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Developing Media Plans. Market Analysis Establishing Media Objectives Developing Media Strategies Select the media mix Determine the target market and geographic coverage Schedule the media. Chapter 11.1. Table 11.1  Media Characteristics. Media Type. Advantages. Disadvantages.

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developing media plans
Developing Media Plans
  • Market Analysis
  • Establishing Media Objectives
  • Developing Media Strategies
    • Select the media mix
    • Determine the target market and geographic coverage
    • Schedule the media

Chapter 11.1

slide2

Table 11.1

 Media Characteristics

Media Type

Advantages

Disadvantages

Newspapers

Short lead time for placing ads

Low cost

Good coverage

Can be used for coupons

Short life span

Wasted coverage

Clutter

Poor reproduction quality

Magazines

Quality reproduction

Long life span

Audience selectivity

High information content

“Pass along” value

Long lead time for ad placement

High production costs

Lack of flexibility

Radio

Personal

Low cost

Flexibility

Low production costs

Audience selectivity

Lack of visual appeal

Fleeting message

Clutter

Television

Large audience

High impact of message

Low cost per exposure

High credibility

High absolute cost

High production costs

Fleeting message

Clutter

Low selectivity

Direct Mail

High selectivity/low wasted coverage

Easily evaluated

High information content

Short lead time

Poor image

Clutter

High cost per contact

Outdoor and Transit

Low cost per exposure

High repetition

Target location

Wasted coverage

Legislation/local restrictions

Long lead time

Lack of flexibility

Chapter 11.2

essentials in media selection
Essentials in Media Selection
  • Market focus
  • Media focus
  • Periodic media update
  • Establish media effectiveness guidelines
  • Advertising by objective
  • Coordinate advertising with marketing campaigns
  • Develop a sound advertising budget
  • Plan around media pollution
  • Coordinate local and national efforts
  • Use a variety of media
  • Keep accurate files

Chapter 11.3

approaches to media scheduling
Approaches to Media Scheduling
  • Continuous Advertising – keeping the amount of advertising relatively constant over time
  • Flighting Media Scheduling – use spurts and stops; blitz periods with no advertising in between
  • Pulsing Advertising – constant low level of advertising with periodic spurts/blitzes

Chapter 11.4

advertising media
Advertising Media
  • Print Media – newspapers and magazines
  • Broadcast Media – television and radio
  • Direct Mail
  • Support Media – outdoor, brochures, and collateral materials

Chapter 11.5

newspapers
Advantages

Short lead time

Low cost

Good coverage

Can use coupons

Disadvantages

Short life span

Wasted coverage

Clutter

Poor reproduction quality

Newspapers

Chapter 11.6

magazines
Advantages

Good quality reproduction

Long life span

Audience selectivity

High information content

Disadvantages

Long lead time

High production costs

Lack of flexibility

Magazines

Chapter 11.7

techniques for successful print advertising
Techniques for Successful Print Advertising
  • Attract consumer’s attention with headline
  • Use visual components (artwork, graphics)
  • Keep layout and copy simple and straightforward
  • Make use of coupons
  • Don’t hesitate to reuse successful print ads

Chapter 11.8

radio
Advantages

Personal

Low relative cost

Flexibility

Low production costs

Audience selectivity

Disadvantages

Lack of visual appeal

Fleeting message

Clutter

Radio

Chapter 11.9

techniques for successful radio advertising
Techniques for Successful Radio Advertising
  • Keep message simple; listeners often engaged in other activities
  • Music should be kept simple/memorable
  • Ad should suggest immediate action
  • Ad should talk directly to consumers in language and tone they will understand
  • Copy should make listener visualize the product

Chapter 11.10

selecting radio spots
Selecting Radio Spots
  • Determine the number of spots
  • Decide the days the spots will be broadcast
  • Determine the times of day the spots will be broadcast

Chapter 11.11

production guide for a 60 second radio commercial
Production Guide for a 60-second Radio Commercial

Musical Logo

5 to 10 seconds

Introduction

5 to 10 seconds

Commercial Copy

30 to 40 seconds

Recap of

Pertinent Points

5 to 10 seconds

Chapter 11.12

television
Advantages

Large audience

High impact of message

Low cost per exposure

High credibility

Disadvantages

High absolute cost

High production costs

Fleeting message

Clutter

Low selectivity

Television

Chapter 11.13

techniques for successful television advertising
Techniques for Successful Television Advertising
  • Visual aspect of commercial must convey the message to the consumer
  • Ad must capture viewer’s attention immediately
  • Ad should stay with one idea and repeat it
  • Ad should accurately project the image of the firm

Chapter 11.14

direct mail
Advantages

Highly selective

Low wasted coverage

Easily evaluated

Short lead time

High information content

Disadvantages

Poor image

Clutter

High cost per contact/exposure

Direct Mail

Chapter 11.15

techniques for successful direct mail
Techniques for Successful Direct Mail
  • Must capture consumer’s attention
  • Layout and copy should be personal and not too complicated
  • Successful direct mail pieces should be repeated
  • Should be creative

Chapter 11.16

outdoor advertising
Advantages

Low cost per exposure

High repetition

Ability to target location

Disadvantages

Poor audience selectivity

High wasted coverage

Local legislation and restrictions will vary

Long lead time

Lack of flexibility

Outdoor Advertising

Chapter 11.17

specialty advertising
Advantages

Retention

Selectivity

Low cost

Disadvantages

Image

Clutter

Specialty Advertising

Chapter 11.18