Media Campagins (5)

DR.SHERIF NAFIE
4-Choosing appropriate means of
communication
This stage consists of knowing and identifying the media and
communication that can be used effectively in achieving the
campaign objectives because there are many means of media
and communication that those in charge of the campaign can
adopt and choose between to achieve their established goals.
These means vary between personal, mass, means of
communication.
The choice depend on the following criteria:

- The suitability of the medium for the target audience.

- The extent of its spread among this target group or groups.
- The credibility of the method among the public.
- The extent to which the medium is able to influence the target audience.
- The content must suit the communication.
- It must suit the communicator in terms of his financial capabilities, and
in light of the available budget in additionIts proportionality, ability, and
communicative and scientific efficiency.
Once you know your objective and your audience, you’ll be able to choose
the right social media network for your marketing campaign.
The reason so many guides focus on Facebook is that Facebook has a wide
range of both objectives and audience demographics. But your campaign
could play better on LinkedIn, Instagram or YouTube, or even traverse
multiple platforms if you know your audience is there.
When you’re choosing the right platform for your campaign, you’ll want to
research each option carefully, but the right choice should soon become
obvious with your objective and audience front of mind. Here’s your quick
guide to audience demographics on the major social network:
 Facebook Instagram Twitter LinkedIn

Large number of users 80% of users under 50 Strong in targeting

Large audience of 18-
across all age majority male and based on professional
34 year olds
demographics tech-interested work life

Strong in specific Strong in real-time More than half of users

Strong in mobile-first
audience targeting & relevance & hashtags are male with almost a
rapid consumption of
many ad format that represent third in senior-level
content
options conversation topics positions.

Great place for e- Great for Business-to-

Great for image or Interesting option of
commerce businesses, Business marketing &
video-friendly products paid promotion of
small & local advertising and job-
or services specific accounts
businesses based lead generation
On Facebook, for example, you can target audiences based on their…
• Interests
• Gender
• Relationship Status
• Educational Status
• Age
• Location
• Language
On LinkedIn, your ads can target LinkedIn users based on their…
• Company size
• Industries
• Function
• Seniority
• Continents
• Countries
• State/province
• City
 5-Message preparing and designing
Message:

It is a short, honest statement,tailored to the

audience explaining why they called to participate
in the campaign.
This stage involves providing specific insights into the content of the
campaign messages, and defining how it should appear, with campaign
messages consistent with the specific objectives of the media campaign.
Building media messages is one of the the basic challenges facing media
campaign designers, on the one hand, the content of the messages must be
appropriate to the level of the target audience, in terms of its ability to
understande the information included in the campaign, and how to deal
with it, and on the other hand this information should impact the audience
more deeply, and then the required response can be achieved, which leads
to change their attitudes towards it, and they retain parts of the message in
their memory.
It is known that the communication message is the
result of many decisions regarding its form and
content, and most of these decisions are dictated
not only by the persuasive goal of the message,
but also by the characteristics of the target
audience, the circumstances surrounding it, and
the characteristics of the medium, in addition to
other factors.
Differences between program, message
and logo
 The program:
- long
-Comprehensive
- Few people read it.
 The message:

-short
-Basic
-Designed to target the audience.
Differences between program, message
and logo
The logo:
- Too short.
- Includes limited information.
- All audience see it.
 How is the message submitted?

 Do you focus on shape or content? or both

together?
 Do we use the real picture, drawings, data and
numbers together?
In what form is the message in its best form?
 A successful message requires a set of conditions

 To be well connected to the daily life of the recipient

 It should not be characterized by superficiality, confusion or
randomness.
 To be characterized by readability, which means that the message
reaches the recipient quickly and easily with the ability to
remember.
 Its content is easy and simple.
 Flow: that is, the interconnection of ideas and their arrangement in
a natural flow without a gap in its parts and no connection between
them.
 ▪
Elegance: This means that the message addresses the
campaign topic in a direct and specific manner.
▪ Clarity: Using words with a clear and specific meaning,
and providing examples that illustrate the meaning and use
comparisons that help clarity.
- The message must be linguistically correct and complete,
providing the recipient with sufficient information to
answer all questions.
- The message must speak the recipient’s language
(classical, colloquial, foreign).
 6-Set your budget
 Once you’ve chosen your objective and social media platform, you’ll be able to research whether
there’s a minimum ad budget you’re required to spend. This minimum amount could be per day, per
click or per impression.
 You can also research what the average advertising cost will be. It’s worth looking at this from both
angles – if you have $2,000 to spend on your campaign this month, you can work out how many
clicks you can expect, on average; if you want 50,000 views on your new video, you can work out
how much you’ll need to spend to get that – again, on average.
 Advertising on social media is an auction. You bid for the best advertising positions on peoples’
social media feeds, on pages and in Stories. If you win the auction, you then pay that amount for
each ensuing click, view, like, impression, message open, app install, etc.
 For Facebook campaigns, set a lifetime budget for the duration of the campaign. Most beginners
should leave the bidding set to “Optimize for Website Clicks.”
Social Media Platform Average Advertising Cost (CPM)

Facebook $7.19 per 1000 impressions

Instagram $7.91 per 1000 impressions

YouTube $9.68 per 1000 impressions

LinkedIn $6.59 per 1000 impressions

Twitter $6.46 per 1000 impressions

Pinterest $30.00 per 1000 impressions

What Does Cost Per Thousand (CPM) Mean?

 Cost per thousand (CPM) is a marketing term

used to denote the price of 1,000
advertisement impressions on one web page.
CPM is a metric that helps companies
measure how efficient their advertising is by
telling them how much money is paid for a
single click on a website ad.