Integrated Marketing Communication Chapter 7

MEDIA PLANNING & STRATEGYMany companies large and small are focusing additional attention on the integration of creative work and media, as well as the use of multiple media vehicles to achieve the optimal impact.Chapter - 7

Some Basic Terms and ConceptsMedia planning is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. Media planning is a process, which means a number of decisions are made, each of which may be altered or abandoned as the plan develops.

Monday, April 10, 2023 Integrated Marketing Communication 2

THE MEDIA PLANBest way to get the advertiser’s message to the market.


The Media PlanThe media plan determines the best way to get the advertiser’s message to the market. In a basic sense, the goal of the media plan is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost.•Insufficient Information•Inconsistent Terminologies•Time Pressures


Insufficient InformationWhile a great deal of information about markets and the media exist, media planners often require more than is available. Some data are just not measured, either because they cannot be or because measuring them would be too expensive.


Inconsistent TerminologiesProblems arise because the cost bases used by different media often vary and the standards of measurement used to establish these costs are not always consistent.


Time PressuresIt seems that advertisers are always in a hurry—sometimes because they need to be; other times because they think they need to be. Actions by a competitor—for example, the cutting of airfares by one carrier—require immediate response. But sometimes a false sense of urgency dictates time pressures. In either situation, media selection decisions may be made without proper planning and analyses of the markets and/or media.


DEVELOPING AND IMPLEMENTING MEDIA STRATEGIES


The Media MixA wide variety of media and media vehicles are available to advertisers. While it is possible that only one medium and/or vehicle might be employed, it is much more likely that a number of alternatives will be used.


Target Market CoverageThe media planner determines which target markets should receive the most media emphasis. (In the media plan for Bumble Bee Tuna in Appendix B, this was determined to be women 25–54 and geographic markets.) Developing media strategies involves matching the most appropriate media to this market by asking.


Geographic CoverageThe objective of weighting certain geographic areas more than others makes sense, and the strategy of exerting more promotional efforts and dollars in those areas follows naturally.


SchedulingContinuity refers to a continuous pattern of advertising, which may mean every day, every week, or every month. The key is that a regular (continuous) pattern is developed without gaps or non-advertising periods. Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.


FlexibilityAn effective media strategy requires a degree of flexibility. Because of the rapidly changing marketing environment, strategies may need to be modified. Flexibility may be needed to address the following:1.Market Opportunities2.Market Threats3.Availability of Media4.Changes in Media or Media Vehicles


CHARACTERISTICS OF MEDIA


Television

Advantages

1. Mass coverage2. High reach3. Impact of sight, sound,

and motion4. High prestige5. Low cost per exposure6. Attention getting7. Favorable image

Disadvantages

1. Low selectivity2. Short message life3. High absolute cost4. High production costs5. Clutter


Radio

Advantages

1. Local coverage2. Low cost3. High frequency4. Flexible5. Low production costs6. Well-segmented

audiences

Disadvantages

1. Audio only2. Clutter3. Low attention getting4. Fleeting message


Magazines

Advantages

1. Segmentation potential2. Quality reproduction3. High information content4. Longevity5. Multiple readers

Disadvantages

1. Long lead time for ad placement

2. Visual only3. Lack of flexibility


Newspapers

Advantages

1. High coverage2. Low cost3. Short lead time for placing

ads4. Ads can be placed in

interest sections5. Timely (current ads)6. Reader controls exposure7. Can be used for coupons

Disadvantages

1. Short life2. Clutter3. Low attention-getting

capabilities4. Poor reproduction quality5. Selective reader exposure


Outdoor

Advantages

1. Location specific2. High repetition3. Easily noticed

Disadvantages

1. Short exposure time requires short ad

2. Poor image3. Local restrictions


Direct mail

Advantages

1. High selectivity2. Reader controls exposure3. High information content4. Opportunities for repeat

exposures

Disadvantages

1. High cost/contact2. Poor image (junk mail)3. Clutter


Internet and Interactive media

Advantages

1. User selects product information

2. User attention and involvement

3. Interactive relationship4. Direct selling potential5. Flexible message platform

Disadvantages

1. Limited creative capabilities

2. Websnarl (crowded access)

3. Technology limitations4. Few valid measurement

techniques5. Limited reach


Limitations of TelevisionAlthough television is unsurpassed from a creative perspective, the medium has several disadvantages that limit or preclude its use by many advertisers.1.Costs2.Lack of Selectivity3.Fleeting Message4.Clutter5.Limited Viewer Attention6.Advantages of Cable7.Limitations of Cable


Documents

Integrated Marketing Communication Chapter 7