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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
ONLINE MEDIA PLANNING SERVICE
Design | Development | Marketing
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MEDIA QUESTIONS
Two basic processes:
1. Planning media strategy, including the specific types of consumers/audiences the messages will be directed to.
2. Selecting and Buying media vehicles.
Media planning is both an art and a science. An essential part of the advertising business.
Design | Development | Marketing
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MEDIA QUESTIONS
Where should we advertise?
Which media vehicles?
When during the year?
Should we concentrate our advertising?
How often should it run?
What opportunities are there to integrate our media planning with other Promotion or Communication tools?
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Planners direct the messages to the right people at the right time in the right environments.
TV: Networks, syndication, local, cable, satellite.
National, Regional and Local issuesNon traditional: In flights, parking
meters, blimps, shopping carts, milk cartons,litter cans, taxis, sponsorships.
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Increasing media choices and options
Audience fragmentation
Costs and rate hikes
Multimedia, and interactive
Diverse audiences
And more
Design | Development | Marketing
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Broadcast TVCable TV (Limited)Movies/Cinema Adv.AM/FM radioReel to Reel tapeTelephonePostal MailNewspapersMagazines (9K)Books
1966: 24 hours a day2006: 24 hours a day
Broadcast TV, Cable TV, Pay TV, VODSatellite TV and RadioMovies/Cinema Adv.AM/FM radioTelephone and Mobile phonePostal MailNewspapers, Magazines (17K titles)CD, cassette, MP3, VCR, DVD, PVRInternet and web, including email,
web browsing, PC gaming, Music downloading, P2P
PDA’s, Pagers, Console and Game Devices
COMMONLY AVAILABLE MEDIA VEHICLES 1966 VS. 2006
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Major Factors:1. Target Market. Whom are you going
to sell to?Demographic, geographic and psychographics characteristics
2. Where is product or service distributed?
Local, regional, national or selected marketsRemember BDI and CDI’s
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
3. What is Budget?Percentage of salesShare of market and Share of VoiceObjective and TaskUnit of Sales and Case RateCompetitionTest MarketExperimentalComputer modelingAffordable and Available Funds
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING4. What is Competition Doing? Budgets Which Media? Which Schedules? And more
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING5. Nature of Message? Electronic/Broadcast Print Color/B&W Demonstration Simple Statements
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
6. Reach vs.
Frequency vs.
Continuity (Continuous Schedule)
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Frequency
Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Continuity/Continuous Schedule
Advertising runs steadily and varies little. Compare with:
Flighting and Pulsing with scheduling
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Rating (RTG or %):
The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
RATING = households tuned in to a given program all households with television
SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT)(more simply: share measures the percentage of all TV sets in use watching a particular program)
Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore:400,0001,000,000 = .40, or a rating of 40At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is
Share = 400,000 800,000 = .50, or a rating of 50If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING7. Media Mix Combination of different media, and size of ads Which Media? Which Schedules? And more
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING8. Seasonality and Length of Schedule? Hot tea vs. Cold tea? Snow blowers, toothpaste, coffee. Morning Drive and Evening Drive Flighting Pulsing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
9. Tie-ins with Merchandising and Sales Force?
Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets.
Which Media?Events
Super Bowl Academy Awards Sports
Which Schedules?And more
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING
Where? 56.9% of media exposure
took place in the home, but 21.1% took place at work, 8.3% in the car and 13.7% in other locations.
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING10. FLEXIBILITY
PromotionPromotion
BudgetsBudgets
Clo
sing
Dat
es
Clo
sing
Dat
es
Specials
Specials Com
mitm
ents
Com
mitm
ents
4P’s4P’s and and 7P’s7P’s
Com
petit
ion
Com
petit
ion MixMix
Tar
get
sT
arg
ets
MessagesMessages
Timing
Timing
MessagesMessages
Continuity
Continuity
Rea
chR
each
Frequency
Frequency
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNING11. Cost Efficiencies Which Media? Which Schedules? Which Vehicles?
Design | Development | Marketing
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MEDIA OBJECTIVES, STRATEGIES AND PLANNINGAdvertising is an investment in future sales.
It’s greatest powers are in short-term promotions and its cumulative long-range effects.
And more
Design | Development | Marketing
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CONTACT
Design | Development | Marketing
http://marketing.clicksbazaar.com/online-media-planning
http://www.clicksbazaar.com | [email protected]
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