Media Strategic Planning In Cognitive Self Evolving Markets

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Information about Media Strategic Planning In Cognitive Self Evolving Markets

Published on January 22, 2008

Author: yasir2000

Source: slideshare.net

Cognitive Strategic Media Planning in Self-Co Evolving Markets Yasir Karam [email_address] School of computing and mathematical sciences Liverpool John Moores University 23 July 2006

Agenda Market ontology Consumption modes Consumer Perspective Cognitive Marketing Media Ad Lifecycle Cognitive Biases The Adsumer Model Media chunks; AdPilot

Market ontology

Consumption modes

Consumer Perspective

Cognitive Marketing

Media Ad Lifecycle

Cognitive Biases

The Adsumer Model

Media chunks; AdPilot

Market Ontology Consumption Modes Induced consumption Whenever consumer’s income leverages its expenditure of consumable goods Autonomous consumption consumption spending done as part of long-term plans for the future (smoothing out income fluctuations, providing for retirement and other expected future events, etc.) FMCG Fast Moving Consumer Giveaway Goods; Products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase.

Consumption Modes

Induced consumption

Whenever consumer’s income leverages its expenditure of consumable goods

Autonomous consumption

consumption spending done as part of long-term plans for the future (smoothing out income fluctuations, providing for retirement and other expected future events, etc.)

FMCG

Fast Moving Consumer Giveaway Goods; Products that have a quick shelf turnover, at relatively low cost and don't require a lot of thought, time and financial investment to purchase.

Market Ontology Consumer Perspective Consumer’s Needs Need for subsistence Agents needs to survive though an accumulated energy level has to be observed . Need for identity Agents wants to have more than the average level of the whole population; “competitiveness” Need for belongingness Desire of Agents to belong to groups though the number of Agents in the neighborhood divided by number of possible neighborhood Consumer’s Uncertainty Consumer decision making implications Repetition Imitation Deliberation Social Comparison

Consumer Perspective

Consumer’s Needs

Need for subsistence

Agents needs to survive though an accumulated energy level has to be observed .

Need for identity

Agents wants to have more than the average level of the whole population; “competitiveness”

Need for belongingness

Desire of Agents to belong to groups though the number of Agents in the neighborhood divided by number of possible neighborhood

Consumer’s Uncertainty

Consumer decision making implications

Repetition

Imitation

Deliberation

Social Comparison

Cognitive Marketing Learning: Is likely to become the dominant, and more effective, method to foster relationships between brand and consumers today. Recognizes the changing dynamics of communication and addresses the antiquated method of linear dialogue with bidirectional and interactive conversation. Different from stimulus-response, it understands knowledge is neither fed nor acquired but is synthesized and created. In effective learning, individuals must interpre t the knowledge and create meaning for themselves to make information relevant and personal. When behavior comes learnable , creating an effective process of learning should be a pillar of marketing communications planning. Regardless of a campaign's objective, whether awareness , branding , or direct response , all campaigns are meant to deliver information (i.e., messaging ) to the target audience so individuals are aware of the product/services/brand value the communication is tasked to convey.

Learning:

Is likely to become the dominant, and more effective, method to foster relationships between brand and consumers today.

Recognizes the changing dynamics of communication and addresses the antiquated method of linear dialogue with bidirectional and interactive conversation. Different from stimulus-response, it understands knowledge is neither fed nor acquired but is synthesized and created.

In effective learning, individuals must interpre t the knowledge and create meaning for themselves to make information relevant and personal.

When behavior comes learnable , creating an effective process of learning should be a pillar of marketing communications planning.

Regardless of a campaign's objective, whether awareness , branding , or direct response , all campaigns are meant to deliver information (i.e., messaging ) to the target audience so individuals are aware of the product/services/brand value the communication is tasked to convey.

Cognitive Marketing Interaction : To create a two-way conversation, both parties must react and respond to each other. Interacting socially means creating an effective learning experience. Initial and continuously sustained interaction between both parties is absolutely required. Two fundamental pillars to the human learning process: Schema acquisition : Schemas can be defined as general knowledge structures that encapsulate numerous elements of information into a single element and are organized into a manner that can be widely used. In marketing terms, this can be loosely interpreted as advertising's " message ." Automation: is the transfer of schematic knowledge from consciously controlled to automatic processing. This automated processing is crucial to the speed of learning, as automation ultimately reduces the effort required to acquire new information.

Interaction :

To create a two-way conversation, both parties must react and respond to each other.

Interacting socially means creating an effective learning experience.

Initial and continuously sustained interaction between both parties is absolutely required.

Two fundamental pillars to the human learning process:

Schema acquisition : Schemas can be defined as general knowledge structures that encapsulate numerous elements of information into a single element and are organized into a manner that can be widely used. In marketing terms, this can be loosely interpreted as advertising's " message ."

Automation: is the transfer of schematic knowledge from consciously controlled to automatic processing. This automated processing is crucial to the speed of learning, as automation ultimately reduces the effort required to acquire new information.

Direct Marketing

Advertising Media Lifecycle Ad Media Media Planner Media Buyer Advertiser Media Publisher Media Broadcaster Media Consumer

Cognitive Biases Cognitive Dissonance Spontaneous Biases Self-Attribution (Stimulus Attribution) Self-Impression Acknowledgement Biases Self - perception Self-Awareness

Cognitive Dissonance

Spontaneous Biases

Self-Attribution (Stimulus Attribution)

Self-Impression

Acknowledgement Biases

Self - perception

Self-Awareness

Ad Media Planning Goals Lower cost per impression Lower cost per lead Lower cost per sale To buy media in right geographic area To spend less money for best response To assure maximum customer retention rate To match target audience to appropriate media

Goals

Lower cost per impression

Lower cost per lead

Lower cost per sale

To buy media in right geographic area

To spend less money for best response

To assure maximum customer retention rate

To match target audience to appropriate media

Market Ontology -cont Consumer Decision Making Process: Bandwagon effect Informative bias Selective perception Confirmation bias Cognitive Dissonance Cognitive Biases

Consumer Decision Making Process:

Beliefs-Desires-Intentions Model

Theory of planned behavior

Information processing in cognitive architecture

Retail Marketing Funnel

Retail Marketing Funnel Awareness is simply the cognizance that a brand or product exists. Awareness marketing targets the largest groups of people, and simply strives to "get the brand name out there," wherever "there" may be. Recognition is the stage where a consumer can mentally link a brand to a product or marketing slogan. Many marketers like to correlate recognition numbers with sales numbers, so there's a lot of recognition data out there. Recall , the next stage of the funnel, tests the opposite of recognition: given a particular product, can the consumer remember the particular brand image or redeeming qualities of the product? Most TV commercials for consumer products strive to make it to the recall stage, but in reality, they're typically relegated to recognition or awareness status. Perception stage relates to how a brand or product is generally received and comprehended by consumers. The notion of "positive" or "negative" brand image and equity commonly comes from marketing efforts at this level. Preference stage is the first funnel stage where marketing has solidly influenced the customer's beliefs. This level of marketing promotes specific features and benefits of the brand or product (often at the expense of competing products) to try and become the customer's brand of choice. Identification , in this case, is literally the point at which the consumer visualizes him or herself as a user of the brand or product. Marketing at this level will often involve showing the brand or product being used by a particular class of individual that (hopefully) the target consumer will be able to identify with and relate to, thus creating a bond between consumer and product, and motivating the sale. Sales stage, this is the point where the customer makes their active purchase decision, whether that means choosing between brands, or deciding whether to make the purchase at all.

Awareness is simply the cognizance that a brand or product exists. Awareness marketing targets the largest groups of people, and simply strives to "get the brand name out there," wherever "there" may be.

Recognition is the stage where a consumer can mentally link a brand to a product or marketing slogan. Many marketers like to correlate recognition numbers with sales numbers, so there's a lot of recognition data out there.

Recall , the next stage of the funnel, tests the opposite of recognition: given a particular product, can the consumer remember the particular brand image or redeeming qualities of the product? Most TV commercials for consumer products strive to make it to the recall stage, but in reality, they're typically relegated to recognition or awareness status.

Perception stage relates to how a brand or product is generally received and comprehended by consumers. The notion of "positive" or "negative" brand image and equity commonly comes from marketing efforts at this level.

Preference stage is the first funnel stage where marketing has solidly influenced the customer's beliefs. This level of marketing promotes specific features and benefits of the brand or product (often at the expense of competing products) to try and become the customer's brand of choice.

Identification , in this case, is literally the point at which the consumer visualizes him or herself as a user of the brand or product. Marketing at this level will often involve showing the brand or product being used by a particular class of individual that (hopefully) the target consumer will be able to identify with and relate to, thus creating a bond between consumer and product, and motivating the sale.

Sales stage, this is the point where the customer makes their active purchase decision, whether that means choosing between brands, or deciding whether to make the purchase at all.

Metrics Cost-Per-Thousand (CPM) is a method of evaluating media efficiency. CPM is a ratio based on how much it costs to reach a thousand people. Cost-per-thousand is calculated by using the following formula: Cost of advertising schedule purchased CPM = Gross Impressions ÷ 1,000 It is calculated by: total cost * 1000 / total audience Or total cost / (total audience / 1000) Cost-Per-Point (CPP) is a ratio based on how much it costs to buy one rating point, or one percent of the population in an area being evaluated.     Cost of advertising schedule purchased CPP = Gross Rating Points (GRPs or "grips") Cost-Per-Impression (CPI) Very similar to CPM is the notion of impressions.  Instead of tracking only the number of unique people that see an ad, impressions is a way of measuring the number of times that any given person sees the same ad (even if they've seen it more than once). Cost per Click Through ( CPC ) Cost-Per-Lead (CPL) Page CTR - the ads click rate, i.e. #clicks / page impressions EPC - earning per click MFA - make for ad sense, usually used to describe sites that are without real content but just have ad sense ads... those sites may join the ad Words program in order to acquire traffic. Cost-Per-Unique Customer (CPUC) . Another banner advertising rate is the cost per unique visitor. The average sum of pages that the visitor sees on a certain site varies. If, for example, a particular site has an average of 6 page views per visitor and its average number of impressions per month is 600 000, then their average user sessions per month would be 100 000. If your aim as an advertiser is the number of clickthroughs, then the cost per visitor should not be bigger than the CPM. Having this site as an example, the impressions that you will get per month will amount to 100 000. Cost-Per-Action (CPA) (as it is often initialized to) is a phrase often used in online advertising and online marketing circles. CPA is considered the optimal form of buying online advertising from the advertiser's point of view. An advertiser only pays for the ad when an action has occurred. An action can be a product being purchased, a form being filled, etc. (The desired action to be performed is determined by the advertiser.)

Cost-Per-Thousand (CPM) is a method of evaluating media efficiency. CPM is a ratio based on how much it costs to reach a thousand people. Cost-per-thousand is calculated by using the following formula: Cost of advertising schedule purchased CPM = Gross Impressions ÷ 1,000

It is calculated by:

total cost * 1000 / total audience

Or

total cost / (total audience / 1000)

Cost-Per-Point (CPP) is a ratio based on how much it costs to buy one rating point, or one percent of the population in an area being evaluated.     Cost of advertising schedule purchased

CPP =

Gross Rating Points (GRPs or "grips")

Cost-Per-Impression (CPI) Very similar to CPM is the notion of impressions.  Instead of tracking only the number of unique people that see an ad, impressions is a way of measuring the number of times that any given person sees the same ad (even if they've seen it more than once).

Cost per Click Through ( CPC )

Cost-Per-Lead (CPL)

Page CTR - the ads click rate, i.e. #clicks / page impressions

EPC - earning per click

MFA - make for ad sense, usually used to describe sites that are without real content but just have ad sense ads... those sites may join the ad Words program in order to acquire traffic.

Cost-Per-Unique Customer (CPUC) . Another banner advertising rate is the cost per unique visitor. The average sum of pages that the visitor sees on a certain site varies. If, for example, a particular site has an average of 6 page views per visitor and its average number of impressions per month is 600 000, then their average user sessions per month would be 100 000. If your aim as an advertiser is the number of clickthroughs, then the cost per visitor should not be bigger than the CPM. Having this site as an example, the impressions that you will get per month will amount to 100 000.

Cost-Per-Action (CPA) (as it is often initialized to) is a phrase often used in online advertising and online marketing circles. CPA is considered the optimal form of buying online advertising from the advertiser's point of view. An advertiser only pays for the ad when an action has occurred. An action can be a product being purchased, a form being filled, etc. (The desired action to be performed is determined by the advertiser.)

Media Planning Lifecycle

Adsumer Model Cognitive Message Plans Credibility Counter Desires Beliefs Intentions

AdPilot Mission Vision

Swarm Characteristics Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Swarming

Particle Swarm Optimization Original intent was to simulate the choreography of a bird flock Best strategy to find the food is to follow the bird which is nearest to the food Global optimum

Original intent was to simulate the choreography of a bird flock

Best strategy to find the food is to follow the bird which is nearest to the food

2 4 6 8 10 12 Miles to reach Food AdPilots and Consumers Community Place of Food AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot

Model Overview

Q & A

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