Develop the Media Plan. Chapter 6, Section 1

Transcription

1 Develop the Media Plan Chapter 6, Section 1

2 Goals Identify the components of a media plan Evaluate the media classes of newspaper, magazine, radio, and television

3 The Media Plan Media plan identifies media used to distribute advertising message to target market Saves money selecting and buying the right exposure Driven by the advertising plan Vital to the success of the creative plan

4 The Media Plan I. Media Objectives II. III. IV. Media Strategies Media Choices Media Scheduling and Buying

5 The Media Plan I. Media Objectives What Message to be delivered to target market Where Geographic coverage Who Audience needs to match target market When Message weight: # times audience exposed to ad message Why Reasons for making strategic media decisions

6 The Media Plan II. Media Strategy Determines type of media to use When and where ads will run How often the ads will run Reach: % of audience exposed to an ad Frequency: # of times audience is exposed Simple ads require less exposure Continuity: Pattern of placement in media Alternating heavy and light advertising Size: Length of broadcast ad or size of print ad does NOT determine success

7 The Media Plan III. Media Choices Choosing an assorted media mix enables advertisers to reach more than one target segment

8 The Media Plan IV. Media Scheduling and Buying Airtime or ad space can be purchased by the business, the ad agency or an agency that specializes in buying and selling ad time/space Flexibility: An effective media plan requires flexibility for different situations or events.

9 Assignment: The Media Plan Create a media plan for your product Media Objectives (what, where, who, when, why) Media Strategy (type of media, when & where ads run, and how often) Media Choices (choose a mix) Media Scheduling and Buying (who will buy and how much it cost)

10 Create a Chart Media Advantage Disadvantage Newspaper Magazines Radio Television Online Direct Mail Outdoor Transit

11 Media Classes Media Classes: type of media, such as TV or magazines Media Vehicles: a single member of the media class, such as Good Housekeeping or ESPN

12 Newspapers Accessible to most businesses National newspapers: The Wall Street Journal Local newspapers: Florence Morning News PROS: Reach over 50% of American homes Reputation of credibility Low cost CONS: Discarded daily (short life span) Majority limited to black and white ads

13 Newspapers Categories Display ads Located in the body of the articles Set apart from text by a border or white space Inserts Printed on separate paper Folded into newspaper Classified Ads Buy by line or word

14 Magazines Target consumers by hobbies/interests Target businesses by profession or industry PROS: Longer life span Target specific segment Creative flexibility CONS: Cost more than newspapers Lead times of 2 or more months

15 Magazines Categories Full Page Half-page Two-column One-column Half-column Bleed page (background runs to edge of page) Gatefolds (folds out of magazine for extra-wide ad)

16 Radio PROS: Timeliness Low cost Reach consumers at home, work, and in car CONS: Audience may not pay attention Audio-only creates a challenge for creativeness

17 Television The best medium may be television PROS: Reach specific target market Creative freedom (sight and sound) CONS: Low credibility rating Costly Audience may leave room or turn channel during commercials

18 Online Advertising Online advertising has increased as Internet usage has grown. Online technology lets businesses interact with consumers via chat rooms blogs e-newsletters Chapter 6 Slide 18

19 Disadvantages of Online Advertising In an effort to combat excessive spamming, many Internet users now utilize software that blocks promotions from reaching their computers. Chapter 6 Slide 19

20 Direct-Mail Advertising promotional materials sent to target customers through the mail Companies that specialize in maintaining targeted mailing lists can provide almost any type of list needed. Chapter 6 Slide 20

21 Disadvantages of direct-mail advertising include: Direct-mail is often considered to be junk mail. It often gets discarded without being read. Chapter 6 Slide 21

22 Outdoor Advertising billboards and signs can be effective as the name of your business is located where many people can see it Chapter 6 Slide 22

23 Disadvantages of outdoor advertising include: limited information can be included may not project the image you wish to convey Chapter 6 Slide 23

24 Transit Advertising signs on public transportation can provide more information than a billboard effective if your target market includes consumers who use mass transit Chapter 6 Slide 24

25 Advertising Campaign Create 3 ads mentioned in your media plan Be sure they have the same overall theme. Make sure to use the ad type you discussed in the ad plan; for example, persuasive, brand, informative, etc.