MC4307-Ch7 - 8/1/11 Chapter 7: Communication Planning:...

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8/1/11 1 Chapter 7: Communication Planning: Media Strategies and Tactics MC4307: Advertising Campaigns Emmeline Aguirre, MA Communication Planning Media planners need good judgment and imagination. Efficient plans deliver messages efficiently and effectively. Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Decisions and the Campaign Process Evolve out of creative strategy. What to convey in message and the best way to deliver it. All key players at agency should be involved. Creatives Media Account Planner/Manager Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns
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8/1/11 2 Basic Media Decisions Media Objectives Media Strategy Media Tactics Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Objectives How When Where Whom Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Objectives Quantitative Objectives Reach Frequency Gross Rating Points (GRPs) Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns
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8/1/11 3 Media Objectives Qualitative Objectives Ability to Enhance Message Subjective and Less Precise Risk of Common Effectiveness Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Strategy General plan involving delivery of advertising messages. Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Strategy: Elements Target Audience (or Market) Media Classes Media Mix Media Timing Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns
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8/1/11 4 Media Strategy: Target Audience Determine Relevant Behavior Purchase Frequency Timing of Purchases Passions Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Strategy: Media Classes Selection of Media Type Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Strategy: Media Mix How much to allocate to various categories Target Audiences Geographical Areas Time Periods Brands Media Types Most important is on media type. Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns
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8/1/11 5 Media Strategy: Media Timing/Scheduling Timing: When the ads appear. Scheduling: Way these ads are scheduled over time. Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Strategy: Media Timing Affects person’s receptivity to message. Seasonality Recency Buying Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns Media Strategy: Media Scheduling Three Variations Flighting Pulsing Continuous Scheduling Chapter 7: Media Strategies and Tactics MC4307-Advertising Campaigns
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8/1/11 6 Media Tactics Specific decisions to implement media strategy. Involve buying specific advertising units
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MC4307-Ch7 - 8/1/11 Chapter 7: Communication Planning:...

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