Transcript Developing Media Plans

Developing Media Plans
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Market Analysis
Establishing Media Objectives
Developing Media Strategies
– Select the media mix
– Determine the target market and
geographic coverage
– Schedule the media
Chapter 11.1
Table 11.1
Media Characteristics
Media Type
Newspapers
Magazines
Radio
Television
Direct Mail
Outdoor and Transit
Advantages
Disadvantages
Short lead time for placing ads
Low cost
Good coverage
Can be used for coupons
Short life span
Wasted coverage
Clutter
Poor reproduction quality
Quality reproduction
Long life span
Audience selectivity
High information content
“Pass along” value
Personal
Low cost
Flexibility
Low production costs
Audience selectivity
Large audience
High impact of message
Low cost per exposure
High credibility
Long lead time for ad
placement
High production costs
Lack of flexibility
High selectivity/low wasted
coverage
Easily evaluated
High information content
Short lead time
Low cost per exposure
High repetition
Target location
Lack of visual appeal
Fleeting message
Clutter
High absolute cost
High production costs
Fleeting message
Clutter
Low selectivity
Poor image
Clutter
High cost per contact
Wasted coverage
Legislation/local restrictions
Long lead time
Lack of flexibility
Chapter 11.2
Essentials in Media Selection
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Market focus
Media focus
Periodic media update
Establish media effectiveness guidelines
Advertising by objective
Coordinate advertising with marketing campaigns
Develop a sound advertising budget
Plan around media pollution
Coordinate local and national efforts
Use a variety of media
Keep accurate files
Chapter 11.3
Approaches to Media Scheduling
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Continuous Advertising – keeping the
amount of advertising relatively constant over
time
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Flighting Media Scheduling – use spurts
and stops; blitz periods with no advertising in
between
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Pulsing Advertising – constant low level of
advertising with periodic spurts/blitzes
Chapter 11.4
Advertising Media
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Print Media – newspapers and magazines
Broadcast Media – television and radio
Direct Mail
Support Media – outdoor, brochures, and
collateral materials
Chapter 11.5
Newspapers
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Advantages
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Short lead time
Low cost
Good coverage
Can use coupons
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Disadvantages
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Short life span
Wasted coverage
Clutter
Poor reproduction
quality
Chapter 11.6
Magazines
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Advantages
– Good quality
reproduction
– Long life span
– Audience selectivity
– High information
content
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Disadvantages
– Long lead time
– High production
costs
– Lack of flexibility
Chapter 11.7
Techniques for Successful Print
Advertising
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Attract consumer’s attention with
headline
Use visual components (artwork,
graphics)
Keep layout and copy simple and
straightforward
Make use of coupons
Don’t hesitate to reuse successful print
Chapter 11.8
ads
Radio
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Advantages
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Personal
Low relative cost
Flexibility
Low production costs
Audience selectivity
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Disadvantages
– Lack of visual appeal
– Fleeting message
– Clutter
Chapter 11.9
Techniques for Successful Radio
Advertising
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Keep message simple; listeners often
engaged in other activities
Music should be kept simple/memorable
Ad should suggest immediate action
Ad should talk directly to consumers in
language and tone they will understand
Copy should make listener visualize the
product
Chapter 11.10
Selecting Radio Spots
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Determine the number of spots
Decide the days the spots will be
broadcast
Determine the times of day the spots
will be broadcast
Chapter 11.11
Production Guide for a 60-second
Radio Commercial
Introduction
5 to 10 seconds
Commercial Copy
30 to 40 seconds
Recap of
Pertinent Points
5 to 10 seconds
Musical Logo
5 to 10 seconds
Chapter 11.12
Television
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Advantages
– Large audience
– High impact of
message
– Low cost per
exposure
– High credibility
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Disadvantages
– High absolute cost
– High production
costs
– Fleeting message
– Clutter
– Low selectivity
Chapter 11.13
Techniques for Successful
Television Advertising
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Visual aspect of commercial must
convey the message to the consumer
Ad must capture viewer’s attention
immediately
Ad should stay with one idea and repeat
it
Ad should accurately project the image
of the firm
Chapter 11.14
Direct Mail
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Advantages
– Highly selective
– Low wasted
coverage
– Easily evaluated
– Short lead time
– High information
content
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Disadvantages
– Poor image
– Clutter
– High cost per
contact/exposure
Chapter 11.15
Techniques for Successful Direct
Mail
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Must capture consumer’s attention
Layout and copy should be personal
and not too complicated
Successful direct mail pieces should be
repeated
Should be creative
Chapter 11.16
Outdoor Advertising
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Advantages
– Low cost per
exposure
– High repetition
– Ability to target
location
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Disadvantages
– Poor audience
selectivity
– High wasted
coverage
– Local legislation and
restrictions will vary
– Long lead time
– Lack of flexibility
Chapter 11.17
Specialty Advertising
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Advantages
– Retention
– Selectivity
– Low cost
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Disadvantages
– Image
– Clutter
Chapter 11.18