200086 Lecture Notes - Lecture 10: Marketing Strategy, Media Planning, Abundant Number
Week 10-Media analysis
Media planning involves- 3 levels of strategy formulation
1.the overall marketing strategy
2.marketing communication strategy
3.media strategy
Marketing strategy- 4 p’s-
Media strategy-growing in complexity,more fragmented media,different viewing habits,
Audience fragmented
Looking at media planners-skills
Media strategy-
Developing strategy involves 4 set of interrelated activities:
1.profiling/selecting target market
2.specifying media objectives
3.select media categories and vehicles
4.determine media costs
1.target audience-
Select based on :
1.buyer behaviour- which target audience targeted to receive marketing messages
2.demographics
3.consumers values/lifestyle
2.media objectives-RFWCRC
Reach-% of target market who are exposed to vehicles used to deliver market
messages
Opportunity to hear or see messge
Determine reach with:multiple media
Number of media
Diversity with one media source
Frequency-
How frequently should be exposed to message
Weight-exposure needed to accomplish reach and frequency objectives
