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Chapter 7 Media Strategy. Organization of the Media Function. Media planner. Media research. Media buyer. Trends Affecting the Media Function. Convergence Interactivity Creativity Engagement. Factors That Changed the Role of Media. Integrated marketing Cost factors Globalization

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organization of the media function
Organization of the Media Function

Media planner

Media research

Media buyer

trends affecting the media function
Trends Affecting the Media Function
  • Convergence
  • Interactivity
  • Creativity
  • Engagement
factors that changed the role of media
Factors That Changed the Role of Media
  • Integrated marketing
  • Cost factors
  • Globalization
  • Complexity of the media function
  • Profitability
top media specialist companies ranked by worldwide billings
OMD Worldwide

Starcom MediaVest Group

MindShare Worldwide

Carat 3

Mediaedge:cia

ZenithOptimedia

MediaCom

Universal McCann Worldwide

Initiative 4

MPG

Top Media Specialist Companies Ranked by Worldwide Billings
major components of a typical media plan
Major Components of a Typical Media Plan
  • Marketing Analysis
  • Advertising Analysis
  • Media Strategy
  • Media Scheduling
  • Justification and Summary
the marketing analysis
The Marketing Analysis
  • Fundamental marketing strategy
    • Sales
    • Share of market
    • Profitability goals
    • Target market description
  • Product benefits and differentiating characteristics
  • Pricing strategy
  • Competitive environment
the advertising analysis
The Advertising Analysis
  • Fundamental advertising strategy
    • Product awareness goals
    • Target audience advertising weight
  • Budget
    • Allocation to marketing communication mix
    • Allocation by media category
    • Allocation by vehicle
the media strategy
The Media Strategy
  • Media vehicles matched with target audience media preferences
  • Creative and communication considerations
    • Need for product demonstration
    • Need for complex message
    • Daypart and/or seasonal requirements
    • Media compatibility with message themes and competitive considerations
the media schedule
The Media Schedule
  • Print insertion dates and production requirements
  • Broadcast locations and availabilities
  • Budget allocation each medium and media vehicle
  • CPM estimates
justification and summary
Justification and Summary
  • Statement of advertising goals in terms of measurable results
  • Research plan to measure achievement of goals
  • Contingencies for media schedule adjustments
brand development index bdi
Brand Development Index (BDI)

The brand development index is a method of allocating advertising budgets to those geographical areas that have the greatest sales potential.

primary elements in the media schedule
Primary Elements in the Media Schedule

Reach

Frequency

Continuity

Budget

criteria for evaluating the value of media vehicles
Criteria for Evaluating the Value of Media Vehicles
  • The cost of the vehicle
  • The number of target market members or the weighted target market quality of the audience reached by the vehicle
  • The effectiveness of the advertising exposures the vehicles deliver
factors to consider before choosing a flighting schedule
Factors to Consider Before Choosing a Flighting Schedule

Competitive spending

Timing of flights

Advertising decay

Secondary media