Media Planning: Objectives, Strategies, And Plan Development

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Media Planning:
Objectives, Strategies, and
Plan Development

Big Strategic Decisions
• Media Objectives
– Goals that the communication campaigns seeks to accomplish

• Media Strategies

– Actions to attain objectives
– Achieve advantage over competitors

• Need to move beyond the “what will media do to my target” mentality to the question of “what will my target do with the media?” Need to Understand Basics
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Audience Measurement and Accumulation
Reach and Frequency Concepts
Target Market Definition
Competitive Expenditures Analysis
Geographic Market Analysis
Media Strengths and Limitations
The Media Mix
Media Relations

Media Objectives
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Respond to Competition
Tailor to the Creative
Segment the Target Market
Balance Reach and Frequency
Target Strong Localities
Establish Scheduling Pattern
Support Promotions
Prioritize Budgetary Demands
Establish Criteria for Success
– Communication Goals or Sales Goals

And Core Strategic Issues
1. Brands presence in any medium should be large.
2. Communicate when consumers are buying.
3. Message strategy strongly affects media strategy.

Things you must know before planning
1.
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Know
Know
Know
Know
Know

the marketing problems and opportunities the complexities of strategy how the product will be sold how to neutralize the competition the costs of strategies

Elements of Media Strategy
• Must always consider the following:
– Target Market
– Reach and Frequency
– Creative Strategy
– Continuity
– Cost Efficiency
– Budgetary Constraints

Creative Media Strategy
• Dare to be innovative
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Strategy should differ from competition
Creative should not depend on $
Start with numbers, then go beyond
Secure an advantage over competition

– Risk, but not just for the sake of it

Tensions Between Strategies
• Four Closely Related Elements:
– Reach, Frequency, Continuity, and
Market Coverage
– Budgetary Constraints
• Can’t reach everyone (R) as many times as you want (F), with year round (C) coverage in all good potential markets (MC)

– Must decide what deserves emphasis

Strategic Alternatives
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Flighting or Pulsing
Heavy Introduction Effort
Heavy-Up Scheduling
Geographic Market Weighting
Mixing/Combining Media
Share-of-voice

Determining Media Value
• Primary Objective Criteria
• Secondary Objective Criteria
• Subjective Criteria

Primary Objective Criteria
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Demographic Target Delivery
Strategic Target Delivery
Psychographic Target Delivery
Category User Coverage
Cost Efficiency

Secondary Objective Criteria
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Pass Along/Buzz Factor
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