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Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand

Chapter 14. Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand. Measured and Unmeasured Media. Measured Media. Unmeasured Media. Television Radio Newspapers Magazines The Internet Outdoor media. Direct mail Promotion Co-op Couponing Catalogs

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Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand

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  1. Chapter 14 Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand

  2. Measured and Unmeasured Media Measured Media Unmeasured Media • Television • Radio • Newspapers • Magazines • The Internet • Outdoor media • Direct mail • Promotion • Co-op • Couponing • Catalogs • Special events Chapter 14: Media Planning 2

  3. Media Planning • Media Plan • Specifies media in which advertising message will be placed to reach a desired audience • Media Class • Broad category of media, such as TV, radio, or newspapers • Media Vehicle • Specific option within a class, i.e., Vogue Chapter 14: Media Planning 3

  4. The Media Plan Media Objectives a. Reach the target audience b. Geographic scope of placement c. Message weight Media Choices a. Media mix b. Media efficiency (CPM, CPRP) c. Competitive media assessment Media Strategies a. Reach and frequency b. Continuity c. Audience duplication d. Length / size of advertisements Media Scheduling and Buying Chapter 14: Media Planning 4

  5. Media Objectives • 1. Reach the target audience • Demographic, geographic, lifestyle / attitude define choices • Single-source tracking services help identify effect of placements • 2. Geographic scope of media placement • Distribution area determines media choice • Geo-targeting of regions of high-purchase density Chapter 14: Media Planning 5 • 3. Message weight • Gross impressions, message impressions • Between-vehicle / within-vehicle duplication

  6. Media Strategies • Reach and Frequency: • Gross rating points (GRP) • Effective frequency • Effective reach • Continuity: • Continuous scheduling • Flighting • Pulsing • Length or Size of Ads: • Creative requirements • Media budget • Competitive environment Chapter 14: Media Planning 6

  7. Media Choices: Media Mix Concentrated: Assorted: • May allow dominance in one medium • Heightened brand familiarity, especially within low exposure markets • High-visibility media help create trade channel loyalty, enthusiasm and preference • Concentrated media buys may result in volume discounts • Allows individual targeting of diverse market segments • Messages in different media may enhance learning • Increases reach compared with concentrated placement • Greater probability of reaching diverse media audiences Chapter 14: Media Planning 7

  8. cost of media buy CPM = X 1000 total audience cost of media buy CPM-TM = X 1000 targeted audience $$$ for a program placement CPRP = program rating Media Choices: Media Efficiency Chapter 14: Media Planning 8

  9. Media Choices: Internet • Covered in detail in Chapter 16 • Growth in use but not in rates • Difficulty in assessing size of audience • Hard to determine what kinds of “ads” really work on the Internet Chapter 14: Media Planning 9

  10. Media Choices: Competitive Media Assessment • Share of Voice: Any one advertisers brand advertising expenditures relative to overall spending in a product category. • Particularly important assessment when all competitors are focused on a narrowly defined target audience. Chapter 14: Media Planning 10

  11. Media Scheduling and Buying • Heavy-up scheduling: • Heavily scheduling media when consumers are likely to buy • Media buying: • Securing the electronic media time and print space specified in the schedule • Agency of record • The advertising agency chosen to purchase time and space • Media-buying service • An independent organization that buys and resells blocks of media to advertisers. Chapter 14: Media Planning 11

  12. Computer Planning Models Media planners rely heavily upon computer databases and custom analytical software to assess a wide range of possibilities before making costly media buys • Electronic Data Services • Lack industry standards for measures and reports • May not offer preferable content and depth • Typically to not analyze media that they do not measure Chapter 14: Media Planning 12

  13. Challenges 1. The proliferation of media options 2. Insufficient & inaccurate information 3. Escalating media costs 4. Interactive media 5. Media Choice and integrated brand promotion Chapter 14: Media Planning 13

  14. IBP Implications • Reliance on mass media will be reduced for more highly targeted vehicles • Media impact data will used to compare placement alternatives • Planners become more knowledgeable about alternative media choices • Central control will help to seamlessly integrate multiple media Chapter 14: Media Planning 14

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