Notesale: Turn your study into money

Document Preview

Extracts from the notes are below, to see the PDF you'll receive please use the links above

---

Media planning:

Chapter 1: The concept

• The written document: sums up the objectives and
strategies
...


Media planning studies:
1
...

2
...

3
...
In which Months should we advertise?
5
...

6
...


Media planners should also study:
1
...
Competition
3
...

Marketing objectives à Advertising objectives à media
objectives




5 means of a media plan:
1
...
Statement of Objectives
3
...
Media mix
5
...



3-target market definition:
• Every product class has slightly different
demographic profiles of heavy; medium; or light
users
...

• Smaller segmentations usually cost the advertisers
less money to reach and are perceived to have
higher sales potential than do other consumers in
the total market
...

• The goal is to identify the targets—those who are
most likely to buy the brand or the product
...

• Reach potential: It assesses the medium’s ability to
accumulate large numbers of people within its total
audiences
...

• Geographic flexibility: It deals with the medium’s
flexibility to provide advertising in selected
geographic areas
...

• Advertising exposure control: It relates to the
medium’s ability to control when a consumer will
see/hear the advertising in that medium
...

• Location at time of exposure: It relates to the
consumer’s physical location at the time the consumer
is exposed to the medium
...


Media plan:
Elements:

§ Product characteristics
§ Distribution channels
§ Promotion mix
§ Packaging
§ Price policy
A media plan is affected by competition and economic
conditions
...
Get the most
time space for the least CPM
Q: what is an efficient media plan?
A: It is a plan which reaches potential customers, an
adequate* number of times with a minimum of
waste
...
Target audience:

-Strategic TA: purchasing and using habits
-Demographic TA: the media should match the
destination of advertising
2
...
Seasonality
4
...
But you should reduce media weight
just before the end of the increase sale period
so that you are not investing against in a
diminishing market
...
Then calculate the cost per point
(CPP) and their related gross rating points
(GRP)
...

Determining (frequency) goals:
The effective frequency should be between 310
...


How to calculate media weight:
GRP=REACH x FREQUENCY
GRP: Gross Rating Points
REACH: The number of different persons exposed to a
specific media program at least once
FRQUENCY: The average number of times an audience
unit is exposed to a vehicle
...
Target audience: strategic/demographic
2
...
access the CPM(cost per
thousand)and the mass medium
...
How often and how many will be used:
For a launching campaign:-large coverage to
generate awareness
...
When selected media will be used:
Seasonality

5
...
It
allows
advertisers to meet competition better, at the most favorable
times relative to their brands
...
Continuity necessitates a high advertising
budget to secure the mileage
...
Products sold all year round use usually pulsing
(ex: detergents) with ups (high seasons) and down (declining
months) in terms of sales
...
Creative message strategy
Innovation / creativity/ perception

4-Tactical approach:
Tactics or the tactical approach is the step by
step procedure that backs or demonstrate the
media planner strategy
...


GRP= REACH x AVERAGE FREQUENCY



---