Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM402-Integrated Marketing Communication IMC Module 4 Important Lecture Notes (MBA Study Material Notes)
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
Preproduction
All work before actual shooting,
recording
Production Period of filming, taping, or recording
Production Stages for TV Commercials
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction
All work before actual shooting,
recording
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
Preproduction
All work before actual shooting,
recording
Production Period of filming, taping, or recording
Production Stages for TV Commercials
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction
All work before actual shooting,
recording
Select a director
Cost estimation and
timing
Choose production
company
Bidding
Preproduction
meeting
Production timetable Production timetable
Cost estimation and
timing
Bidding
Choose production
company
Select a director
Preproduction Tasks
Preproduction
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
Preproduction
All work before actual shooting,
recording
Production Period of filming, taping, or recording
Production Stages for TV Commercials
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction
All work before actual shooting,
recording
Select a director
Cost estimation and
timing
Choose production
company
Bidding
Preproduction
meeting
Production timetable Production timetable
Cost estimation and
timing
Bidding
Choose production
company
Select a director
Preproduction Tasks
Preproduction
Location versus set
shoots
Night/weekend
shoots
Talent
arrangements
Night/weekend
shoots
Location versus set
shoots
Production Tasks
Production
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
Preproduction
All work before actual shooting,
recording
Production Period of filming, taping, or recording
Production Stages for TV Commercials
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction
All work before actual shooting,
recording
Select a director
Cost estimation and
timing
Choose production
company
Bidding
Preproduction
meeting
Production timetable Production timetable
Cost estimation and
timing
Bidding
Choose production
company
Select a director
Preproduction Tasks
Preproduction
Location versus set
shoots
Night/weekend
shoots
Talent
arrangements
Night/weekend
shoots
Location versus set
shoots
Production Tasks
Production
Editing Processing
Sound effects
Audio/video
mixing
Opticals
Client/agency
approval
Duplicating
Release/
shipping
Duplicating
Client/agency
approval
Opticals
Audio/video
mixing
Sound effects
Processing Editing
Postproduction Tasks
Postproduction
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
Preproduction
All work before actual shooting,
recording
Production Period of filming, taping, or recording
Production Stages for TV Commercials
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction
All work before actual shooting,
recording
Select a director
Cost estimation and
timing
Choose production
company
Bidding
Preproduction
meeting
Production timetable Production timetable
Cost estimation and
timing
Bidding
Choose production
company
Select a director
Preproduction Tasks
Preproduction
Location versus set
shoots
Night/weekend
shoots
Talent
arrangements
Night/weekend
shoots
Location versus set
shoots
Production Tasks
Production
Editing Processing
Sound effects
Audio/video
mixing
Opticals
Client/agency
approval
Duplicating
Release/
shipping
Duplicating
Client/agency
approval
Opticals
Audio/video
mixing
Sound effects
Processing Editing
Postproduction Tasks
Postproduction
Consistent with brand?s marketing objectives?
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?
Does execution overwhelm the message?
Appropriate to the media environment?
Consistent with brand?s marketing objectives?
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?
Does execution overwhelm the message?
Appropriate to the media environment?
Evaluation Guidelines for Creative Output
Is the advertisement truthful and tasteful?
FirstRanker.com - FirstRanker's Choice
MODULE 4
MEDIA PLANNING AND
MEDIA STRATEGY
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at least
once in a given time period
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at least
once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Media Terminology
Media
Media Vehicle
Reach
Coverage
Frequency
Media Planning
? Media Planning ? a plan of action to
communicate a message to the right people, at
the right time, and the right frequency
? The goal of a media plan is to be efficient: to
gain maximum exposure at minimum cost
The Media Plan
? Media Plan ? a document that outlines the
relevant details about how a client?s budget will
be spent.
Media Execution
Media Strategy
Media Objectives
Media Objectives
WHO
?is the target market?
HOW
?many, often, long?
WHEN
?is the best time to
advertise?
WHERE
?are the priorities?
WHAT
?is the message?
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
(continued)
Media Strategy (Continued)
? Should address:
? How often to advertise
? How long to advertise
? Where to advertise
? What media to use
Factors Influencing Media
Strategy
? Target Market Profile
? Nature of the Message
? Geographic Market Priorities
? Timing of Advertising
? Reach/Frequency/Continuity
Media Execution
? Media Execution ? translating media strategies
into specific media action plans
? Look at cost efficiencies
? Develop a schedule
? Allocate budget
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Selection
Select the Particular Medium
Select Class of Media Within the Type
General Type of Media
Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan
Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning
BROADCAST MEDIA
Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
Magazines
? Business and consumer magazines
? Two types of circulation
?Paid circulation
?Controlled circulation
? Magazines are a ?class? medium instead of a
?mass?medium
Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product Information
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects Product Information
Internet Pros and Cons
Advantages Disadvantages
Out-of-home Advertising
? Highly visible
? Can reach a mobile population
? Suitable to a shotgun approach
? Three types
? Outdoor Advertising
? Transit Advertising
? Other
Outdoor Advertising
? Posters or billboards
? Backlit poster
? Superboard or
spectacular
? Banners
? Murals
? Electronic signs
? Transit shelter
? Mall posters
BACKLITS ADVERTISING
MURALS
Transit Advertising
? Superbus advertising
? Bus murals
Other Forms of
Out-of-home Advertising
? Washroom advertising
? Elevator advertising
? Cinema advertising
CREATIVE STRATEGY
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
as solutions to communication problems.
To influence consumer feelings toward a
product,
service or cause
To influence consumer feelings toward a
product,
service or cause
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
The way the message is presented to the
consumer
The approach used to attract the attention
of consumers
The way an appeal is turned into an
advertising message
Defining Appeals and Execution
Advertising
Appeals
Execution
Style
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
3. Humor Appeal
2. Emotional
1. Informational/Rational
2. Types of Appeals
4. Others: Moral, Indirect, direct
?2005 Pearson Education Canada Inc. 4-34
Rational Appeal
Rational Appeal
A Rational, ?Popularity? Appeal
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant quality
of the product
Types of Informational/Rational Appeals
?2005 Pearson Education Canada Inc. 4-40
Humor Appeal
?2005 Pearson Education Canada Inc. 4-43
INDIRECT APPEAL
? Indirect appeal do not emphasis on human
need but allude to a need.
ADVERTISING EXECUTION
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
Dramatization Dramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
Ad Execution Techniques
Humor
Combinations
Mentadent Uses a Demonstration
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
?2005 Pearson Education Canada Inc. 4-48
Apple Uses a Testimonial
?2005 Pearson Education Canada Inc. 4-49
Listerine Uses a Slice-of-Life Execution
COPYWRITING
? Copywriting is the activity of actually putting
words to paper, particularly main body of the
text.
Creative tactics for Print Advertising:
Layout:
How Elements Are Blended Into a Finished Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Body Copy:
The Main Text Portion of a Print Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Headline:
Words in the Leading Position of the Ad
Print Ad Components/ creative tactics
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PRINT AD
Creative Tactics For Television
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For TV commercials
Video Audio
Production Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded
Preproduction
All work before actual shooting,
recording
Production Period of filming, taping, or recording
Production Stages for TV Commercials
? 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction
All work before actual shooting,
recording
Select a director
Cost estimation and
timing
Choose production
company
Bidding
Preproduction
meeting
Production timetable Production timetable
Cost estimation and
timing
Bidding
Choose production
company
Select a director
Preproduction Tasks
Preproduction
Location versus set
shoots
Night/weekend
shoots
Talent
arrangements
Night/weekend
shoots
Location versus set
shoots
Production Tasks
Production
Editing Processing
Sound effects
Audio/video
mixing
Opticals
Client/agency
approval
Duplicating
Release/
shipping
Duplicating
Client/agency
approval
Opticals
Audio/video
mixing
Sound effects
Processing Editing
Postproduction Tasks
Postproduction
Consistent with brand?s marketing objectives?
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?
Does execution overwhelm the message?
Appropriate to the media environment?
Consistent with brand?s marketing objectives?
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?
Does execution overwhelm the message?
Appropriate to the media environment?
Evaluation Guidelines for Creative Output
Is the advertisement truthful and tasteful?
THANK YOU
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020