Sponsor (Apr-June 1959)

effectiveness <>l selling message, 11) prospective customers. The lasl three of these factors, says Kinley, are the "most important, mosl controversial and mosl difficult." Each of the 1 I factors deepl) affect inter-media selection, however, as a stud) nl media plans of various McCann accounts clearl) shows. 1 i Budget. Size "f budget often decides which and how main media shall be used. McCann advocates doing an adequate job in one primarj medium, and adding secondary media onl) if funds are available. Thus Borax with a comparative!) limited budget, puis almost all in spot t\. Del Monte, which wants color reproduction, concentrates in magazines. 2 I Competitive activity. Here one of two strategies dictates McCann s media planning: either to meet competition 1>\ covering the same audieiu e, or to find a completel) separate audience not reached In competition. 3 • Frequency vs. coverage. This usuallv hecomes a problem onl\ when several different media are used. Decisions on "how often" and "how main figure in overall media plans such as GMC Trucks, where a basic image-building job is done with magazines, and specific sections of the market are hit with direct mail. h Continuity. McCann feels that it is often uneconomical to jump around among media types, hut sometimes with planned purchase items where repeat sales are unlikely, it nun he desirable to reach a different audience, or change the selling message. This latter strategy is being followed with Bulova, once almost exclusive!) in 20-second t\ spots, hut now using minute announcements in net t\. plus color magazine pages. 5) Impact on distribution. The need to impress wholesalers and retailers, to get tie-in advertising on a local l>asi> and to use the promotional support offered In a medium is often a major factor in media Strateg) on some McCann accounts. as' with Golden drain Macaroni. which concentrates in newspapers. 6 I Flexibility. This factor is most important, says McCann, in product situations where it is impossible to make long-range plans, or where re gional, seasonal or use variations predominate. \estle's EverReady < ocoa uses spot (\ foi these reasons. Nestle spots are inn when temperatures drop below a given point. 7i Franchise positions. McCann clients like Coca-Cola and Chesterfield have franchise positions in certain magazines worth thousands of dollars in extra readers. Other clients have franchise positions in net tv time and programs. Both types of franchises receive heav) consideration in media planning. 8 I Standards <>l a< i eptant < Certain | lucts, sui h ,i liquor, oi those N< pi ad\ ei i ised to .i famil) audiem •■. • 1 1 1 j — t considei the appropi iateness "I a medium l"i theii selling mi McCann Schenle) i mi is one. 9) < ost-per -1,000. I In i tremendousl) important in .ill Mc( ann media planning, but, says Kinle) . It i~ I k -~i ap] n hed « hen linked with the I .< 1 two factoi -. I'1 effei tit ■ of telling message, and I I i prosp< tit e customei s. i Please turn to page 75 i McCANN'S 11 MAJOR FACTORS IN INTER -MEDIA SELECTION lecording to Daniel I). Kinle\ . v.p. and manager <<l planning, media, and research at \lc Cann-Erickson's \ .) . 'home' office, the first eight of these fact or s are relatively eas\ to handle, the last three are the "most important, most controversial and most difficult" to deal with in making up media plans, and in evaluating different choices between media. 1. Budget 2. Competitive activity 3. Frequency vs. coverage I. Continuity 5. Impact on distribution 6. Flexibility 1 . Franchise position 8. Standards of acceptance 9. Cost per thousand 10. Effectiveness of selling message 11. Prospective customers Kinley points out that at McCann these II factors produce widely different types of media strategy. See text h>r examples. SPONSOR 27 JUNE 1959 37