Contemporary advertising 11e chapter 9
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Contemporary advertising 11e chapter 9

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Contemporary advertising 11e chapter 9 Contemporary advertising 11e chapter 9 Presentation Transcript

  • Chapter chapter 9 Planning Media Strategy: Finding Links to the Market How communications media help advertisers achieve marketing and advertising objectivesMcGraw-Hill/IrwinContemporary Advertising, 11e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
  • 9-3 Chapter 9 Objectives Describe how a media plan Explain the importance of helps accomplish objectives creativity in media planning Define reach & frequency Discuss how reach, frequency, and debate the effective- and continuity are related frequency controversy Name secondary research Calculate sources and describe their usegross rating points (GRP) and cost per thousand (CPM) Describe the different advertising schedules and their purposes
  • Media Planning: 9-4 Decisions and Issues What Which How How to Where? time of media? often? integrate? year?Volkswagen Insert photo 9.2, p. 272 Insert photo 9.2, p. 272 Volkswagen/iPod leftused several panel Volkswagen/iPod right panel Position = 2.9” horiz., 5.4” verticalforms of media Position = 2.9” horiz., 3.0” Size = 2.2” TALLto promote its vertical Resolution: 300 dpi“Buy a new Size = 2.1” WIDE MAINTAIN ANIMATION Resolution: 300 dpiBeetle, get an MAINTAIN ANIMATIONiPod” campaign
  • Media Planning: 9-5 Increasing Media Options ChallengesMore competitors Rising costsMedia complexityGreater audience fragmentation San Diego Union Tribune delivery More media trucks carry a options message
  • Media Planning: 9-6 Increasing Media OptionsU.S. ad Insert ex. 9-1, p. 272spending bymedium U.S. ad spending by medium Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
  • Role of Media: 9-7 Media Planning ActivitiesSituation Marketing AdvertisingAnalysis Plan Plan Set media objectives Determine media strategy Select media classes Select media within classesBroadcast Print Other media Media use decisions
  • 9-8 Defining Media Objectives Message-Distribution Objectives Audience Audience Message Exposure Accumulation Continuity Size Weight Frequency & Reach Gross rating Ad Gross pointsimpressions impressions (GRPs)
  • 9-9 Defining Media ObjectivesCombined reachof two media Insert ex. 9-9, p. 284 Combined reach of two media Position = 0.35” horiz., 2.45” vertical Size = 8.3” WIDE Resolution: 300 dpi
  • Optimizing Reach, 9-10 Frequency, & ContinuityReach, Insert ex. 9-10, p. 285frequency, andcontinuity have Reach, frequency, and continuityan inverserelationship Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
  • Optimizing Reach, 9-11 Frequency, & Continuity Recency planningEffective Effective Reach Frequency Ad response curve Insert ex. 9-11, p. 286 Advertising response curves Position = 1.75” horiz., 3.25” vertical Size = 2.8” TALL Resolution: 300 dpi MAINTAIN ANIMATION
  • Developing a Media Strategy: 9-12 The Media Mix The 5 MsMarkets Money Media Mechanics Methodology
  • Developing a Media Strategy: 9-13 The Media Mix Plan Brand Scope Development Market’s Sales Potential Category Development Decision Factors
  • Developing a Media Strategy: 9-14 The Media MixBrandDevelopmentIndex andCategoryDevelopmentIndexInsert ex. 9-12, p. 289BDI and CDI chartPosition = 0.35” horiz., 3.6” verticalSize = 2.45” TALLResolution: 300 dpi
  • Developing a Media Strategy: 9-15 The Media Mix Plan Brand Scope Development Market’s Sales Potential Category Development Decision Factors Competition & Budget Media & Media Mood of Availability & Message Economics
  • Developing Media Strategy: 9-16 Media MixRight Betweenthe Ears ad Insert photo 9.10, p. 293matches the Right Between the Ears admood of theradio comedy Position = 2.9” horiz., 1.5” verticalshow Size = 5.7” WIDE Resolution: 300 dpi
  • Developing a Media Strategy: 9-17 The Media Mix Plan Brand Scope Development Market’s Sales Potential Category Development Decision Message Size & Factors Competition & Budget Position Media & Media Mood of Availability & Message Economics
  • 9-18Developing a Media Strategy: The Media Mix Color and size vs. reach and frequencyInsert ex. 9-14b, p. 293 Insert ex. 9-14a, p. 293Effect of size and color Effect of sizePosition = 0.35” horiz., 4.05” vert. Position = .35” horiz., 1.5” vert.Size = 7.5” WIDE Size = 3.5” WIDEResolution: 300 dpi Resolution: 300 dpi
  • Developing a Media Strategy: 9-19 The Media Mix Plan Brand Scope Development Buyer Market’s Purchase Sales Patterns Potential Category Development Decision Message Size & Factors Competition & Budget Position Media & Media Mood of Availability & Message Economics
  • 9-20 Media Tactics Criteria for Selecting Campaign objectives & strategy Media Vehicles Audience characteristics Economics of Exposure, attention, & motivation Foreign Media Cost efficiency (CPM & CPP)Synergy of Mixed Media Continuous Scheduling Methods Flighting Pulsing
  • 9-21Insert ex. 9-15, p. 298 MediaScheduling total GRPs TacticsPosition = .35” horiz., Three ways to0.4” vertical schedule the same number ofSize = 3.2” WIDE GRPsResolution: 300 dpi
  • 9-22 Media Tactics Criteria for Selecting Campaign objectives & strategy Media Vehicles Audience characteristics Economics of Exposure, attention, & motivation Foreign Media Cost efficiency (CPM & CPP)Synergy of Mixed Media Continuous Scheduling Methods Flighting Pulsing Scheduling Software
  • 9-23 Media TacticsSRDS ad for its Insert SRDS mediaMedia Planning solutions ad (p.System 299) Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi