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BUS 448 (4)
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BUS448_CH10_Notes

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Department
Business Administration
Course
BUS 448
Professor
Anjali S Bal
Semester
Winter

Description
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 segx 100 Percentage of population in the same segment >100 means product usage is greater in segment than one that is average (100) or less than 100 • identify group that uses it or those that least use it to develop a segment • Geographic coverage • maintain market share or grow where there is potential. Spending where it is most effective. • Percentage of brand to total Canadian sales in thx 100ketographic area = Percentage of total Canadian population in the market Higher number = high potential for brand development • Category Development Index (CDI) similar to BDI but focuses on product category (vs brand) • geographic decisions based on availability of the product Scheduling • • time promotional efforts to coincide with the highest potential buying times • Continuity continuous pattern of advertising: every day, every week, or every month. • Strategy for food products, laundry detergents, other products consumed on an ongoing basis without regard for seasonality + Importance of exposure to message as close as possible to when the consumer is going to • make purchase • constant reminder • covers entire buying cycle • allows for media priorities • - higher cost • potential for overexposure • limited media allocation possible • Flighting less regular schedule with intermittent periods of advertising and non-advertising. • Time period with heavier promotional expenditures while some have no advertising. • + cost efficiency of advertising only during purchase cycles • limited budget for more than one media/vehicle • - increase likelihood of wearout • lack of awareness, interest, retention, or promotion during nonscheduled times Vulnerability to competitive efforts during nonscheduled periods. • • Pulsing combination of the first two methods. • Continuity maintained, but promotional efforts are stepped up at certain times. • + same as above • - not required for seasonal products / cyclical products Reach vs frequency • • A lot of uncertainty • Mix of Art & Science • New brands need high level of reach • Objective: sample, learn of product, use it, develop a favorable attitude, and potentially initial brand purchase. • opportunities to see vs actual exposure • Number of people exposed, Reach: • Of one program Total market audience reached with two programs • • Duplicated reach with two programs • Unduplicated Reach, less duplicated reach • Gross Ratings Point
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