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)
You've reached the end of your free preview.
Want to read all 7 pages?
- Fall '13
- Advertising, media planner, Home Media