Developing Media Plans

1. 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

2. 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

3. 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

4. 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

5. Advertising Media • Print Media – newspapers and magazines • Broadcast Media – television and radio • Direct Mail • Support Media – outdoor, brochures, and collateral materials Chapter 11.5

6. 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

7. 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

8. 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

9. Advantages Personal Low relative cost Flexibility Low production costs Audience selectivity Disadvantages Lack of visual appeal Fleeting message Clutter Radio Chapter 11.9

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. Advantages Retention Selectivity Low cost Disadvantages Image Clutter Specialty Advertising Chapter 11.18