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MEDIA PLAN

MEDIA PLAN . Objective of media plan is to develop a framework that will deliver the message to the target audience in the most efficient, cost effective manner possible – that will communicate what the product ,brand, and/or service can do. MEDIA PLANNING

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MEDIA PLAN

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  1. MEDIA PLAN • Objective of media plan is to develop a framework that will deliver the message to the target audience in the most efficient, cost effective manner possible – that will communicate what the product ,brand, and/or service can do.

  2. MEDIA PLANNING • Is the series of decisions involved in delivering the promotional message to the prospective purchases and/or users of the product or brand. Media planning is a process, which means a number of decisions are made, each of which may be altered or abandoned as the plan develops. • Media plan is guide for media selection • Requires objectives and strategies

  3. MEDIUM • General category of available delivery systems which includes broadcast media, print media, direct mail, outdoor advertisements and other support media • MEDIA VEHICLE • Is a specific carrier within a medium category. • E.g. Business line is a print vehicle • Walk the talk is broadcast vehicle

  4. Reach • Is a measure of number of different audience members exposed at least once to media vehicle in a given period • Refers to actual audience • Coverage • Refers to potential audience that might receive the message through a vehicle • Refers to potential audience

  5. Problems in Media planning • Insufficient information • Inconsistent Terminologies • Time pressures • Difficulty Measuring Effectiveness

  6. DEVELOPING THE MEDIA PLAN

  7. Market analysis and Target Market Analysis • To whom shall we advertise(who is the target market?) • What internal and external factors may influence the media plan? • Where and when should we focus our efforts?

  8. II. Establishing Media Objectives • Example • Use broadcast media to provide coverage of 80% of the target market over a six months period • Reach 60% of the target audience at least three times over the same six month period • Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and fall.

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