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STRATEGY
Many companies large and small are
focusing additional attention on the
integration of creative work and media, as
well as the use of multiple media vehicles
to achieve the optimal impact.
Chapter - 7
Insufficient Information
While a great deal of information about markets and
the media exist, media planners often require more
than is available. Some data are just not measured,
either because they cannot be or because
measuring them would be too expensive.
Inconsistent Terminologies
Problems arise because the cost bases used by
different media often vary and the standards of
measurement used to establish these costs are not
always consistent.
Time Pressures
It seems that advertisers are always in a hurry
sometimes because they need to be; other times
because they think they need to be. Actions by a
competitorfor example, the cutting of airfares by
one carrierrequire immediate response. But
sometimes a false sense of urgency dictates time
pressures. In either situation, media selection
decisions may be made without proper planning
and analyses of the markets and/or media.
DEVELOPING AND
IMPLEMENTING MEDIA
STRATEGIES
10
11
Geographic Coverage
The objective of weighting certain geographic areas
more than others makes sense, and the strategy of
exerting more promotional efforts and dollars in
those areas follows naturally.
12
Scheduling
Continuity refers to a continuous pattern of
advertising, which may mean every day, every
week, or every month. The key is that a regular
(continuous) pattern is developed without gaps or
non-advertising periods. Such strategies might be
used for advertising for food products, laundry
detergents, or other products consumed on an
ongoing basis without regard for seasonality.
13
Flexibility
An effective media strategy requires a degree of
flexibility. Because of the rapidly changing
marketing environment, strategies may need to be
modified. Flexibility may be needed to address the
following:
1.Market Opportunities
2.Market Threats
3.Availability of Media
4.Changes in Media or Media Vehicles
CHARACTERISTICS OF
MEDIA
14
15
Television
Advantages
1.
2.
3.
4.
5.
6.
7.
Mass coverage
High reach
Impact of sight,
sound, and motion
High prestige
Low cost per
exposure
Attention getting
Favorable image
Disadvantages
1.
2.
3.
4.
5.
Low selectivity
Short message life
High absolute cost
High production
costs
Clutter
16
Radio
Advantages
Disadvantages
1. Local coverage
1. Audio only
2. Low cost
2. Clutter
3. High frequency
4. Flexible
4. Fleeting message
audiences
17
Magazines
Advantages
1. Segmentation
2.
3.
4.
5.
potential
Quality reproduction
High information
content
Longevity
Multiple readers
Disadvantages
placement
2. Visual only
3. Lack of flexibility
18
Newspapers
Advantages
Disadvantages
1. High coverage
1. Short life
2. Low cost
2. Clutter
placing ads
Ads can be placed in
interest sections
Timely (current ads)
Reader controls
exposure
Can be used for coupons
3. Low attention-getting
capabilities
4. Poor reproduction
quality
5. Selective reader
exposure
19
Outdoor
Advantages
Disadvantages
1. Location specific
2. High repetition
requires short ad
2. Poor image
3. Local restrictions
3. Easily noticed
20
Direct mail
Advantages
Disadvantages
1. High selectivity
1. High cost/contact
2. Reader controls
exposure
3. High information
content
4. Opportunities for
repeat exposures
mail)
3. Clutter
21
information
User attention and
involvement
Interactive
relationship
Direct selling
potential
Flexible message
platform
Disadvantages
1. Limited creative
2.
3.
4.
5.
capabilities
Websnarl (crowded
access)
Technology
limitations
Few valid
measurement
techniques
Limited reach
22
Limitations of Television
Although television is unsurpassed from a creative
perspective, the medium has several disadvantages
that limit or preclude its use by many advertisers.
1.Costs
2.Lack of Selectivity
3.Fleeting Message
4.Clutter
5.Limited Viewer Attention
6.Advantages of Cable
7.Limitations of Cable