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