Ad Prin - Media Strategy and Evaluation

•MEDIA STRATEGY •
•MEDIA STRATEGY •
Developing the Media Plan

MEDIA STRATEGY
Overview
• Planning and Advertising Campaign Review •
• Deciding the media and creative strategy
• Media Plan
• Goal: Media optimization- best combination of media to achieve the advertising objectives within given budge
• Considers:
• Target marke
• Product, positionin
• Advertising message
• Campaign length, media closing dates and exposures desire
• Determines: media to be used, timing, frequency, length of time
• Media Planner:
• person(s) responsible for evaluating and strategizing media option
• Decides, when, where, how often
• https://www.slideshare.net/PrakashJoshi80/media-planning-and-stretegy?qid=9ad05a55-e4af-49c1-9228-7a935d7cd52f&v=&b=&from_search=10
• https://bbamantra.com/planning-advertising-campaign/
• https://www.yourarticlelibrary.com/advertising/advertising-research-testing-various-types-of-advertisements/22276

MEDIA STRATEGY
Process
• Steps involved •
1. Market Analysi
2. Media Objective
3. Media Strategie
4. Media Implementatio
5. Evaluation and Follow Up
• Note: Do the steps look familiar?
s
MEDIA STRATEGY
Process
1. Market Analysi
• Target Audienc
• Internal and external factors that influences the plan, including competitor media strateg
• Where and when to focus on advertising efforts
2. Media Objective
3. Media Strategie
4. Media Implementatio
Note: Usually media planners get as much information as they can from the client especially for #1 and #2, as well as the
budget, before creating a Media Strategies and overall Media Plan.
e
MEDIA STRATEGY
• Steps involved Process
1. Market Analysi
•
2. Media Objective
Considerations:
• Who: is the target marke
• What: is the messag
• Where: are the priority market
• When: is the best time to advertis
• How: many, often, long?
5 Types of Objectives
• Reach: # of people that will be exposed to a media vehicle at least once during a period of tim
• Frequency: Average number of times an individual within target market is exposed to a media vehicle during a given period of time
• Timing or Continuity: It refers to the patten of advertisements in a media schedule
• Continuou
• Fightin
• Pulsing:
• Cost Cost: It refers to the cost of the different media
• Weight:Total advertising required for the period
•
• https://courses.lumenlearning.com/boundless-marketing/chapter/the-advertising-campaign/
g
MEDIA STRATEGY
1. Media Objective
•
Factors that Affect Frequenc
• Clutte
• Brand Histor
• Editorial Environmen
• Brand Shar
• Attentivenes
• Brandy Loyalt
• Schedulin
• Purchase cycle
• Number of media use
• Usage cycle
• Repeat exposures
• Competitive share of volum
• Target group
• Message complexit
• Message uniquenes
• New vs. continuing campaig
• Image vs. product sel
• Messgage variatio
• Wearou
• Advertising unit
r
MEDIA STRATEGY
•2. Market Analysis Media Objective
•
• Continuity: It refers to the patten of advertisements in a media schedule
Continuous Fighting Pulsing
Definition Steady run, with or without gaps Intermittent/irregular periods of Combination of Continuous and
advertising Fighting; low all year round and
heavy during peak periods
Best for Non seasonal products whose Seasonal products For products that sell all year round
customers need reminding, but has surges at certain times of the
for top of mind recollection year
Advantages -Works as. A reminder - Advertisers buy heavier weight than -Covers different market situations
- Covers entire purchase cycle competitors for a shorter period of time -Advantages of both continuity and
- Cost efficiencies (i.e. media discounts) - Little wast since advertising fighting
- Positioning advantages within media concentrates on the best purchasing
- Detailed pogram or plan cycle period
- Series of commercials appear as a
unified campaign on different vehicles
• https://slideplayer.com/slide/12937280/

MEDIA STRATEGY
Process
1. Market Analysi
2. Media Objective
3. Media Strategie
Considerations
• Media Mix (i.e. Media class and vehicle)
• Target Marke
• Scheduling (I.e. # of advertisements, size and time)
• Reach and Frequenc
• Creative Aspects
• Flexibility
• Budge
4. Media Implementation
t
MEDIA STRATEGY
Process
1. Market Analysi
2. Media Objective
3. Media Strategie
Considerations
• Media Mix (i.e. Media class and vehicle)
• Target Marke
• Scheduling (I.e. # of advertisements, size and time)
• Reach and Frequenc
• Creative Aspects
• Flexibility
• Budge
Target Market Matching Strategies (see next page)
•https://slideplayer.com/slide/12937280/
t
MEDIA STRATEGY
Process
1. Market Analysi
2. Media Objective
3. Media Strategie
Target Market Matching Strategies (see next page)
• Shotgu
• Profile Matc
• Snipe
(Note: Defined by knowledge of target audience’s consumption habits)
Market Coverage: National, Regional, Local
•https://slideplayer.com/slide/12937280/
r
MEDIA STRATEGY
Process
1. Market Analysi
2. Media Objective
3. Media Strategie
4. Media Implementation - Media Buyin
• Definition- buying time and space in the selected medi
• Responsibilities
• Collection of information
• Selection of media/media mi
• Negotiation with medi
• Issuing Ad- copy to the medi
• Monitoring performance for the Medi
• Paymen
t
MEDIA STRATEGY
Process
•4, Media Implementation - Media Buyin
• Types of Medi
• Prin
• Broadcast
• Outdoor & Support Medi
• Online & Mobile
• Specialty Advertising, Direct Mails, etc.
• Class of Media Category, Network, etc
• Specific Medium
Note: Comparing Media Alternatives depending on objectives,
t
MEDIA STRATEGY
Process
1. Market Analysi
2. Media Objective
3. Media Strategie
4. Media Implementation - Media Buyin
• Purpose- Asses ad performance for particular ad
• Considerations:
• How successful were strategies in achieving media objective
• Was the media plan successful in accomplishing advertising objective
• Metrics (see next page and the next lesson)
s
MEDIA STRATEGY
Process
•5. Evaluation and Follow Up (also see next lesson)
• Metrics
• Reach- Volume of potential customers exposed to an a
• Cost Per Click (CPC): Costs divided by click (Note: not all clicks = sale)
• Cost Per Impression (CPI): Cost per thousands of impressions
• Gross Rating Point (CRP):Total number of impressions divided by target population
• Click-through Rate (CTR): Related to CPC and CPI but measures relative percentage of
impressions to click
• Cost Per Order (CPO or Cost Per Purchase (CPP):Tracks users throughout the campaign the
channel to determine which campaign results in purchase; CPP must be lower than margin per
customer purchase

MEDIA STRATEGY
Media Pros and Cons
•
Print Magazines Newspapers
Advantages • Segmentation potential • High coverage
• Quality reproduction • Low cost
• High information content • Short lead time for placing ads
• Longevity • Ads can be placed in interest sections
• Multiple readers • Timely (Current ads)
• Reader controls exposure
• Can be used for coupons
Disadvantages • Long lead time for ad placement • Short life
• Visual only • Clutter
• Lack of flexibility • Low attention-getting capabilities
• Poor reproduction quality
• Selective reader exposure
•https://www.slideshare.net/ves_quan/chap10-media-planning-and-strategy-presentation?next_slideshow=1

MEDIA STRATEGY
Media Pros and Cons
•
Broadcast Radio Television
Advantages • Low coverage • Mass coverage
• Low cost • High reach
• High frequency • Impact of sight, sound and motion
• Flexible • High prestige
• Low production costs • Low cost per exposure
• Well-segmented audiences • Attention getting
• Favorable image
Disadvantages • Audio only • Low selectivity
• Clutter • Short message life
• Low attention getting • High absolute cost
• Fleeting message • High production cost
• Clutter

MEDIA STRATEGY
Media Pros and Cons
•
Others Outdoor Direct Mail
Advantages • Location specific • High selectivity
• High resolution • Reader controls exposure
• Easily noticed • High information content
• Characteristics for repeat exposures
Disadvantages • Short exposure time requires short ad • High cost/contact
• Poor image • Poor image (junk mail)
• Local restrictions • Clutter

MEDIA STRATEGY
Media Pros and Cons
•
Others Internet/interactive media
Advantages • Users select product information
• User attention and involvement
• Interactive relationship
• Direct selling potential
• Flexibile message platform
Disadvantages • Limited creative capabilities
• Web snarl (Crowded access)
• Technology limitations
• Few valid measurement techniques
• Limited reach

Lesson End

Ad Prin - Media Strategy and Evaluation

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•MEDIA STRATEGY •

Developing the Media Plan

• Note: Do the steps look familiar?

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