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Media Strategy: Part 3

Media Strategy: Part 3. Planning That Delivers. Media Strategy Part 3: Determining Media Tactics. Rates paid are subject to negotiation Law of supply and demand Rate cards are the starting points Consider special opportunity buys Special theme editions of magazines Mini-series

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Media Strategy: Part 3

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  1. Media Strategy:Part 3 Planning That Delivers

  2. Media Strategy Part 3: Determining Media Tactics • Rates paid are subject to negotiation • Law of supply and demand • Rate cards are the starting points • Consider special opportunity buys • Special theme editions of magazines • Mini-series • Documentaries • Special advertising sections • Advertising placement in editorial ( a recent development)

  3. Determining Media Tactics • Judgment and The Issues • Target audiences • Time and affect on audience • Saturday PM vs.. Sunday AM • How the vehicle will impact the message • Costs • CPM, CPMP, CPP • Cost per thousand, per thousand prospects, or Cost per Point

  4. Determining the Tactics • Judgment and the issues (cont.) • Seasonal allocation • Go with the flow vs. change consumer patterns • Lead the season – start prior to when sales are anticipated • Geographical allocation • Two variations on advertising where there is a history of sales doing well • Advertise only in areas of best opportunity • Advertise nationally with extra emphasis on the areas of opportunity • Note: The same choices can be applied to seasonal tactics See example charts 7-2 and 7-3 in Parente Book pp. 224 and 226

  5. Determining the Tactics • Contingencies and Alternative Plans • Murphy's Law: What can go wrong, will. • Changing economic conditions • Changing sales results • Changing competitive activity • Allowing for Murphy's Law • Alternate plans (What ifs) • Contingency budget (usually 10%) • Allows for opportunity buys • Allows for give-backs if requested • Allows for rate hikes late in the budget year

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