that her detractors are making up these controversies. Lets just say, puwedeng competitor, puwede din na isang tao with an ax to grindMahirap magsalita kasi ayokong pumatol sa isang hindi kapatol patol.
Sharon vs Hayden
Cuneta recently lambasted former celebrity doctor Hayden Kho after he allegedly took a swipe at her billboard on Twitter. Kho is the boyfriend of Dr. Vicki Belo, owner of the Belo Medical Clinic. The target of her fury was this statement made by Kho last January 28: Theres a billboard ad in EDSA developed by advertisers who think consumer are stupid. Guess.
The megastar believes that Kho was referring to her controversial Marie France billboard. Kho has already made a denial that he was referring to Cunetas billboard. Kho said Cunetas statement was quite a wounding tirade from someone I respect. Ironic, really. Very ironic.
Despite the denial, Kho is not yet off the hook as far as the megastar is concerned.
On Sunday, Cuneta said she got a piece of information saying that Kho, the central figure in the 2009 sex video scandal, was referring to the billboard of Joel Cruz of Aficionado Perfumes that came out in July 2010. She wondered though why it took Kho 7 months to react to Cruzs billboard.
She also noted Khos timing. She said he made that post when rumors about plans to remove her billboard along EDSA began to circulate. Cuneta also countered, I dont understand. Whats ironic is that he respects me and that I have to treat him like this? I dont treat people in a bad way unlessI know how to protect myself. There are times na kailangang tahimik ka lang pero there are times na you have to stand and fight for yourself.
During the interview, she also brought up the 2009 sex video scandal. Her daughter, KC Concepcion, was dragged into the scandal.
If he respects me so much, bakit nadamay ang anak ko? Cuneta said. I think that time lagi niyang tinetext ang anak ko. I never said anything kasi alam ko ang totooalthough nakakainis ma-associate sa ganoong issue ang isang bata na alam mong pinalaki mo ng ubod ng disente.
She also noted that it was so convenient for Kho not to name the billboard he was referring to, so that later on he could easily issue a denial when confronted.
Nonetheless, she thanked all her detractors because people are now talking about her billboard because of them. Effective na effective ang endorsement. Parang nataranta kayong lahat ng bonggang-bonga.
November 30, 2015 / como / 0 Comments
Your advertising media are the communication vehicles you use to convey your marketing messages. That’s why, in addition to selecting ones that reach your targeted audience, you’ll want to make sure they provide you with the best possible results for the least amount of time and money.
In this article, I’ll go over the most commonly used direct response advertising vehicles/types for small to medium-sized businesses, such as:
Newspaper
Direct Mail
Magazine and Classified Ads
TV and Radio
Internet Ads
Outdoor Media Billboards, Transit Signs
Press Releases and PR
Yellow Pages
and more
Obviously, the trick is to match your message to your market using a suitable vehicle. For instance, it makes no sense to advertise your retirement community using a fast-paced, loud, radio spot on a hip-hop station no matter what the salesperson says! So before you buy, make sure you’ve correctly identified your target prospects; created messages that motivate them and selected the appropriate advertising.
Here are some general tips for choosing your advertising medium.
1. Unless your target audience is broad, it’s best to choose 2-3 primary advertising vehicles ones that you can afford to dominate. Never, ever rely solely on one form of communicating with the public this is simply too risky. Rather, choose media that complement each other and ensure that your prospects hear about you in multiple forms.
2. Choose methods according to cost, targeting and response Any campaign can be broken down into costs per thousand, and if you’re using direct response advertising (which you should) benchmark your success using costs per sale. Your expenses include cost of design (also known as creative), production (producing or printing your ad), and placement (radio, advertisement, list purchase and postage).
As a general rule, the more targeted the medium, the higher the cost. In return, however, you should expect a higher response rate, so the cost per response can be lower than cheaper methods.
Choose advertising and publicity methods that are suitable for your target audience. Companies that sell advertising can provide you with a lot of helpful information about their audience. Also, it’s a good idea to look at other types of businesses that continually use various media. Then make sure they’re targeting the same audience as you. Bottom line: avoid guesswork, by testing before committing to major purchases.
3. Make sure you know your total marketing budget less what’s already spent or “promised”. This assumes that you’ve already developed this and that it’s based on:
Industry norms
Needed profit margins
Available cash
Opportunity costs
Company’s risk tolerance
Average Customer Lifetime Value (CLV) – the value of a customer over their time with business with a company. Simply put:
CLV = Revenues Received Cost to Get and Keep
4. Find out what your competitors are spending on media in the same markets. For example, if you decide to run a radio ad in the Chicago market twice a day, on two stations for two weeks and a competitor is running a similar ad in the same market but running it 15 times a day, on 15 stations for 15 weeks you’d be foolish to waste your money by trying to compete no one is going to notice your spot. This is another reason it’s so important to use reputable advertising agency to buy this type of advertising (goes for TV as well).
5. Even though your budget will significantly dictate your medium selection, you must also be aware and sensitive to your own sales cycles. For instance, if you’re the owner of an air-conditioning equipment company you understand that consumers don’t purchase a unit every year. Therefore, your communication has to be consistent and ongoing so you’re “top of mind” when they’re ready to buy. Also, you should develop another communication, particularly in the heat of summer, for folks who have a “burning” (no pun intended) desire to buy now.
Moreover, if you’re a jeweler you may want to beef up on your advertising right before Mother’s Day, Christmas and Valentine’s Day and do little, or nothing, in August.
6. Track and measure your results Advertising is an intricate science. Therefore, the best way to be sure that something is, or is not, working is to measure it using predetermined indicators. Gauge the effectiveness of your advertising from the beginning by keeping detailed records on what you did; when; to whom; for how much; and what happened.
Admittedly, the results of certain advertising are difficult to gauge. However, if you don’t measure and record your results you may be wasting money and missing the opportunity to make your decisions much easier the next time around. Key indicators to be assessed are cost per thousand, cost per response and percentage response.
Remember also that advertising forms a part of your business plan which is aimed at being profitable. If your advertising does not produce an incremental gross profit (more than costs directly associated with the medium) you need to know why.
7. Understand and adhere to laws Before choosing your advertising methods, make sure that you are aware of all local, county, state, and federal laws about data protection, consumer rights, customer privacy and opt-out regulations. This is especially important if you are involved in maintaining and using mailing lists (e-mail and otherwise), personal customer data, telemarketing, direct mail, fax-marketing and e-mailing.
Hope these tips will serve you well. Happy Marketing!
November 29, 2015 / como / 0 Comments
Next to the family, television is probably the most important influence on a child’s development in today’s society. According to statistics, American children view 3 to 6 hours of television each day. That surely seems like a lot of TV.
According to various studies, more and more children are overweight because of watching too much television. Before we had all these channels and TV shows to choose from, children would come home from school and go outside to play. Now, they sit in front of the television and watch whatever or they hook up their game cubes and play games. Still sitting on the couch. Don’t let your children become “couch potatoes”.
Television exposes children to adult behaviors that are not necessarily considered normal behavior. Years ago, I worked as a house parent and one of the young ladies in my charge actually thought that adults in a professional setting used profanity on a regular basis. She based her opinion on various movies and shows from TV. When I tried to explain to her that was not the real world, she naturally disbelieved me. As most young people will.
If you watch any of the shows on almost any channel, you will find references to sex, alcohol, and violence. Sometimes these references are more explicit then they need to be. Sex sells, as they say. In the past, most of these types of shows would be shown after a certain hour. Usually, they were on when our younger children went to bed. Now, however, these shows are on during the day and early afternoon when our younger children are home from school, often without adult supervision.
Advertising on TV can be just as dangerous to your children as the programs they are watching. Commercials advertise everything from innocent items such as: toys, food, cars, and clothing. To more adult oriented items such as: ways to improve your sex life, dating services, and x-rated videos. If you were from a country that didn’t have access to the types of shows and commercials we have in the US, you certainly would wonder about our society as a whole. Some commercials are hard to figure out just what they are advertising. I recall a commercial that seemed to be advertising sex and the reality was that they were advertising jeans.
I remember a conversation that several female students in my high school class had regarding a certain daytime talk show. It was one of those shows in which the host purposely tries to get the audience going (in a negative sense). They bring on guest that have issues. Whether it be trying to find out who the father of their child is, outing someone on national television, or pitting parents against their children. My girls thought it would be cool to be on this show, as they would get paid big bucks. It didn’t matter that the whole world and their town would know all about their secrets.
Unfortunately, television has become a babysitter in many households today. When anyone is exposed to certain types of behavior (sexual, violence, etc.) they may develop a tolerance for what they are seeing. Be aware how television affects your children. Monitor their TV time. Only permit them to watch the shows you consider quality shows.
There are many good quality shows still on TV. We still have reruns of old shows that were more family oriented, as well as some newer type family shows. More importantly, get your children away from TV. Have them play outside, board games, or read a good book. We need to stop spending so much time in front of the TV. Why would our children be watching so much TV. I don’t know, do you?