Budget summary allocations by media time and region MEDIA OBJECTIVES Media

Budget summary allocations by media time and region

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Budget summary (allocations by media, time, and region) MEDIA OBJECTIVES Media Objectives: A statement that outlines what a media plan is to accomplish (who/what/when/ where/how) The objective is based on historical results, the current situation, and the problem at hand 1.WHO(who is the target market?) 2.WHAT(what is the nature of the message to be communicated?) 3.WHERE(where are the market priorities geographically?) 4.WHEN(when is the best time to reach the target market?) 5.HOW(how many people should be reached? How frequently? For what length of time?)
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1. Shotgun Strategy: A tactic involving the use of mass media to reach a loosely defined target audience a. Ex. Using a prime-time television spot to gain maximum exposure 2. Profile-Matching Strategy: A media tactic that involves matching the demographic profile of a product’s target market with a specific medium that has a similar target profile a. Ex. Matching a high income, suburban lifestyle, stay at home mothers with a Canadian lifestyle magazine 3. Rifle Strategy: A strategy that involves using a specific medium that effectively reaches a target market defined by a common characteristic a. Ex. Using a gardening magazine to target gardeners The nature of the message must be aligned with the creative strategy and ensure the appeals being made match the medium as well o Engagement usually play well with online mediums o Factual appeals usually play well with print o Emotional and humour appeals usually play well with TV advertising The geographic market priorities are of major concern as continual national advertising isn’t possible o Toronto, Montreal, Vancouver, Calgary, Edmonton, & Ottawa-Gatineau are the 6 largest Gaining national coverage makes sense if the proportion of sales in each region is consistent with population distribution Gaining regional coverage makes sense if research has been done on specific region’s contribution to the brand Brand Development Index (BDI): The percentage of a brand’s sales in an area in relation to the population in that area; determines if the brand is underdeveloped or overdeveloped in the area Ex. 15% of sales in Region A, 12% of females live in Region A means BDI = 15/12 = 125% o This means the brand is very popular in Region A If key market coverage is the priority, the media planner will focus on high population centres The timing of advertising is influenced by the target market and cyclical patterns in sales Flight: A period of time in which advertising is scheduled Options available when planning the ‘flight’ of advertising: 1. Skip Schedule: The scheduling of media advertising on an alternating basis, such as every other week or every other month 2. Pulse Schedule:
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