Mp+ +b chapter++12
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This document discusses considerations for timing and scheduling media plans. It describes factors to consider like industry and brand sales seasons, competitive activity, and promotional periods. Common scheduling options are presented like flights, pulsing, continuity, and using surprises. The key aspects of timing and scheduling are aligning media with sales opportunities, competitive dynamics, and promotional events to efficiently reach goals.
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This document discusses considerations for timing and scheduling media plans. It identifies several key factors to consider, including industry and brand sales patterns, competitive activity, reach and frequency goals, new product introductions, promotions, and media events. Various scheduling options are presented such as flights, pulsing, continuity, and opportunities for surprise. Overall, the timing and scheduling of a media plan requires strategic choices based on sales data, the media model used, and other marketing activities.
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Situation Analysis
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The document provides definitions and concepts related to advertising plans, print advertising, and media selection strategies. It defines key terms like advertising plan, advertising strategy, creative strategy, and media strategy. It also outlines the advertising pyramid, methods for allocating advertising budgets, and metrics for evaluating media like reach, frequency, and cost per thousand. The document then discusses print advertising specifics, defining formats like magazines and newspapers. It provides information on magazine and newspaper types and formats, and how to calculate costs like cost per thousand for magazines.
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The document outlines 10 concepts for managing mass communication and advertising campaigns. These include using the 5Ms framework to develop advertising programs, setting goals to connect with customers and differentiate brands, considering SCAMP factors to determine budgets, and developing campaigns through message generation, creative development and social responsibility review. It also discusses choosing appropriate media types, evaluating effectiveness through shares of voice and market, utilizing sales promotion tools, managing events, and supporting public relations to increase awareness and sales.
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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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Name: Rodney Wheeler
Institution: Rasmussen College
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profile
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Marketing review
Despite of it being new in the market it have the following market reviews:
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Today youths’ are the targeted market for the new brand based on the fact that they are faced with a lot of responsibility
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Competitor analysis Coca cola – 25%Pepsi – 10%Red bull – 60%Other – 5%
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Real competition for the new brand These two are considered to be the main competitor, whereby they are the multi dimensional companies that are the major market leaders in several sectors in USA. The corporations are also considered to have ability to advertise infinitely simply because they have estimated substantial budget and quality brand leadership. For the new brand to have a swift pace in the market it must also have quality brand leadership and the company should have substantial budget.
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It is also recommend to athletes based on the fact that it can also be considered as an energy drink.
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ABC/123 Version X
1Marketing Plan Outline and Timeline
Marketing Plan
You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.
There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.
Marketing Plan Outline
Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.
· Executive Summary:
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· Products or Services
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· Projected Outcomes
· Situational Analysis:
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· Internal Analysis
· Strengths/Weaknesses
· Capability/Capacity
· Competitor’s Strengths/Weaknesses
· Technological Competency
· Product or Service Analysis
· Market Segments
· Research
· Primary Research
· Secondary Research
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· Environmental Scanning
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· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Target Market(s):
· Demographics
· Psychographics
· Ethical Issues
· Legal Issues
· Social Issues
· Product, Place/Distribution, Promotion, and Price Strategies:
· Product Descriptions and Product/Service Mix Strategies
· Product/Service Determinants
· Creating a Brand Image
· Maintaining Brand Image
· Branding Concerns
· Distribution Strategies
· Channels, Mass, Selective, Exclusive
· Promotion/Integrated Marketing Communication
· Advertising Strategy/Objectives
· Push and Pull
· Media Strategy
· Advertising Execution
· Sales Promotion
· Direct Marketing
· Public Relations/Strategies
· Positioning
· Dynamic/Static Pricing Strategies
Marketing Plan Timeline
Week 1: Marketing Plan Topic
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Mp+ +b chapter++12
- 1. Timing & scheduling CHAPTER 12 Media Planning & Buying in the 21st Century
- 2. Agenda Introduction Timing considerations Scheduling options Media Planning & Buying in the 21st Century
- 3. Introduction This section will describe some of the strategic considerations to determine media timing and scheduling Timing and scheduling strategies are very important to the success of a media plan Timing and scheduling are affected by the media model used by the planner (chapter 9) Does advertising have an immediate effect? Or, does it build over time? Media Planning & Buying in the 21st Century
- 4. Timing Considerations Industry sales Brand sales Spend in relation to sales vs. leading sales? Availability & distribution Competitive activity Reach & frequency goals New product introductions Promotions Media events Media Planning & Buying in the 21st Century
- 5. Typical Retail Sales Seasonality Jan. Feb. M ar. Apr. M ay June July Aug. Sept. Oct. Nov. Dec.
- 6. Timing Period First Industry Brand Sales Sales Lead Sales Compet. Activity 12% 14% 12% Lite Second 13 16 13 Lite Third 15 16 14 Moderate Fourth 15 15 20 Moderate Fifth 20 18 30 Heavy Sixth 25 21 15 Heavy 100% 100% 100% Total Media Planning & Buying in the 21st Century
- 7. New Product Introduction - Example Initial Launch Period Sustaining Period Media Planning & Buying in the 21st Century
- 8. Promotion Heavy Up - Example Promotion Heavy Up Promotion Time Media Planning & Buying in the 21st Century
- 9. Continuity with Heavy-ups Heavy-Ups Base Schedule Media Planning & Buying in the 21st Century
- 10. Flights - Example 100 TRPs/Week Media Planning & Buying in the 21st Century 100 TRPs/Week 100 TRPs/Week
- 11. Pulsing - Example 75 TRPS/Week 25 TRPS/Week Media Planning & Buying in the 21st Century
- 12. Continuity Example 50 TRPS/Week Media Planning & Buying in the 21st Century
- 13. The art of surprise Media Planning & Buying in the 21st Century
- 14. Is there an opportunity to surprise? Advertising blitz Change scheduling pattern Change the way media are used Capitalize on competitive vulnerabilities such as out of stocks, product recalls or bad reviews Be creative! Media Planning & Buying in the 21st Century
Editor's Notes
- How might each of these considerations affect the timing of a media schedule?
- Chart shows some advertisers allocate their budgets by time period. Here options are to allocate by percentage of industry sales or percentage of brand sales. Some brands might average the two. Or some brands prefer to lead sales by creating some awareness and purchase consideration BEFORE a sale occurs
- An example of what a new product introduction might look like. Heavy advertising during the launch period to help generate awareness & trial, then a lower level to hopefully remind and generate repurchase.
- Media schedules often provide heavy ups for accouncements or promotions in order to generate awareness and interest quickly before promotion ends!
- Heavy ups are also used to reflect seasonal sales changes or other special announcements
- Flights, concentrate advertising in bursts to break through clutter is the theory. More consistent with effective reach theory
- Follows recency theory