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This document outlines the key sections of a media plan: objectives, strategies, and tactics. It provides examples of common media objectives such as target audience, reach and frequency, geographic coverage, creative implications, promotion support, and budget limitations. For the strategies section, it recommends choosing appropriate media based on the target audience's media usage, the advertising objectives, creative constraints, budget, and competitors' strategies. Finally, it discusses scheduling patterns, weighting reach and frequency by season and region. The overall message is that a strong media plan clearly identifies and supports each choice with data and rationale.
This document outlines the key sections of a media plan: objectives, strategies, and tactics. It provides examples of common media objectives such as target audience, reach and frequency, geographic coverage, creative implications, promotion support, and budget limitations. For the strategies section, it recommends choosing appropriate media based on the target audience's media usage, the advertising objectives, creative constraints, budget, and competitors' strategies. Finally, it discusses scheduling patterns, weighting reach and frequency by season and region. The overall message is that a strong media plan clearly identifies and supports each choice with data and rationale.
This document outlines the key sections of a media plan: objectives, strategies, and tactics. It provides examples of common media objectives such as target audience, reach and frequency, geographic coverage, creative implications, promotion support, and budget limitations. For the strategies section, it recommends choosing appropriate media based on the target audience's media usage, the advertising objectives, creative constraints, budget, and competitors' strategies. Finally, it discusses scheduling patterns, weighting reach and frequency by season and region. The overall message is that a strong media plan clearly identifies and supports each choice with data and rationale.
The second part of Paper III has three major sections: Media Objectives - Media Strategies -- Media Tactics (Executions Media Objetives Out!ine "hat the media p!an is expected to accomp!ish# $ecause the media objectives te!! "hat is to be accomp!ished% the& do not mention specific media se!ection &et# Media se!ection is at the strateg& !eve!' objectives dea! on!& "ith "hat is to be done# Poor examp!e : (se net"or) te!evision to provide broad nationa! coverage - (se media that "i!! provide broad nationa! coverage to support nationa! sa!es and distribution Media objetives an ta!e man" #orms and over man" di##erent areas$ %owever& t%e #ollowing objetives are basi to most media plans. Target *udience : "hom are &ou tr&ing to reach+ ,each-.re/uenc& : Present re!evant !eve! of ,each and (*verage .re/uenc& for a 0-"ee) period# .or examp!e% ,each 123% and *verage .re/uenc& 4# .irst% &ou need to consider "hich one is more important for &our advertising objectives since there is trade-off bet"een ,each and .re/uenc&# --5o &ou "ant reach+ Or more fre/uenc&+ 6hich is more important+ 777 8enera! ,u!e of Thumb777 If &ou "ant to increase broad range of a"areness% coverage is more important# So% focus on ,each# If &ou "ant to attract ne" customers nationa!!&% emphasi9e ,each# I. &ou "ant to ho!d current users in )e& mar)ets% increase .re/uenc&# If &ou "ant to focus on convincing &our target audience that &our brand is better than $rand $% :exposure; is more important# So% fre/uenc& needs to be emphasi9ed# <o" much :.re/uenc&; is enough+ --;Effective .re/uenc&; Three p!us ru!e 6hat is proper :,each; !eve!+ - t&pica!!& bet"een 423-123 (se Ostro" Mode! (p# ==>% Media .!ight P!an boo) 8eographic coverage (,egiona!it&: 6here shou!d advertising be p!aced+ Is there a need for certain geographic emphasis+ .or examp!e% top ?4 or top 42 5M*s# @reative imp!ications : 5oes the cop& p!atform or creative strateg& have an& imp!ications for p!anning media+ (Sometimes the creative strateg&% b& its nature% can !imit se!ection p!anning to a sing!e medium# Promotion support : Inc!ude if media "i!! be needed to support promotion effort# Trade @ommunication : If app!icab!e% indicate "hat media need to do to support trade consumers# $udget !imitation: Put &our "or)ing media cost here# '(ample$ ,each-.re/uenc&: Provide average reach% >23 "hi!e maintaining average fre/uenc& of 0#2# ,egiona!it&: (se nationa! media to support nationa! distribution and sa!es% but a!so provide advertising heav&-up in the top 42 mar)ets that are !ocated in the 6est and South regions# Seasona!it&: Aear-!ong advertising is desirab!e% but it is far more important to provide ade/uate advertising "eight during the pea) se!!ing seasons: for examp!e% the summer se!!ing seasons% bac)-to-schoo! (*ugust-September% and ho!ida& gift giving periods (5ecember- Banuar& @reative imp!ications: Primar& media must provide for visua!i9ation of the product# Primar& media must be ab!e to accommodate the commercia! jing!e# Promotion support: Provide media support for the nationa! couponing effort schedu!ed for *ugust# Trade @ommunication: o Provide for strong communication "ith the retai! trade in order to bui!d a"areness and encourage stoc)ing of the brand# o Provide media specifica!!& to reach bu&ers and managers of food% drug% and discount stores# $udget: The forgoing media objectives are to be accomp!ished "ithin a "or)ing media budget of C=2#4 mi!!ions# 5r# D"angmi D# Dim Advertising Campaign (MCOM ))*& Fall 2005) Media +trateg"$ ,n t%is setion& "o- need to reommend t%ree main t%ings$ media mi(& s%ed-ling& weig%ting o# .ea% and Fre/-en" b" seasonalit" and regionalit". +teps to #ollow$ 0. 1arrow down "o-r media options b" dis-ssing ea% #ator2iss-e. 2. A#ter narrowing t%e %oies o# media& "o- need to %oose t%e relevant media mi( #or "o-r ampaign. 3. 4%en& reommend media #ormat #or ea% medi-m i# appliable. For e(ample& i# "o- %ose 45 as part o# media mi(& "o- need to reommend spei#i 45 #ormats (e.g& able 45& networ! 45& s"ndiated 45) =# The fo!!o"ing five factors shou!d be considered and discussed before ma)ing decisions on Media Mix Target audiences use of media class (Quintile Ranking) (sing the Euinti!e information from M,I% consider media c!asses that have high /uinti!e ran)ings (i#e#% high index in Euinti!e I and II% and !o" index in Euinti!e IF and F against &our target audience# - 4%is means "o- %ave to -se a rig%t M., table #or "o-r target a-diene. Advertising Objective Is &our advertising objective met better "ith a set of media mix than others+ - net"or) TF to maximi9e reach /uic)!&% radio to increase fre/uenc& among se!ected target% ne"spapers or maga9ines for informative% comp!ex information de!iver& Bustif& &our recommendation through demonstration of &our )no"!edge on characteristics of different media# *!most a!! the textboo)s on mass communication% inc!uding the one for &our Media P!anning @ourse% address this issue# Creative Constraints 5oes &our creative strateg& re/uire certain media than others+ (e#g#% te!evision for demonstration% vivid co!or for maga9ine and TF% jing!e and cath& phrases for radio and TF# Exp!ain "h& and "h& not# $udget constraints @onsider the cost to bu& time and space in each medium# *!so% consider the genera! cost efficienc& (@PM# Gote that the t"o t&pes of costs are different# .or examp!e% net"or) TF time (:unit cost; is expensive to purchase% but ver& cost efficient (!o" @PM# On the other hand% consumer maga9ines are both expensive (than GPs to purchase and not ver& cost efficient (high @PM% but necessar& to reach se!ective target audience# Competitors media mix (sing @M,% compare &our brandHs media mix "ith that of the competitors# This is a good p!ace to bring :Share of Foice; concept again# *re the& simi!ar or different+ 5o &ou "ant to maintain the competitive position "ithin the current media mix+ Or% do &ou "ant to see) opportunit& in an underuti!i9ed media c!ass "here competitors are "ea)+ ?# Propose &our recommendation of media mix% then discuss media format-genre "ithin a certain medium (for examp!e% cab!e tv% s&ndicated tv% net"or) tv for TF% and "omenHs maga9ine% fashion% hea!th maga9ines for maga9ines% net"or) radio or spot radio# *!so% discuss da&parts for broadcast media# I# Propose schedu!ing pattern Out of three patterns (continuous% pu!sing% and f!ight% "hich pattern of schedu!e% in !ine "ith the seasona!it& issue% "ou!d &ou recommend to &our c!ient+ 6hat "ou!d &ou consider to ma)e a decision+ (.or examp!e% a t&pica! pa&da& is =4 th of each month-- Aou might "ant to ma)e &our advertising schedu!e heavier around =4 th of each month to bui!d a"areness and generate interests# 0# 6eighting% ,each and .re/uenc& <ere% ma)e a recommendation on "hich geographic mar)ets "i!! receive more :"eights; (meaning emphasis in the media p!an than others% "hich season "i!! receive more "eights# *!so% provide specific reach-fre/uenc& for each month during the "ho!e campaign period# 6ood media plans are t%e ones t%at ever" %oie is learl" identi#ied and s-pported wit% detailed data and rationale.
The Sum of The Reach Number of Specific Media Vehicles in A Given Media Plan Gives The Message Weight Is Expressed in Terms of Gross Impressions or Gross Rating Points (GRP)