Transcript Integrated Marketing Communications

Media Strategy:
Understanding the
Competition
Critical Strategy Questions
• What is the history of the market?
– Comparative brand analysis
• Sales, Share, Price, Geographic, Seasonal
• Where do we have distribution?
– Shelf-facings, displays, inventory, promotions
• Business-to-Business Communication
• Who are the consumers of the product?
– Primary, Secondary, Tertiary Audiences
• What are the features of the product?
– Channels depend on message complexity
• What media do competitors use?
Marketing Strategy Plan
• A blueprint for action geared at promoting
the product or service, with the goal of
gaining an advantage over competitors
–
–
–
–
–
–
–
Major strategy - major responses to problems
Basic objectives - short term goals
Basic selling idea - key selling premise
Presentation of selling idea - creative concept
Sources of business - consumer and dealer
Product strategy - price, design, extensions
Spending strategy - introduction and extended
Media Expenditures Analysis
• Must consider the available media options
and their use by your competitors
– Use same media as competitors, or make a
special effort to use different media?
– How much advertising should we put into the
market to counter competitors’ efforts?
• Answers to questions depend heavily on
objectives and competitive barriers
Questions to Answer
• Which media are used?
– Which are most significant?
• How much is spent in each medium?
– Total for all media?
• When are competitors advertising?
– How are they using media strategically?
• Where is advertising concentrated?
– How much weight in each market?
Major Data Sources
•
•
•
•
•
BAR/LNA Multimedia Service
LNA Newspaper Service
LNA Outdoor Advertising Service
Publisher’s Information Bureau
Mediawatch - Top 75 markets
– Think about share of voice - GRPs
– Think about share of dollars - Spnding