Media Strategy: Part 2

1. Media Strategy:Part 2 Planning That Delivers

2. Media Strategy Part 2 • Which to use: Rating points or impressions? • Planners tend to use rating points because they are easy to use • Easier to compare 90 GRPs a week vs. 120 • Harder to compare 234 million gross impressions vs.. 234 million • Advertisers like to impress their channels with the huge impression numbers

3. Determining the Strategy • Choosing the four major elements • Target audiences • Media classes • Media mix or weight • Media timing

4. Determining the Strategy • Target audiences • Demographics • Psychographics • Lifestyles • Product or brand usage • Geodemographics • Matching the audience with the media choices • Attitudes, viewing/reading/listening patterns, day parts

5. Determining the Strategy • Media classes • Major media • Minor or supporting media • See media characteristics and recommendations chart pp 211 and 212

6. Determining the Strategy • Media mix or weight • Even in a single medium like TV there can be a mix • Percent on daytime • Percent on late night • Percent on news • Percent on drama and comedies • Media weighting factors to consider • Diverse population needs assortment of media • Redbook Plus LHJ, BHG • National media like broadcasting to cover • Local media like spot, newspapers, to pinpoint • Impact of strategies dealing with competition, what dealers will see, negotiating advantage, production costs, how a medium affects target audience, impact of psychological context, impact on reach and frequency goals

7. Determining the Strategy • Media timing • Budget constraints • Seasonality • Purchase-Repurchase cycle • Stage of product life-cycle • Competitive advertising patterns • Media dominance

8. Determining the Strategy • Media Continuity • Continuous • Flighting • Pulsed