The document outlines the integral role of advertising agencies in developing advertising campaigns as part of integrated marketing communications, focusing on media strategy, planning, and selection. It emphasizes the importance of understanding consumer behavior, setting clear advertising objectives, and selecting appropriate media channels to optimize campaign effectiveness. Furthermore, it discusses various advertising media options and their respective advantages and disadvantages, as well as considerations for B2B and international marketing contexts.

2. Developing an advertising campaign within the framework of an integrated
marketing communication program is a vital function that high-quality
advertising agencies provide.
So, we need to consider the nature of ads media selection that include:
–The media strategy
–Media planning process
–Ad objective
–Media choices based benefit
–Media selection in b2b and international setting
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OVERVIEW

3. Media strategy is process of analyzing and choosing media for an
advertising and promotions campaign
The overall IMC program has to make effective media strategy in
order to achieve goal of the firm to communicate their message.
Media Strategy
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4. No two plans alike, usually includes:
1. Marketing Analysis (careful consideration of target market)
2. Advertising Analysis (fundamental Advertising Strategy and
Budget)
3. Media Strategy (Media to be used and creative decisions)
4. Media Scheduling (What ads when and where)
5. Justification and summary (Metrics of success)
Media Planning
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5. The important thing to develop media plan are:
1. Focus on consumer behavior
2. Create plans that reflect the consumer’s purchasing process
3. Influence the consumer in the marketplace
Media Planning
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6. There are 2 media planning role:
1. Media Planner – formulates program of when and where to place
ads.
2. Media Buyer – buy space and negotiate rates, times and
schedules.
Media Planning Role
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7. Media planner provide extremely valuable function and are inhigh
demand
Media planner usually conducts market research to help matchthe
product with market and media.
Media planner is gathering fact about various media suchas:
- newspaper, magazine circulation rates.
Media Planner
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8. Media buyers will work together with media planner, ad creative, & account
executive to ensure the effectiveness of ad campaign.
Because media buyers have a great deal of knowledge about rates and
schedules.
Media Buyer
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9. Media Buyer
Media buyers usually emphasize in the differences of ad are often
related to:
1. Quality media choice
2. Creativity
3. Financial stewardship
4. Agency track record
5. Computer system
6. Relationship-agency & medium’s sales representative
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10. Several concepts are used in media objective including:
1. Reach – (depth) number of target reached with the medium
2. Frequency – (repetitive hits) # of times target exposed to same ad within a
specified time frame
3. GRP (Gross Rating Points) – impact or intensity of media plan…
vehicle’s rating X frequency=GRP
4. Effective Rating Points (ERP)
5. Cost
–CPM (cost per thousand) cost to reach 1000 of the target
audience/vehicle
–CRP (cost per rating point) = cost per media buy/Vehicle’s rating
–Weighted CPM = ad cost x 100 / actual audience reached
Advertising Objective
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11. Advertising Objective
6. Continuity – exposure pattern or schedule used in the ad
campaign
–Continuous
–Pulsating
–Discontinuous
7. Impressions - number of gross impressions = # of exposures to
entire audience
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12. Another objective of ad campaign are:
1. Trial - mendorong pelanggan untuk melakukan pembelian awal
sebuah produk baru
2. Brand Switching - merebut konsumen yang awalnya memakai
produk pesaing menjadi menggunakan produk perusahaan
3. Switchback - mengambil kembali minat dan keinginan konsumen
yang telah berpindah ke produk pesaing
Advertising Objective
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13. 1. Effective Frequency and Effective Reach
Number of times target must see ad and % of target that must be
exposed in order to reach Objectives.
2. Allows for variation and strives for optimal frequency/mix.
3. Three 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)
Achieving Advertising Objective
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14. There many choices of ad media:
1. TV
2. Radio
3. Outdoor
4. Internet
5. Magazines
6. Newspapers
7. Direct Mail
8. Alternative Media
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Media Selection

15. Television
PercentageIndicating
1 Word-of-mouth 63%
2 Sampling 45%
3 In-store 32%
4 Mass Media
(TV,Radio,Newspapers,Magazine,Outdoor)
27%
5 Sponsorship 23%
6 Alternative media- Viral,guerrilla 18%
7 Public Relation 15%
8 Online 10%
9 Direct mail 7%
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16. Television
ADVANTAGES DISADVANTAGES
High reach Greater clutter
High frequency potential Low recall due to clutter
Low cost per contact Channel surfing during
commercial
High intrusion value Short amount of copy
Quality creative opportunities High cost per ad
Segmentation possibilities
through cable outlets
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17. Advantage
• Recall promoted
• Narrower target market
• Ad music
• High segmentation potential
• Flexibility in making news ad
• Able to modify ads with local condition
• Mobile
Radio
Disadvantage
• Short exposure time
• Low attention
• Few chances to reach national
audiences
• Information overload
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18. Advantage
• Recall promoted
• Narrower target market
• Ad music
• High segmentation potential
• Flexibility in making news ad
• Able to modify ads with local condition
• Mobile
Radio
Disadvantage
• Short exposure time
• Low attention
• Few chances to reach national audiences
• Information overload
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19. Advantage
1. Able to select key geographic areas
2. Accessible for local ad
3. Low cost per impression
4. Broad reach
5. High frequency on major commuter
routes
6. Large and spectacular
Outdoor Ad
Disadvantage
1. Short exposure time
2. Brief message
3. Little segmentation possible
4. Cluttered travel routes
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20. Advantage
• Creative possibilities
• Short lead time
• Simplicity of segmentation
• High audience interest
• Easier to measure the response
Internet
Disadvantage
• Difficult procedure to place ads
and buy time
• Only the computer owner
• Short life span
• Hard to retain interest of surfers
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21. 1. High flexibility
2. High credibility
3. Strong audience interest
4. Coupons and special response feature
1. Short life span
2. Internet competition with classified ads
3. Poor buying procedure
Magazine and Newspaper
Magazine have always second choice for advertisers because it
has high level of segmentation available
Advantage Disadvantage
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22. Direct Mail
The major advantage of direct mail is that it normally lands in the hand
of person who open email.
The primary disadvantages of direct mail include cost, clutter, and
nuisance factor
Thus, direct mail well known local or national firm seeking a more
immediate response, usually in business to business
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23. Alternative Media
Some form of additional advertising are:
1. Leaflets, brochures
2. Ads on carry bags from stores
3. Ads on T-shirt
4. Ads on movie trailers
5. Small sign in mall
6. Self run text or ads in some place
7. Yellow pages
8. In – house advertising magazines
9. etc
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24. Media mix are intend to selecting the proper blend of media for
advertisements.
The increased impact of using two or more media is called media
multiplier effect – which means the combined impact of using two or
more media.
Media Mix
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25. Media Selection In Business to Business Markets
Market scale
•Local
•Regional
•National
•global
Market
characteristics
•Demographic
•Geographic
•Psychographic
•Geodemographic
•Media habits
Media choices
•TV
•Radio
•Outdoor
•Newspaper
•Internet
•Magazine
•Direct mail
•other
Message content
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26. Media Selection In International Markets
In international setting, it is important to understand the media habits of
consumer as well as their daily lifestyles
The aim of selection are:
1. Improve media effectiveness by matching a firm’s ads to the time of day the
audience will be most receptive
2. Select the correct medium
In general, the firm must carefully attend to cultural to make sure the buying
process does not offend in any given region
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27. THANK YOU
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28. About Me
The young protégé, Marketer & Business Scholar
www.ekak-hardianto.com