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Table Of Contents

1. Identify and Analyze Target Audience
2.1.1 Demographics and Psychographics
2.1.2. Generational Cohorts
2.1.3. Product and Brand Usage
2.1.4. Primary and Secondary Target Audience
2.1.5. The Size of Target Audiences
2.2.1. Reach, Frequency and Gross Rating Points
2.2.2. Frequency Distribution, Effective Frequency and Effective Reach
2.2.3. Setting Communication Goals
3.1.1 Mix Strategy: Media Concentration vs. Media Dispersion
3.1.2. Media Category Selection
3.2. Geographic Allocation Decisions
3.3. Media Schedule Decisions
4.1. Reach Considerations
4.2. Frequency Considerations
4.3. Media Vehicle Characteristics
4.4. Selection of Media Vehicles
5.1. What to Measure
5.2. How to Measure
6% (or around £800m) of the total spend. Outdoor & transport
7. Clearance of excessive inventories
8. Motivate dealers to stock and sell more
9. Encourage dealers to participate in display and sales contests
10. To gain advantageous shelf-space
11. To increase store traffic
12. Improve relationship with dealers
13. To block competitor‘s moves
14. Motivate sales force
15. To supplement advertising and personal selling efforts
16. Deflect customers‘ attention from price
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Published by: Aravinth Ramakrishnan on Dec 29, 2011
Copyright:Attribution Non-commercial

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03/23/2012

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