The Open Source in Media Knowledge. Decades now, we are trying to find out "How Advertising Works". MediaMedicKit soul purpose is to unlock this mystery.
Developing a Media Theory.
"Relevance" Theory in Progress..
What ticked me to publish MediaMedicKit.com is the quest of answering "How Advertising Works".
Upcoming Seminars & Events
Digital & Social Media Conference (ANA)
15 July, 2010
Grand Hyatt New York, Park Avenue At Grand Central USA
The first-ever ANA Digital Conference is a must-attend event for
anyone who is trying to navigate their brands through this
ever-changing media landscape. Digital media has become a part
of consumer’s daily lives and they have become accustomed to
viewing content and connecting with people wherever and whenever
they want. Social media and viral videos have especially
exploded in the last few years. Despite this rapid growth,
clients have many questions and their issues include
measurement, agency selection, internal org structure, and
relinquishing control to the consumer while trying to influence
the dialogue.
Email: registration@ana.net
Web: ana.net
INMA South Asia Conference (INMA)
5 - 6 August, 2010
Mumbai India
The INMA South Asia Conference is a market-leading event
designed to capture strategic best practices and the
practicalities of newspaper advertising sales for newspaper
executives from the leading companies in India, Pakistan,
Bangladesh, Sri Lanka, and others interested in this region.
Web: inma.org
Summer Marketing Educator's Conference (AMA)
13 - 16 August, 2010
Boston, MA USA
Web: marketingpower.com
Agency/Client Forum (ANA)
15 September, 2010
583 Park Avenue, New York USA
Business today is under extreme short-term pressure. For clients
and agencies alike, Wall Street quarterly profit expectations
are overwhelming longer-term decision making. The conference
will explore ways to enhance and improve the client/agency
relationship dynamic to help lead to the best possible work and
optimal business results.
Email: registration@ana.net
Web: ana.net
Congress - Odyssey 2010 (ESOMAR)
12 - 15 September, 2010
Athens Greece
The move from transactional to relational research is at the
forefront of change in the Market Research industry.
Technological advancements, societal changes and the current
economic crisis are creating new dynamics – challenges to the
"traditional" wisdom of market research and marketing. There is
an increasing emphasis on the need to continually seek and
demonstrate new value propositions. The face of market research
is changing and with it so are many of the approaches and
methodologies we employ. Through the use of collaborative
relations, active listening, increased dialogue and observation,
market research is assessing its position and developing a
diverse set of skills both traditional and new to meet these
latest demands and to ensure that market research advances and
adapts to this new marketplace. As we enter a new decade, we as
an industry must stop and take stock - to reflect on our
research and approaches from the past, differentiate between
perception and reality and determine what the future holds.
ESOMAR is therefore proud to announce Odyssey 2010 – The
Changing Face of Market Research to be held in Athens, the
birthplace of critical thought and the foundation of modern
culture.
Email: customerservce@esomar.org
Web: esomar.org
ad:tech London (ad:tech)
21 - 22 September, 2010
Olympia - National Hall, London UK
Email:christopheasselin@dmgworldmedia.com
Web: ad-tech.com/london
Advertising Research 2010 (Warc)
23 September, 2010
The King's Fund, London UK
The field of advertising research continues to embrace a period
of rapid change as new research tools offer both greater
insights and challenges to advertisers. In addition, a richer
media landscape is driving the need for brand communications
professionals to have a clearer understanding of which research
methods should be used as the science of advertising analysis
comes of age. One of the biggest challenges is how advertisers
can better manage increasing amounts of data and make sense of
far more complex findings to learn exactly which messages -
across which medium - are producing maximum ROI. The conference
will examine in depth the best research tools and methodologies,
helping you decide where to invest advertising spend most wisely
using the optimum mix of traditional and emerging research
methods.
Email: clare.beveridge@warc.com
Outlook 2011: INMA Europe Conference (INMA)
29 September, 2010 - 1 October, 2010
Krakow Poland
Over the course of this prestigious three-day event, hundreds of
newsmedia professionals from all over Europe will gather in
Krakow to take part in a range of networking, lectures, debates
and workshops about the latest media trends and the challenges.
Keynote presentations will be followed by thought-provoking
roundtable discussions that will involve the audience and
stimulate networking. This conference is all about sharing ideas
and inspiring change! It will be a unique experience because it
will offer surprise, debate, drama, engagement, memories, and
excitement!
Web: inma.org
Relevance (Media Theory in Progress...)
Trying to connect the bits and pieces, in this section are my thoughts exposed. And because of that the paragraphs below are... what else, scattered thoughts.
After reading hundreds of Media & Research Papers (Journals), and also from my experience as a Media Planner, I decided to publish what I learned through-out the years.
What ticked me to publish MediaMedicKit.com is the quest of answering "How Advertising Works".
I came to the conclusion that the most effective factor for a successful campaign is Reach (if we take as a fact that the creative/copy is good).
The question is how much frequency do we apply for making the message aware/memorable.
John Philip Jones with his STAS (short term advertising strength) model says that 1 ad exposure makes the biggest impact and everything else (2+) adds little awareness.
Colin McDonald says that the optimum exposure is 2.
Michael J. Naples, the father of Effective Frequency (1979), says that the most effective frequency (after Herbert Krugman's study in 1972) is 3 exposures.
Please keep in mind that the exposures mentioned above are not OTS (opportunity to see) but real advertising exposures.
We have to take in consideration of the ads attention levels (eyes on screen). A study of Bearden, Headen, Klompmaker and Teel (1981) revealed attention levels for day-time television, varied from 20%-50% of programs ratings, and for prime time 76% at program ratings for station-break and 84% for in-programs commercials. Also another research in attention levels from Abernethy's (1990), revealed an estimation of 32% television commercial avoidance or 68% advertising exposure.
If we take Abernethy's advertising attention levels research, we conclude that in every 3 OTS (vehicle exposures) we have 2 advertising exposures.
How many days does the effect of 1 exposure last?
We have to categorized the products as high, medium and low awareness.
The optimum goal for planning a campaign is how to achieve higher reach.
Does ads influence a purchase? I have 1st to want and buy a car, 2nd my positioning of the (let's say) 2 cars I have in mind and if the 2 cars are at the same positioning, the advert will make me decide either by price, or years warranty or extras or beauty or positioning etc.
If it's a car then the frequency should be less but if it's consumer goods then the frequency much be higher. This is because if we exposed to an ad we give more attention in bigger and expensive goods/services than smaller and cheaper.
Frequency of 1, 2, 3+ ? It's the viewers/consumer relevance with the product/service advertised that will define the frequency effectiveness.
I have to research papers of different kind of Media (radio, outdoor, print etc) importance/awareness to consumers.
I have to insert a factor of how much awareness (GRPs) does a consumer needs in order to say that the consumer is aware/know of the brand.
Which is a correct response curve? Concave (John Philip Jones) or S-shaped (Michael J. Naples).
At the end of my Theory, I have to find "How Advertising Works" through all of media (media mix) that are selected.
If effects of advertising can last for the next week then why continuity? Choose Pulsing (week on air, week hiatus).
Loyalty of the brand makes a big role for the consumer to seek/ask the product.
Launching a product requires effective frequency (F3+) with 80% Reach, the launch Follow Up requires an F2+ of 75% Reach and then Reminder comes with F1+ 65% Reach. The above does not concern only TV. The Reach targets are within a Media Mix (TV, Press, Radio etc).
For fast moving goods, when you encounter an ad in TV it's not a reminder to put the product in your shopping list that you are going to buy the next day. It triggers you to open the refrigerator / cabinet and drink / eat the product. When you visit the supermarket, brand positioning and liking of a product plays greater part than the advert you saw today or yesterday. Of course brand positioning is due to long-term advertising. Liking of a product is due to the product itself.
Andreas Ioannou
Media Medic Advertising Agency
Media Director