1. Media objectives and strategies

2. Media Objectives & Strategies
SWOT
Statement of Facts
Marketing Objectives
Media Objectives
Identify the Goal
Define what is to be accomplished
Media Strategies
How to Achieve the Goal
Specific tactics

3. Writing Media Objectives
Derived from the marketing objectives
Must be measurable and actionable
Backed by research
Focus on the goal – define exactly what you want to do
What is to be accomplished?
Objectives are interconnected, each affects the other
Example: Over sixty percent of Brand X’s sales volume is derived from target audience A. The goal of this campaign is to increase the brand experience by 20% among target audience A. The campaign will reach over 1 million in 15 markets using media A & B.

4. Writing Media Strategies
Tells how to achieve the Media Objective
Integration between objective & strategy
Be direct and to the point
Include rationale
Define data points (brand experience = ?)
Example: We will launch the campaign in March with media A at a level of 350 GRPs. This level is appropriate for a new campaign launch. Media schedule includes programs A, C & D. In April, we will launch promotional campaign in top 5 markets.

5. 6 Media Objectives & Strategies
Each requires an objective and strategy
Target Audience & Media Mix
Reach, Frequency & GRPs
Scheduling & Timing
Media Budget
Geography
Sales Promotion
Internet Strategy – Covers any content requirements for the website.

6. General guidelines
“A brilliant media strategy is totally wasted unless it is communicated with brilliance”
Keep it interesting, be direct
Organization is key
Builds a better case by flowing logically
Helps with presentation
Be specific; use numbers, percentages – not generalizations
Use tables & charts when appropriate, but explain in preceding paragraph.

7. TUGAS
Buatlah contoh kasus umum tentang Perencanaan Media, dengan memperhatikan Komponen sebagai berikut :
Statement of Facts
Marketing Objectives
Identify the Goal
Define what is to be accomplished
How to Achieve the Goal
Specific tactics
Tugas diketik dengan menggunakan font Times New Roman (12 pts), spasi 1,5, dicetak dan dikumpulkan pada saat pertemuan, Jumat – 19 juni 2015