media management

1. MGT601 – Media Management
Topic 8 – Media Strategy, Planning & SEO

2. 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

3. 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).

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

5. 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

6. 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.

7. 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.

8. Factors Important in Determining
Frequency Levels
• Marketing Factors
• Brand history
• Brand loyalty
• Purchase cycles
• Usage cycle
• Target group

9. Factors Important in Determining
Frequency Levels
• Message or Creative Factors, for example:
• Message complexity
• Message uniqueness
• New vs. continuing campaigns

10. Factors Important in Determining
Frequency Levels
• Media Factors
• Clutter
• Scheduling
• Number of media used
• Repeat Exposures

11. Evaluation and Follow-Up
Use again, or analyze flaws
How well did these strategies achieve
the media objectives?
How well did the media plan contribute
to attaining the overall marketing and
communications objectives?

12. Media planning
• Below is an outline with the components of a good media
plan.
1. Background and justification
2. - objectives
3. - Audiences
4. - Messages
5. - Settings and channels
6. - Tasks and timeline
7. - Budget
8. - Tracking and evaluation plans

13. Setting Goals
• Successful media plan starts with clear goals
• Once goals are established, marketers are better able to
develop strategies and choose the right platforms or
outlets for their messages
• Clear goals help everyone involved in the plan to aim
their efforts in the right direction

19. Specifying Media Objectives
• Issues to be addressed when setting objectives include:
• Reach – what proportion of the target audience should receive the
message?
• Frequency – how frequently should the target audience be exposed
to the message?
• How much exposure is needed to accomplish reach and frequency
objectives?
• How should the budget be allocated?
• How close to purchase time should the target audience be exposed
to the marketing communications?
• What is the most cost-effective way to accomplish the marketing
objectives?

20. Reach
• ‘Reach’ is the percentage of the target audience who are exposed
to the vehicles used to deliver the message.
• Who sees and hears what is difficult to measure.
• Data from audience measurements firms such as
OzTAM TV offer an implied number of people exposed
to the medium being measured.
• By itself, reach is not an effective objective.

21. Determinants of reach
• Time of day the message is communicated.
• The number and diversity of media used; i.e. the more media,
the greater the reach
• Diversity within a single media vehicle, such as two magazines
or a greater number of magazines.

22. Frequency
• Frequency represents the number of times during a period that
the target audience will be exposed to the media vehicles.
• Higher frequency rates can be achieved through repetition of
the advertisement.
• Higher frequency rates will have a greater impact on the
consumer making a choice to buy the brand.

23. Setting Goals

24. ATL, TTL, BTL

25. ATL VS BTL

26. Media Evaluation
• For each media outlet you select, create a plan that will
measure its effectiveness and will tell you what's working and
what isn't. This should link your original objectives with
measurable data. Look at how many customers redeemed your
coupon from a direct-mail campaign, or how well a series of
radio advertisements has increased your brand awareness.
That will allow you to make changes if your media picks turn out
to be less effective than planned, and to direct resources at
more likely prospects for success.

28. A web search engine or Internet search engine is a
software system that is designed to carry out web search,
which means to search the World Wide Web in a systematic
way for particular information specified in a textual web
search query

29. Important?
 80% of consumers find your website by first writing a query into a
box on a search engine (Google, Yahoo, Bing)
 90% choose a site listed on the first page
 85% of all traffic on the internet is referred to by search engines
 Cost-effective advertising
 Clear and measurable ROI
 Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More
Sales/Leads

30. Search Advertising
Search advertising, also known as paid search advertising,
Google advertising, and search engine marketing, is a marketing
technique that places online advertisements in search engine
results. Businesses who place ads in the search results pay a fee
every time somebody clicks on one of their ads (this is known as
"pay-per-click" advertising

31. What is SEO?
• SEO = Search Engine Optimization
• SEO (Search Engine Optimization) aims to draw the greatest
amount of traffic possible to a website by bringing it to the top of a
search engine's results. SEO is used by businesses and
individuals to maximize the visibility of their websites and content
in order to boost traffic and therefore business. Companies often
hire SEO specialists to implement such strategies with the goal of
maximizing organic traffic, which is the traffic that arrives at a
website naturally and not as a result of paid search efforts, such as
pay-per-click (PPC).

33. What Are Searchers Looking For?
• People using search engines are actively seeking information
relevant to their search query. So if your search ad matches what
they’re looking for, there’s a good chance they’ll click
• Keyword Research
• “Target the wrong keywords and all your efforts will be in vain.”
• The “right” keywords are…
• relevant to your business
• popular with searchers

34. Keyword Research
•Tools to check popularity of keyword
searches
•http://WordTracker.com
•http://KeywordDiscovery.com
•http://adwords.google.com/KeywordPlanner
•http://www.google.com/trends/
•http://ubersuggest.org/

35. What a Search Engine Sees
• View > Source (HTML code)

36. Pay Per Click
 PPC ads appear as “sponsored listings”
 Companies bid on price they are willing to pay “per click”
 Typically have very good tracking tools and statistics
 Ability to control ad text
 Can set budgets and spending limits
 Google AdWords and Overture are the two leaders

37. PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• easier for a novice or one little
knowledge of SEO
•generally more costly per visitor
and per conversion
•easier to compete in highly
competitive market space (but it
will cost you)
•ability to target “local” markets
• better for short-term and high-
margin campaigns
• results take 2 weeks to 4
months
• requires ongoing learning and
experience to achieve results
•generally more cost-effective
• very difficult to compete in
highly competitive market space
•more difficult to target local
markets
• better for long-term and lower
margin campaigns

38. 5 SEO Best Practices to Adopt
1. Choose tactical keywords
Keywords are the words that someone would search to find your
page. Google then looks for usage of these words on your page
(especially its title and headers) to decipher if your page answers
the search query
2. Localize your SEO efforts
Events are time- and location-based. Unlike other ecommerce
sites that are relevant anytime and everywhere, event pages
need traffic at certain times — when tickets are on sale.
They also need to reach people in the right location. If your event
takes place in Sydney, you want it to surface for someone who
Googles “events this weekend in Sydney.” To rank for that time
and place, be sure to make your event date, and location
prominent on your website.

39. 5 SEO Best Practices to Adopt
3. Choose a clear domain name
• By far the most important place for keywords? Your domain name.
It should literally be the name of your event, whenever possible.
For instance, Wanderlust Yoga & Music Festivals has the domain
wanderlust.com.
This is the best way to ensure that if someone types in your event
name directly, your event site will come up first.
4. Build great content
• When it comes to your rank on Google, using keywords to show
your event is relevant is just half the SEO battle. The other half is
to convince Google that your site is more helpful and valuable for
searchers than other sites ranking for the same or similar
keywords

40. 5 SEO Best Practices to Adopt
5. Forge relationships to attract links
• One way search engines determine if a site is valuable is if
other sites link to it.. Your social media strategy comes into play
here, too. Encourage your fans and followers to reshare links to
your content, and make it easy for them to do so.
Another great way to get these “inbound links” is by listing your
event on discovery sites or local directories, which typically
include a link to your ticketing page