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Budget summary (allocations by media, time, and region)MEDIA OBJECTIVESMedia 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 hand1.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?)
1.Shotgun Strategy:A tactic involving the use of mass media to reach a loosely defined target audiencea.Ex. Using a prime-time television spot to gain maximum exposure2.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 profilea.Ex. Matching a high income, suburban lifestyle, stay at home mothers with a Canadian lifestyle magazine3.Rifle Strategy:A strategy that involves using a specific medium that effectively reaches a target market defined by a common characteristica.Ex. Using a gardening magazine to target gardenersThe nature of the messagemust be aligned with the creative strategy and ensure the appeals being made match the medium as welloEngagement usually play well with online mediumsoFactual appeals usually play well with printoEmotional and humour appeals usually play well with TV advertisingThe geographic market prioritiesare of major concern as continual national advertising isn’t possibleoToronto, Montreal, Vancouver, Calgary, Edmonton, & Ottawa-Gatineau are the 6 largestGaining national coveragemakes sense if the proportion of sales in each region is consistent with population distributionGaining regional coveragemakes sense if research has been done on specific region’s contribution to the brandBrand 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 areaEx. 15% of sales in Region A, 12% of females live in Region A means BDI = 15/12 = 125%oThis means the brand is very popular in Region AIf key market coverageis the priority, the media planner will focus on high population centresThe timing of advertisingis influenced by the target market and cyclical patterns in salesFlight:A period of time in which advertising is scheduledOptions 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 month2.Pulse Schedule: