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Planning Media Strategy: Finding Links to the Market

How communications media help advertisers achieve marketing and advertising objectives. Chapter. Planning Media Strategy: Finding Links to the Market. Chapter 9 Objectives. Describe how a media plan helps accomplish objectives. Explain the importance of creativity in media planning.

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Planning Media Strategy: Finding Links to the Market

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  1. How communications mediahelp advertisers achieve marketingand advertising objectives Chapter Planning Media Strategy: Finding Links to the Market

  2. Chapter 9 Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Define reach & frequencyand debate the effective-frequency controversy Discuss how reach, frequency, and continuity are related Name secondary research sources and describe their use Calculate gross rating points (GRP) and cost per thousand (CPM) Describe the different advertising schedules and their purposes

  3. Media Planning:Decisions and Issues Whichmedia? Where? Whattime ofyear? Howoften? How tointegrate? Insert photo 9.2, p. 272 Volkswagen/iPod left panel Position = 2.9” horiz., 3.0” vertical Size = 2.1” WIDE Resolution: 300 dpi MAINTAIN ANIMATION Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign Insert photo 9.2, p. 272 Volkswagen/iPod right panel Position = 2.9” horiz., 5.4” vertical Size = 2.2” TALL Resolution: 300 dpi MAINTAIN ANIMATION

  4. Media Planning:Increasing Media Options Challenges More competitors Rising costs Media complexity Greater audience fragmentation San Diego Union Tribune delivery trucks carry a message More media options

  5. Media Planning:Increasing Media Options U.S. ad spending by medium Insert ex. 9-1, p. 272 U.S. ad spending by medium Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

  6. Marketing Plan AdvertisingPlan Determine media strategy Select media classes Select media within classes Media use decisions Broadcast Print Other media Role of Media:Media Planning Activities Situation Analysis Set media objectives

  7. Adimpressions Grossimpressions Gross ratingpoints(GRPs) Defining Media Objectives Message-Distribution Objectives AudienceSize MessageWeight AudienceAccumulation& Reach ExposureFrequency Continuity

  8. Defining Media Objectives Combined reach of two media Insert ex. 9-9, p. 284 Combined reach of two media Position = 0.35” horiz., 2.45” vertical Size = 8.3” WIDE Resolution: 300 dpi

  9. Optimizing Reach,Frequency, & Continuity Reach, frequency, and continuity have an inverse relationship Insert ex. 9-10, p. 285 Reach, frequency, and continuity Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

  10. Recency planning Ad response curve Insert ex. 9-11, p. 286 Advertising response curves Position = 1.75” horiz., 3.25” vertical Size = 2.8” TALL Resolution: 300 dpi MAINTAIN ANIMATION Optimizing Reach,Frequency, & Continuity EffectiveReach EffectiveFrequency

  11. Developing a Media Strategy:The Media Mix The 5 Ms Markets Money Media Mechanics Methodology

  12. PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment Developing a Media Strategy:The Media Mix DecisionFactors

  13. Developing a Media Strategy:The Media Mix Brand Development Index and Category Development Index Insert ex. 9-12, p. 289 BDI and CDI chart Position = 0.35” horiz., 3.6” vertical Size = 2.45” TALL Resolution: 300 dpi

  14. Competition& Budget MediaAvailability &Economics Media &Mood ofMessage Developing a Media Strategy:The Media Mix PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors

  15. Developing Media Strategy: Media Mix Right Between the Ears ad matches the mood of the radio comedy show Insert photo 9.10, p. 293 Right Between the Ears ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

  16. MessageSize &Position Developing a Media Strategy:The Media Mix PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MediaAvailability &Economics Media &Mood ofMessage

  17. Developing a Media Strategy:The Media Mix Color and size vs. reach and frequency Insert ex. 9-14a, p. 293 Effect of size Position = .35” horiz., 1.5” vert. Size = 3.5” WIDE Resolution: 300 dpi Insert ex. 9-14b, p. 293 Effect of size and color Position = 0.35” horiz., 4.05” vert. Size = 7.5” WIDE Resolution: 300 dpi

  18. BuyerPurchasePatterns Developing a Media Strategy:The Media Mix PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MessageSize &Position MediaAvailability &Economics Media &Mood ofMessage

  19. Campaign objectives & strategy Audience characteristics Exposure, attention, & motivation Cost efficiency (CPM & CPP) Continuous Flighting Pulsing Media Tactics Criteria for SelectingMedia Vehicles Economics ofForeign Media Synergy of Mixed Media Scheduling Methods

  20. MediaTactics Insert ex. 9-15, p. 298 Scheduling total GRPs Position = .35” horiz., 0.4” vertical Size = 3.2” WIDE Resolution: 300 dpi Three ways to schedule the same number of GRPs

  21. Campaign objectives & strategy Audience characteristics Exposure, attention, & motivation Cost efficiency (CPM & CPP) Continuous Flighting Pulsing Media Tactics Criteria for SelectingMedia Vehicles Economics ofForeign Media Synergy of Mixed Media Scheduling Methods Scheduling Software

  22. Media Tactics SRDS ad for its Media Planning System Insert SRDS media solutions ad (p. 299) Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

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