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Chapter

BUS 448 Chapter Notes -Direct Marketing, Marketing Mix, Thx


Department
Business Administration
Course Code
BUS 448
Professor
Anjali S Bal

Page:
of 8
TERMINOLOGY is highlighted in Purple
Ch10. Media Planning and
Budgeting for IMC
Media Planners Adapt
to a New Reality
Looking for as many message contact points as possible. ex. PR, brand partnerships in sponsorship
arrangements, in store events, direct marketing
pressure to demonstrate strong return on investment for their budget
Media Planning
Media Planning the series of decisions involved in delivering the promotional message to the prospective
purchasers and/or users of the product or brand.
Type of media selected
Mass Media: tv, newspapers, radio, magazines
Out-of-the-home Media: outdoor advertising, transit advertising, electronic billboards
Direct marketing
Digital media
Promotional Products advertising
In-store point-of-purchase
Media Plan determines the best combination of media that enables the marketer to communicate the
message in the most effective manner to the largest number of potential customers at the lowest cost.
!Includes
Media Objectives
Media Strategy
Media Tactics
Media Objectives situational analysis used to design these media objectives that are designed to
lead to the attainment of communication and behavioural objectives and contribute to achieving marketing
objectives. Goals for the media program and should be limited to those that can be accomplished through
media strategies.
Category Need
select media to demonstrate how target audience requires the product category
provide sufficient number of exposures to ensure 80% of target audience understands the need for the
product category
Brand Awareness
select media to provide coverage of 80% of the target audience over a 6 month period
provide sufficient exposure to ensure 60 percent target audience brand recognition
concentrate advertising during the target audienceʼs peak purchase time.
Brand Attitude
select media to ensure that 40% of target audience has favourable beliefs regarding the brandʼs
benefits and positive emotions associated with brand
schedule creative executions over 6 months to heighten emotions associated with the brand and
minimize message fatigue
Brand Trial
select media to allow immediate purchase of brand
schedule sufficient number of opportunities for target audience brand engagement
Brand Repeat Purchase
select media to remind target audience of brand purchase
provide sufficient advertising throughout the year to minimize target audience switching
Factors to measure effectiveness:
1. how well did these strategies achieve the media objectives?
2. How well did this media plan contribute to attaining marketing and communications objectives?
Media Strategy decision concerns the use of media, moving from a broad perspective to a more
specific one.
Medium general category of available delivery systems, which includes broadcast media (tv & radio),
print media (newspaper and magazines), direct marketing, out-of-home advertising, and other support
media.
Media Class broad options
Strategic implications:
Reach a measure of the number of different audience members exposed at least once to a media
vehicle in a given period of time (actual audience delivered)
Coverage refers to the potential audience that might receive the message through a vehicle (potential
audience)
Frequency number of times the receiver is exposed to the media vehicle in a specified period
Media Tactics determine more specific media vehicles by evaluating their own relative strengths and
limitations. Decisions made based on value of each in the delivering the message maximizing coverage,
reach, and frequency, and minimizing costs.
specific vehicle to use
relative cost estimates, refine allocation of media $
creating a blocking chart, to indicate gaps in media coverage,
Media vehicle the specific carrier within a media class.
ex. Macleans is a print vehicle, Hockey Night in Canada is a television vehicle.
Flexibility may be necessary to alter objectives and strategies due to the marketing environment. If not
opportunities may be lost / the company may not be able to address new threats
Market opportunities
Market threats
Availability of media
Changes in media vehicle
Challenges
Insufficient information
cannot be measured or too expensive to measure
timing of measurement
Sweeps periods february, May, July, and November
Small advertisersʼ insufficient funds to purchase information they require
Inconsistent terminologies
cost bases used by different media and standards of measurement
Cost per thousand (CPM), Cost per Ratings point (CPRP), reach, coverage
difficulty measuring effectiveness
media planners try to ensure that all media decisions are quantitatively determined
The Media Mix
The Media Mix
Wide variety of media
Number of alternatives
Factors to determine combination of media:
objectives sought
Characteristics of product/service
Size of the budget
Individual preferences
The context of the medium in which the ad is placed may also affect viewersʼ perceptions
Different requirements of creative strategies
versatility in media strategies
Media Characteristics
target audience selectivity
target audience coverage
geographic coverage
scheduling flexibility
reach
frequency
cost efficiency
absolute cost for placement and production
Media-Usage Characteristics
control for selective exposure
attention
creativity for cognitive responses
creativity for emotional responses
amount of processing time
involvement
clutter
media image
Target audience coverage
Determining which target audiences should receive the most media emphasis
matching appropriate media to an audience
get full coverage of audience
Waste coverage problem of overexposure. Media coverage exceeding target audience, potential
buyers/users.
Factors to help decision making
Primary research
published (secondary) resources
percentage figures / index numbers NOT raw data for a comparative view of market
Index Number =
Percentage of users in a demographic segment x 100
Percentage of population in the same segment