Media Strategies and Implementation:

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

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

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. Know the marketing problems and opportunities
2. Know the complexities of strategy
3. Know how the product will be sold
4. Know how to neutralize the competition
5. Know 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

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
Cant 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

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