4550: Media Strategy I Professor Campbell 3/15/05.

4550: Media Strategy I4550: Media Strategy I

Professor Campbell

3/15/05

Plan: Two Days on Media StrategyPlan: Two Days on Media Strategy

• Media Strategy: Objective and Process• Two questions

– Where?• Media Selection• Vehicle Selection

– When?• Three factors• Effective Frequency & Reach

OverviewOverview

CreativeObjectives

MediaObjectives

CommunicationObjectives

SituationAnalysis

MarketingStrategy

The Goal of Media StrategyThe Goal of Media Strategy

The Media Plan ProcessThe Media Plan Process

SetMedia

Objectives

SetMedia

Guidelines

SelectMediaClasses

SelectMedia

Vehicles

MediaUse

Decisions

Two Major QuestionsTwo Major Questions

• Where? (Media Selection)– Marketing mix of the firm– Competitors’ media strategies – Communication objectives and budget of the

firm– Characteristics of the media– Geographical differences

• BDI, CDI, etc.

• When? (Media Scheduling)– Target market objectives of the firm– Target audience delivered and cost of media– Competitors’ media strategies

Tools to Examine Markets GeographicallyTools to Examine Markets Geographically• Survey of buying power index

– Published annually (Sales & Marketing Management)

– Derive an index that indicates the potential of a metro area relative to the US as a whole

• Brand Development Index (BDI)– Percentage of brand to total sales in the US Market/

Percentage of total US pop in the market X 100

• Category Development Index (CDI)– Percentage of product category total sales in the US

Market/ Percentage of total US pop in the market X 100

Factors in Media Class SelectionFactors in Media Class Selection

• Objectives– Need for visual and/or emotional impact– Signaling needs

• Target– Behaviors– Expectations and associations

• Budget

Primary and Secondary MediaPrimary and Secondary Media

• Primary– The most effective medium for achieving the

brand’s communication objectives and affecting consumer behavior

• Secondary– Reach proportion of target audience not

reached by primary– Achieve communications objectives at lower

cost (either simultaneously or later in the media plan)

– Attain timing advantage near or at the point-of-purchase

TelevisionTelevision

• Advantages

• Disadvantages

RadioRadio

• Advantages

• Disadvantages

MagazinesMagazines

• Advantages+ Very well-defined audience+ Visual+ Good quality reproduction+ Can include detailed info+ Long-life

• catalog value• pass-along readership

• Disadvantages– Static Image– Clutter– Long lead time

NewspapersNewspapers

• Advantages+ Extensive reach+ Flexibility in ad size+ Can target by interest (section)+ Good referability+ Short lead time+ Inexpensive

• Disadvantages– Static Image– Poor reproduction quality– Short life– Buying implementation can be difficult

(many markets)

Direct ResponseDirect Response

• Advantages+ High selectivity+ Reader controls exposure+ High info content+ Opportunities for repeat exposure

• Disadvantages– High cost– Low response rates– Clutter – “Junk mail”

OutdoorOutdoor

• Advantages+ Location specific+ High repetition+ Easily noticed+ Reaches broad spectrum of population

• Disadvantages– Short!!!– Not terrific reproduction– Local restrictions

Other MediaOther Media

• Transit• Directories• Catalogs• Movies (Theater and Tapes)• Public TV• Billboard carrying trucks/buses• Shopping carts• Video tapes/diskettes• “The web”

IMC Goal…IMC Goal…

• Put together a mix of media classes that balance out strengths and weaknesses

Factors in (Specific) Vehicle SelectionFactors in (Specific) Vehicle Selection

Vehicle

AudienceCost/value

Context

Vehicle Selection, continued...Vehicle Selection, continued...

• Circulation– the number of physical units carrying the

advertising• Audience

– the number of people who are exposed to the vehicle with the advertising

• Effective Audience– the number of people within the target (or

with the target’s characteristics) who are exposed to the vehicle

Demographic MatchingDemographic Matching

• Get data on target’s media behavior– Define target in demographic terms– Profile media in demographic terms– Match up to maximize target market

coverage at the lowest cost

Summary…Summary…

• Media strategy is highly important to the success of advertising

• Media strategy should be driven by the communication objectives and the creative strategy

• One major component is choosing WHERE advertising should appear

• Media class selection is based on the strengths and weaknesses of vehicles in relation to objectives, the target and budget

• Vehicle selection is based on circulation, effective audience, context, and cost

Next Class…Next Class…

• We will continue to discuss Media Strategy– Consider factors in developing the Media

Plan• BB Chs. 10, 11, 12• Due April 5: Final Project Industry/Situation

Analysis– Make sure you are:– Conducting secondary research on

company and industry– Collecting and analyzing communications– Colleting primary data in time to include