Learning Target: I can create a media plan by analyzing market research. VBS – Awareness of 74% or above with weekly spending on advertising below $200,000.
Key Terms • COST PER REACH • AWARENESS • DEMOGRAPHICS
What is meant by MEDIA? Refers to the different avenues through which a business can reach its current and potential customers.
TYPES OF MEDIA? Broadcast T.V. Cable T.V. Satellite T.V. Radio Newspaper Internet Billboards, signs, flyers, mailings
Sports franchises use media to promote; their teams Merchandise Events Players
Awareness % of potential customers in a specific target audience who are aware of a product’s existence. Fan base has to be aware of what you are selling/promoting.
Who is in charge of this business function? Media Planners Goal – to reach the largest possible % of their businesses target audience while staying within a set advertising budget. Get the most out of your money!!!
Cost Per Reach Cost of an advertising campaign divided by the number of people reached. Print Ad cost = $10,000 People Reached = 200 CPR = $50.00 Easy to do with mailings and person-to-person campaigns.
How do Media Planners accomplish their goals? By drilling down!!! Look at all the data available – regarding your Target Market.
Defining the target segment: Focus is put on common demographic categories: Demographics Age Gender Education Level Income Level
VBS – Lesson 4 “HINTS” • Utilize your survey’s to get as much info about your fan base as you can. • You will use the following media types: • Broadcast - no lower 45 spots / no more than 55 spots • Cable – no lower 95 spots / no more than 130 spots • Radio – no lower 140 spots / no more than 200 spots • Internet – no lower 200 spots / no more than 210 spots Only using - VENnet.com and MMNet.com
VSB - Lesson 4Media Planning Assignment SheetDue Friday , Nov. 9th - End of Class! Will not take late work!