Examples of Campaign Objectives
- Sales Targets
- Product Launch
- Growing Brand Awareness
Need to be SMART
3 Key Media Planning Priorities to be considered
- Reach - How many?
- Frequency - How often?
- Continuity - How long?
- Reach Strategy
Reach refers to the % of people or households within a demographic that were exposed to a program or advertisement within a specified period
E.g. 40% reach of people 18-39 years over a 2-week campaign period
A campaign that needs fast broad reach (a wide target group) would likely select TV.
Types of Reach Strategies (and the reasons)
- Seasonal (Sunscreen in Summer)
- New product (telling as many people as possible)
- Short-term sales objectives
- Time-sensitive announcements
- Announcements of something new (e.g. new packaging so the brand is recognised)
- Products or services that are well known/impactful TV, not needing to get the frequency up
- Frequency Strategy
- Cluttered or competitive market
- Complex Communication
- Low involvement non-emotional brand (e.g. toilet cleaner), will require Brand Tracking
- Low interest categories e.g. Super
- Continuity Strategy
Lower weekly TARP weights, but will be on for more weeks, giving the brand constant presence.
Useful if a brand is purchased regularly. Not good for brand launches because TARP weight will not be high enough for consumers to trial/talk about the product.
Types of Continuity Strategies (and the reasons)
- Low loyalty category, constant presence ensures you are top of mind
- FMCG, frequently purchased goods
- High awareness - brands that have been around for years can have a continuity strategy to stay top of mind
- Long purchase cycle (e.g. home loans) may use continuity to ensure their brand is always visible in the marketplace.
- Keeping the brand top of mind whilst minimising costs and messaging fatigue
Ehrenberg Bass Model
- To drive the growth of products
- The media investment should aim to reach all types of category buyers (from the lightest to the heaviest)
- And be as close to the point of purchase as possible
How Brands Grow by Byron Sharp
A philosophy for evidence-based marketing
Users
Those who consume the service/product
Purchasers
Wont’s necessarily consume the product/service
Non-purchasers
A group of shoppers not interested in purchasing your brand
- Cannot be convinced to purchase the product
Light purchaser
Only purchases brand at key times, i.e Christmas
Medium purchaser
Purchases the brand on a monthly basis (dependent on category)
Heavy purchasers
Regularly (on a weekly basis or more)
- Smallest segment but most valuable
