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Media brief: a document that contains essential information for developing a media plan; used to stimulate discussion between a client and agency. Generally includes:Market profile: historical sales data for leading brands, market share trends of leading brands, rates of growth in marketCompetitor media strategy: media’s competitors use, money spentTarget Market profile: demographics, psychographics, geographic and behaviour response variableAllows media planners to select the best times and places to advertise18-34: internet is the most popular medium35-54: TV is the most popular mediumMedia objectives: problems and goalsMedia budget: come from marketing plan budgetoMedia planners goal is to devise a strategy and tactical plan that will achieve the stated objectives oOnce approved, agency media buyers negotiate with the media to buy time and space – the media buyer’s task is to deliver the maximum impact (on a target audience) at a minimum cost (client’s budget)oQuantitative by natureoPost-buy analysis: an evaluation of actual audience deliveries calculated after a specific spot or schedule of advertising has runThe Media Plan
The media plan: a document that outlines the relevant details about how a client’s budget will be spent; it involves decisions about what media to use and how much money to invest in the media chosen to reach the target audience effectively and efficientlyGuideline:oMedia budget: total budget availableoMedia Objectives: outlines what a media plan is to accomplish – clear, concise statementsWho: target marketWhat: nature of the message to be communicatedWhen: the best time to advertise (ex: seasonal products – heavier during pre-season), daily schedule timingWhere: priority markets (geographically)How: how many people to reach, how often, and for what length of timeoMedia Strategy: a plan for achieving the media objectives stated in the media plan; typically justifies the use of certain mediaTarget market matching strategy – match the profile of the target as closely as possible with the profile of the mediumShotgun strategy: a tactic involving the use of mass media to reacha loosely defined target audience 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 profileThe rifle strategy: involves using a specific medium that effectively reaches a target market defined by a common characteristicGeographic market prioritiesNational Coverage: assumes widespread availability of the product– high costRegional coverage: funds allocates so that no particular region hasan advantage or disadvantageoBrand development index (BDI): the percentage of a brand’s sales in an are in relation to the population in that area; determines if the brand is underdeveloped or overdeveloped in each areaKey market coverage: priority to those members of target market in key urban marketso