Chapter9 - Chapter 9 Outline PLANNING MEDIA STRATEGY:...

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Chapter 9 Outline PLANNING MEDIA STRATEGY: FINDING LINKS TO THE MARKET Media Planning: Integrating Science with Creativity in Advertising The purpose of media planning is to conceive, analyze, and select channels of communication that will direct advertising messages to the right people in the right place at the right time. It involves many decisions: 1. Where should we advertise? 2. Which media vehicles should we use? 3. When during the year should the advertising be concentrated? 4. How often should we run the advertising? 5. What are the opportunities for integrating our media advertising with other communication tools? A. The Challenge As the complexity of the field increases, media decisions become more critical and clients more demanding. Much media buying has been unbundled from other agency services. Advertisers want agencies to be more than efficient. They want accountability, as well as creative and well-negotiated buys. B. Increasing Media Options 1. Today, there are more media to choose from, and each offers more choices. TV is now fragmented into network, syndicated, and local television, as well as network and local cable. 2. National magazines publish for particular regions or demographic groups. 3. Nontraditional media (videotapes, movie advertising, computer online services, electronic kiosks, and even shopping carts) expand the menu of choices. 4. Specialized communications (direct marketing, sales promotion, public relations activities, and personal selling) are “below-the-line” activities that represent the fastest growing segments at some of the large agency holding companies, like WPP and Interpublic. 5. The “media menu” needs to include everything that carries a message to and/ or from customers and other stakeholders. The panoply of toll-free phone numbers, faxes, the Internet, and company websites make customer’s feedback easier and more immediate. 1
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C. Increasing Fragmentation of the Audience Consumers are selective in choosing what particular articles to read, which cable or network TV shows to watch, and what radio programs to listen to. D. Increasing Costs The cost of exposing 1,000 people (cost per thousand, CPM) to each of the major media rose faster than inflation. People can cope with only so many messages, so media have to restrict the number of ads they sell. Shows with big audiences are at a premium today. E. Increasing Complexity in Media Buying and Selling Today media buys are more complex than ever. Media companies put together massive multimedia packages, which they sell as “value added programs” designed to add value to traditional media placements. Media planners face growing pressure to learn how to evaluate and execute these complex deals. F.
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Chapter9 - Chapter 9 Outline PLANNING MEDIA STRATEGY:...

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