Advertising & IMC Strategy - Session 06
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Transcript of Advertising & IMC Strategy - Session 06
THE MEDIUM IS THE MESSAGE
Marshall McLuhan, 1964
“When your message can be communicated by merely
being placed in the appropriate media, then your advertising efforts are carried
with it a heavier effect in driving the business
objectives.”
Have you ever seen an ad and thought to yourself, “What a brilliant placement?”
To get the messages
at the RIGHT time
to the RIGHT people
in the RIGHT place
Planning Media Strategy (Disseminating the Message)
To make sound decisions, media planners must possess
creativitymarketing savvy analytical/ synthesis skill
Media planning requires that agencies clearly articulate
What content Where Which media When How often
The Challenge for Ad AgenciesClients want great ad (and ROI) with minimum budget
Increasing Media Options Increase Audience Fragmentation
1
It wasn't long ago that major advertisers could ensure a big audience by simply advertising on TV.
NOT ANYMORE.
Advertising can be found everywhere these days - even places where we least expect it.
Increasing Cost of Advertisement2
Increasing Complexity in Media Buying and Selling
3
VALUE-ADDED PROGRAMS TO PROVIDE EXTRA BENEFITS: Besides selling space or time at rate-card prices
or below, companies now offer reprints, merchandising services, special sections,
event sponsorships, and mailing lists.
Increasing Competition4
In a competitive environment, companies (ad agencies) usually compete for price.
The Media Planning Framework
SituationAnalysis
MarketingPlan
AdvertisingPlan
Set Media Objectives
Determine Media Strategy
Select Media Classes
Select Media within Classes
Media Planning Framework
MessageWeight
ExposureFrequency
X 10
ContinuityAudienceSize
AudienceReach
Message-Distribu-on Objec-ves
Should a small advertiser run a full-page ad once a month or a quarter-page ad once a week? Is it better to use a few 60-second commercials or many 15- and 30-second ones?
MARKETS MECHANICSMONEY MEDIA METHODOLOGY
MEDIA MIX (5Ms)
Definition of target audiences, How to weigh them?
MARKET
Budget for each medium Effect of Restriction
MONEY
Nature of the Message Media types to be used
MEDIA
Size, Timing, and Position of message units
MECHANICS
Reach, Frequency Continuity Goals
METHODOLOGY
Methods for Scheduling Media
ContinuousFlightingPulsing
Continuous
12 Weeks
60 sec video ad on facebook
Flighting
4 Weeks4 Weeks 4 Weeks
60 sec ad 60 sec ad
Pulsing
4 Weeks4 Weeks 4 Weeks
90 sec ad 60 sec ad30 sec ad
Additional Methods for Scheduling Media
BurstingRoadblocking
Blinking
Bursting
running the same commercial
every half hour on the same network during
prime time
Roadblocking
buying air time on all three networks
simultaneously
Blinking
flooding the airwaves on Sundays (on both cable and network TV channels) to make it
virtually impossible to miss the ads