MC - Chapter 5.docx - MARKETING COMMUNICATIONS CHAPTER 5 ADVERTISING PLANNING BROADCAST PRINT AND OUT-OF-HOME MEDIA \u2022 TRENDS INFLUENCING MEDIA

MARKETING COMMUNICATIONS CHAPTER 5 ADVERTISING PLANNING: BROADCAST, PRINT, AND OUT-OF-HOME MEDIA • TRENDS INFLUENCING MEDIA PLANNING •  Creative plans and media plans are developed at the same time and come off the advertising plan  The primary goal of media planners is to reach the target market efficiently o Efficiency is all about maximum exposure at minimum cost  Media consumption is pivoting toward handheld technologies and computers  Consumers’ desire to stay connected mean that GPS, Wi-Fi hotspots, and social media are vital concerns to the media team • MEDIA PLANNING • Media Planning: Developing a plan of action for communicating messages to the right people at the right time and with the right frequency Media Brief: A document that contains essential information for developing a media plan; used to stimulate discussion between a client and an agency MARKET PROFILE  Information like historical sales data, market share trends, rates of growth in the market, are important information to look for COMPETITOR MEDIA STRATEGY  What media, and what kind of investment competitors are making into that media  If competitors dominate a particular medium, it may be best to find a niche of your own TARGET MARKET PROFILE  Demo-, psycho-, and geographic means of understanding targets play a large role here  Behaviour and habits play strongly into decisions regarding when and where to display ads  Understanding how consumers interact with specific media (i.e. if they tend to ignore billboards but happily watch commercials) MEDIA OBJECTIVES  Tend to identify primary and secondary targets  The nature of the message and timing are also objectives that must be set  The client may also identify objectives for reach, frequency, continuity, and engagement MEDIA BUDGET  The funds available come from the marketing budget as it is only one of many expenditures  The budget dictates which mediums, and how much they can bet utilized  The media planners now take the budget and objectives, and set out a strategy and tactics o Then they negotiate with the media to purchase airtime, column inches, etc.

MARKETING COMMUNICATIONS CHAPTER 5 Post-Buy Analysis: An evaluation of actual audience deliveries calculated after a specific spot or schedule of advertising has run • THE MEDIA PLAN • Media Plan: A document that outlines the relevant details about how a client’s budget will be spent; it involves decisions about what media to use and how much money to invest in the media chosen to reach their audience effectively and efficiently M E D I A P L A N Media Budget  Total budget available (from client’s marketing plan) Media Objectives  Who/what/when/where/how Media Strategy  Target market marching strategy (shotgun, profile match, rifle)  Market coverage  Timing  Reach considerations  Frequency considerations  Continuity considerations  Engagement considerations  Media selection rationale  Media rejection rationale Media Execution  Blocking chart (calendar showing timing, weight, and market coverage) 