It is best to leave media planning to media planning professionals. The following are some of the things that they will consider when they develop a media plan for you:
• Reach (percentage of people – or target audience – exposed)
• Frequency (number of times, on average, a person is exposed)
• Impressions (the number of times the target market comes in contact with a media vehicle)
• CPM (cost per thousand exposures) – measures efficiency
• CPMTM (cost per thousand target market exposures) – measures effective efficiency
• Identifying the most appropriate media vehicles (audience fit with target market, environmental fit with advertising message)
• For instance, websites and trade shows provide a high capacity to process information when customer information needs are high, while short TV spots are best used when information processing needs are lower.
• Some media are more appropriate when the purchase decision is based primarily on facts while others are more appropriate when feelings and emotions are the key influencers.
• Evaluating vehicle effectiveness (clutter, distractions)
• Adjusting potential exposures to actual exposures (for television, it has been found to vary from 50% to 70%)
• Developing a media strategy and schedule that maximizes advertising response (against the advertising objective)
When we conducted laddering* research at Hallmark, we discovered that most product and brand benefits ultimately supported the underlying need to preserve self-esteem. Different benefits may have followed different paths to that end, but ultimately, the need that they fulfilled was the same fundamental one – to preserve self-esteem. Some emotional end benefits that we explored:
• I am frugal.
• I am a good mother.
• I am a good wife.
• I am a good friend.
• I am competent.
• I am successful.
• I am unique.
• I am lovable.
• I am in control of my life.
• I am making a positive difference in the world.
While the following data is from a study conducted decades ago, I believe it points out that some of the most powerful motives are fundamental ones. Some of the most effective advertising over time has tapped into these motives. I have observed that the most powerful brands and products are those that help people stay healthy physically, mentally, emotionally and spiritually. In fact, brands and products that can help people with the following (largely spiritual needs) are extraordinarily powerful:
➢ A sense of purpose
➢ A sense of self worth
➢ Personal empowerment
➢ A sense of well being
➢ Healthy, trusting relationships
➢ A sense of community
➢ Peace
➢ Hope
➢ Joy
(Also consider communication that taps into any of the higher order needs from Maslow’s Hierarchy of needs: affiliation, esteem or self-actualization.)
*Laddering is a research technique that probes consumers to better understand underlying basic human values the brand addresses. It investigates benefits that underlie product attributes, consequences that result from the benefits and values that underlie the consequences. The results are often mapped to outline the brand’s benefit structure. Emotional end benefits are self-affirmations that contribute to different aspects of a person’s self-esteem.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
