Creating the media_plan
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The document discusses the key aspects of creating an effective media plan, including defining marketing objectives, translating those into measurable media objectives, identifying the target audience, determining appropriate geography and timing, setting communication goals, and outlining the budget and proposed tactics. The media planning process involves analyzing customer and competitive data, developing strategies to meet objectives, evaluating options, and presenting a recommended plan for implementation.
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3) Media buying implements the media plan by negotiating placements and rates across various media types like print, broadcast, outdoor and digital. It aims to deliver messages efficiently within budget.
Advertisingppt 130708233914-phpapp01
This document discusses advertising and marketing concepts. It begins by outlining the objectives of studying advertising such as understanding its role in marketing communications and examining theories of consumer behavior. It then discusses definitions of key terms like brands, the marketing mix, and advertising. The document examines the components and costs of the marketing mix. It also explores the roles and relationships between advertisers, agencies, media, suppliers and audiences. Finally, it discusses different types of advertising and criteria for determining if an ad is effective.
Advertising ppt
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
2) advertising management
The document discusses various methods for budgeting advertising expenditures, including the percentage-of-sales method, objective and task method, competitive parity method, and all-you-can-afford method. It also outlines the process for developing an advertising strategy, from defining objectives and target audiences to creating messages, selecting media, executing campaigns, and evaluating effectiveness. Finally, it provides an exercise for allocating advertising budgets for brands in different stages - a mature shampoo brand, declining mobile brand, fast-growing watch brand, and new hotel launch.
2) advertising management copy
The document discusses various methods for budgeting advertising expenditures, including the percentage-of-sales method, objective and task method, and competitive parity method. It also outlines the process for developing an advertising strategy, from defining objectives and target audiences to creating messages, selecting media, executing campaigns, and evaluating effectiveness. An exercise asks groups to allocate advertising budgets for brands in different stages - a mature shampoo brand, declining mobile brand, fast-growing watch brand, and new hotel launch.
Media Brief And Strategy Checklist
The document provides guidelines and best practices for developing effective yearly media strategies and briefs. It recommends including elements such as media KPIs, budget considerations, target audience segmentation, and timing of marketing activities. The author, Robert Johnson, has extensive experience in online marketing, media management consulting, and improving marketing and media ROI.
Advertising
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
Aamir abbasi IoBM
This document provides an introduction to media strategy and planning. It discusses key concepts like reach, frequency, and advertising cycles. It explains that a media plan balances reach, frequency, and number of advertising cycles based on a fixed budget. Increasing one requires decreasing the others, like a balloon with three ears. The document also discusses factors that influence frequency, such as marketing, creative, and media considerations. It outlines different scheduling methods and how they relate to purchase cycles. Finally, it poses questions that media planners should consider when developing a strategy to maximize value and positioning.
Mcom 341-20 Media Planning 2
This document discusses factors that influence media strategy and tactics for advertising, including defining media objectives, developing a media strategy and mix, considering the sales potential and purchase patterns of target markets, and selecting appropriate media vehicles and tactics. It explains concepts like reach, frequency, continuity, and gross rating points and the role of the media buyer in negotiating ad placements and monitoring performance.
Communication Objectives
Communication objectives serve as benchmarks for communication planning and decision making between organizations. They translate overall marketing goals into specific communication goals and should be measurable. Objectives may include increasing brand awareness, preference, or sales. Setting objectives requires analyzing the target market and competitors as well as determining primary versus secondary goals. Objectives help measure the success or failure of communication programs relative to the defined goals.
International Marketing Communication and its process..promotional tools
This document provides an overview of international marketing communications and promotional strategies. It discusses key concepts such as:
- The definition of integrated marketing communications as coordinating all marketing tools to maximize impact at minimal cost.
- How communication is important for export marketing to provide buyers with needed purchase decision information.
- Common objectives, metrics and steps for planning international promotional campaigns, including determining target audiences, budgets, and effectiveness measurements.
Marketing a Small Biz (WKU SBDC)
The document provides an overview of marketing strategies for small businesses. It discusses developing a marketing plan, defining a target market, creating a brand, budgeting for marketing activities, and different marketing channels including advertising, public relations, direct mail, and online/social media. It emphasizes the importance of having a great product, consistent branding, and tracking the effectiveness of marketing efforts.
Direct mail strategy & execution
This document provides an overview of strategic considerations for direct mail campaigns. It discusses when to use direct mail as a strategy, components of a direct mail plan such as situation assessments, objectives, tactics and implementation. It also covers strategic elements like creative execution, formats, envelopes, letters, offers and more. The goal is to plan an effective direct mail strategy that achieves measurable objectives.
Advertising
This document provides an overview and outline for an advertising course. The course aims to help students understand the role of advertising in marketing communications and consumer behavior. Students will learn how to develop advertising strategies and plans, examine creative execution and production techniques, and evaluate advertising effectiveness. The course will cover topics like branding, integrated marketing communications, media planning, and the societal impact of advertising. It includes a schedule of lecture topics, assignments, reading materials and grading criteria.
Similar to Creating the media_plan (20)
International Marketing Communication and its process..promotional tools
International Marketing Communication and its process..promotional tools
Creating the media_plan
- 1. Creating the Media Plan UCLA Extension Media Planning & Analysis
- 3. Media Plan Process C onsumer Business Plan Review Lessons Learned from Previous Years Where they Spend? Category Spending Report How they Spend? Strategy Observations Share of Voice Analysis Where Are They? Retail location mapping Who Shops? MRI; ACNielsen study Who Are They? MRI Analysis Where Do they Live? BDI/CDI Mapping Ramp Up Kick Off Media Strategy Statement is Agreed Upon by all vested Plan Development C ompetitors C ustomer
- 7. Where Do We Start?
- 8. The Process Overview IMPLEMENTATION STRATEGY BRIEFING & ANALYSIS THE MEDIA PROCESS STRATEGY Post Evalu- ation Execu- tion Media Negotiation/ Buying Tactical Media Plans Media Strat- egies Media Objec- tive Competi- tive Analysis Brand Briefing
- 15. So… How do We Create a Plan?
- 20. Step 1... MARKETING OBJECTIVE
- 22. MARKETING OBJECTIVE Increase Sales/ Market Share Step 1...
- 23. MARKETING OBJECTIVE Combat Competition/ Prevent Erosion Increase Sales/ Market Share
- 24. MARKETING OBJECTIVE Launch New Product Combat Competition/ Prevent Erosion Increase Sales/ Market Share
- 26. MEDIA OBJECTIVE What Direct advertising towards…in order to… Step 2...
- 28. MEDIA STRATEGIES HOW MUCH WHO WHERE WHEN HOW HOW MANY Step 2A...
- 29. MEDIA STRATEGIES HOW MUCH Budget WHO Target Audience WHERE Geograph y WHEN Timing / Seasonality HOW Creative Considerations HOW MANY Communication Goals
- 41. Devising a Media Solution… Media Selection & Evaluation