3. Environmental Constraints InternalExternal Topic: Marketing Situation Analysis B. Consumer, Market, Environment  Company Policy and Image  The Budget  Economic conditions  Social/Cultural/legal Environment  Media Environment  Weather/Natural Environment ( i.e., seasonality of sales)

Internal Constraints: How might they influence media decisions? Topic: Marketing Situation Analysis B. Consumer, Market, Environment 3. Environmental Constraints  Company Policy and Image u Does the vehicle image fit well with the company image  The Budget u What media can we afford, given the budget? u Do I have large enough budget to use media such as network television?

External Constraints: How might they influence media decisions? u If the general economy is bad, how will it affect the sales of our brand?  Economic Conditions Topic: Marketing Situation Analysis B. Consumer, Market, Environment 3. Environmental Constraints

External Constraints: How might they influence media decisions? u Are there differences between the baby boomer and the post-boomer (Generation X or Y) in VALS, program preference, etc. ? How does it affect my target decision, media choices, etc.? u Can our product be advertised on TV?  Social/Cultural/Legal Environment Topic: Marketing Situation Analysis B. Consumer, Market, Environment 3. Environmental Constraints

External Constraints: How might they influence media decisions? u Media clearance policies: will our ads/formats be acceptable?  Media Environment Topic: Marketing Situation Analysis B. Consumer, Market, Environment 3. Environmental Constraints  Weather/Natural Environment (I.e., seasonality of sales)  The best time to run advertising? Examples: a brand of sail boat: a dry dog food brand: a brand of toothpaste:

External Constraints: How might they influence media decisions? u One of the most important section in a media plan  Competition -- followed in a separate section Topic: Marketing Situation Analysis B. Consumer, Market, Environment 3. Environmental Constraints