M EDIA O BJECTIVE - Media Objectives : a statement that outlines what a media plan is to accomplish (who, what, wen, where, or how) - Who : is the target market? Demographic, psychographic, and geographic characteristics, which is used to match the target with a compatible media profile. - What : is the nature of the message to be communicated? Media planners must be informed about the message strategy. - Where : are the market priorities geographically? The budget plays a role in this decision, where they can correct a situation in a problem region. - When : is the bets time to reach the target market? - How : how many people to reach, how often to reach them, and for what length of time? - Media Strategy : a plan for achieving the media objectives stated in the media plan; typically justifies the use of certain media. - How often to advertise, where to advertise, and which media to use, rationalizing why only certain media are recommended and others rejected. - Target Market Profile : task of media planner is to match the profile of the target market as closely as possible with the profile of the medium. The more compatible the match, the more efficient the strategy will be. - Three basic target-market matching strategies : 1. Shotgun strategy : a tactic involving the use of mass media to reach a loosely defined target market. High cost 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 3. Rile Strategy : a strategy that involves using a specific medium that effectively reaches a target market defined by a common characteristic. - Nature of the message : creative and marketing strategies should be developed simultaneously to ensure that the right message is delivered by the right medium. (media and emotion; factual information and print media; engagement and social media)
MCS*3620 Chapter 5 - Geographic Market Priorities : how to divide a budget among the areas where advertising will be scheduled. - National coverage : assumed widespread availability of a product, with all geographic areas figuring equitably in the success of the product. - Regional Coverage : Involves an evaluation of each region’s contribution to a brand’s success. Funds are allocated so that no particular region as an advantage or disadvantage. The reality is different (some regions will over-contribute to sales other under-contribute). Brand development Index (BDI) : is the percentage of a brand’s sales in an area in relation to the population in that area; determines if it is underdeveloped or over. - Key market coverage : involves giving priority to those members of the target market residing in key urban markets. (predetermined criteria to decide which areas, population) Smaller cities may never receive media support - Timing of advertising : consider the target market and cyclical patterns in sales. (Cyclical sales pattern – media schedule follows flow of sales) - Flight : a period of time in which advertising is scheduled.
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- Fall '13
- Advertising, media planner