Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider ...
New Zealand: GfK for the Radio Broadcasters .
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use. - Prakash Joshi.
USA Election - The 2016 United States elections will be held (for the most part) on Tuesday, November 8, 2016. During this presidential election year, the President of the United States and Vice President will be elected. In addition, elections will be held for all 435 voting-member seats in the United States House of Representatives (as well as all 6 non-voting delegate seats) and 34 of the 100 seats in the United States Senate. Twelve state governorships, two territorial governorships, and numerous other state and local elections will also be contested.
3. MEDIA PLANNING
• No two plans alike, usually includes:
1. Marketing Analysis (careful
consideration of target market(s))
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)
4. Media Planning Roles
• Media Planner – formulates program
of when and where to place ads.
• Media Buyer – buy space and
negotiate rates, times and schedules.
5. Advertising Objectives
• Reach – (depth) # of target reached with the medium
• Frequency – (repetitive hits) # of times target exposed to same
ad within a specified time frame
• GRP (Gross Rating Points) – impact or intensity of media
plan…
vehicle’s rating X frequency=GRP
• Effective Rating Points (ERP)
• 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
• Continuity – exposure pattern or schedule used in the ad
campaign
– Continuous
– Pulsating
– Discontinuous
• Impressions - # of gross impressions = # of exposures to
entire audience
6. Reaching Ad Objectives
• 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)
7. MEDIA SELECTION
• TV
• Radio
• Outdoor
• Internet
• Magazines
• Newspapers
• Direct Mail
• Alternative Media
– leaflets, brochures, carry-homes, Ads on carry-
homes, Ads on T-shirts & caps, movie trailers,
free-standing signs, motel room ads, yellow
pages, mall kiosks, by fax, video replay
scoreboards, arenas, airline seats, walls of
airports, subways, bus terminals, buses, cabs…
8. Media Mix
• See Table 8.8 and Figure 8.5 on p.
260 of 3rd
. ed.
• MEDIA MULTIPLIER EFFECT –
increased impact of using 2 or more
media