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Media Guru

Guru Search Results: 31 matches were found

Tuesday, October 07, 2003 #6189
Dear Guru, With all due respect, I had written you back in September about a situation I was encountering (below) and received a response that I found extrememly puzzling. You said that my question had to do with copy opposed to media. Guru, copy is a part of media and a vital one at that. You also sent me to a link where you mentioned wear out. I went to the link and didn't find much to answer my question. Being sincere with my next question, why do you spend time to respond in depth to people with ridiculous questions (How do I buy spot cable, what's a CPM, etc) from people who could find the simple answer in a "Media 101" book, while mine is a rationale, functioning question and concern? Product life (packaging influenced) is also part of media. Why blow all of this off? Thank you, CRH Previous question: Dear Guru, 2 Qs: 1.) My client created a TV ad campaign and RIGHT before we launched, a competitor with lower quality/lower price/larger packaging had close to the SAME TV ad campaign! I feel product confusion has happened between my client's premium brand and that of the less expensive "knock-off" product. Do you concur? Any research to back this theory? 2.) Because of my theory, I have advised my client to change ads IMMEDIATELY. They have agreed and we will begin to advertise our OLD ADS starting October. I feel "ad quality restoration" has been achieved through our previous ad's 6 month hiatus. My client and I find that our campaigns last for about 6 months before we experience ad wearout, based on copy and frequency wearout. However, returning to an OLD AD where we are basing campaign results on ad quality restoration, how long will our old ads last, given new ads burnout in 6 months? should we plan on only 3 months since the audience will quickly remember the ads again? Your thoughts? Any research to back this up? Please help! -Media guru grasshopper. The Media Guru Answers(Sunday, September 14, 2003 ): Much of this question is about copy and product, not media. Regarding the wearout issue, there will probably be quicker wearout than with a new ad, but that is hard to quantify.

The Media Guru Answers(Friday, October 10, 2003 ):
1.) Regarding copy vs. media, quite simply, you are wrong.

Advertising is two essential elements:
Copy (creative message or "the Ad," and
media, the vehicles (TV/Radio/Magazines/Outdoor/Online) which deliver the Ad to the audience.

The Guru deals with the planning, buying and analysis of media. This has nothing to do with copy, the advertising message itself except to decide whether the media is suitable to carry the message and communicate effectively with the target audience. Often, a media professional determines for which media copy should be created to best reach or influence the target, but this is far from deciding marketing or message strategy.

2.) The Guru's past responses about wearout include 50+ more or less detailed comments on the topic, which is a subjective concept at best. If you can define wear out, you can measure it.

3.) The Guru's stated purpose is to answer questions about media planning/buying/research. People who aske "media 101" questions didn't take the course, and the Guru would not accomplish much by telling half his users to look at a text book. Occasionally, that might be the only answer, but the Guru preferes to deal directly with media questions.

If you have signed up for a media position but have found yourself making copy decisions, that's a problem. But not a media problem. Luckily for you, AMIC offers a double-your-money-back on the fee for using the Guru, if you are not satisfied with the answers.


Friday, September 12, 2003 #6154
Dear Guru, 2 Qs: 1.) My client created a TV ad campaign and RIGHT before we launched, a competitor with lower quality/lower price/larger packaging had close to the SAME TV ad campaign! I feel product confusion has happened between my client's premium brand and that of the less expensive "knock-off" product. Do you concur? Any research to back this theory? 2.) Because of my theory, I have advised my client to change ads IMMEDIATELY. They have agreed and we will begin to advertise our OLD ADS starting October. I feel "ad quality restoration" has been achieved through our previous ad's 6 month hiatus. My client and I find that our campaigns last for about 6 months before we experience ad wearout, based on copy and frequency wearout. However, returning to an OLD AD where we are basing campaign results on ad quality restoration, how long will our old ads last, given new ads burnout in 6 months? should we plan on only 3 months since the audience will quickly remember the ads again? Your thoughts? Any research to back this up? Please help! -Media guru grasshopper.

The Media Guru Answers(Sunday, September 14, 2003 ):
Much of this question is about copy and product, not media. Regarding the wearout issue, there will probably be quicker wearout than with a new ad, but that is hard to quantify.

Click here to see Guru thinking on wearout


Thursday, September 11, 2003 #6150
I have a client that wants to run two totally different creative executions concurrently--on a limited budget I'm not really sure of the budget, but let's assume that it won't be sufficient for message wearout to occur with any one message. Common sense tells me they'd have greater impact running the same message, rather than two different ones, but I can't find any research to substantiate my hypothesis. Any thoughts? Thanks

The Media Guru Answers(Thursday, September 11, 2003 ):
This is not exactly a media question. It depends more on the message. Are the two executions related variants of the same strategy or very different. It is common to run two versions of the same strategic concept, and wear out is delayed. Two unrelated messages might well confuse the consumer.


Thursday, July 10, 2003 #6072
guru, how can we measure copy wearout of any commercial?

The Media Guru Answers(Monday, July 14, 2003 ):
Click here to see Guru comment on wearout.


Monday, April 21, 2003 #5941
apart from reach, frequency and continuity is there any subject that can be used in determining media objectives?

The Media Guru Answers(Saturday, April 26, 2003 ):
Seasonality, purchase cycle, effective frequency, BDI/CDI, awareness, wearout, etc.


Thursday, March 13, 2003 #5876
How do you develop a kids TV wearout analysis against a kids target? They have a much higher acceptance of frequency than adults.

The Media Guru Answers(Sunday, March 16, 2003 ):
wearout standards are based on experience. It seems you believe you have the experience on which to base an adjustment of a standard analysis.


Monday, September 09, 2002 #5503
Dear Media Guru: I have read in some of your previous responses that the rule-of-thumb wear-out level for a typical 30" TV copy is about 2000 GRPs. What would the wearout level be for a 15" copy, about 1500 GRPs (75% of the 30")? And what about a 5" copy? Thank you. R.

The Media Guru Answers(Thursday, September 12, 2002 ):
The 2000 GRP level related to quintiles of frequency of exposure, therefore the copy length chage does not inherently call for a change. Is there a reason to think the :15 wears out faster than the :30? 75% is an impact or recall ratio. If rcall were less, wear out might be, too.


Thursday, January 24, 2002 #5033
Is there any data out there that provides ROI information on Radio/Print/TV/Cable Schedules. Just some basic numbers. For example, we mostly know that direct mail averages about a 2% response. Is there a formula or somewhere I can go to get info for Radio or TV? For example #2 My client is placing a certain number of grps on Radio and wants to know of the people reached, how many will attend the event advertised (like a one day seminar). What they want to know is on average how many people reached respond to an ad (Print/Radio/cable/TV). Any where I can find a rough estimate or some research- This is kind of like the "Ad Effectiveness Lab" that Arbitron is working on , but is not finished with.

The Media Guru Answers(Thursday, January 31, 2002 ):
There are too many variables to generalize. It depends much, much more on the message and product than on the medium. An event is different than a movie, which is different than an inexpensive household product which is purchased frequently, which is different than a big-ticket item bought every few years.

One good resource is an article, "Advertising Wearin and wearout" in the September/October 1998 Journal of Advertisng Research.

For much more try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Wednesday, January 23, 2002 #5031
How do you determine the wear-out of a magazine print ad? Is there a formula that can be applied to the number of times you should run a creative unit?

The Media Guru Answers(Thursday, January 31, 2002 ):
Wear out is not a matter of calculation, although some develop rules based on their brands' experience..

Click here to see further Guru comment on wear out.


Wednesday, January 23, 2002 #5028
How do you calculate commercial wearout?

The Media Guru Answers(Thursday, January 31, 2002 ):
Wear out is not a matter of calculation, although some develop rules based on their brands' experience..

Click here to see further Guru comment on wear out.


Monday, January 21, 2002 #5024
Hello Guru -- Do you have information on newspaper ad wearout? I have a client who wants to increase their newspaper advertising frequency without changing their creative ... what guidelines should be used for a branding campaign? Thanks!

The Media Guru Answers(Thursday, January 31, 2002 ):
This is not really a media question. It's a matter of copy effectiveness. The answer will depend on category interest as well as the size and impact of the ad. For Branding, there may be an arguemnt to stay with a simple effective message. On the other hand, in newspaper, production is relatively inexpensive in comparison to media costs.

Click here to see past Guru comment on wear out.


Monday, January 21, 2002 #5020
Is there a general benchmark for cable wearout levels?

The Media Guru Answers(Thursday, January 31, 2002 ):
wearout shouldn't be format-specific. It's about a piece of copy, whether it runs in broadcast network or local cable channels.

Click here to see past Guru comment on wear out.


Tuesday, December 04, 2001 #4920
Can you please site a source (or be the source) to answer a question about print wear-out? If running a print ad in a weekly community newspaper, using a 16 time, every other week schedule, how many creative units would you recommend?...Steve

The Media Guru Answers(Tuesday, December 04, 2001 ):
  • This is not really a media question, it is a creative question
  • From a media perspective, the answer will depend on many things, such as size, competitive environment, and campaign marketing elements

Click here to see past Guru responses about wear out


Tuesday, November 20, 2001 #4899
I'm currently using 2,000 toal GRP's for the year, as the test for campaign wearout. Are there any new figures for wearout due to the constant increase in messaging?

The Media Guru Answers(Wednesday, November 21, 2001 ):
The factors of wearout depend on a lot more than the environmental clutter. Though one common rule of thumb has been 2000 GRP, the Guru has never seen this or any other specific justified through published research.

Click here to see past Guru responses


Monday, November 05, 2001 #4864
Guru, Have you seen any studies regarding television spot wearout? I've heard of various "rules of thumb", yet haven't seen any sort of research to back up the claims. No doubt that 'wearout' is a highly subjective topic.....just wondering whether anyone's taken a stab at identifying thresholds or a framework in which 'wearout' discussions should be held. Many thanks.

The Media Guru Answers(Monday, November 05, 2001 ):
Click here to see extensive Guru comment on wearout.


Thursday, May 10, 2001 #4385
I am looking for information on creative wearout, so how often should creative be rotated - is there any research that I can look at? Please.

The Media Guru Answers(Saturday, May 12, 2001 ):
Click here to see past Guru responses about wearout


Thursday, September 28, 2000 #3851
Oh great and powerful guru... I've just read a series of responses concerning GRPs and wearout. Most questions seem to be based on X # of GRPs but no mention of reach or frequency. The real answer may lie in average frequency. If your GRP of 1000 is 1000 reached 1 time wearout is not a factor. If the GRP is 50 frequency for 20 reach, it's time to change spots. Am I'm living on a different planet or am I close to understanding something?

The Media Guru Answers(Friday, September 29, 2000 ):
You are quite correct; the key audience metric in examining wearout is frequency.

But media people use boxcar GRP numbers as a general reference for schedule magnitude. Any reasonable TV mix of 1000 or more GRP will deliver about 85 - 95 reach for a typical demographic, making the average frequency about 11. The range in this discussion is therefore pretty narrow.

Some set a wearout standard according to frequency in the next-to-highest quintile, something like "when the next-to-highest quintile has a frequency of 20+." Even this kind of standard doesn't give greatly varying results across reasonable mixes of high numbers of GRP.


Monday, September 25, 2000 #3835
Guru, In broadcast planning, what is the generally accepted maximum number of GRPs per schedule when there is only 1 creative spot? I have heard 1000 GRPs as a guideline, do you agree? Is this true for TV and radio? Thanks for your help.

The Media Guru Answers(Tuesday, September 26, 2000 ):
1000 is low, but it also depends on the lenght of time over which the schedule is spread.

Click here to see past Guru responses about wearout.


Wednesday, August 23, 2000 #3737
I am trying to figure out the wearout for print. My target is African Americans 12-24 and 18-49. All I have is the FY reach, freg and TRPs. What would be my next steps?

The Media Guru Answers(Monday, August 28, 2000 ):
There are no accepted standard formulas for wear-out. By the nature of print, which tends to yield high reach adn low frequency, there is generally less concern about wear-out than in broadcast.

Some of the broadcast rules-of-thumb for wear out include "over 20 frequency in the second highest quintile" or "2000 GRP.

Niether of these are likely to occur in print. Custom research may be the only real way to evaluate this. Start with Starch.


Friday, March 10, 2000 #3307
wearout

The Media Guru Answers(Friday, March 10, 2000 ):
Click here to see past Guru responses


Tuesday, January 11, 2000 #3108
I am working on a preliminary recommendation--a branding awarness campaign for a bank that currently does product advertising but no image advertising. Thre are three levels of spending that will be discussed. The question that I have is what freqency levels should be achieved to have not only a increase in awareness, but also influence the target to switch banks. It is a competitive banking market. What do you think of these reach and freq levels based on 4 weeks of advertising?? The media mix for the first 2 includes TV and Outdoor/Transit and the last Outdoor/Transit. There would be 1 TV commercial, 2 messages for Outdoor and 2 messages for transit. So, I am not concerned that much about wearout as having adequate effective frequency levels. Schedule #1 91% reach/14.6x; Schedule #2 is 90%/11x ; #3 is 79%/9.9x please let me know what you think of these frequency levels. Thanks

The Media Guru Answers(Monday, January 17, 2000 ):
When you evaluate media schedules which include out-of-home media, considerations of "effective" frequency go out the window. The nature of these media is to amass enormous levels of frequency behind simple, undetailed messages. Statistically, any of these schedules would have plenty of effective frequency, although you haven't mentioned the effective frequency in your details. The most effective schedule would be one of the first two, and the best of those is the one with the higher reach and frequency. Apparently the second costs less than the first.


Thursday, August 19, 1999 #2726
I buy a base level of 500 Ad 18-49 TRP's per week; a typical flight will run 4 weeks --- for a total of 2000 TRP's. From this base buy, we usually split the base buy in 1/2 trafficking in two different spots (1000 / 1000 TRP's). At what level do you think that wear out will occur? Thanks for your help.

The Media Guru Answers(Thursday, August 19, 1999 ):
What is your definition of wearout? A frequency level? A decline in ad awareness? A sales decline? There are may ways to set wearout.

One of the oldest, and easier to use because it is defined entirely by media measurement, is a certain frequency level in the next-to-highest quintile, perhaps a frequency of 20.

Depending on daypart mix, this might mean wearout at about 2000 GRPs for a spot.


Monday, July 12, 1999 #2623
Reciently I have read a couple of documents that explain that you may estimate wearout using an equation(applying quintyl analysis). I would like to know if there is any equation to estimate hoe many grp's per version you need to generate awareness. As always thansk in advance.

The Media Guru Answers(Monday, July 12, 1999 ):
Any number of GRPs generate some awareness. So the question is how much aweareness do you want to achieve. Reach may tie more closely to awareness generation, but GRPs are easier to work with.

Also, consider whether you really care about awarness of individual commercial versions as opposed to advertising overall.

Formulas the Guru has seen generally assume some beginning level of awareness and a fall-off in any week with less than100 GRP.


Monday, May 03, 1999 #2485
Hey Guru! Please can you help me to find information/research on wearout of magazine adverts. ie At what stage should the creative be changed and does duplication of readership play a role and if so, how?

The Media Guru Answers(Monday, May 03, 1999 ):
Studies on the question might be at Newsweek Media Research Index and cerainly are in theAdvertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.

Wear out will differ according to the power, memorabilty, etc, of each piece of copy, of course.

Naturally, duplication plays a role. It is frequency which causes wear out. Higher duplication is another way of saying quicker building of frequency among those reached.


Wednesday, March 31, 1999 #2422
Dear Guru, Is there any literature on Advertising Decay... more specifically - on the wearout of TVCs - and when is an 'optimal' time to replace them. I would assume that the above is a function of a host of subjective parameters - copy, message, audience profile, etc... but are there any studies / models you could suggest as a starting point ? Regards Lakshmanan Narayan

The Media Guru Answers(Thursday, April 01, 1999 ):
Try Advertising Research Foundation InfoCenter For details about the library, call 212-751-5656, extension 230; Newsweek Media Research Index and ESOMAR, the European Survey, Opinion and Market Research Organization.


Thursday, September 17, 1998 #2048
We have a client who is interested in utilizing Network Radio over a two-month period (January and February) to help maximize the awareness of a new brand. Is there any research that correlates radio TRP levels with brand awareness levels to give us some direction on how many points we should buy for the period without generating too much wearout? we should buy? brand.

The Media Guru Answers(Wednesday, September 23, 1998 ):
Awareness is more likely to correlate with reach/frequency than TRP's. Only those reached can be aware. The same level of TRPs might reach 40% of a target or 60% depending on the schedule.

The Guru has seen research that shows that any level below 100 TRP a week in TV allows awareness to decay.

Most research on wearout which the Guru has seen ties wearout to frequency i.e. a commerical is worn out (loses sales effectiveness) after "X" exposures. This may be expressed as the frequency in the next-to-highest quintile. I.e. the 40% most exposed to the commercial would have "X" or more exposures. 25 exposures might be the threshold level you choose. This level would occur at about 200 TRP/week for 8 weeks, which is more than the Guru would guess you would buy.

By the way, one Adult 18-49 plan with those quintiles would have a 66 reach. Another plan with the same TRP's and different schedule could have an 85 reach and just 22 exposures in the next-to-highest quintile.


Friday, June 26, 1998 #1927
Are you aware of any published research that indicates at about how many GRPs recognition (or even recall) measures begin to level off?

The Media Guru Answers(Saturday, June 27, 1998 ):
There may be many such studies, most likely available through the Advertising Research Foundation library or Newsweek Media Research Index. However, when such single variable sudies are published, it makes it all too easy to overlook the fact that the creative carries the greater burden for your measures. Thus the perpertual questions about how many GRP = wearout.


Thursday, March 26, 1998 #1554
Has there been any research done recently (in the 1990's) on Print advertising wearout?

The Media Guru Answers(Monday, April 06, 1998 ):
Major research if this sort would have been reported in the Journal of Advertising Research


Tuesday, March 10, 1998 #1523
What is the recommended duration to run an initial online campaign drawing traffic to a new web site. 2 months? 3 months? Will there be message wearout? Also should banners be changed weekly?

The Media Guru Answers(Tuesday, March 10, 1998 ):
  • Since your server log will tell you how traffic is building, plan to run the campaign until a desired traffic level is reached or until the growth curve flattens.
  • The research seems to indicate that there is a sharp fall-off in response after 3 exposures to a banner. So wearout will be fairly rapid, if you place your banners on sites with a lot of repeat visitors instead of high turnover, or on related sites that get the same visitors.


Friday, May 16, 1997 #1347
Do you have any recent information about magazine advertising wearout?

The Media Guru Answers(Friday, May 16, 1997 ):
The Advertising Research Foundation and Newsweek Media Research Index are good sources for such research. The Magazine Publishers' Association, (212) 752-0055, also has an extensive research collection.


Saturday, October 21, 1995 #1831
The big one-humour in advertising! Any studies on the impact on recall brand awaresness, sales, wearout/decay, product category relevance and cultural differences All pointers welcome! brett@mojo.co.nz

The Media Guru Answers(Saturday, October 21, 1995 ):
The ARF library, which is for members only, is the foremost collection of such material. AAAA and ANA members can access the ARF library through those organizations. The Newsweek Media Research Index, online at www.vmr.com/research is a possible source as well as is any library's index of AdAge articles.



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