Transcript Developing Media Plans

Media Selection
• To whom should the advertising be
directed?
• Where do these people live?
• What media should be used?
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Developing Media Plans
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Performing a market analysis
Establishing media objectives
Developing Media Strategies
Selecting the media mix
Determining target market and geographic
coverage
• Scheduling the media
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Table 12.1
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
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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
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Approaches to Media
Scheduling
• Continuous Advertising – keeping the
amount of advertising relatively constant over
time
• Flighting Media Scheduling – use spurts and
stops; blitz periods with no advertising in
between
• Pulsing Advertising – constant low level of
advertising with periodic spurts/blitzes
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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
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Newspapers
• Advantages
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Short lead time
Low cost
Good coverage
Can use coupons
• Disadvantages
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Short life span
Wasted coverage
Clutter
Poor reproduction
quality
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Magazines
• Advantages
– Good quality
reproduction
– Long life span
– Audience selectivity
– High information
content
• Disadvantages
– Long lead time
– High production costs
– Lack of flexibility
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Techniques for Successful
Print Advertising
• 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 ads
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Radio
• Advantages
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Personal
Low relative cost
Flexibility
Low production costs
Audience selectivity
• Disadvantages
– Lack of visual appeal
– Fleeting message
– Clutter
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Techniques for Successful
Radio Advertising
• 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
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Selecting Radio Spots
• Determine the number of spots
• Decide the days the spots will be
broadcast
• Determine the times of day the spots will
be broadcast
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Production Guide for a 60second 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
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Television
• Advantages
– Large audience
– High impact of
message
– Low cost per exposure
– High credibility
• Disadvantages
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High absolute cost
High production costs
Fleeting message
Clutter
Low selectivity
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Techniques for Successful
Television Advertising
• 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
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Direct Mail
• Advantages
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Highly selective
Low wasted coverage
Easily evaluated
Short lead time
High information
content
• Disadvantages
– Poor image
– Clutter
– High cost per contact
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Techniques for Successful
Direct Mail
• 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
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Outdoor Advertising
• Advantages
– Low cost per exposure
– High repetition
– Ability to target
location
• Disadvantages
– Poor audience
selectivity/high wasted
coverage
– Local legislation and
restrictions will vary
– Long lead time
– Lack of flexibility
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Internet and Web Advertising
• Low cost per
exposure
• Easy to monitor click
through impressions
• Can be highly
targeted
• Short lead time
• Search engine
optimization
• Clutter
• Low target market
selectivity of some
web sites
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Specialty Advertising
• Advantages
– Retention
– Selectivity
– Low cost
• Disadvantages
– Image
– Clutter
© 2010 John Wiley & Sons, Inc.
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