lecture notes on media

1. MGT601 – Media Management
Topic 9: Social Media & Media Strategy

2. Where should you post your status?

3. How to Promote an Event on Social Media
Choose your event hashtag
Come up with a hashtag that’s short, unique, and easy-to-understand.
Once you land on an idea, stick with it! Consistency is key
Create (and sell tickets through) your Facebook Event
500 million people use Facebook Events each month. But with more
than 47 million public Facebook events created last year alone, you
need to make your event stand out.
Craft your content carefully
Engagement with your posts determines how many potential event-
goers see your promotions, so you need to make every post count.
Tailor content for each social network. You want to keep in mind the
different styles and audiences on each platform. On Twitter, it’s short,
sweet, and sometimes quirky, whereas on LinkedIn, you should steer
toward a more professional tone

4. How to Promote an Event on Social Media
• Work with influencers
Nearly 85% of marketers have plans to use some type of influencer
marketing in 2017. Building relationships with key people in your
industry who can talk up your event can help influence prospective
attendees to register
• Launch paid social media ads
On average, only about 2-6% of your Facebook followers will see posts
you make on your event page.

5. How to Keep Attendees Engaged
Before, During and After Your Event

8. SNS Marketing Metrics

9. Marketing Metrics
• Engagement rate : ER is an important metric that can influence
most goals such as brand awareness and sales.
• Likes: Likes/retweets/repins are the most common form of
engagement on social networks. More likes will get your post to
rise up in the newsfeed and generate even more engagement and
views.

10. Marketing Metrics

11. Marketing Metrics
• Comments: Comments are less common, but they can still have
the same effect on the post. But comments can be both positive
and negative. So, they can give you a clearer picture as to
whether the campaign is having a positive effect or a negative
effect.
• Clicks: Clicks indicate that the viewer took a special interest in
the post and decided to visit the webpage (if the influencer shared
a link) or enlarge the photo (if they shared a photo).
• Shares: Shares show that people liked the content so much that
they were willing to share it with their followers too.
• Reactions: On Facebook and Linkedin people can leave
reactions instead of a simple like. This can help you gain more
insights. You can also look at emojis in the comments to garner
more information on how the post made people feel

12. Marketing Metrics
• Sentiment: To get even more detailed insights on whether the
engagement for your campaign was positive or negative you can
track sentiment.
• You just need to search a keyword or hashtag related to your
brand or campaign and it will inform you whether the sentiment
was positive, negative or neutral. You can calculate the cost per
engagement by taking the total amount you spent on the
campaign and dividing it with the total number of engagements
listed above.

13. Marketing Metrics

14. Some Basic Terms and Concepts
• Media planning: the series of decisions involved in
delivering the promotional message to the
prospective purchasers and/or users of the product
or brand.
• Media objectives: goals to be attained by the media
strategy and program.
• Media strategies: decisions on how the media
objectives can be attained.
• Medium: the general category of available delivery
systems, which includes broadcast media, print
media, direct mail, outdoor advertising, and other
support media.

15. Some Basic Terms and Concepts
• Media vehicle : the specific carrier within a medium
category.
• Reach: a measure of the number of different
audience members exposed at least once to a
media vehicle in a given period of time. (actual)
• Coverage: the potential audience that might
receive the message through a vehicle. (potential)
• Frequency: the number of times the receiver is
exposed to the media vehicle in a specific period.
• Target audience: demographic segment targeted
for our message

16. Target Audience Coverage
Coverage
Exceeding
Market
Partial
Market
Coverage
Full
Market
Coverage
Target
Market
Proportion
Population excluding target market
Target market
Media coverage
Media overexposure

17. Selecting media within class
Selecting broad media classes
Determining media strategy
Media use decision
— print
Media use decision
— broadcast
Media use decision
— other media
Selecting media within class
Determining media strategy
Selecting broad media classes
The Media Plan
Setting media objectives
Setting media objectives
Marketing
strategy plan
Creative
strategy plan
Marketing
strategy plan
Situation
analysis
Creative
strategy plan
Situation
analysis
17

18. Media plan activates a media strategy

19. To Whom Shall We Advertise?
• Secondary information
• Government, e.g. age, education.
• Market research companies, e.g. Nielsen, Kantar, IRI, etc.
• Index number
• The high index may be a result of a low denominator.
Percentage of users
in a demographic segment
Index 100
Percentage of population
in the same segment
 
 
 
 
 
 
 

20. Internal and External Factors
• Internal factors: the size of media budget, managerial and
administrative capability, the organization of the agency.
• External factors: the cost of media, changes in technology,
competitors.

21. Where to promote?
Buying power index
• Buying Power Index (BPI) is a weighted index that converts
three basic elements—population(P), effective buying
income(EBI), and retail sales(ERS)—into a measurement of a
market’s ability to buy.
BPI=0.5*EBI + 0.3*ERS+ 0.2*P
• Effective Buying Income: an individual's disposable income, consisting of salary and wages, dividends,
interest, profits, etc., less all government taxes.
• Brand development index
• Category development index

22. Brand Development Index (BDI)
Percentage of brand to
total U.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
Percentage of brand sales to
total sales in market
Percentage of total population
in market

23. Category Development Index
(CDI)
CDI =
Percentage of product
category total sales in market
Percentage of total
population in market
X 100

24. Example
18-24 25-34 35-44 45+
Population 40% 27% 23% 10%
Brand 30% 30% 35% 5%
Product 20% 50% 15% 15%
BDI 75 111 152 50
CDI 50 185 65 150

25. Brand and Category Analysis
High market share
Good market
potential
High market share
Monitor for sales
decline
Low market share
Good market
potential
High
CDI
Low
CDI
Low market share
Poor market
potential
High BDI Low BDI

26. Developing a Media Plan
Assess the market:
• Customer segment:
 Size
 Stability
 Profitability
• Competitors:
 Number of competitors
 Market share and intensity
 Share of voice
Media objectives:
• 3 main media objectives include:
 Building relationships
 Raising awareness/considerations and
 Growing sales
 Frequency of purchase
 More people buying
 People buying more heavily

27. Developing a Media Plan

28. Developing a Media Plan

29. Developing a Media Plan

30. ATL, TTL to BTL
• Above The Line (ATL) refers to promotional activities done at macro level. It is
done at national, regional or at bigger territory level and mass audience is covered
in this type of promotion. A brand image is created about the company and its
product. Media such as television, cinema, radio, newspapers, and magazines are
used to create an impact about the company and its product. ATL communication
is more of conventional in nature.
• Below The Line (BTL) communication is unconventional in nature, done at micro
level and forms part of non-media communication. Measures include direct
mailing, distribution of flyers, brochures, and usage of sponsorships, public
relations, tele-marketing and point of sale.
Today, ATL is used for branding effect, to generate mind share
while BTL is used to generate loyalty and repeat sales.
ATL is tailored for mass audience while BTL promotions are
targeted at individual level according to their needs and
preferences.

31. ATL, TTL to BTL
ATL promotions are difficult to measure while BTL are measurable in
terms of sales and feedback and it gives marketers valuable insights
on their return on investment (ROI).
1. Through the line (TTL) refers to an advertising strategy involving both
above and below the line communications.
2. This strategic approach allows brands to engage with a customer at
multiple points (for example, the customer will see the television
commercial, hear the radio advert and be handed a flyer on the street
corner).
3. This enables an integrated communications approach where consistent
messaging across multiple media create a customer perception.
The advent of social media has blurred the ‘line’ segregating marketing
techniques. These days, companies use an integrated approach involving both
ATL and BTL and it is called the Through The Line (TTL) approach.

32. ATL, TTL to BTL

33. ATL, TTL to BTL

34. Three Scheduling Methods
Scheduling directly refers to the patterns of time in which the advertisement
is going to run.
Continuity: a regular pattern of advertising.(This is a best model for the
products having continuous demand all the year round.)
Flighting: a less regular schedule with intermittent periods of advertising
and non-advertising.(the biggest advantage here is there is very less waste
of funds as the ads run only at the peak time when the product demand is
on high. Television and radio are the most used media types in this
method)
Pulsing: a combination of the above two methods.(Pulsing is best used for
products that sell throughout the year but experience higher sales during
certain periods (lemonade sells all year but more during the summer
months, for example).

35. Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

36. Three Scheduling Methods
Flighting: This approach is often used when advertising budgets are limited or
when targeting specific consumer behaviors that fluctuate seasonally. A
company selling beachwear may use flighting to concentrate its advertising
efforts during the beginning of summer and again briefly mid-summer to capture
interest when consumers are most likely to purchase beach-related products.
During the fall and winter months, advertising may cease due to lower demand
Continuity involves a consistent, steady level of advertising over a specific period,
without significant fluctuations. This approach is suited for products or services
with constant demand throughout the year. A household cleaning product company
might choose continuity scheduling, advertising evenly throughout the year,
because the demand for cleaning products does not typically fluctuate dramatically
with seasons or holidays.
Pulsing combines elements of both flighting and continuity by maintaining a base
level of advertising year-round but increasing intensity during peak buying seasons
or around specific promotions. A supermarket chain uses pulsing by airing
commercials throughout the year to maintain brand presence but increases its
advertising frequency before major holidays like Thanksgiving and Christmas,

37. Reach versus Frequency
• Reach
Reach is the percentage of targets who are exposed to your media at
least once during a predetermined period of time. Your brand needs
at least 50 percent reach to survive, but higher reach is always better,
particularly at the beginning of a new campaign
• Frequency
Is the average number of times a household is exposed to your
campaign over a set period of time

38. Reach versus Frequency
Both reach and frequency are important to consider throughout
the lifecycle of your campaign. But the value you place on these
metrics really depends on your goals and the buying cycle for
your product/service/event .
Reach should be a high priority with a new campaign..
Concentrating on reach is also more effective with a broad
demographic.
Frequency is a more important metric for facing stiff competition
in your industry.

39. Effects of Reach and Frequency
• One exposure of an ad to a target group within a purchase
cycle has little or no effect in most circumstances.
• Since one exposure is usually ineffective, the central goal of
productive media planning should be to enhance frequency
rather than reach.
• The evidence suggests strongly that an exposure frequency
of two within a purchase cycle is an effective level.

40. Practical Examples….
1. The "GoPro: Be a HERO" campaign encouraged users to capture and share
their adventures using GoPro cameras, underlining the idea that with GoPro,
anyone can be a hero in their adventures.
2. The "Share a Coke" campaign replaced the iconic Coca-Cola logo on bottles
with 250 of the most popular names in each country it ran. This
personalization encouraged consumers to find bottles with their names or
those of their friends and family, making it a highly personal and shareable
experience.
3. The Ironman marketing campaign aims to not only increase race
registrations but also to build a global community of triathletes, fostering a
spirit of endurance and achievement. The campaign highlights the personal
triumphs and transformative journeys of its participants, leveraging these
narratives to engage with a wider audience.
4. The marketing campaign for the Boston Marathon aims to increase
participant registrations, engage running enthusiasts worldwide, and
highlight the event's historical significance and the spirit of endurance sports.