Advertising &Amp; Media Plan (1)

7/31/2019 Advertising &Amp; Media Plan (1)

1/25

1

Advertising & Media Planning


2/25

Objectives

Consumer awareness - thinking vs. feeling productsand central vs. peripheral routes to memory;awareness needed for high involvement; attitudeneeded for low involvement

Positive reinforcement after purchase

Exposure oriented objectives - reach and frequency

Advertising


3/25

To inform

To persuade

To remind

Purpose of advertising


4/25

Tell the market about a new product Suggest new uses for a product

Inform the market of a price change

Explain how the product works

Describe available services Correct false impressions

Reduce buyers fears

Build company image

To Inform


5/25

Build brand preference

Encourage switching to your brand

Change buyers perception of product attributes

Persuade buyers to purchase now

Persuade buyers to receive a sales call

To Persuade


6/25

Remind buyers that the product may be needed in thenear future

Remind buyers where to buy it

Keep it in the buyers mind during off seasons

Maintain its top-of-mind awareness

To Remind


7/25

A series of decisions involving the delivery ofmessages to audiences

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

Either radio or television network or localstation broadcasts

A series of decisions involving the delivery ofmessages to audiences

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

Media Terminology

MediaPlanning

MediaObjectives

MediaStrategy

Media

BroadcastMedia

7


8/25

Publications such as newspapers,magazines, direct mail, outdoor, etc.

The specific carrier within a mediumcategory

Number of different audience membersexposed at least once in a given time period

The potential audience that might receivethe message through the vehicle

The number of times the receiver is exposedto the media vehicle in a specific time period

The potential audience that might receivethe message through the vehicle

Number of different audience membersexposed at least once in a given time period

The specific carrier within a mediumcategory

Publications such as newspapers,magazines, direct mail, outdoor, etc.

Media Terminology

PrintMedia

MediaVehicle

Reach

Coverage

Frequency

8


9/25

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Media Use Decision Print

Media Use Decision Broadcast

Media Use Decision Other Media

Selecting Media Within Class

Determining Media Strategy

Selecting Broad Media Classes

Developing the Media Plan

Setting Media ObjectivesSetting Media Objectives

MarketingStrategy Plan

CreativeStrategy Plan

MarketingStrategy Plan

SituationAnalysis

CreativeStrategy Plan

SituationAnalysis

9


10/25

MeasurementProblems

Lack ofInformation

InconsistentTerms

TimePressure

InconsistentTerms

Lack ofInformation

MeasurementProblems

Media Planning Difficulties

Problemsin MediaPlanning

10


11/25

Evaluate Performance

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Developing the Media Plan

11


12/25

Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

12


13/25

Reach and Frequency

A. Reach of One Program

Total market audience reached

B. Reach of Two Programs

Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate13


14/25

TargetGroup

BrandHistory

Share ofVoice

PurchaseCycles

BrandLoyalty

BrandShare

UsageCycle

PurchaseCycles

Share ofVoice

BrandHistory

UsageCycle

BrandShare

BrandLoyalty

Marketing Factors Determining Frequency

MarketingFactors

14


15/25

Message Complexity

Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

Wearout

Message Variation

Image Versus Product Sell

New Vs. Continuing Campaigns

Message Uniqueness

Message Complexity

Message Factors Determining Frequency

Messageor Creative

Factors

15


16/25

Clutter

Number ofMedia Used

RepeatExposures

Editorial

Environment

Scheduling

AttentivenessAttentiveness

Number ofMedia Used

Editorial

Environment

RepeatExposures

Clutter

Media Factors Determining Frequency

MediaFactors

16


17/25

Determining Relative Cost of Media-Print

Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

17


18/25

Determining Relative Cost of Media-Broadcast

CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

18


19/25

Short Message Life

High Production Cost

Low Selectivity

High Absolute Cost

Clutter

Mass Coverage

High Reach

Impact of Sight, Soundand Motion

High Prestige

Low Cost Per Exposure

Attention Getting

Favorable Image

High Production Cost

High Absolute Cost

Short Message Life

Low Selectivity

Favorable Image

Attention Getting

Low Cost Per Exposure

High Prestige

Impact of Sight, Soundand Motion

High Reach

Mass Coverage

Television Pros and Cons

Advantages Disadvantages

19


20/25

Clutter

Fleeting Message

Audio Only

Low Attention Getting

Local Coverage

Low Cost

High Frequency

Flexible

Low Production Cost

Well-segmented Audience


Clutter

Audio Only

Well-segmented Audience

Low Production Cost

Flexible

High Frequency

Low Cost

Local Coverage

Radio Pros and Cons


20


21/25

Visual Only

Long Lead Time forAd Placement

Lack of Flexibility

Segmentation Potential

Quality Reproduction

High Information Content

Longevity

Multiple Readers

Visual Only

Long Lead Time forAd Placement

Multiple Readers

Longevity

High Information Content

Quality Reproduction

Segmentation Potential

Magazine Pros and Cons


21


22/25

Clutter

Poor Reproduction Quality

Short Life


High Coverage

Low Cost

Short Lead Time forPlacing Ads

Ads Can Be Placed inInterest Sections

Timely (Current Ads)

Reader Controls Exposure

Can Be Used for Coupons

Selective Reader Exposure

Poor Reproduction Quality


Clutter

Short Life

Can Be Used for Coupons

Reader Controls Exposure

Timely (Current Ads)

Ads Can Be Placed inInterest Sections

Short Lead Time forPlacing Ads

Low Cost

High Coverage

Newspaper Pros and Cons


22


23/25

Short Ads

Local Restrictions

Sort Exposure Time

Poor Image

Location Specific

High Repetition

Easily Noticed Poor Image

Short Ads

Sort Exposure Time

Easily Noticed

High Repetition

Location Specific

Outdoor Pros and Cons


23


24/25


25/25

Websnarl (CrowdedAccess)

Few Valid MeasurementTechniques

Limited CreativeCapabilities

Technology Limitations

Limited Reach

User Selects ProductInformation

User Attention andInvolvement

Interactive Relationship

Direct Selling Potential

Flexible Message Platform

Few Valid MeasurementTechniques

Technology Limitations

Web snarl (CrowdedAccess)

Limited CreativeCapabilities

Flexible Message Platform

Direct Selling Potential

Interactive Relationship

User Attention andInvolvement

User Selects ProductInformation

Internet Pros and Cons


25

Advertising &Amp; Media Plan (1)

Documents