Developing Media Plans

Market Analysis Establishing Media Objectives Developing Media Strategies

– Select the media mix– Determine the target market and

geographic coverage– Schedule the media

Chapter 11.1

 

Table 11.1 Media Characteristics

 Media Type Advantages Disadvantages

NewspapersShort lead time for placing ads Low cost Good coverageCan be used for coupons

Short life spanWasted coverageClutterPoor reproduction quality

MagazinesQuality reproductionLong life span Audience selectivity High information content“Pass along” value

Long lead time for ad placementHigh production costsLack of flexibility

RadioPersonalLow costFlexibilityLow production costsAudience selectivity

Lack of visual appealFleeting messageClutter

 

TelevisionLarge audienceHigh impact of messageLow cost per exposureHigh credibility

High absolute costHigh production costsFleeting messageClutterLow selectivity

Direct MailHigh selectivity/low wasted coverageEasily evaluatedHigh information contentShort lead time

Poor imageClutterHigh cost per contact

Outdoor and TransitLow cost per exposureHigh repetitionTarget location

Wasted coverageLegislation/local restrictionsLong lead timeLack of flexibility

Chapter 11.2

Essentials in Media Selection Market focus Media focus Periodic media update Establish media effectiveness guidelines Advertising by objective Coordinate advertising with marketing campaigns Develop a sound advertising budget Plan around media pollution Coordinate local and national efforts Use a variety of media Keep accurate files

Chapter 11.3

Approaches to Media Scheduling

Continuous Advertising – keeping the amount of advertising relatively constant over time

Flighting Media Scheduling – use spurts and stops; blitz periods with no advertising in between

Pulsing Advertising – constant low level of advertising with periodic spurts/blitzes

Chapter 11.4

Advertising Media

Print Media – newspapers and magazines Broadcast Media – television and radio Direct Mail Support Media – outdoor, brochures, and

collateral materials

Chapter 11.5

Newspapers

Advantages– Short lead time– Low cost– Good coverage– Can use coupons

Disadvantages– Short life span– Wasted coverage– Clutter– Poor reproduction

quality

Chapter 11.6

Magazines

Advantages– Good quality

reproduction– Long life span– Audience selectivity– High information

content

Disadvantages– Long lead time– High production

costs– Lack of flexibility

Chapter 11.7

Techniques for Successful Print Advertising

Attract consumer’s attention with headline Use visual components (artwork, graphics) Keep layout and copy simple and

straightforward Make use of coupons Don’t hesitate to reuse successful print ads

Chapter 11.8

Radio

Advantages– Personal– Low relative cost– Flexibility– Low production costs– Audience selectivity

Disadvantages– Lack of visual appeal– Fleeting message– Clutter

Chapter 11.9

Techniques for Successful Radio Advertising

Keep message simple; listeners often engaged in other activities

Music should be kept simple/memorable Ad should suggest immediate action Ad should talk directly to consumers in

language and tone they will understand Copy should make listener visualize the

product

Chapter 11.10

Selecting Radio Spots

Determine the number of spots Decide the days the spots will be

broadcast Determine the times of day the spots

will be broadcast

Chapter 11.11

Production Guide for a 60-second Radio Commercial

Introduction5 to 10 seconds

Commercial Copy30 to 40 seconds

Recap of Pertinent Points5 to 10 seconds

Musical Logo5 to 10 seconds

Chapter 11.12

Television

Advantages– Large audience– High impact of

message– Low cost per

exposure– High credibility

Disadvantages– High absolute cost – High production

costs– Fleeting message– Clutter – Low selectivity

Chapter 11.13

Techniques for Successful Television Advertising

Visual aspect of commercial must convey the message to the consumer

Ad must capture viewer’s attention immediately

Ad should stay with one idea and repeat it Ad should accurately project the image of

the firm

Chapter 11.14

Direct Mail

Advantages– Highly selective– Low wasted

coverage– Easily evaluated– Short lead time– High information

content

Disadvantages– Poor image– Clutter– High cost per

contact/exposure

Chapter 11.15

Techniques for Successful Direct Mail

Must capture consumer’s attention Layout and copy should be personal

and not too complicated Successful direct mail pieces should be

repeated Should be creative

Chapter 11.16

Outdoor Advertising

Advantages– Low cost per

exposure– High repetition– Ability to target

location

Disadvantages– Poor audience

selectivity– High wasted

coverage– Local legislation and

restrictions will vary– Long lead time– Lack of flexibility

Chapter 11.17

Specialty Advertising

Advantages– Retention– Selectivity– Low cost

Disadvantages– Image– Clutter

Chapter 11.18