Writing Media Objectives

Writing Media Objectives

Media Objectives • Starting point of the media plan. • Outline what the media plan is expected to accomplish. • Deal only with what is to be done. • How is reserved for strategy. • Media selection is “how.” • NEVER recommend media choices in the objectives! JOMC 172 Advertising Media

Writing good media objectives • Marketing-driven • What, not how • Specific • Measurable, to the extent possible • Clear & succinct • Label each. • Begin with verb: use, achieve, maintain, focus, etc. JOMC 172 Advertising Media

Improper: Network television will provide broad national coverage. • Not written as an objective. • Recommends specific media class. JOMC 172 Advertising Media

Better • Use media that will provide broad national coverage. JOMC 172 Advertising Media

Basic Media Objectives • Target Audience • Geographic Coverage • Scheduling (Seasonality / Timing) • Reach / Frequency JOMC 172 Advertising Media

Additional Media Objectives • Creative Implications • Budget • Merchandisability • Flexibility • Promotion Support • Others? JOMC 172 Advertising Media

Rationale for Objectives • For each objective, include rationale. • The reason(s) why the objective makes sense. • Support with marketing facts. • Quantitative where possible. • Label / identify each. JOMC 172 Advertising Media

Geographic Objective • Use media that will provide broad national coverage. • Rationale: National coverage is needed to support national distribution and sales.**Marketing Objective: Continue to support national distribution and sales with a sales goal of a 10% increase next year. JOMC 172 Advertising Media

Seasonality Objective: Concentrate advertising in the months of January–April and September–November. Flight advertising during July and August. • Rational: January – April and September – November are the heaviest consumption months. Consumption indices fall below 75 during July and August. JOMC 172 Advertising Media

Writing Media Objectives

Writing Media Objectives

Presentation Transcript

Writing Measurable Objectives

Writing Behavioral Objectives

Writing Objectives

Writing Behavioral Objectives

Writing Instructional Objectives

Writing Instructional Objectives

Writing Behavioral Objectives

Writing Measurable Objectives

WRITING LEARNING OBJECTIVES

Writing Objectives

Writing Learning Objectives

Writing Instructional Objectives

Descriptive Writing: Objectives

Writing Behavioral Objectives

Writing Objectives

Writing Objectives

WRITING LEARNING OBJECTIVES

Writing Objectives

Writing Instructional Objectives

Writing Instructional Objectives

Writing Clear Objectives

Writing Objectives