215114031 advt assignment_presentation
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The document discusses media strategy and planning. It defines media strategy as how advertisers seek to achieve media objectives and stand out amid competition. There are four elements of a media strategy: media mix, usage, geographic allocation, and scheduling. Media planning involves selecting media and deciding placement to optimally reach targets. Planners must determine reach, frequency, budget allocation, and factors like seasonality that influence scheduling approaches like continuity, flighting, and pulsing. The goal is maximizing exposure through the most effective media combination.
215114031 advt assignment_presentation
- 1. Media Strategy: Media Planning, Selection, Factors influencing the Plan, Scheduling Abdul Shiyas A 215114031 DoMS, NIT Trichy
- 2. Media Strategy • Way we seek to realize our media objectives • Enables an advertiser to rise above the clutter of ads, and stand out in the competition • Media strategy expects media planners to be creative in using the media • The ad should provoke readers to look at it more than once • Media can be used to build credibility
- 3. Four basic elements of Media strategy 1. Media Mix • Media mix refers to the various advertising channels through which a company communicates with its audience in order to fulfill a campaign as outlined in the media plan 2. Usage of Media 3. Geographic Allocation 4. Scheduling Strategy
- 4. Media Planning and Selection Definitions- • “The series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience” • “Process of selecting the advertising media and deciding the time or space in which the ads should appear” • Media planning is about determining the best MediaMix (i.e., the best combination of one-way and two-way media) to reach a particular target for a particular brand situation.
- 5. Media Planning and Selection In the process of planning the media planner needs to answer questions such as: 1. How many of the audience can I reach through different media? 2. On which media (and ad vehicles) should I place ads? 3. Which frequency should I select? 4. How much money should be spent in each medium?
- 6. Components of the Media Plan 1.The media mix 2.Target market coverage 3.Geographic coverage 4.Scheduling 5.Reach versus frequency 6.Creative aspects and mood 7.Flexibility 8.Budget considerations
- 8. Media Scheduling • Scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These plots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling periods. • The classic scheduling models are – Continuity – Flighting – Pulsing.
- 9. Media Scheduling • Continuity – This model is primarily for non-seasonal products. Advertising runs steadily with little variation over the campaign period. – There may be short gaps at regular intervals and also long gaps—for instance, one ad every week for 52 weeks, and then a pause. This pattern of advertising is prevalent in service and packaged goods that require continuous reinforcement on the audience for top of mind recollection at point of purchase. – Advantages: Works as a reminder Covers the entire purchase cycle Cost efficiencies in the form of large media discounts Positioning advantages within media
- 10. Media Scheduling • Flighting (or "bursting") – Media scheduling for seasonal product categories, flighting involves intermittent and irregular periods of advertising, alternating with shorter periods of no advertising at all. For instance, all of 2000 Target Rating Poinered in a single month, "going dark" for the rest of the year. – Advantages: Advertisers buy heavier weight than competitors for a relatively shorter period of time Little waste, since advertising concentrates on the best purchasing cycle period Series of commercials appear as a unified campaign on different media vehicles
- 11. Media Scheduling • Pulsing – Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods. Product categories that are sold year round but experience a surge in sales at intermittent periods are good candidates for pulsing. For instance, deodorants, sell all year, but more in summer months. – Advantages: Covers different market situations Advantages of both continuity and flighting possible
- 12. Factors affecting Media Plan 1. Budget 2. Competitor’s Strategy 3. Frequency v/s Reach 4. Increasing distributors’ support 5. Continuity 6. Flexibility 7. Cost per thousand 8. Creative Consideration 9. The medium and Target consumer Match 10. Language 11. Prestige of media 12. Availability of Media Time and Space 13. Nature of the product/service and nature of the market to be covered 14. Standard of Acceptance and Code of Ethics