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Media Planning Lecture 4 Owned media (Owned media (Brand sites ( In…

- - - - Customer journey ( similar to AIDA)
        
        Unawareness or no motivation
        
        Information search & consideration set
        
        Post-consumption
    - - Unawareness or nomotivation: brand awareness
      - Information search & consideration set: purchase intent
      - Post-consumption: customer satisfaction
    - - or -
        
        Brand awareness
        
        Purchase intent
        
        出现太多就会导致反效应
        
        出现太多 purchase intent 就降低
        
        Customer satisfaction
    - - Number of own posts on Facebook
      - Number of own tweets
      - Number of replies to users
      - Number of brand own retweets on Twitter
    - - Unawareness or no motivation: brand awareness (+)
      - – Information search & consideration set: purchase intent (-)
      - – Post-consumption: customer satisfaction (+)
  - - - FGC x TV
        
        or -
        
        Spending
        
        +: synergy 协同效应
        -: no-synergy
        
        Spending
      - FGC x emails
        
        or -
        
        Spending
        
        +: synergy 协同效应
        -: no-synergy
    - - FGC increases spending. The impact of FGC is stronger, when
        
        Combining with TV
        
        Combining with emils
  - - - Sponsorship fit
        
        +
        
        Brand attitude
      - Affective motives
        
        +
        
        Brand attitude
    - - Amount of fee
      - Contract length
      - Rgional proximity
    - - How improve brand attitude through sponsorship
        
        Sponsorship fit +
        
        Sponsorship fee-
        
        contract length +
        
        local sponsor (0）
        
        International sponsor - 因为是外来的，local比较bucare
        
        Affective motives +
        
        Sponsorship fee (0)
        
        contract length +
        
        local sponsor +
        
        International sponsor -
  - - - Product placement in successful films
        
        Audience absorption -
        
        Brand market value
        
        Critical acclaim -
        
        Brand market value
        
        Film violence -
        
        Brand market value
    - - Need to be cautious about what kind of film fits product placement
        
        Less critical acclaim
        
        Less audience absorption
        
        Less violent
- - - - Don't have to use specifc data
      - Don't use specific media, such as social media
      - Tool: multi-channels
      - If possible, find information of how the target group uses the media in decision-making, articles
        
        Lecture 3 Tend to purchase on laptops and look up information on smart phones
        
        Given purchasing on laptops
        e.g. purchasing as marketing objective, you may use paid, owned, and/ or earned media to convince people to puchase
        
        For example use paid media and work with airlines or trains to promote tickets on Facebook
        
        article 1
        
        – Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148.
- - - - Customer experience
        
        https://www.youtube.com/channel/UCa1yUHQmV6Z0PpAUtfgNd9g
        
        Show product unique
      - Customer emotion
        
        https://www.youtube.com/watch?v=r9D-uvKih_k
        
        How does the video increase customer emotion?
        
        Show how much I care about you as a customer
        
        Not only increase customer emotion, also shows the connection
    - - Expanded communication
      - Low cost
    - - Limited audience
      - Challenges in encouraging customers to interact
      - Challenges in motivating customers to create word of mouth (Earned media)
  - - - Britain Got Talent & Virgin Media
        
        https://www.youtube.com/watch?v=RlFUe-Q6leU
        
        Virgin Media could be a good match
    - - Surrounding the consumers
      - Enhanced image and associateions
    - - Sponsor mismatch may lead negative effect
  - - - 用我的食物不用付钱
        
        互惠
    - - Indirect impact
      - Lower cost
    - - Appropriateness
      - Brand in isolation
  - - - Red Bull TV
        
        https://www.redbull.com/int-en/tv/
      - Red Bull music
        
        https://www.redbull.com/gb-en/tags/music
      - Red Bull sport
        
        https://www.redbull.com/int-en/tv/show/AP-1R6C3WG852111/red-bull-sport-events
  - - - Dixons Carphone: Race to the Stone
        https://www.youtube.com/watch?v=XrnsIe7ZBxI&feature=youtu.be
      - Nike: Building Twist
        https://www.youtube.com/watch?v=ulQkM6eXSdA
      - Coca Cola: Drinkable Campaign
        
        Owned media
        
        Twitter
        
        Apps
        
        Paid media
        
        Poster