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4550: Media Strategy I Professor Campbell 3/15/05.

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Presentation on theme: "4550: Media Strategy I Professor Campbell 3/15/05."— Presentation transcript:

1 4550: Media Strategy I Professor Campbell 3/15/05

2 Plan: Two Days on Media Strategy Media Strategy: Objective and Process Two questions –Where? Media Selection Vehicle Selection –When? Three factors Effective Frequency & Reach

3 Overview Creative Objectives Media Objectives Communication Objectives Situation Analysis Marketing Strategy

4 The Goal of Media Strategy

5 The Media Plan Process Set Media Objectives Set Media Guidelines Select Media Classes Select Media Vehicles Media Use Decisions

6 Two Major Questions Where? (Media Selection) –Marketing mix of the firm –Competitors’ media strategies –Communication objectives and budget of the firm –Characteristics of the media –Geographical differences BDI, CDI, etc. When? (Media Scheduling) –Target market objectives of the firm –Target audience delivered and cost of media –Competitors’ media strategies

7 Tools to Examine Markets Geographically Survey of buying power index –Published annually (Sales & Marketing Management) –Derive an index that indicates the potential of a metro area relative to the US as a whole Brand Development Index (BDI) –Percentage of brand to total sales in the US Market/ Percentage of total US pop in the market X 100 Category Development Index (CDI) –Percentage of product category total sales in the US Market/ Percentage of total US pop in the market X 100

8 Factors in Media Class Selection Objectives –Need for visual and/or emotional impact –Signaling needs Target –Behaviors –Expectations and associations Budget

9 Primary and Secondary Media Primary –The most effective medium for achieving the brand’s communication objectives and affecting consumer behavior Secondary –Reach proportion of target audience not reached by primary –Achieve communications objectives at lower cost (either simultaneously or later in the media plan) –Attain timing advantage near or at the point- of-purchase

10 Television Advantages Disadvantages

11 Radio Advantages Disadvantages

12 Magazines Advantages +Very well-defined audience +Visual +Good quality reproduction +Can include detailed info +Long-life catalog value pass-along readership Disadvantages –Static Image –Clutter –Long lead time

13 Newspapers Advantages +Extensive reach +Flexibility in ad size +Can target by interest (section) +Good referability +Short lead time +Inexpensive Disadvantages –Static Image –Poor reproduction quality –Short life –Buying implementation can be difficult (many markets)

14 Direct Response Advantages +High selectivity +Reader controls exposure +High info content +Opportunities for repeat exposure Disadvantages –High cost –Low response rates –Clutter –“Junk mail”

15 Outdoor Advantages +Location specific +High repetition +Easily noticed +Reaches broad spectrum of population Disadvantages –Short!!! –Not terrific reproduction –Local restrictions

16 Other Media Transit Directories Catalogs Movies (Theater and Tapes) Public TV Billboard carrying trucks/buses Shopping carts Video tapes/diskettes “The web”

17 IMC Goal… Put together a mix of media classes that balance out strengths and weaknesses

18 Factors in (Specific) Vehicle Selection Vehicle Audience Cost/ value Context

19 Vehicle Selection, continued... Circulation –the number of physical units carrying the advertising Audience –the number of people who are exposed to the vehicle with the advertising Effective Audience –the number of people within the target (or with the target’s characteristics) who are exposed to the vehicle

20 Demographic Matching Get data on target’s media behavior –Define target in demographic terms –Profile media in demographic terms –Match up to maximize target market coverage at the lowest cost

21 Summary… Media strategy is highly important to the success of advertising Media strategy should be driven by the communication objectives and the creative strategy One major component is choosing WHERE advertising should appear Media class selection is based on the strengths and weaknesses of vehicles in relation to objectives, the target and budget Vehicle selection is based on circulation, effective audience, context, and cost

22 Next Class… We will continue to discuss Media Strategy –Consider factors in developing the Media Plan BB Chs. 10, 11, 12 Due April 5: Final Project Industry/Situation Analysis –Make sure you are: –Conducting secondary research on company and industry –Collecting and analyzing communications –Colleting primary data in time to include

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