Transcript Intergrated_Vertical_Marketing_Systemsx

GOALS OBJECTIVES STRATEGY ACTIVITIES TACTICS ACTIONS
MEDIA PLAN ACTIVATION
Media Strategies
Acceptance Criteria:
• Focus on using marketing channels that create the most likely
brand touchpoints for our target:
What is Vertical Marketing?
Coordinated distribution channel where its independent members work
together to achieve greater efficiency and economies of scale, and to eliminate
channel-conflict arising out of disparate individual objectives. So that they can
create a product/system that can service multiple objectives.
3 Types:
Administered
Coordination between production and distribution companies,
without a formal agreement or ownership
Contractual
Independent production and distribution firms formally agree to integrate
their resources, with a formal agreement. (Franchising)
Corporate
Production firm owns a retail chain (forward integration)
Retail chain owns a production firm (backward integration)
Administered System
Proctor And Gamble – Co-ordinated production and distribution stages not through
common ownership or contractual ties but through the size and power of one of the
parties
Contractual System
Western Union,Coca-Cola – consists of independant firms at different levels of
production and distribution who join together through contacts to obtain more
economies or sales impact than each could achieve alone.
Corporate System
AT&T - Production and distribution stages are combined under single
ownership in order to manage corporation and conflict management
Local Radio Germany (6-18h)
Germany
CPM 3,32 € – 25,48 €
CPM
= CPM is the cost per
1,000 impressions. For
example, a $1 CPM means
$1 for 1000 ad views. For
the purpose of ad serving,
it is the cost to serve 1,000
ad impressions.
National Radio Germany (6-18h)
Germany
CPM: 9,00 € - 232,00 €
source : http://www.mss-online.de/radio-werbung/fakten/marktueberblick.html
National TV
•
Belgium prime time:
10’000 € / 30 sec.
 CPM 5.08 €
•
Germany prime time:
19’000 € / 30 sec.
 CPM 6,99 €
•
France prime time
30’000 € / 30 sec.
 CPM 10,00 €
•
Local TV
• Belgium
1’500 €/ 30 sec.
CPM 5,40 €
• France
100 -220 €/ 30 sec.
source: masstomass.com
Definition :
- Deliver promotional marketing messages
to consumers
- Publisher & Advertiser
Online Advertising
Static online advertising:
Presence of non animated banner ads on websites, which are divided into copy, photos and graphic design.
Mobile : advertising via mobile phones or other mobile devices (Banner, Poster, SMS,
MMS, within games, etc.)
Dynamic : streaming ads- audio,video, animation
CPM Comparison
2012
2013
MOBILE
$ 1.14 *
$ 1,08
DYNAMIC
$ 17 to $ 25
$ 15 to $ 20
STATIC
$ 0,4
$ 0,5
* statistics use eCPM, or effective CPM, calculated by dividing the total amount paid for ads by the total number of impressions
and multiplying the result by 1000
Gross Rating Point
•
•
•
GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is
one percent of the potential audience. For example, if 25 percent of all targeted televisions are
tuned to a show that contains your commercial, you have 25 Rating Points.
It is possible to reach a percentage higher than a hundred, this is because the word "gross"
reflects that the calculation can double-count or multiple-count, therefore if 3 percent of your
target population drives by the billboard twice every day for 120 days, then GRPs = 3 x 2 x 120 =
720.
The goal is to obtain the highest possible GRPs at the lowest possible cost, while remaining
focused on the target market. After the campaign, you can calculate actual Reach x Frequency =
GRPs to produce a permanent record.
Cost Per Point
•
This is the cost of buying one Rating Point, or one percent of the Target Population. If, for
example, the cost of a commercial time slot during prime time was $1000 and the program
rating for that time was 10 (which means that 10% of the total potential audience was tuned to
that program), then the cost per gross rating point would be $1000 divided by 10%, or $100
Cost Per Thousand (CPM)
•
•
Cost per thousand is the cost of reaching one thousand people or households via a given
advertising outlet or medium (M is the roman numeral for 1,000). CPM = cost x 1,000 /
target audience.
It is used to measure efficiency of a campaign and to compare costs of various media,
however to be Accurate it must use media that has a roughly even reach.
CPP In Relation to GRP and CPM
OFFLINE
Middle
ONLINE
CPP =
REACH *ADV
CPP is the middle
ground value that
can be used to
compare the cost
of both online and
offline outlets.
FREQUENCY
I.e. Measuring how
effective you add
has been
CPM*
POPULATION
100,000
Database Marketing and Acquisition
Database Marketing:
Database marketing is a systematic approach to the gathering,
consolidation, and processing of consumer data (both for customers
Random
Guess
and potential customers) that is maintained in a company's database.
Price


depends on depth, quality, size
But according to inboxinteractive.com
the average price range
 B-2-C email lists: $100 to $150
CPM
 B-2-B lists: usually starting at $250
CPM and running as high as
$1,000 CPM for a very well
targeted list.
Build 
volunteer
E-Mail
Database
Rent
Buy
Why acquiring E-mail lists is non-efficient
(1) People on a
purchased/ rented list
don't know you
(2) Bad quality of data
o re-usage of lists
(3) IP reputation will be
harmed
(4) Low Return on
investment