Media Planning, Strategy and Research
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Transcript of Media Planning, Strategy and Research
8/3/2019 Media Planning, Strategy and Research
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Media Planning & Strategy,
Media ResearchSuryagopan Jayadevan
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Media PlanningO “A plan of action to communicate a
message to a target market a the right
time, and right frequency.”
O The goal of a media plan is to be efficient:
to gain maximum exposure at minimum
cost.
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Basic TermsO Media Planning - A series of
decisions involving the delivery of messages toaudiences.
O Media Objectives - Goals to beattained by the media strategy and program.
O Media Strategy - Decisions on howthe media objectives can be attained.
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Basic TermsO Media - The various categories of
delivery; e.g.:- Print or Broadcast
O Media Vehicle - The specificmessage carrier.
O Coverage - The potential audiencethat might
receive the message through the thevehicle.
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Basic TermsO Reach - The actual number of
individual audience membersreached at least once by the
vehicle in a given period of time.
O Frequency - The number of timesthe receiver
is exposed to vehicle in a specifictime period.
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Problems in Media Planning
O Lack of information
O Inconsistent terms
O Serious time pressure
O Measurement problems
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Developing the Media Plan
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1• Analyze the Market
2•
Establish Media Objectives
3• Develop Media Strategy
4• Implement Media Strategy
5• Evaluate Performance
Developing the Media Plan
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Media Planning Criteria
Considerations O The media mix
O Target market coverage
O Geographic coverage
O Scheduling
O Reach versus frequency
O Creative aspects and mood
O FlexibilityO Budget considerations
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Media Strategy Numerous factors are evaluated and they are
usually ranked based on priority.
•
Target market and media matching strategy• Creative strategy influences media choices
• Coverage decisions are based on the budget
• Timing decisions are crucial for scheduling
• Reach, frequency, and continuity priorities
• Budget
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Target Audience Coverage
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Marketing Factors Important toDetermining Frequency
O Brand history
O Brand share
O
Brand loyalty O Purchase cycles
O Usage cycle
O Competitive share of voice
O Target group
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Message or Creative Factors Important to
Determining Frequency O Message complexity
O Message uniqueness
O New vs. continuing campaigns
O Image versus product sell
O Message variation
O Wear out
O Advertising units
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Media Factors Important to
Determining Frequency O Clutter
O Editorial environment
O Attentiveness
O Scheduling
O Number of media used
O Repeat Exposures
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ExampleO Super bowl Commercials
O IPL commercials
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Which Media?O Great ads will fail if the media chosen
do not reach the right audiences.
O Newspapers and magazines haveinherent advantages anddisadvantages.
O Broadcast media, TV and radio also
have inherent advantages anddisadvantages.
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Television Characteristics
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Radio Characteristics
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Magazines Characteristics
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Newspapers Characteristics
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Outdoor Characteristics
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Direct Mail Characteristics
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Internet / Interactive
Media Characteristics
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Media Research
Media research ,also known as advertising
research, focuses on issues of mediaeffectiveness, selection, frequency, and ratings.
Media research studies:
• Brand awareness
• Advertising recall
• Brand image
• Effectiveness of advertising copy
• Audience size for a particular type of advertising
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Media Research
Important statistics for media measurementinclude:
• Audience – the number of homes or people
exposed to the advertising medium
• Frequency – the number of times a person seesor hears an ad
• Reach – the percentage of the target audiencethat will see or hear an ad at least once
• Ratings – the total number of audienceimpressions delivered over a set period of time
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Media Research
To obtain these measures, businesses often requestinformation from the media of interest to them.In most cases, the information includes a ratecard listing the:
• Advertising costs
• Circulation or viewership figures
• Deadline dates
• Other requirements for submission of anadvertisement
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Media Research
To determine the effectiveness of printed media, readers are askedabout the extent to which they
noticed the ad, remembered it, andassociated it with the advertisedbrand.
Readership in print media is measured
by surveys or estimated bycirculation.
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Media Research
Broadcast media testing is done through a varietyof methods like:
• Personal interviews
• Theater tests
• In-home testing
• Focus groups
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Media Research
The effectiveness of Internetadvertising is often measured withtracking studies. Web-centric
trackers log the total number of people who have visited a Web site.
User-centric trackers involve meteringsoftware in a sample household or
business that tracks computer usageand Web sites that are visited.
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ReferenceO Advertising and Promotion
- George E. Belch & Michael A. Belch