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?)
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:
