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Major Factors
in Creating and Building
a Media Plan
Media Questions
Two basic processes:
1. Planning media strategy,
including the
specific types of consumers/audiences the
messages will be directed to.
2. Selecting and Buying media vehicles.
 Media planning is both an art and a science. An
essential part of the advertising business.
Media Questions
 Where should we advertise?
 Which media vehicles?
 When during the year?
 Should we concentrate our advertising?
 How often should it run?
 What opportunities are there to integrate our media
planning with other Promotion or Communication
tools?
Media Objectives, Strategies and Planning
 Planners direct the messages to the
right
people at the right time in the
right
environments.
 TV: Networks, syndication, local,
satellite.
cable,
 National, Regional and Local issues
 Non traditional: In flights, parking meters, blimps,
shopping carts, milk cartons,
litter cans, taxis,
sponsorships.
 Objectives,
IncreasingStrategies
media choices
and options
Media
and Planning
 Audience fragmentation
 Costs and rate hikes
 Multimedia, and interactive
 Diverse audiences
 And more
 Broadcast TV, Cable TV, Pay
TV, VOD
 Broadcast TV
Commonly
Available
Media Vehicles
1966 vs.
2006Radio
 Satellite
TV and
 Cable TV
(Limited)
 Movies/Cinema Adv.
 Movies/Cinema Adv.
 AM/FM radio
 AM/FM radio
 Telephone and Mobile phone
 Reel to Reel tape
 Postal Mail
 Telephone
 Newspapers, Magazines (17K
 Postal Mail
titles)
 Newspapers
 CD, cassette, MP3, VCR, DVD,
 Magazines (9K)
PVR
 Books
 Internet and web, including
 1966: 24 hours a day
 2006: 24 hours a day
email, web browsing, PC
gaming, Music downloading,
P2P
 PDA’s, Pagers, Console and
Game Devices
Media Objectives, Strategies and Planning
Major Factors:
 1. Target Market. Whom are you going to
sell to?
 Demographic, geographic and psychographics
characteristics
 2. Where is product or service distributed?
 Local, regional, national or selected markets
 Remember BDI and CDI’s
Media Objectives, Strategies and Planning
 3. What is Budget?
 Percentage of sales
 Share of market and Share of Voice
 Objective and Task
 Unit of Sales and Case Rate
 Competition
 Test Market
 Experimental
 Computer modeling
 Affordable and Available Funds
Media Objectives, Strategies and Planning
 4. What is Competition Doing?
 Budgets
 Which Media?
 Which Schedules?
 And more
Media Objectives, Strategies and Planning
 5. Nature of Message?
 Electronic/Broadcast
 Print
 Color/B&W
 Demonstration
 Simple Statements
Media Objectives, Strategies and Planning
 6.
Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)
Media Objectives, Strategies and Planning
Reach (Cume)
 The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least once
during the average week for a reported time
period. During the course of the schedule
illustrated, seven different households were
exposed to the spot at least once. Since each home
represents 10 % of the universe, this makes the
reach or cume 70%.
Media Objectives, Strategies and Planning
Frequency
 Average number of times a household or a person
viewed a given television program, station or
commercial during a specific time period.
Media Objectives, Strategies and Planning
Continuity/Continuous Schedule
 Advertising runs steadily and varies little. Compare
with:
 Flighting and Pulsing with scheduling
Media Objectives, Strategies and Planning
 7. Media Mix
 Combination of different media, and
 Which Media?
 Which Schedules?
 And more
size of ads
Media Objectives, Strategies and Planning
 8. Seasonality and Length of Schedule?
 Hot tea vs. Cold tea?
 Snow blowers, toothpaste, coffee.
 Morning Drive and Evening Drive
 Flighting
 Pulsing
Media Objectives, Strategies and Planning
 9. Tie-ins with Merchandising
and Sales Force?
 Coupons, Contests, Trade Deals, Sales Calls, Displays,
Budgets.
 Which Media?
 Events



Super Bowl
Academy Awards
Sports
 Which Schedules?
 And more
Media Objectives, Strategies and Planning
10. Flexibility
Messages
Promotion
4P’s
and
7P’s
Media Objectives, Strategies and Planning
 11. Cost Efficiencies
 Which Media?
 Which Schedules?
 Which Vehicles?
Media Objectives, Strategies and Planning
 Advertising is an investment in future sales.
 It’s greatest powers are in
short-term
promotions and its cumulative long-range effects.
 And more