Media Strategy

SETTING MEDIA OBJECTIVES ‡ Determined on basis of environmental analysis ‡ Step towards achievement of overall marketing objectives ‡ Guide to media planning process .

Key objectives ‡ Reach ‡ Frequency ‡ Continuity .

Reach ‡ No. of people or households exposed to a particular ad media vehicle during a specified period of time.reaching the intended target . ‡ Issues .quality of exposure .

: many sports magazines under print media ‡ Periodicity .Measures to improve reach ‡ Use mix of media to communicate to target ‡ Larger number of vehicles within same channel e.g.

Tools to measure reach ‡ Circulation ‡ Readership .

Frequency ‡ No. ‡ Effect is considered proportional to exposure times . of times the customer is exposed to company¶s message during a specific time period.

Continuity ‡ Continuous ± convenience goods ‡ Pulsating ± durables during festive seasons ‡ Discontinuous ± seasonal goods .

Media vehicle evaluation ‡ Have the frequency and reach objectives been achieved? ‡ Exposure distribution models ‡ Estimate number of people exposed? ‡ The number of times they were exposed? .

Evaluation models ‡ ‡ ‡ ‡ Univariate models Multivariate models Aggregation models PEMM(Press evaluation media model) used by IMRB .

Development and execution of media plan ‡ Media selection ‡ Vehicle selection ‡ Scheduling .

Media selection-options ‡ ‡ ‡ ‡ ‡ ‡ ‡ Newspapers Magazines Radio T.V. Billboards Direct mail Internet .

Factors in selecting media class ‡ ‡ ‡ ‡ ‡ ‡ Reach of the medium Audience size Budget allocation Competitor strategy Creative needs Type of information to be conveyed .

Selection of vehicle ‡ After the class has been ascertained the company has to decide on the vehicles within the media class.: channels on TV ‡ Product fit ‡ Target audience ‡ Geographical flexibility . E.g.

pulsating .discontinuous .out of sync with competitor .Scheduling ‡ Timing decision .continuous .customer interest .customer receptiveness ‡ Continuity .lean phases .

%) ‡ Contract periods ‡ Control systems .Media buying and operations ‡ Role of Ad agencies (fee. incentive based.