Chpater 5

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Marketing and Consumer Studies
MCS 3620
Bharat Sud

Chapter 5:Advertising Media Media Planning: Developing a plan of action for communicating messages to the right people, at the irght time and with the right frequency Media Brief: Adocument that contains essential information for developing a media plan; used to stimulate discussion between a client and agency Post-buy Analysis: An evalution of actual audience deliveries calculated after a specific spot or schedule of advertising has run The Media Plan: Astrategy that outlines the relevant details about how a cilent's budget will be spent; involves a decisions about what media to use and how much money to invest in the media chosen to reach the target audience effectively and efficiently Media Objectives: Astatement that outlines what a media plan is to accomplish (who, what, when, where or how)  Who is the target market? Target market profile is defined in terms of demographic, psychographic, and geographic characteristics  What is the nature of the message? Media planners must be informed about the message strategy  Where are the market priorities geographically? The budget plays a key role in this decision  How many people to reach, how often to reach them and for what length of time? Media Strategy: Aplan for achieving the media objectives stated in the media plan; typically justifies the use of certain media  Given the scarcity of clients financial resources and their demands for accountability, having the right media strategy is crucial Target Market Profile Shotgun Strategy: Atactic involving the use of mass media to reach a loosely defined target audience  Target market has a broad scope  The message is placed in media that reach a broad cross-section of the population Profile-Matching Strategy: Amedia tactic that involves matching the demographic profile of a product's target market with a specific medium that has a similar target profile Rifle Strategy: Astrategy that involves using a specific medium that effectively reaches a target market defined by a common characteristics National Coverage  Assumes widespread availability of the product, with all geographic areas figuring equitably in the success of the product  For example, if product sales as expressed as a percentage of totaly sales by region are close to population splits by region, national strategy is an option Regional Coverage  Aregional strategy involves an evaluation of each regions contribution to a brand's (or company's) success  Funds are allocated so that no particular region has an advantage or disadvantage – at least, thats the theory Category Development Index (CDI) or Market Development Index: The percentage of category sales in a geographic area in relation to the totral population of that area; determines if a category is underdeveloped or overdeveloped in a particular region Brand Development Index (BDI): The percentage of a brand's sales in an area in relation to the population in that area; determines if the brand is underdeveloped or overdeveloped in each area Key Market Coverage  Give priority to those members of the target market residing in key urban markets  Strategic approach seems equitable, smaller cities may never receive media support Timing: Aperiod of time in which advertising is scheduled Skip Schedule: The scheduling of meid advertising on an alternating basis, such as every other week or every other month Pulse Schedule: Ascheduling of media advertising in flights of different weight and duration Seasonal Schedule: Scheduling media advertising according to seasonal sales trends;usually concentrated in the pre-season or the period just prior to when the bulk of the buying occurs Blitz Schedule: The scheduling of media advertising so that most spending is front-loaded in the schedule; usually involves a lot of money spent in a short period Build-up Schedule: The scheduling of media advertising so that the weight of advertising starts out light and gradually builds over a period of time; also called a teaser campiagn Even Schedule: The uniform scheduling of meid advertising over an extended period; also referred to as a continuous schedule Reach: The total unduplicated audience exposed one or more times to a commercial message during a specific period (usually a week) Frequency: The average number of times an audience has been exposed to a message over a period of time, usually a week Gross Rating Points (GRPs): An expression of the weight of advertising in a media schedule; calculated by multiplying reach by frequency Continuity: The length of time required in an advertising medium to generate the desired impact on the target audience Engagement: The degree of involvement a person has with the medium when using it Media Execution: The translation of media strategies into specific media action plans; involves recommending specific media to be used in the plan and negotiating the media buys Media Selection: Selecting the right media to resolve the problem at hand is a three-step decision process:  Selecting the general type of media  Selecting the class of media within the type  Selecting the particular medium  First decision involves what mix of media to use  Second decision, assume that magazines and television are the media chosen and that the campiagn is national in scope Cost Per Thousand (CPM): The cost of delivering an advertising message to 1000 people; calculated by dividing the cost of the ad by the circulation in thousands Media Calender (Blocking Chart): Adocument that shows allocation of a brand's media budget according to time of year and type of medium; shows coordination of various media recommendations Media Buying  Once the client approves the media plan, media buyers execute the plan  Buyers work with media representatives to negotiate final prices for the various activities Assessing MediaAlternatives Primary Medium: Amedium that recieves the largest allocation of an advertiser's budget; the dominant meidum in a media plan Secondary Media: Media alternatives used to complement the primary medium in an advertising campiagn; typucally less money is allocated to these media Network Advertising: Advertising from one central source broadcast across an entire network of stations Selective Spot: Commerical time during a network show that is allocated back to regional and local stations to sell; advertisers buy spots on a station by staion basis Local Spot: Advertising bought from a local station by a local advertiser Sponsorship: The act of financially supporting an event in return for certain advertising rights and privileges Product Placement: The visible placement of brand name products in television shows, movies, radio, video games and other programming Branded content (product integration): The integration of brand name goods and services into the scropt (storyline) of a television show or movie. The brand name is clcearly mentioned and sometimes discussed Format: The type and nature of the programming offered by a radio station Advantages and Disadvantages of Television Advertising Advantages  Impact – sight, sound, motion; demonstration; emotion  Reach – high reach in short space of time  Some targeting – sports and specialty cable channels reach niche targes  Coverage flexibility – local, regional, and national options Disadvantage  High cost – desired frequency (message repetition) increases absolute cost  Clutter – too many spots in a cluster negates potential impact  Audience fragmentation – abunda
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