Relation to Text This slide relates to pages 327-328 of the text. Summary Overview This slide lists some of the predictions being made about the future of media and marketing communications. Use of this Slide This slide can be used to introduce the ever-changing media landscape: Media budgets will not increase for years Traditional media will have a different role, with a reduced budget How consumers use media will never be the same Although traditional media are supposed to be dying, forecasts of their impending doom may be greatly exaggerated: TV is still an effective medium DVRs are not having as negative an impact as predicted Newspapers are being read by more people than previously thought Direct marketing has increased in effectiveness However, all agree that viewers’ media consumption, technology changes and inventions, and so forth will create havoc for media planners. The key may be using a “portfolio model,” which considers synergism between media.
Relation to Text This slide relates to page 331 of the text and Figure 10-2. Summary Overview The various steps and activities involved in developing a media plan are presented on this slide. Use of this Slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. The plan determines the best way to get the advertiser’s message to the market. The basic goal being to find that particular combination of media that: Enables the marketer to communicate the message in the most effective manner To the largest number of potential customers At the lowest cost More detailed discussion of these activities follows.
Relation to Text This slide relates to page 340 of the text and Figure 10-10. Summary Overview This slide shows the Category Development Index (CDI) , which is another index that can help marketers determine where to allocate the media budget. It is computed in a manner similar to the BDI index, except that it uses information regarding the overall product category, rather than for specific brands. This index uses the ratio of the following variables: Percentage of the total product category sales in a given market Percentage of total U.S. population in the given market By performing the mathematical calculation shown on the slide, the advertiser can determine the potential for development of the total product category in a given area. When this information is combined with the BDI, a much more insightful promotional strategy may be developed. Beginning with the CDI, the marketer can first look at how well the product category does in a specific market area. Then a brand analysis would follow to see how well the brand is doing relative to its competitors. Together this information provides a clearer picture of where to allocate the media budget. Use of this Slide This slide can be used to explain the Category Development Index.
Relation to Text This slide relates to pages 341-342 of the text. Summary Overview This slide lists a number of criteria that must be considered before making a media selection decision. Use of this Slide Use this slide to discuss how one chooses one medium and one medium vehicle from among the many that are available. While it is possible that only one medium and/or vehicle may be employed, it is much more likely that a mix will be the optimum choice. For example, consider a promotional situation in which a product requires a visual demonstration to be commercially effective. In this case, TV may be the most effective medium. However, if the promotional strategy calls for coupons to stimulate product trials, print media may be necessary. For in-depth information, an Internet website may be best. By combining media, marketers can increase coverage, reach and frequency levels while improving the likelihood of achieving overall communications and marketing goals.
Relation to Text This slide relates to pages 342-343 of the text and Figure 10-13. Summary Overview The chart on this slide shows the market coverage possibilities. Use of this Slide This slide can be used to show the various target market coverage scenarios. Developing media strategies involves matching the coverage of the media vehicles to the target market. Chart 1 – shows the target market as a proportion of total population Chart 2 – full coverage of the target market; optimal goal Chart 3 – partial coverage, leaving some customers without exposure Chart 4 – media coverage exceeds target audience; some coverage may be wasted The goal of the media planner is to extend media coverage to as many members of the target audience as possible, while minimizing the amount of excess or wasted coverage.
Relation to Text This material relates to page 344 and Figure 10-15 of the text. Summary Overview This slide illustrates the various scheduling options available to advertisers. Use of this Slide The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner: Continuity… continuous pattern of advertising; every day, every week, or every month Flighting… intermittent periods of advertising and no advertising Pulsing… combination of continuity and flighting; continuity is maintained but at certain periods advertising is increased. The optimal schedule can be affected by buying cycles. Continuity… appropriate with food products, household products and products consumed on an ongoing basis. Flighting… well suited to seasonal or other products that are consumed mostly during certain time periods. Pulsing… used for products with little sales variation from period to period, but might see some increase in certain times, such as cold beverages in the hot summer months.
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Relation to Text This slide relates to Figure 10-22 on page 351 of the text. Summary Overview This slide lists the message or creative factors that impact the determination of frequency levels. Use of this Slide This slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Message complexity – the simpler the message, the less frequency required Message uniqueness – the more unique the message, the less frequency required New vs. continuing campaign – new campaigns require a higher frequency Image vs. product sell – creating an image requires a higher frequency Message variation – a single message requires less frequency Wearout – higher frequency leads to faster wearout Advertising units – larger units require less frequency
Relation to Text This slide relates to Figure 10-22 on page 351 of the text. Summary Overview This slide lists the message or creative factors that impact the determination of frequency levels. Use of this Slide This slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Clutter – more clutter requires higher frequency Repeat exposures – media that allow for more repeat exposures require less frequency Editorial environment – the more consistent the ad is with the editorial environment the less frequency required Number of media used – fewer media the lower the frequency required Attentiveness – the higher the level of attention achieved by the media, the less frequency required Scheduling – continuous scheduling requires less frequency
Relation to Text This slide relates to page 352 of the text. Summary Overview This slide introduces the topics of mood and creativity , and how they work with media. Use of this Slide Use this slide to introduce these basic ideas: A specific creative strategy may require a certain media The medium in which an ad is placed may affect viewers’ perceptions of the ad Consider the image that might be created if your product were to be advertised in the following media: The New York Times versus the National Enquirer A highly rated prime-time TV show versus an old rerun Television versus the Internet
Relation to Text This slide relates to pages 352-353 of the text. Summary Overview This slide shows some areas where flexibility in a media strategy may be needed to avoid lost opportunities and address new threats. Use of this Slide This slide can be used to discuss the importance of a flexible media strategy. Because of the rapidly changing market environment, strategies may need to be modified at any time. Market opportunities. Sometimes a market opportunity arises that the advertiser wishes to take advantage of. Market threats. Internal or external factors may pose a threat to the firm, and a change in media strategy is dictated. Availability of media. Sometimes a desired medium (or vehicle) is not available to the marketer. Changes in media or in media vehicles. A change in the medium or in a particular vehicle may require a change in the media strategy.
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Lecture 7-media planning
Media Planning and Strategy Dr. George Belch San Diego State University