MEDIA STRATEGIES

MEDIA STRATEGIES

Submitted by,RAHUL B R

MEDIAMedia or the mode of communication needs to be chosen carefullyThe reach and the impact needs to be understood before choosing a medium of communication. Media must be chosen specifically to a geographic area. The timing also must be chosen carefully, certain times of the years certain products would perform better than others.

MEDIA PLANNINGMedia Planning a plan of action to communicate a message to the right people, at the right time, and the right frequency.

MEDIA PLANMedia Plan a document that outlines the relevant details about how a clients budget will be spent

Media ObjectivesMedia StrategyMedia Execution

MEDIA OBJECTIVESTo find the targetTo develop the messageTo estimate how many, how often, how long the messages are

MEDIA STRATEGYMedia Strategy a plan for achieving media objectives to reach the target audience as effectively and efficiently as possible

Should address:How often to advertiseHow long to advertiseWhere to advertiseWhat media to useWill rationalize why only certain media recommended

FACTORS INFLUENCING MEDIA STRATEGYTarget Market ProfileNature of the MessageGeographic Market PrioritiesTiming of AdvertisingReach/Frequency/Continuity

NATURE OF THE MESSAGECreative and media strategy should be synergisticRight message in the right medium

GEOGRAPHIC MARKET PRIORITIESNationalRegionalCategory development index (CDI)Brand development index (BDI)Key Market Coverage

REACH/FREQUENCY/ CONTINUITYContinuityThe length of time required to generate impact on a target

ReachTotal audience exposed to a message one or more times in a period, usually a week

Gross Rating PointsCalculated by multiplying reach and frequency

FrequencyThe average number of times a message has been exposed to an audience over a period of time

REACHThe number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. During the course of the schedule illustrated, seven different households were exposed to the spot at least once. Since each home represents 10 % of the universe, this makes the reach 70%.FREQUENCYAverage number of times a household or a person viewed a given television program, station or commercial during a specific time period.

CONTINUITY/CONTINUOUS SCHEDULE Advertising runs steadily and varies little. Compare with Flighting and Pulsing with scheduling

RATING (RTG OR %)The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.

RATING = households tuned in to a given program all households with television

SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT)

(more simply: share measures the percentage of all TV sets in use watching a particular program)

Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore:

400,0001,000,000 = .40, or a rating of 40

At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is

Share = 400,000 800,000 = .50, or a rating of 50

If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.

MEDIA EXECUTIONMedia Execution translating media strategies into specific media action plansLook at cost efficienciesDevelop a scheduleAllocate budget

MEDIA SELECTION

Cost per thousand (CPM) is a determining factor

Select the Particular MediumSelect Class of Media Within the Type

General Type of Media

MEDIA SCHEDULE AND BUDGET ALLOCATIONDevelop media calendarAssign estimated costs to all activitiesBlocking Chart shows allocation of a brands media budget according to time of year and type of medium

MEDIA BUYINGNegotiate final pricesReplace any media that has become unavailableSeek favourable rates and positions to maximize efficiency and achieve objectives

COMMONLY AVAILABLE MEDIA VEHICLES Broadcast TVCable TV (Limited)Movies/Cinema Adv.AM/FM radioTelephonePostal MailNewspapersMagazinesBooks