...setting media objectives

1. Media Planning Project
Developing Media Objectives and Strategies
2

2. The media plan is focused on…
Getting the right message…
…to the right audience…
Pearson (2009)
…at the right frequency
Maximum impact, or exposure, at minimum cost

3. …initial media objectives are to determine…
Who is the target audience?
How many ads, how often, how log?
When is the right time to advertise?
What is the advertising message?
Where are the market priorities?
Pearson (2009)

4. We need to understand what the media plan is going to help to achieve…
…but before this…
Marketing Objectives
Marketing Communications Objectives
Alignment and integration is key here
Katz, (2019)

5. A sub-component of the overall marketing communications plan…
Gather all relevant information… fill in the gaps!
Remember Percy and Elliot’s Strategic advertising plan?
Start from what you know or need to find out.
…which in turn is part of the overall marketing plan.

6. information gathering…
Product description
Market assessment
Source of business
Competitive evaluation
Marketing objectives
Percy and Elliott (2016)
Marketing background issues in strategic planning…
What are you marketing?
What is your assessment of the competitive market?
Where do you expect business to come from?
What is your competition and their position?
What are the marketing objectives for the brand?

7. Can then progress on to strategic thinking…
How can advertising link the target audience to the marketing objectives?
What effect does what we know about the target market have on the messages we
want to communicate?
How can we make our brand stand out positively against competing brands?
What would be the most effective creative strategy?
Which media would be the best choices for carrying the advertising?

9. To clearly establish our media objectives we must…
Reaffirm and clarify the goals of the advertising program
Understand how the brand can achieve the marketing goals
Consider whether further refinement is needed…
Katz (2019)
Identify the stage of the consumer decision-making process it is tied to…

11. response hierarchy models…
Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
AIDA
The Innovation-
Adoption Model
DAGMAR
Colley, 1961 Lavidge and
Steiner, 1961
Lewis, 1898
Hierarchy of Effects
Model
Awareness
Trial
Nudge
Reinforcement
Ehrenberg,
1997
ATR + N
Rogers, 1962
Awareness
Preference
Search
Selection
Purchase
Katz, 2019
Consumer Decision
Process
Need
Use
Satisfaction

12. response hierarchy models…
Attention
Desire
Interest
Action
Awareness
Interest
Evaluation
Trial
Adoption
Unawareness
Awareness
Comprehension
Conviction
Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
AIDA
The Innovation-
Adoption Model
DAGMAR
Colley, 1961 Lavidge and
Steiner, 1961
Lewis, 1898
Hierarchy of Effects
Model
Awareness
Trial
Nudge
Reinforcement
Ehrenberg,
1997
ATR + N
Rogers, 1962
Awareness
Preference
Search
Selection
Purchase
Katz, 2019
Consumer Decision
Process
Need
Use
Satisfaction
think
feel
act

14. engagement
stimulated to…
think
feel
act
about… productsbrands
organisations
Fill and Turnbull, (2019)

15. Do we need to create a need? (Category need)…
Awareness (Brand Awareness – Recall/Recognition)…
Advertising objectives and the DMP
Preference and Search (Brand Attitude)…
Adapted from Katz (2019) and Percy and Elliott (2016)
Selection and Purchase (Brand Purchase Intention)…
Use and Satisfaction (???)…

16. Awareness
Preference
Search
Selection
Purchase
Consumer Decision Process
Need
Satisfaction
Use
Broadcast, OoH, Print
Direct, Influence, Online, PR
Online, Influence, Social Media,
Personal Selling
Sales Promotion, Point of Sale
Direct, Online, CGM
Katz, 2019

18. Exposure
buyer response sequence…
Processing
Communication effects in
relation to brand positioning
Target audience action
Involvement
Rossiter and Percy (1997)

19. …Elaboration Likelihood Model
Message
Motivation to
process
Ability to
process
Opportunity
to process
Peripheral cue present
No processingPeripheral processing
Retain initial attitudeTemporary attitude change
Central processing
Neutral
arguments
Support
arguments
Counter-
arguments
No attitude
change
Permanent
positive
attitude
change
Permanent
negative
attitude
change
yes yes yes
yes no
nono no
Input for future processing
Petty and Cacioppo, 1986

20. ROI
How will the media chosen help to generate profit?
Can their performance be measured? How?
What are we measuring? Awareness? Preference? Conviction? Sales?
Katx, (2019)

21. …once all this is known, we can move on to
establishing media objectives
1 define the target audience
2 set broad communications objectives
3 considering creative requirements
The audience for the media plan needs to be the same as that for the marketing plan – personas?
Stage of the DMP; think, feel, act? timing, category, reach and frequency
What’s your big idea? What do the media need to deliver? Features, benefits, advantages…

22. References and reading
Fill and Turnbull (2019) Marketing Communications, London: Pearson
Katz, H. (2019) the Media Handbook, London:Routledge
Media Week, 2018
Mediatel, 2020
Ofcom, 2019
Percy, L. and Elliott, R. (2016) Strategic Advertising Management. Oxford,
Oxford University Press.
WARC, 2020
Yeshin, T. (2006). Advertising. London: Thomson