MODULE 4
MEDIA PLANNING AND
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MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Adminis
MITE, Moodabidri
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Media Terminology
Media Planning A series of decisions involving the delivery of to audiences
Media Objectives Goals to be attained by the media strategy and
Media Strategy Decisions on how the media objectives can be
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Media The various categories of delivery systems, in broadcast and print media
Broadcast Media Either radio or television network or local stat broadcasts
Media Terminology
Print Media Publications such as newspapers, magazines, mail, outdoor, etc.
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Media Vehicle The specific carrier within a medium category
Reach Number of different audience members expos once in a given time period
Coverage The potential audience that might receive the through the vehicle
Frequency The number of times the receiver is exposed t media vehicle in a specific time period
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Media Planning
- Media Planning – a plan of action to communicate a message to the right people, the right time, and the right frequency
- The goal of a media plan is to be efficient: gain maximum exposure at minimum cost
The Media Plan
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- Media Plan – a document that outlines the relevant details about how a client's budget be spent.
Media Objectives
Media Strategy
Media Execution
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Media Objectives
WHO ...is the target market?
WHAT ...is the message?
WHERE ...are the priorities?
WHEN ...is the best time to advertise?
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HOW ...many, often, long?
Media Strategy
- Media Strategy – a plan for achieving media objectives to reach the target audience as effectively and efficiently as possible
- Limited financial resources
- Demands for accountability
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(continued)
Media Strategy (Continued)
- Should address: How often to advertise How long to advertise Where to advertise What media to use
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Factors Influencing Media Strategy
- Target Market Profile
- Nature of the Message
- Geographic Market Priorities
- Timing of Advertising
- Reach/Frequency/Continuity
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Media Execution
- Media Execution – translating media strategy into specific media action plans
- Look at cost efficiencies
- Develop a schedule
- Allocate budget
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Three Scheduling Methods
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Pulsing
Continuity
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
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Media Selection
General Type of Media
Select Class of Media Within the Type
Select the Particular Medium
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Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
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Evaluate Performance
Media Planning Difficulties
Measurement Problems
Time Pressure
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Problems in Media Planning
Lack of Information
Inconsistent Terms
BROADCAST MEDIA
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Television Pros and Cons
Advantages Disadvantages
Mass Coverage Low Selectivity
High Reach Short Message Life
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Impact of Sight, Sound and Motion High Absolute Cost
High Prestige High Production Cost
Attention Getting Clutter
Favorable Image
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Radio Pros and Cons
Advantages Disadvantages
Local Coverage Audio Only
Low Cost Clutter
High Frequency Low Attention Getting
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Flexible Fleeting Message
Low Production Cost
Well-segmented Audience
Magazine Pros and Cons
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Advantages Disadvantages
Segmentation Potential Long Lead Time for Ad Placement
Quality Reproduction Visual Only
High Information Content Lack of Flexibility
Longevity
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Multiple Readers
Magazines
- Business and consumer magazines
- Two types of circulation -Paid circulation -Controlled circulation
- Magazines are a “class” medium instead of "mass”medium
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Newspaper Pros and Cons
Advantages Disadvantages
High Coverage Short Life
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Low Cost Clutter
Short Lead Time for Placing Ads Low Attention Getting
Ads Can Be Placed in Interest Sections Poor Reproduction Quality
Timely (Current Ads) Selective Reader Exposure
Reader Controls Exposure
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Can Be Used for Coupons
Outdoor Pros and Cons
Advantages Disadvantages
Location Specific Sort Exposure Time
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High Repetition Short Ads
Easily Noticed Poor Image
Local Restrictions
Direct Mail Pros and Cons
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Advantages Disadvantages
High Selectivity High Cost Per Contact
Reader Controls Exposure Poor Image (Junk Mail)
High Information Content Clutter
Repeat Exposure Opportunities
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Internet Pros and Cons
Advantages Disadvantages
User Selects Product Information Limited Creative Capabilities
User Attention and Involvement Websnarl (Crowded Access)
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Interactive Relationship Technology Limitations
Direct Selling Potential Few Valid Measurement Techniques
Flexible Message Platform Limited Reach
Out-of-home Advertising
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- Highly visible
- Can reach a mobile population
- Suitable to a shotgun approach
- Three types Outdoor Advertising Transit Advertising Other
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Outdoor Advertising
- Posters or billboards
- Backlit poster
- Superboard or spectacular
- Banners
- Murals
- Electronic signs
- Transit shelter
- Mall posters
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BACKLITS ADVERTISING
MURALS
Transit Advertising
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- Superbus advertising
- Bus murals
Other Forms of Out-of-home Advertising
- Washroom advertising
- Elevator advertising
- Cinema advertising
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CREATIVE STRATEGY
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MEANING:
- Creative strategy is the result of new ideas, imagination or combining of one or more elements for a purpose.
- Advertising creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Defining Appeals and Execution
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Advertising Appeals The approach used to attract the attention of consumers To influence consumer feelings towards product, service or cause
Execution Style The way an appeal is turned into an advertising message The way the message is presented to the consumer
2. Types of Appeals
1. Informational/Rational
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2. Emotional
3. Humor Appeal
4. Others: Moral, Indirect, direct
RATIONAL APPEAL
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This type of advertising focuses on the consumer's practical, functional or utilitarian need for the product or service and emphasize features of product or service and/or benefits or reasons for owning or using a brand.
The Horlicks advertisement below shows the necessity of a child to consume in order to grow tall, strong and sharp.
Rational Appeal
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Rational Appeal
A Rational, “Popularity" Appeal
Types of Informational/Rational Appeals
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Feature: Focus on dominant quality of the product
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
News: News announcement about the product
Popularity: Stresses the brand's popularity
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EMOTIONAL APPEAL
This relates to the customers' social and/or psychological needs for purchase of product or service. This appeal is so effective because many consumer motives for purchase decisions are emotional. Many advertisers believe emotional appeal to work better at selling brands that do not differ significantly from competing brands.
HUMOUR APPEAL
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It is used in many advertisements. It is an excellent tool to catch the viewer's attention and help in achieving instant recall which can work well for sales of the product.
The Idea advertisement of walk and talk, includes a strong element of humour.
Humor Appeal
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Moral Appeals
Moral appeals are directed to the consumes' sense of what is right and proper. These are often used to exhort people to support social and ethical causes.
Types of Moral Appeal are as follows:
- Social awakening and justice :- e.g. boys freedom , satyamev
- Cleaner and safe environment :- e.g. Satyamev Jayate Season Waste your Garbage - Subtitled
- Equal rights for women – e.g. Deepika Padukone - "My Choice" Directed By Homi Adajania - Vogue Empower
- Protection of consumer rights and awakening
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Direct Appeal
- Direct Appeals - Direct appeals clearly communicate with the consumers about a given need. These extol the advertised brand as a product which satisfies that need.
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INDIRECT APPEAL
- Indirect appeal do not emphasis on human need but allude to a need.
ADVERTISING EXECUTION
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Ad Execution Techniques
Straight sell Animation
Scientific Personality Symbol
Demonstration Imagery
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Comparison Dramatization
Testimonial Humor
Slice of life Combinations
Mentadent Uses a Demonstration
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Apple Uses a Testimonial
Listerine Uses a Slice-of-Life Execution
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COPYWRITING
- Copywriting is the activity of actually putting words to paper, particularly main body of text.
Print Ad Components/creative
Headline: Words in the Leading Position of the Ad
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Subheads: Smaller Than the Headline, Larger Than the Copy
Body Copy: The Main Text Portion of a Print Ad
Visual Elements: Illustrations Such As Drawings or Photos
Layout: How Elements Are Blended Into a Finished Ad
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PRINT AD
Visuals
Headline
Sub-headline
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Body
Creative Tactics For Television
For TV commercials
Video Audio
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Production Stages for TV Commercials
Preproduction All work before actual shooting and recording
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
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Preproduction Tasks
Preproduction meeting
Production timetable
Select a director
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Preproduction
Cost estimation and timing
Choose production company
Bidding
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Production Tasks
Location versus set shoots
Production
Night/weekend shoots
Talent arrangement
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Postproduction Tasks
Editing Processing
Release/ shipping Sound effects
Duplicating Audio/visual mixing
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Postproduction
Client/agency approval Opticals
Evaluation Guidelines for Creative Output
Consistent with brand's marketing objectives?
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Consistent with brand's advertising objectives?
Consistent with creative strategy, objectives?
Does it communicate what it's supposed to?
Approach appropriate to target audience?
Communicate clear, convincing message?
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Does execution overwhelm the message?
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
THANK YOU
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This download link is referred from the post: VTU MBA Lecture Notes - 1st Sem, 2nd Sem, 3rd Sem and 4th Sem || Visvesvaraya Technological University
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