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Chapter 7 Media Strategy

Chapter 7 Media Strategy. Organization of the Media Function. Media planner. Media research. Media buyer. Trends Affecting the Media Function. Convergence Interactivity Creativity Engagement. Factors That Changed the Role of Media. Integrated marketing Cost factors Globalization

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Chapter 7 Media Strategy

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  1. Chapter 7 Media Strategy

  2. Organization of the Media Function Media planner Media research Media buyer

  3. Trends Affecting the Media Function • Convergence • Interactivity • Creativity • Engagement

  4. Factors That Changed the Role of Media • Integrated marketing • Cost factors • Globalization • Complexity of the media function • Profitability

  5. OMD Worldwide Starcom MediaVest Group MindShare Worldwide Carat 3 Mediaedge:cia ZenithOptimedia MediaCom Universal McCann Worldwide Initiative 4 MPG Top Media Specialist Companies Ranked by Worldwide Billings

  6. Major Components of a Typical Media Plan • Marketing Analysis • Advertising Analysis • Media Strategy • Media Scheduling • Justification and Summary

  7. The Marketing Analysis • Fundamental marketing strategy • Sales • Share of market • Profitability goals • Target market description • Product benefits and differentiating characteristics • Pricing strategy • Competitive environment

  8. The Advertising Analysis • Fundamental advertising strategy • Product awareness goals • Target audience advertising weight • Budget • Allocation to marketing communication mix • Allocation by media category • Allocation by vehicle

  9. The Media Strategy • Media vehicles matched with target audience media preferences • Creative and communication considerations • Need for product demonstration • Need for complex message • Daypart and/or seasonal requirements • Media compatibility with message themes and competitive considerations

  10. The Media Schedule • Print insertion dates and production requirements • Broadcast locations and availabilities • Budget allocation each medium and media vehicle • CPM estimates

  11. Justification and Summary • Statement of advertising goals in terms of measurable results • Research plan to measure achievement of goals • Contingencies for media schedule adjustments

  12. Cost Per Thousand (CPM)

  13. Brand Development Index (BDI) The brand development index is a method of allocating advertising budgets to those geographical areas that have the greatest sales potential.

  14. Exhibit 7.4 Computing the Brand Development Index

  15. Primary Elements in the Media Schedule Reach Frequency Continuity Budget

  16. Criteria for Evaluating the Value of Media Vehicles • The cost of the vehicle • The number of target market members or the weighted target market quality of the audience reached by the vehicle • The effectiveness of the advertising exposures the vehicles deliver

  17. Exhibit 7.6 Steady versus Flighting Media Schedules

  18. Factors to Consider Before Choosing a Flighting Schedule Competitive spending Timing of flights Advertising decay Secondary media

  19. Exhibit 7.7 Media Flowchart Example

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