Media Decisions

2. It is the process of selecting time &
space in various media in advertising
in order to accomplish marketing
objectives
OR
It process of analyzing and choosing
media for an advertising and
promotions campaign.
Media decision in advertising can take
many different directions depending
on the product being sold.

3. Media decision is the component of the
marketing strategy of the organization .
Therefore, marketing considerations
must go before media decision.
Media decisions answers to a lots of
questions like , “ how many prospects
do I need to reach?”. “in which medium
should I place the ads?”

4. Objective Settings
Budget Decisions
Message Decision
Campaign Evaluation

5. Effective Frequency and Effective
Reach = # of times target must see
ad and % of target that must be
exposed in order to reach Objectives.
Allows for variation and strives for
optimal frequency/mix.
3 exposure theory vs. Recency
Theory = intrusion value vs. most
recent in mind (1 may be enough for
that target member if it need already
top of mind)

6. Market share
and consumer
base
Competition
Advertising frequency
Product stability
Stage in the
product life cycle

7. Turning the “Big Idea” Into an Actual Ad
to Capture the Target Market’s Attention
and Interest.
Typical
Message
Execution
Styles
Testimonial
Evidence
Scientific
Evidence
Technical
Expertise
Personality
Symbol
Musical
Mood or
Image
Fantasy
Lifestyle
Slice of Life

9. 1.Insufficient media data.
2.Time pressures.
3.External influence- pressure to
produce “creative” media plans.
4.Institutional influences on media
decisions.
5.Lack of objectivity.
6.Measuring advertising effectiveness.