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CHAPTER 9. PLANNING MEDIA STRATEGY. OBJECTIVES. PLAN AND SELECT THE RIGHT CHANNEL OF COMMUNICATION DIRECT ADVERTISING TO THE RIGHT PEOPLE IN THE PLACE AT THE RIGHT TIME WHEN,WHICH MEDIA,WHAT PERIOD,FREQUENCY OF AD RELEVENT TO PLANNING. TYPES OF MEDIA(EX 9-1).

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chapter 9

CHAPTER 9

PLANNING MEDIA STRATEGY

objectives
OBJECTIVES
  • PLAN AND SELECT THE RIGHT CHANNEL OF COMMUNICATION
  • DIRECT ADVERTISING TO THE RIGHT PEOPLE IN THE PLACE AT THE RIGHT TIME
  • WHEN,WHICH MEDIA,WHAT PERIOD,FREQUENCY OF AD RELEVENT TO PLANNING
types of media ex 9 1
TYPES OF MEDIA(EX 9-1)
  • PRINT MEDIA- NEWSPAPER, MAGAZINES, BROCHURE
  • BROADCAST MEDIA- TELEVISION, RADIO
  • OUTDOOR AND TRANSIT CARDS
  • YELLOW PAGES/DIRECT MAIL
  • WEBSITES AND INTERNET
  • OFF-THE-WALL MEDIA- P272
factors affecting media decisions
FACTORS AFFECTING MEDIA DECISIONS
  • INCREASING MEDIA OPTIONS
  • FRAGMENTATION OF AUDIENCE
  • INCREASING COSTS
  • COMPLEXITY IN BUYING AND SELLING
  • VALUE ADDED OPTIONS
  • INCREASING COMPETITION
media planning
MEDIA PLANNING
  • MEDIA OBJECTIVES EXIBIT 9-4 PAGE 277
  • AUDIENCE OBJECTIVES: EX( EX 9-5)
  • RESEARCH FIRMS (EX 9-6 LIST)
  • OTHER TOOLS-RETAIL SCANNERS,DATABASE DEVELOPMENT,INTERNET MEASUREMENTS
slide6
MESSAGE DISTRIBUTION OBJECTIVES
  • WHERE, WHEN AND HOW OFTEN ADVERTISING SHOULD APPEAR ?
  • MESSAGE WEIGHT- TOTAL SIZE OF AUDIENCE FOR THE CAMPAIGN
  • GROSS IMPRESSION- MEDIUM TOTAL AUDIENCE MULTIPLIED BY THE NUMBER OF EXPOSURE
slide7
RATING- REACH,FREQUENCY, CONTINUITY
  • GROSS RATING POINT- REACH TIMES FREQUENCY
  • ESTABLISH EFFECTIVE REACH AND FREQUENCY
  • GRP CALCULATIONS CAN BE WEEKLY FOR BROADCASTS AND PRINT OR DAILY EXPOSURE FOR OUTDOOR ADS
  • FOR MAGAZINES-CPM(COST PER THOUSAND)
elements of media mix
ELEMENTS OF MEDIA MIX
  • FIVE M’S
  • MARKETS
  • MONEY
  • MEDIA
  • MECHANICS
  • METHODOLOGY
factors influencing media strategy decisions
FACTORS INFLUENCING MEDIA STRATEGY DECISIONS
  • MARKET:SCOPE OF THE PLAN- LOCAL, REGIONAL, GLOBAL
  • MONEY:SALES POTENTIAL OF DIFFERENT MARKETS
  • BRAND DEVELOPMENT INDEX AND CATEGORY DEVELOPMENT INDEX RELEVENT
slide10
COMPETITIVE STRATEGIES AND BUDGET CONSIDERATIONS
  • MEDIA AVAILABILITY AND ECONOMICS- PROBLEMS IN GLOBAL ADVERTISING
  • NATURE OF THE MEDIUM AND MOOD OF THE MESSAGE
  • MESSAGE POSITIONING, SIZE AND LENGTH
slide11
CHARACTERISTICS OF MEDIA AUDIENCE- ATTENTION VALUE, EXPOSURE VALUE, MOTIVATION VALUE
  • MEDIA SPILLOVER EFFECT
  • COST EFFICIENCY-
media scheduling
MEDIA SCHEDULING
  • CRITERIA FOR MEDIA SCHEDULING
  • OVERALL CAMPAIGN OBJECTIVES AND STRATEGY
  • MEDIA AUDIENCE
  • ADVANTAGES OF MEDIA AND COST EFFICIENCY
  • MEDIA MIX APPROACH
methods of scheduling
METHODS OF SCHEDULING
  • CONTINUOUS SCHEDULE
  • FLIGHTING
  • PULSING
  • EXIBIT 9-16 (PAGE 297)
media buying functions
MEDIA BUYING FUNCTIONS
  • PROVIDE INSIDE INFORMATION TO MEDIA PLANNER
  • SELECTING MEDIA VEHICLES
  • NEGOTIATING MEDIA PRICES
  • MONOTOR VEHICLE PERFORMANCE
  • POST CAMPAIGN ANALYSIS
  • BILLING AND PAYMENT
  • USE OF MEDIA BUYING SERVICES