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MEDIA STRATEGY

MEDIA STRATEGY. The Basics. Media Strategy. We’ve learned about: Types of advertising Target market segmentation, and needs Positioning Appeals and creative Strategies Brands With this info, you can start to create good ads, but which media will you use? Why?. Media Strategy.

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MEDIA STRATEGY

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  1. MEDIA STRATEGY The Basics

  2. Media Strategy • We’ve learned about: • Types of advertising • Target market segmentation, and needs • Positioning • Appeals and creative Strategies • Brands • With this info, you can start to create good ads, but which media will you use? Why?

  3. Media Strategy • How do you know • which media to use? • How often will you use it? • When will you use it? • Which media your target market watches • Is there a better/cheaper way to do same thing? • Each medium has strengths and weaknesses

  4. Media Strategy • Key idea: reach target audience: • in right way (appropriate message- fits creative strategy) • In the appropriate media (maximum overlap with target audience) – it’s never a perfect fit • At the right time (daily, weekly and seasonal) • A sufficient number of times to reinforce message • At a cost you can afford (very important)

  5. Media Strategy • Strengths and weaknesses: • Newspapers • Television • Radio • Direct Response (or Direct Marketing) • Magazine

  6. Media Strategy • CPM is the standard measure • (cannot be compared across media, however) • Reach • Frequency • TV ratings vs. TV Share

  7. Media Strategy • Some sample prices: • Local radio (CHOM) 30 seconds - $175 • Friends (National, US) $400,000 – $600,00 • National US Magazine (TIME) $90,000 • Local TV (Montreal) Prime: $4,000 • Off-Prime $200 • CTV National $8,000 – $40,000

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