Scribd Logo
Upload

Welcome to Scribd!

  • 14 views

    Lec-5 Advertising

    Uploaded by

    Aiqa Ali
    This document summarizes key aspects of developing a media strategy. It discusses organizing the media function, factors that changed the media role, top media specialist companies, desired media professionals, and major components of a media plan including marketing analysis, advertising analysis, media strategy, scheduling, and justification. It also covers criteria for evaluating media vehicles, tactics like reach and frequency, and considerations for flighting versus steady scheduling.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Lec-5 Advertising

    Uploaded by

    Aiqa Ali
    14 views24 pages
    This document summarizes key aspects of developing a media strategy. It discusses organizing the media function, factors that changed the media role, top media specialist companies, desired media professionals, and major components of a media plan including marketing analysis, advertising analysis, media strategy, scheduling, and justification. It also covers criteria for evaluating media vehicles, tactics like reach and frequency, and considerations for flighting versus steady scheduling.

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document summarizes key aspects of developing a media strategy. It discusses organizing the media function, factors that changed the media role, top media specialist companies, desired media professionals, and major components of a media plan including marketing analysis, advertising analysis, media strategy, scheduling, and justification. It also covers criteria for evaluating media vehicles, tactics like reach and frequency, and considerations for flighting versus steady scheduling.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    14 views24 pages

    Lec-5 Advertising

    Uploaded by

    Aiqa Ali
    This document summarizes key aspects of developing a media strategy. It discusses organizing the media function, factors that changed the media role, top media specialist companies, desired media professionals, and major components of a media plan including marketing analysis, advertising analysis, media strategy, scheduling, and justification. It also covers criteria for evaluating media vehicles, tactics like reach and frequency, and considerations for flighting versus steady scheduling.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 24

    Chapter 7

    Media Strategy
    Organization of the Media Function

    Media planner

    Media research Media buyer

    7-2
    The New Media Function

    Convergence

    Interactivity

    Creativity

    Engagement

    7-3
    Factors That Changed the Role of Media

    • Integrated marketing
    • Cost factors
    • Globalization
    • Complexity of the media function
    • Profitability

    7-4
    Top Media Specialist Companies
    Ranked by Worldwide Billings

    • OMD Worldwide • Zenith Media


    • Starcom USA • MediaCom
    • MindShare Worldwide • Carat
    • Mediaedge:cia • Universal McCann
    • MediaVest • Initiative

    7-5
    Desired Media Professionals

    • Market analysts
    • Strategic insight planners
    • Communication/media planners
    • Media buyers/optimizers
    • ROI analysts

    7-6
    Building a Media Strategy

    Qualitative factors of media

    Fading distinctions among media

    Media accountability

    Value-added opportunities

    7-7
    Major Components of a Media Plan

    • Marketing Analysis
    • Advertising Analysis
    • Media Strategy
    • Media Scheduling
    • Justification and Summary

    7-8
    The Marketing Analysis

    • Fundamental marketing strategy


    – Sales
    – Share of market
    – Profitability goals
    – Target market description
    • Product benefits and differentiating
    characteristics
    • Pricing strategy
    • Competitive environment
    7-9
    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

    7-10
    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

    7-11
    The Media Schedule

    • Print insertion dates and production


    requirements
    • Broadcast locations and availabilities
    • Budget allocation each medium and media
    vehicle
    • CPM estimates

    7-12
    Cost Per Thousand (CPM)

    7-13
    Communication Considerations

    • Creative predispositions of the audience


    • Qualitative environment for the message
    • The synergistic effect
    • The creative approach

    7-14
    CPM Adjustments

    • Probability of exposure to a medium


    • Advertising exposure weights to equalize the
    probability of an advertisement being seen
    • Communication weights to equalize the
    probability of an advertising message
    communicating
    • Frequency of exposure weights in the same
    medium

    7-15
    Exhibit 7.4a
    PRIZM Social Groups

    7-16
    Media Tactics

    • Reach: the number of different people exposed


    to a single medium during the media schedule
    • Frequency: the number of times that each
    person in the audience is exposed to the media
    schedule
    • Continuity: the length of time a campaign will
    run
    • Budget: the monetary constraints placed on
    reach and frequency

    7-17
    Exhibit 7.5
    Reach, Frequency, and Continuity

    7-18
    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

    7-19
    The Media Schedule

    • Flighting consists of relatively short bursts of


    advertising followed by periods of total or
    relative inactivity
    • Steady scheduling consists of a peak of
    advertising weight which is then continued

    7-20
    Exhibit 7.6 Steady versus
    Flighting Media Schedules

    7-21
    Factors to Consider Before
    Choosing a Flighting Schedule

    Competitive spending

    Timing of flights

    Advertising decay

    Secondary media

    7-22
    Exhibit 7.8 Media Flowchart Example

    7-23
    Thank you

    7-24

    You might also like