2. Planning

Question 1

Examples of Campaign Objectives

Answer 1

1. Sales Targets
2. Product Launch
3. Growing Brand Awareness

Need to be SMART

Question 2

3 Key Media Planning Priorities to be considered

Answer 2

1. Reach - How many?
2. Frequency - How often?
3. Continuity - How long?

Question 3

1. Reach Strategy

Answer 3

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.

Question 4

Types of Reach Strategies (and the reasons)

Answer 4

• 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

Question 5

2. Frequency Strategy

Answer 5

• 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

Question 6

3. Continuity Strategy

Answer 6

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.

Question 7

Types of Continuity Strategies (and the reasons)

Answer 7

• 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

Question 8

Ehrenberg Bass Model

Answer 8

• 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

Question 9

How Brands Grow by Byron Sharp

Answer 9

A philosophy for evidence-based marketing

Question 10

Users

Answer 10

Those who consume the service/product

Question 11

Purchasers

Answer 11

Wont’s necessarily consume the product/service

Question 12

Non-purchasers

Answer 12

A group of shoppers not interested in purchasing your brand

• Cannot be convinced to purchase the product

Question 13

Light purchaser

Answer 13

Only purchases brand at key times, i.e Christmas

Question 14

Medium purchaser

Answer 14

Purchases the brand on a monthly basis (dependent on category)

Question 15

Heavy purchasers

Answer 15

Regularly (on a weekly basis or more)
- Smallest segment but most valuable