Media planning

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Media planning

  1. 1.  An advertising strategy most commonly employed to target consumers using a variety of informational outlets. Media planning is generally conducted by a professional media planning or advertising agency and typically finds the most appropriate media outlets to reach the target market.
  2. 2.  Strategy & targets (business/brand/consumer)  Market situation and competition analysis  Marketing und media objectives
  3. 3.  Definition of communication objectives  Cognitive-oriented objectives (awareness, recall)  Affective-oriented objectives (interest, brand positioning, brand development, brand management)  Cognitive-oriented objectives (purchase intentions, customer loyalty)
  4. 4.  Target group identification: two-step segmentation process  Definition of core target groups based on - demographic characteristics (age, gender) - psychographic characteristics (interests, buying habits) - socioeconomic characteristics (occupation, social status, income, buying power) - behavioural characteristics (buying behaviour, decision behaviour)
  5. 5.  Campaign strategy (duration, timing,  Recency/burst strategy)  Media mix and budgeting  Advertising impact  Ad specials
  6. 6.  Detail planning for each media channel  Availability  Dates of publication  Selection of time slots  Positioning within the magazine or commercial break
  7. 7.  Booking (order management, production plans)  Job handling (artwork, tapes)  Rescheduling/Optimization
  8. 8.  Controlling, documentation  Invoicing
  9. 9.  Campaign performance (expost analysis)  Planning, purchasing efficiency  Competition reporting
  10. 10.  Special conditions, performance optimization  Client-specific agreements

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