Planning media strategy finding links to the market
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How communications media help advertisers achieve marketing and advertising objectives. Chapter. Planning Media Strategy: Finding Links to the Market. Chapter 9 Objectives. Describe how a media plan helps accomplish objectives. Explain the importance of creativity in media planning.

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How communications mediahelp advertisers achieve marketingand advertising objectives

Chapter

Planning Media Strategy: Finding Links to the Market


Chapter 9 Objectives

Describe how a media plan helps accomplish objectives

Explain the importance of creativity in media planning

Define reach & frequencyand debate the effective-frequency controversy

Discuss how reach, frequency, and continuity are related

Name secondary research sources and describe their use

Calculate gross rating points (GRP) and cost per thousand (CPM)

Describe the different advertising schedules and their purposes


Media Planning:Decisions and Issues

Whichmedia?

Where?

Whattime ofyear?

Howoften?

How tointegrate?

Insert photo 9.2, p. 272

Volkswagen/iPod left panel

Position = 2.9” horiz., 3.0” vertical

Size = 2.1” WIDE

Resolution: 300 dpi

MAINTAIN ANIMATION

Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign

Insert photo 9.2, p. 272

Volkswagen/iPod right panel

Position = 2.9” horiz., 5.4” vertical

Size = 2.2” TALL

Resolution: 300 dpi

MAINTAIN ANIMATION


Media Planning:Increasing Media Options

Challenges

More competitors

Rising costs

Media complexity

Greater audience fragmentation

San Diego Union Tribune delivery trucks carry a message

More media options


Media Planning:Increasing Media Options

U.S. ad spending by medium

Insert ex. 9-1, p. 272

U.S. ad spending by medium

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi


Marketing Plan

AdvertisingPlan

Determine media strategy

Select media classes

Select media within classes

Media use decisions

Broadcast

Print

Other media

Role of Media:Media Planning Activities

Situation Analysis

Set media objectives


Adimpressions

Grossimpressions

Gross ratingpoints(GRPs)

Defining Media Objectives

Message-Distribution Objectives

AudienceSize

MessageWeight

AudienceAccumulation& Reach

ExposureFrequency

Continuity


Defining Media Objectives

Combined reach of two media

Insert ex. 9-9, p. 284

Combined reach of two media

Position = 0.35” horiz., 2.45” vertical

Size = 8.3” WIDE

Resolution: 300 dpi


Optimizing Reach,Frequency, & Continuity

Reach, frequency, and continuity have an inverse relationship

Insert ex. 9-10, p. 285

Reach, frequency, and continuity

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi


Recency planning

Ad response curve

Insert ex. 9-11, p. 286

Advertising response curves

Position = 1.75” horiz., 3.25” vertical

Size = 2.8” TALL

Resolution: 300 dpi

MAINTAIN ANIMATION

Optimizing Reach,Frequency, & Continuity

EffectiveReach

EffectiveFrequency


Developing a Media Strategy:The Media Mix

The 5 Ms

Markets

Money

Media

Mechanics

Methodology


PlanScope

BrandDevelopment

Market’sSalesPotential

CategoryDevelopment

Developing a Media Strategy:The Media Mix

DecisionFactors


Developing a Media Strategy:The Media Mix

Brand Development Index and Category Development Index

Insert ex. 9-12, p. 289

BDI and CDI chart

Position = 0.35” horiz., 3.6” vertical

Size = 2.45” TALL

Resolution: 300 dpi


Competition& Budget

MediaAvailability &Economics

Media &Mood ofMessage

Developing a Media Strategy:The Media Mix

PlanScope

BrandDevelopment

Market’sSalesPotential

CategoryDevelopment

DecisionFactors


Developing Media Strategy: Media Mix

Right Between the Ears ad matches the mood of the radio comedy show

Insert photo 9.10, p. 293

Right Between the Ears ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi


MessageSize &Position

Developing a Media Strategy:The Media Mix

PlanScope

BrandDevelopment

Market’sSalesPotential

CategoryDevelopment

DecisionFactors

Competition& Budget

MediaAvailability &Economics

Media &Mood ofMessage


Developing a Media Strategy:The Media Mix

Color and size vs. reach and frequency

Insert ex. 9-14a, p. 293

Effect of size

Position = .35” horiz., 1.5” vert.

Size = 3.5” WIDE

Resolution: 300 dpi

Insert ex. 9-14b, p. 293

Effect of size and color

Position = 0.35” horiz., 4.05” vert.

Size = 7.5” WIDE

Resolution: 300 dpi


BuyerPurchasePatterns

Developing a Media Strategy:The Media Mix

PlanScope

BrandDevelopment

Market’sSalesPotential

CategoryDevelopment

DecisionFactors

Competition& Budget

MessageSize &Position

MediaAvailability &Economics

Media &Mood ofMessage


Campaign objectives & strategy

Audience characteristics

Exposure, attention, & motivation

Cost efficiency (CPM & CPP)

Continuous

Flighting

Pulsing

Media Tactics

Criteria for SelectingMedia Vehicles

Economics ofForeign Media

Synergy of Mixed Media

Scheduling Methods


MediaTactics

Insert ex. 9-15, p. 298

Scheduling total GRPs

Position = .35” horiz., 0.4” vertical

Size = 3.2” WIDE

Resolution: 300 dpi

Three ways to schedule the same number of GRPs


Campaign objectives & strategy

Audience characteristics

Exposure, attention, & motivation

Cost efficiency (CPM & CPP)

Continuous

Flighting

Pulsing

Media Tactics

Criteria for SelectingMedia Vehicles

Economics ofForeign Media

Synergy of Mixed Media

Scheduling Methods

Scheduling Software


Media Tactics

SRDS ad for its Media Planning System

Insert SRDS media solutions ad (p. 299)

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi


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