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Media Planning Essentials, Irene Dickey
Terms in this set [220]
Understand the fundamental difference between media planning and communications planning
...
Understand the foundational forces that drove this shift
...
Be able to define push versus pull media
...
Know the difference between paid, owned and earned media
...
The power of communications planning lies not just in an understanding of what media the consumer is using, but ...
why they are using it in the context of making product decisions in any given category.
After the telephone, the next big breakthrough ...
was radio.
One of the biggest challenges that digital brings is ...
the speed at which the advances are coming at us.
The impact for marketers lies in the shift from push media ...
to pull media.
Push media ...
refers to those media that we passively consume such as television, newspaper, magazines, and out-of-home.
Pull media ...
are those channels that we actively engage in like surfing the internet, watching streaming video, search and social media.
It was no longer about determining which was the best newspaper to advertise in. They asked...
In which media would they be most likely to find the people who would be most interested in and receptive to their advertising message? Which people would be most likely to buy their product?
Media buying define...
the simple act of the transaction between media owner and advertiser,
Media buying evolved into...
media planning
media planning define...
the science of determining the right media mix to deliver the best return on your advertising investment.
Because of the disruptive nature of the internet, the job of the media planner became ...
a lot more difficult at the end of the twentieth century. The disruption began due to the fragmentation of media choices.
Media planners needed to become more creative at gaining consumers' attention and permission to engage with advertising content. That is when the media planning practice evolved from ...
the traditional media planning role of right person, right time, right place to COMMUNICATION PLANNING which is focused on enabling the conversation between consumer and brand and driving influence.
COMMUNICATION PLANNING
focused on enabling the conversation between consumer and brand and driving influence.
Paid media is ...
any advertising space you purchase and run your creative assets within. It is everything you think about in terms of advertising and media: television, magazines, radio, newspapers, billboards, digital ads and sponsored social media posts.
Owned media represents ...
any communications that are placed within channels that the brand owns. The best example of this is the brand's website. It also includes a brand's Facebook page or Twitter feed as well as brand packaging or retail stores. If you don't believe that retail locations can communicate brand attributes, think about an Apple store compared to a Microsoft store. What do the two experiences say to you?
Earned media is essentially ...
word-of-mouth, anytime someone talks about your brand to others. This phenomenon was recognized as far back as the 1980's when Fabergé created a television ad playing off the phenomenon of word-of-mouth. Watch the ad here. Today, social media has put word-of-mouth on steroids; we can now talk about brands to hundreds of people at one time. Anytime you like, share or post about a brand on a social network the brand has "earned" media impressions. This is tremendously valuable to a brand [assuming it's positive, of course], not only because it didn't have to pay for those mentions, but it comes with the implied endorsement from the person who posted it. Earned media is not entirely new, however. Brands have traditionally earned media through public relations efforts. What is new is that brands are becoming more conscious about making sure their earned efforts are integrated with their paid and owned efforts. This has also led to a tug-of-war between advertising and PR agencies when it comes to social media. Who owns this piece of the communications plan is an ongoing debate within integrated planning teams.
But only through an understanding of the consumer — how and why they use various media and and where they are in the purchase journey — can you ...
really engage in dialogue.
understanding of the consumer
how and why they use various media and and where they are in the purchase journey
Communications Planning:
the discipline of creating integrated, engaging experiences which invite people to interact with your brand in some way
Earned Media:
any communication that is generated independently from the brand itself; public relations and social media posts are two examples
Media:
the means of communication, as radio and television, newspapers, magazines, and the Internet, that reach or influence people widely: [plural of medium]; a means of conveyance
Media Planning:
the practice of placing messages at the right time, in the right place, to the right consumer in order to influence purchase
Medium:
singular of media
Owned Media:
any communications that are placed within channels that the brand owns
Paid Media:
any advertising space that you purchase and run your creative assets within
Pull Media:
media where people are more in control of that content that is received, for example, internet, mobile and streaming video devices
Push Media:
media where message are received more passively, for example, television, radio and newspaper
The difference between media planning and communications planning is
Communications planning moves beyond simply reaching audiences and seeks to influence people
It took telephone technology 75 years to find a place in 50 million American homes. Technology adoption has been happening at an increased rate. Which of the following reached 50 million people in less than three years?
iPhone
According to the new technology proliferation curve, the computer took 15 years to achieve 75% penetration. How long did the smartphone take?
12 years
Which pair correctly represents push v. pull media?
Magazines: Social Media
Which of the following is an example of paid media?
a television ad
What was the main source of disruption for the media planner in the 20th century?
The fragmentation of media choices
Which of the following is an example of owned media?
A brand's website
Which of the following is an example of earned media?
A tweet about a particular brand
Which of the following is not a medium?
A laptop
Which of the following is not a feature of Nielsen's Commspoint tool?
Ability to allocate creative messaging across the campaign to achieve maximum reach levels.
Media, or more accurately, communications planning, refers to ...
the process by which advertisers develop ways to engage consumers with their brands.
The digital landscape has put the consumer in ...
control and has led to this need to have a dialogue with consumers rather than shout your message at them.
Push media PP..
is those media that people consume more passively while pull media represent those areas where people are actively engaged.
Paid, owned, and earned distinguish...
the buckets of media based on who has control over the message.
The communications planning process seeks to understand the following about the consumer:
What is the consumer need state? Why is it a problem?What stage of problem-solving are they in? Who do they trust to solve that problem?
What is the consumer need state?
This is different from what they are in the market to buy, this is more about what problem they are trying to solve. Think about the last time you were in the market for a new phone. In the end you will buy a phone but depending on your need state, you will approach that experience differently. If you are simply eligible for an upgrade, you were probably aware this was coming up and you started paying attention to the new phones on the market a few weeks ago and maybe even started asking friends for recommendations or paying more attention to the ads on Hulu and YouTube. However, if you dropped your phone and it is no longer working, you are going to run to the store and buy something in a bit of a panic. You'll likely either default to your existing brand or look for the best deal. Or, if you are a tech-obsessed person you are probably always up-to-date on the newest devices and ready to pounce when that next Samsung Galaxy comes out. Those are three very different need states, and the places you will go to get information about the phones will be different in each state. But in the end, a phone was purchased.
Why is it a problem?
Understanding the problem within the context of the consumer's life leads to a better understanding of his or her mindset. Running out of cereal for a single mom with three kids is different than the retired couple running out of cereal. That mom has to find something immediately to feed her children while the retired couple can just head to the store and shop the cereal aisle for what they want.
What stage of problem-solving are they in?
Will they be looking to solve the problem in the next five minutes or is this something they're anticipating? Are they in the process of using your product and thinking about what they will do next time around?
Who do they trust to solve that problem?
Where do they go to get information about your category? Traditional media planning was focused on identifying the media that the consumer was using but communications planning is about what media they turn to when thinking about a particular category. Trust is also about what other brands they trust to solve that problem, and those brands are not always obvious. After many years of Diet Coke competing against Diet Pepsi, a consumer research study unveiled a new truth: a Diet Pepsi drinker was never going to switch to Diet Coke. But much of Diet Coke consumption was in the morning so that person might switch out for a coffee or a juice alternative. Diet Coke was really competing with coffee, not Diet Pepsi.
Communications planning is not about having the right answers; it is about ...
asking the right questions.
Advertising seeks to ...
help a consumer solve a problem.
Traditional media planning was defined as:
right audience> right place> right time
communications planning is defined as:
specific audience> impactful touchpoint> consumer decision journey
Rather than putting ad messages out to the masses [right audience] and hoping some of them are in need of our product [right time], communications planning allows you to ...
find specific audiences who we believe are somewhere in the decision making process and deliver a message in a place where they are open to and interested in receiving our message.
A communications plan is built to
support a company in achieving its business goals.
It starts with an understanding of the business challenges and the barriers and drivers which then
inform you of what you want the consumer to think, feel, or do.
Communication plan starts with 3 steps
The issue we face is ...
The response we need to make is ...
The way we will achieve this is ...
Societal trends:
is there a shift in how people are behaving that might have an impact on your brand? In this past year, we experienced tectonic shifts in behavior.
Economic trends:
a challenge that many companies faced in 2020 was the high levels of unemployment and the recession. Brand-named packaged goods companies struggled as people were cutting back and looking for lower-priced, store-branded options.
Political trends:
politics can pose great challenges for many companies in the context of policy regulation. Energy companies are often impacted by the current administration's policies. Whether you are a traditional oil and gas company or a clean energy company, your fortunes are often tied to the current administration's stand on energy policy.
Technological trends:
Even the smallest technological advance can impact how a company does business. Think of the impact smartphones had on computer manufacturers. More people own a smartphone today than own a laptop computer. Lacking demand for their products, computer manufacturers were forced to pivot.
The main categories of target audience descriptors are related to:
Sociodemographics
Psychographics [attitudinal]
Behavioral [product usage/shopping patterns]
Sociodemographics take many sociological factors into account, including...
Age
Gender, Race, or Education
Employment Status and Household Income [HHI]
Geography [related to where we live]
Marital Status
Presence of Children
Defining people based on attitudes is...
psychographics
Behavioral definitions are determined by ...
gathering all of the information about what we do and buy.
Some campaign parameter considerations include:
Which category are you competing in? [Consumers turn to different media depending on their involvement in any given category.]
Are you launching a new campaign or is the advertising messaging familiar?
Are we communicating a simple message or is it more
complex?
Are we focused on in-store sales or driving online traffic?
What is the purchase cycle? Is this product purchased frequently or only once every few years?
Are your competitors spending more than you are?
You are establishing how you want consumers to receive and interact with your message. We call these
"moments of receptivity."
The moment of receptivity is defined as
the intersection of content [your ad] and context [the environment] when one is most open to receiving your ad message rather than actively avoiding it.
Strategy drivers relate back to the consumer decision journey. Here you are determining at which point along the journey you will try to engage the consumer. It starts with a consumer becoming aware of your brand and ends with a loyal consumer who actively participates with your brand. The stages are as follows:
Awareness => Consideration => Purchase => Trial/Consumption => User Experience => Repurchase => Loyalty => Advocacy
Behavioral targeting:
target descriptors that relate to how one has searched or shopped in the past
Business challenge:
the forces that exist that might prevent a brand from achieving its business goal
Moment of receptivity:
the intersection of content [your ad] and context [the environment] when one is most open to receiving your ad message rather than actively avoiding it
Psychographics:
the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research: those characteristics that describe one's feelings, attitudes and opinions
Sociodemographics [or demographics]:
statistical data that can describe a group of people based on a number of factors such as age, gender, race, income, etc.
ZMOT [Zero Moment of Truth]:
the period of time before a consumer gets to the store shelf to make a purchase when he or she is researching all of the options. Google identified this as a distinct activity that exerts a considerable amount of influence on the purchase decision
At its core, what is the goal of advertising?
To help consumers solve problems
Why is right audience, right place, right time no longer an effective way to approach media planning?
Consumers are now their own creators and curators of content
Consumers think advertising people are one step above car salesmen
Consumers are now enabled to find their own solutions to their needs
In the brief summary process, the first question to answer is, "The issue we face is..." This asks the advertiser to frame their business challenge. Which of the following is NOT an example of a business challenge?
I need to sell more product
The next question asked is, "The response we need to make is ..." The response is related to what an advertiser wants a consumer to think, feel or do with their brand. Which of the following is an effective response to Coca Cola?
Drinking a Coke makes me happy
The final question on the brief summary asks, "The way we will achieve this is..." This question is trying to get to the role of communications. This is related to Marshall McLuhan's famous pronouncement that the "medium is the message." Which of the following does not help to explain McLuhan's meaning?
The meaning is solely determined based on how much the receiver enjoys the medium on which it is delivered.
The target audience has been defined as an adventure seeker who thrives off of overcoming challenges set for himself. This definition is an example of a
Psychographic target description
"Working mother" is an example of a
Sociodemographic target description
Once the target audience is established you need to begin to develop your campaign strategy. Your strategy is framed by your campaign parameters. Which of the following is not part of the campaign parameters?
Your campaign's tagline
Which of the following four scenarios best represents a moment of receptivity?
While reading a blog post about a new hotel in London, an ad for British Airways appears at the bottom of my screen.
When selecting the most influential touchpoints, it is critical to ensure the content of the message is aligned with the environment in which the ad will run, these are called message drivers. Which of the following is not considered a message driver?
Awareness
1st exposure = Awareness: "What is it?"
2nd
exposure = Interest: "What of it?"
3rd exposure = Desire: this serves as the true reminder
Each additional exposure is simply another reminder.
...
The AIDA model presumes that people move through the decision making process ...
in a linear and predictable manner.
Two of the major learnings from this research are:
There
are multiple entry points for awareness of brands
The journey doesn't end at the purchase stage [action]
...
Consumers generally switch brands due to three factors:
Price - my favorite brand raised its price or the competitor is on sale
Availability - my store is out of my favorite brand, I don't want to make another stop
Variety - a new or different flavor
option
This new model forced advertisers to rethink how they managed their marketing mix: their strategies, spending rationales and channel and messaging decisions. They no longer sought to move consumers through a funnel but looked to engage them in conversations based on what phase of the journey they were in.
...
Social media simply leverages a core human truth: we like to share stories, we like to share experiences, we are social creatures who are driven by word-of-mouth.
...
The journey is broken into
seven distinct steps.
Awareness -
Does the consumer know who you are? One must know a brand exists before one can want it. Messaging in high-reaching environments puts your brand in front of as many potential customers as possible.
Consideration -
Can your brand solve their problem? Once consumers have determined their initial consideration set, they begin weighing the alternatives. Brands need to be in the places where consumers are looking for information. These places will be based on individual priorities and evaluations of each brand.
Trial -
Will the consumer actually buy your product? Game time is here; it is time to make a decision. Based on the review process in the consideration phase, a consumer decides on which brand to purchase. You need to be sure that your brand is present and "on shelf."
User Experience -
Did the product meet your need? Was the experience enjoyable? This stage is often overlooked, but in today's digital realm, do so at your own peril. The experience during the purchase phase is critical. If a consumer has a poor or frustrating experience during the consumption phase, that may impact the overall experience with the brand.
Repurchase -
Did they buy your product again? This phase is a key area where the consumer journey differs from the purchase funnel model. Getting a consumer to buy your brand is a tremendous accomplishment, one that should be celebrated. But, your work has only just begun. Having a one-and-done buyer is a sure fire way to go out of business quickly. Once the product is in the consumer's hands, it is time to start the process to ensure that they choose your product the next time a need arises.
Advocacy -
Will they become a loyal customer [thus circumventing the awareness and consideration phase in the future?] So, you've sold your target on your product, and you've even convinced them to buy it more than once. Now, your goal is to maximize what is known as Customer Lifetime Value [CLV] and turn them into a brand loyalist. If they become loyal to your brand, not even considering an alternative when it is time to buy more, you can save tons of money not having to message them during the awareness and consideration phases.
Share Information -
Will they talk/share/brag about you? The ultimate goal of any brand is to get people talking about your brand. As explained above, consumers consider their choices, they make a decision, but the journey no longer ends there. Now, they are experiencing and advocating. This is primarily enabled through social media. The main advantage of a brand advocate is that they become a loyalist, a brand ambassador if you will. What that means is the next time the trigger event happens, they are seeking out your brand and skipping steps 2-4 above. That will save you millions of dollars in marketing.
AIDA:
the acronym that represents the the stages of the purchase funnel - Awareness, Interest, Desire, Action
Consumer Decision Journey:
the generalized steps a consumer takes as they decide which products they will and will not buy
Showrooming:
the phenomenon whereby consumers will go on their mobile devices, while in one store and shop prices in a competitor's store to find the best deal
The Purchase Funnel:
the traditional model that assumed the consumer decision process to be a purely linear one
The idea of the purchase funnel stemmed from the AIDA model. Which part of the purchase funnel does the question "What is it?" address?
Awareness
Which is the last step within the purchase funnel?
Action
Which of the following is part of McKinsey's Consumer Decision Journey but not the purchase funnel?
Post-purchase experience
I decide that I am going to run some television advertising because I really need to drive awareness of my brand. Is this an example of an upper funnel or lower funnel activity?
Upper
Which of the following activities is indicative of a lower funnel activity?
Retargeting a consumer who has visited your website
One of the main differences between the AIDA theory and the Consumer Decision Journey is how consumers move through the active evaluation stage, it is not just about increased interest or desire but it is a very active stage on the consumer's part when they study each alternative. Which of the following has been primarily responsible for increasing the importance of active evaluation?
The growth of search has put more information in the consumers' hands
In the AIDA model, your opportunity to reach the greatest number of people is at the awareness stage. In McKinsey's CDJ, they found that there is actually another crucial part of the journey where advertisers can bring people in who weren't initially aware of their brands. Which stage is that?
Active Evaluation
How does the practice of "showrooming" impact the moment of purchase?
Consumers may visit a store to find what they want but then go online to find the best deal
The loyalty loop is new to the Consumer Decision Journey. Which medium is primarily responsible for driving the impact of the loyalty loop?
Social
Google's Zero Moment of Truth [ZMOT] was a result of what new consumer phenomenon?
Search has put so much more information at the consumers' fingertips
"textbook" definition of a brand
"a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor."
According to Ogilvy, a brand is
"The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised."
Coca Cola Company sums up a brand saying,
"A brand is essentially a container for a customer's complete experience with the product or company."
PRODUCT:
Before you begin marketing your product or service, you have to determine what you will be selling. Decisions around size, color, flavor, features, etc. all get made early on in the process. Ideally, these decisions are driven by consumer demand.
PRICE:
The price at which you choose to sell your product is about much more than what it costs to make the product and how much profit you hope to make from it. The price actually communicates something about your brand. As noted earlier, having higher brand stature among consumers can lead to people being willing to pay more for the brand leading to higher profits for the company.
PLACE:
Place is really about distribution but "distribution" doesn't start with a "P." Much like price, where you choose to sell your product communicates something about your brand as well. Brands sold at high-end stores are assumed to be of higher quality while people might assume brands sold at a discount store are of a lower quality. Today, one also must decide what percent of their inventory will be sold online versus in what we call "brick and mortar" stores. A new and growing means of distribution is what is known as direct-to-consumer or DTC. DTC brands like Dollar Shave Club and Warby Parker, along with meal delivery companies advertise and ship directly to consumers, eliminating the middleman retailer altogether.
PROMOTION:
With the product, the pricing and the distribution in place, marketers must determine how to get the news about their product out to consumers. Promotion includes advertising, sales promotion, events, and in today's increasingly digital world, consumer advocacy. As important as each of the 4 Ps are, promotion is where the vast majority of the marketing dollars are spent and therefore a huge focus for most brand marketers.
PRODUCT => CONSUMER:
Based on a keen understanding of consumer wants and needs, develop products and services that deliver on those needs. Rather than determining what your company is capable of making, go out and speak with the consumer and learn what their needs or frustrations are. Then come up with products that solve a problem for them.
PRICE => COSTS:
What will it cost someone, in totality, to become a customer of yours? It is not always simply the price of the item. There are opportunity costs, what might they not be doing in order to partake in your product or service? Is your product less convenient for them? Will they have to drive farther, pay additional shipping charges, or buy additional items to interact with your product or service?
PLACE => CONVENIENCE:
Rather than focusing on where to sell your product, consider where your consumer prefers to buy products in the category. Amazon was prescient in betting on the fact that consumers would value the ease of buying a book at the moment they decided they wanted to read it even if it took a little longer to receive it rather than having to drive to a bookstore and browse the shelves. This insight was hugely disruptive in the book business but has been met with more resistance in the food and packaged goods arena. In 2019 about 5% of all edible consumer packaged goods [CPG] purchases were done online]. By June of 2020 that had increased to over 8% due to COVID and lockdowns. Some experts say the e-commerce channels experienced five years of growth in the first nine months of the pandemic. While Amazon has been working hard over the past few years to contribute to that growth through their purchase of Whole Foods and the launch of Amazon Fresh, retailers like Walmart and Target also really stepped up their efforts as it relates to delivery [same day and two-day shipping options] as well as curbside pickup. Expect that these offerings will continue to grow and evolve post-pandemic.
PROMOTION => COMMUNICATION:
This is all about saying what consumers want to hear versus what you want to say. It is focusing on the two-way conversation with consumers rather than shouting at them. When you think about communicating with someone rather than talking at them, your entire approach to your messaging changes.
Communications planning is built to address the 4 Cs of marketing and to earn the attention and respect of your consumer to lead to
a valuable, ongoing relationship with them.
An objective is ...
a clear articulation of what the campaign needs to accomplish.
There are many types of objectives:
business objectives, marketing objectives, communication objectives, campaign objectives.
They all boil down to setting a specific goal for what your campaign will do for your business. When setting objectives, there are five key aspects that need to be taken into account. ...
They must be specific, measurable, actionable, realistic and timely. An easy way to remember that is to make sure your objectives are SMART.
Business objectives can be anything related to the sales or growth of the business. But they tend to fall under one of three major buckets:
increase volume, increase share or increase profit.
Increase Volume:
this can refer to either sales volume or dollar volume. These are actually very different objectives and being specific about how you will measure volume is critical.
Increasing sales volume means
that you are asking consumers to buy more of what you're selling. Whether that be iPhones, Oreos or car insurance, you want to increase the number of items or policies sold. Sales volume is a valuable goal when you need to move product off the shelves.
Increasing dollar volume, while very similar, does create a unique challenge. You can increase
dollar volume by simply selling more units. But you can also increase dollar volume by selling the same number of units at a higher price. The important difference to recognize is that you can increase sales volume by selling your product at a lower price. But by doing so you can risk losing dollar volume. How marketing will address either objective is slightly different, so be sure you know what your volume objective is.
Increase Share:
Share of market refers to your brand's percentage of total sales in a given category. For example, assume that the market for smartphones is a $1Bn category and as Apple, you have sold $330MM in iPhones. Your market share is 33 percent [330,000,000/1,000,000,000 = .33]. Again, specificity is important in setting such objectives. Be clear on how you are defining the smartphone category. If you are looking to increase share it will be important to think about who you can steal share from. How you define the category is also important. Are consumers really making the choice between a Samsung Galaxy or an iPhone or are they deciding between a smartphone or a tablet? Making sure you define the category from the consumer's point of view increases your chances of success.
Increase Profit:
While technically increasing volume or share would naturally increase profit, there is a value to putting a particular emphasis on profit as a business objective. Broadly, profit is calculated by taking the total revenue for the company and subtracting the costs of goods sold [COGS] and operating expenses [of course, it is much more complicated than that but for our purposes, the calculation is that simple]. Therefore, in order to increase profit, you either have to decrease your costs [which often requires sacrificing quality] or increase your price [which may not be possible given competitors' pricing or may reduce overall sales if consumers are not willing to pay the higher price].
Some examples of barriers are:
"I've never heard of it!"
"I love the competitor's brand."
"I tried it but I didn't like it."
"I don't need it."
Drivers make up all the reasons why consumers do engage with your brand.
"It is a great value."
"I love their customer service."
"It is higher quality than other brands."
"The product is environmentally friendly."
Barrier:
the reasons why consumers may not be buying your brand currently
Brand [textbook def.]:
a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor
Business Challenge:
an understanding of what is currently preventing consumers from behaving the way you would like
Business Objective:
a clear articulation of the goal for what your business has to accomplish [usually related to sales, profit or share]
Communication Objective:
builds off of the marketing objective to address benchmarks for how communications can support the stated marketing objectives.
Driver:
the reasons why consumers are buying your brand currently
Marketing:
Marketing, as a process, encompasses all of the activities a company engages in to produce and sell their product or service
Marketing Objective:
a clear articulation of what marketing will do to help achieve that goal related to the 4 Ps
What is the difference between marketing and branding?
Marketing encompasses all of the activities involved in producing and selling a product or service; branding is how you define your product or service
Which is not a definition of branding?
The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.
Which of the following would not be considered a marketing activity?
Managing the company's profit and loss statements
What is not a factor in valuing a brand?
The number of people who can recall the brand
When Dollar Shave Club first launched, the consumer problem it was trying to solve was the high cost of razors. It realized it could do this by shipping its razors directly to consumers. Which of the 4P's did it address in making that decision?
Price and place
Warby Parker created its entire business on the understanding that what people wanted in their eyeglasses was an affordable, stylish pair of glasses. It focussed on developing eyewear that people wanted to buy. The development of its glasses was an understanding of which of the 4C's?
Consumer
What is the main difference between a business objective and a marketing objective?
A business objective sets a quantifiable goal that the company needs to meet which the entire company rallies around; a marketing objective addresses how management of the product, its pricing and distribution, and promotional activities can help achieve the business goal.
Which of the following is not a common business objective?
Increase Productivity
Barriers and drivers help define the underlying causes of your business challenges by defining why consumers do or don't buy your brand. They are exact opposites of each other.
False
If your marketing objective is to steal loyals, what is your business objective?
Increase share
Current users:
If the business goal involves getting current buyers to buy more, or buy more often, then a strong understanding of what your current users look like will help to define your target audience.
Competitors' users:
Increasing share means talking to the people who are using other brands in the category. Understanding how the competitors' users differ from your own will guide you to reaching a new consumer base and ensure that you are targeting the right people.
Non-users:
Perhaps you've determined it is time to bring new users into the category. Are there people who have never used your brand? What do they look like? Understanding which brands they do use and their attitudes and lifestyle will help you grow your business.
Feature-based:
Sometimes it is not about usage per se but more about consumer need. Is there something unique or special about your brand that might be interesting to a particular group of people? If so, what do they look like? How can you describe them? For example, Ikea might want to reach anyone who is looking to decorate their home, regardless of their current usage behavior.
Demographics refer to
statistical data that can describe a group of people based on a number of factors such as age, gender, race, income, education, etc.
Psychographics is the
study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research
Whenever a person is described as a mother, with children between the ages of 6 -12 with a household income of $50,000+, she is being described ...
demographically
she can also be described as a busy mom who strives to ensure that her children are actively engaged in activities that fuel their bodies and minds. Those are ...
psychographic descriptors.
Demographics define groups of people through ...
statistical characteristics
The goal of all advertising is to change or reinforce behavior. Human behavior is not driven solely by actions and words; it is driven by ...
motivations.
The three main players in the audience measurement space are ...
Nielsen Media Research, comScore, and MRI-Simmons.
Nielsen Media Research and comScore measure ...
media usage across all platforms [television, radio, online, and mobile].
MRI-Simmons conducts ...
omnibus studies that conduct biannual studies on people's media habits, purchase behaviors and lifestyles and attitudes.
Commspoint Influence conducts ...
its own independent research that mirrors much of what MRI-Simmons offers.
People meters -
devices attached to television sets that capture national viewing patterns and local viewing patterns in the top 25 markets. Each member of a household [and any visitors] are prompted to log in each time they begin viewing television.
Set meters -
devices attached to television sets that measure both national viewing and local viewing in the next 31 markets. Instead of logging in, Nielsen uses sophisticated modeling techniques to determine who is watching any program on any set in a household.
Code readers -
devices that are used in 14 local markets and sit next to the television set, measuring codes embedded into content. Information from code readers is modeled similarly to the technique used for set meters.
Set-top box -
a device that leverages agreements with a variety of cable and satellite providers. Nielsen gathers viewing data directly from the set-top box from 139 local markets. Again, Nielsen uses modeling to apply viewer characteristics to the set-top box data.
Behavioral Targeting:
the ability to gather information based on people's web browsing and past shopping activity
Demographics:
statistical data that can describe a group of people based on a number of factors such as age, gender, race, income, etc
First-party Data:
any information that a marketer has about you based on your direct relationship with that marketer
Insight:
the why behind the what
Psychographics:
the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research
Rating Point:
equal to 1 percent of your total of the total audience
Second-party Data:
information a company has on you as an intermediary in the transaction
Third-party Data:
data collected from various sources and aggregated and sold to marketers
When defining target audiences, there are different ways to categorize audiences. While arguably the least effective, the most common target definitions are described by demographics. Which of the following is an example of a demographic audience description?
Women 25-54
Describing target audiences psychographically provides a deeper understanding of the person you are trying to reach and makes it easier to find that impactful moment of receptivity. Which of the following is an example of a psychographic target?
Socially conscious environmentalists
Both demographic and psychographic segments are generally identified by using secondary research methods based on studying samples of people. Technological and digital innovations have allowed us to collect actual behavioral data on all people. Advertisers have been able to research and model what everyone is actually doing. Which of the following is an example of a behavioral target segment?
Samsung Galaxy purchasers
A simplified definition of an insight is, "the why behind the what." Simon Sinek, in The Golden Circle explains the importance of the "why." He is able to break the concept down based on the anatomy and functions of our brains. Which part of the brain controls decision making?
Limbic system
Which of the following represents an insight?
The blue Tiffany box is a symbol of wealth, power and prestige. It is seen as a badge of honor so shopping at Tiffany's is more than just shopping for jewelry, it is an expression of the status you have achieved in life.
Which of the following is an example of second-party data?
Data on your hotel purchases from your Delta Amex card
Which of the following is an example of first-party data?
Information from your AT&T mobile phone account
How many households are in the Nielsen National TV Panel?
40,000
Which of the following Nielsen data collection methods mirrors Comscore's data collection method and does not require Nielsen equipment to be installed in your home?
Set-top boxes
Which of the following sources was developed to measure digital audiences?
Comscore
Third-party Data:
data collected from various sources and aggregated and sold to marketers
uvp...
Unique Value Proposition
cta...
call to action
4 key questions to earn attention
•What problem does the consumer need solved?
•How did this problem arise?
•What point in the problem-solving process are they in? ZMOT
•Who do they trust to solve the problem?
The zero moment of truth [ZMOT] refers to
the discovery and awareness stage in the buying cycle when the consumer researches a product, prior the seller's knowledge.
According to Think with Google, 53% of shoppers say they always do research before they buy to ensure they are making the best possible choice.
The Communications Planning Process
1. the brief
2. target audience
3.
campaign strategy
4. role of communication
5. message and strategy drivers
6. channel selection
The brief
the issues we face...
the response we need to make is...
the way we will achieve this is...
Target Audience
Who do you want to reach and how are your going to define
them?
-Demographically
-Psychographically
-Behaviorally
Campaign strategy, role of comm, message and strategy explained...
1.Campaign strategy sets the stage for your communications plan
2.Role of communication is what communications can do
3.Message and strategy drivers address what the messaging will accomplish and where in the consumer decision journey you will seek to impact the
consumer
Contextual targeting, in the PPC world, is ...
a process that selects ad placements in the Display Network based on keywords, topics and other factors.
Channel selection
The Commspoint tool helps to guide this selection based on consumer response and expert advice. Some fundamental principles will get laid out to help in making these decisions, even if you don't have the tool itself.
Business objective example
Increase sales of Oreos by 5% in the next year.
Business challenge example
People are avoiding fatty, sugary foods
Think goals example
1.Crest gets teeth whiter.
Feels goal example
1.Nike products help me perform better.
Do goals example
1.Come in for a test drive
The model that informed advertising decisions for decades was ...
the purchase funnel. It was based on research that said that the first step in gaining consumers was to make them aware of the brand... Upper funnel tactics were awareness-building and lower funnel tactics were harder-sell things like offering coupons or discounts.
The final stage that McKinsey identified is ...
the loyalty loop. The goal in solidifying the loyalty loop is to encourage the consumer to skip the active evaluation stage altogether.
Business objective example
Increase unit/dollar sales
Marketing objective example
●Remind light/lapsed users
●More usage occasions
●Promo [10 for $10]
Barriers and drivers are best expressed in ...
consumer language. They come from research based on what consumers think and feel about your brand.
DRIVER = ...
What is driving acceptance of my brand?
BARRIER = ...
What is preventing acceptance of my brand?
5 factors of psychographic segmentation
lifestyles, opinions, interests, activities, social status
An insight is...
the why behind the what.
CONSUMER OBSERVATION:
vs.
CONSUMER INSIGHT:
O: People are habitual coffee drinkers and design consistent behaviors to serve their habit. Whether that be a special mug, a particular coffee machine, or their favorite coffee shop on the way to work, the coffee master gets served.
I: Coffee drinking is a ritual. It is the sum total of the experience, not the actual product or consumption. Coffee drinkers ascribe a meaning to their morning coffee that allows them to be their best throughout their day.
1st party data
data generated and owned by organization
2nd party data
data sets traded between partners
3rd party data
data generated and owned by other parties/vendors
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