Media Strategy

Presenter – Shabista Booshan

 Media Planning
and Strategy

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Media Strategy

• Definition: A plan of action by an

advertiser for bringing advertising
messages to the attention of consumers
through the use of appropriate media.

Presenter – Shabista Booshan

• Role Of Media
Advertising is a collection of activities by which visual
and oral messages are used to pass a message to a
particular target group in order to inform and influence
them to buy the product or use the service or act in
favour towards ideas, persons, trademarks or institutions
featured.
With the invention of print and other technologies we
now have-

• Print - newspapers, magazines, catalogues, newsletters

• Phone, mail, fax
• Radio & TV,
• Internet - through websites, blogs, social networking sites, email,
video & Audio pod casts
• Tele seminars & webinars
• Mobile media - Blackberrys and mobile or cell phones
• And lets not forget in person public speaking and networking

Presenter – Shabista Booshan

 What Is a Media Budget?
• Every business, whether a Fortune 500
company or the business you've started at
your kitchen table, invests in media in one
form or another. From print advertising and
commercials to stationery and business cards,
media is what businesses depend on to get
their message out. Understanding where your
business spends its media dollars is critical to
making effective spending decisions.

Presenter – Shabista Booshan

Who Controls the Media Budget
• In smaller companies, media budgets are under
the control of the company's owner or CEO, who
generally oversees every part of the company's
budget and approves all major purchases.
• In larger companies with marketing departments,
the media budget may be controlled by a media
or advertising director, or by a vice-president of
marketing or advertising. Spending may also be
directed by a media buyer, whose job is to
purchase media, especially advertising, at the
best possible price.

Presenter – Shabista Booshan

How the Media Budget is Allocated
• How a company's media budget is allocated
depends on such factors as the company's overall
marketing strategy, previous years' allocations,
previous investment in media-related equipment
or production tools, past performance of the
various media categories and how the company
has been reaching its core demographics.
The company's evolving product line and new or
rising media outlets, such as new TV shows or
print publications, may also influence media
budget allocation.

Presenter – Shabista Booshan

 What are the different types of
media?
• Print media (Newspaper, Magazine)
• Electronic media (radio, TV, web site)
• Mass Media (Bill board, Leaf lets)

Presenter – Shabista Booshan

 Media Research and Advertising
Decisions

• Helps the advertisers to not repeat the

blunders of past and create a difference by
adopting better strategies in future.

Presenter – Shabista Booshan

 Media Terminology
Media
Media AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery
Planning
Planning of
of messages
messages toto audiences
audiences

Media
Media Goals
Goals to
to be
be attained
attained by
by the
the media
media strategy
strategy
Objectives
Objectives and
and program
program

Media
Media Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can
Strategy
Strategy be
be attained
attained

The
The various
various categories
categories of
of delivery
delivery systems,
systems,
Media
Media including
including broadcast
broadcast and
and print
print media
media

Broadcast
Broadcast Either
Either radio
radio or
or television
television network
network or
or local
local
Media
Media station
station broadcasts
broadcasts

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Media Terminology
Print
Print Publications
Publications such
such asas newspapers,
newspapers,
Media
Media magazines,
magazines, direct
direct mail,
mail, outdoor,
outdoor, etc.
etc.

Media
Media The
The specific
specific carrier
carrier within
within aa medium
medium
Vehicle
Vehicle category
category

Number
Number of
of different
different audience
audience members
members
Reach
Reach exposed
exposed at
at least
least once
once in
in aa given
given time
time period
period

The
The potential
potential audience
audience that
that might
might receive
receive
Coverage
Coverage the
the message
message through
through the
the vehicle
vehicle

The
The number
number of
of times
times the
the receiver
receiver isis exposed
exposed
Frequency
Frequency to
to the
the media
media vehicle
vehicle in
in aa specific
specific time
time period
period

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Media Terminology
Media
Media AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery
Planning
Planning of
of messages
messages toto audiences
audiences

Media
Media Goals
Goals to
to be
be attained
attained by
by the
the media
media strategy
strategy
Objectives
Objectives and
and program
program

Media
Media Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can
Strategy
Strategy be
be attained
attained

The
The various
various categories
categories of
of delivery
delivery systems,
systems,
Media
Media including
including broadcast
broadcast and
and print
print media
media

Broadcast
Broadcast Either
Either radio
radio or
or television
television network
network or
or local
local
Media
Media station
station broadcasts
broadcasts

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Developing the Media Plan
Situation
Situation Marketing
Marketing Creative
Creative
Analysis
Analysis Strategy
Strategy Plan
Plan Strategy
Strategy Plan
Plan

Setting
Setting Media
Media Objectives
Objectives

Determining
Determining Media
Media Strategy
Strategy

Selecting
Selecting Broad
Broad Media
Media Classes
Classes

Selecting
Selecting Media
Media Within
Within Class
Class

Media
Media Use
Use Decision
Decision Media
Media Use
Use Decision
Decision Media
Media Use
Use Decision
Decision
—— Broadcast
Broadcast —
— Print
Print —— Other
Other Media
Media

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Media Planning Difficulties

Measurement
Measurement Lack
Lack of
of
Problems
Problems Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time Inconsistent
Inconsistent
Pressure
Pressure Terms
Terms

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Developing the Media Plan
Analyze
Analyze the
the Market
Market

Establish
Establish Media
Media Objectives
Objectives

Develop
Develop Media
Media Strategy
Strategy

Implement
Implement Media
Media Strategy
Strategy

Evaluate
Evaluate Performance
Performance
Presenter – Shabista Booshan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Marketing Factors Determining
Frequency
Marketing
Marketing
Factors
Factors

Brand
Brand Brand
Brand Usage
Usage
Loyalty
Loyalty Share
Share Cycle
Cycle

Brand
Brand Share
Share of
of Purchase
Purchase Target
Target
History
History Voice
Voice Cycles
Cycles Group
Group

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Message Factors Determining
Frequency
Message
Message Message
Message Complexity
Complexity
or
or Creative
Creative
Factors
Factors Message
Message Uniqueness
Uniqueness

New
New Vs.
Vs. Continuing
Continuing Campaigns
Campaigns

Image
Image Versus
Versus Product
Product Sell
Sell

Message
Message Variation
Variation

Wear
Wearout
Wear out
Wearout
out

Advertising
Advertising Units
Units

Presenter – Shabista Booshan

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Media Factors Determining
Frequency
Clutter
Clutter

Repeat
Repeat
Scheduling
Scheduling Exposures
Exposures
Media
Media
Factors
Factors
Editorial
Editorial
Attentiveness
Attentiveness Environment
Environment

Number
Number of
of
Media
Media Used
Used
Presenter – Shabista Booshan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Television Pros and Cons
Advantages Disadvantages
Mass
Mass Coverage
Coverage Low
Low Selectivity
Selectivity

High
High Reach
Reach Short
Short Message
Message Life
Life

Impact
Impact of
of Sight,
Sight, Sound
Sound High
High Absolute
Absolute Cost
Cost
and
and Motion
Motion

High
High Prestige
Prestige High
High Production
Production Cost
Cost

Low
Low Cost
Cost Per
Per Exposure
Exposure Clutter
Clutter

Attention
Attention Getting
Getting

Favorable
Favorable Image
Image
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Radio Pros and Cons
Advantages Disadvantages
Local
Local Coverage
Coverage Audio
Audio Only
Only

Low
Low Cost
Cost Clutter
Clutter

High
High Frequency
Frequency Low
Low Attention
Attention Getting
Getting

Flexible
Flexible Fleeting
Fleeting Message
Message

Low
Low Production
Production Cost
Cost

Well-segmented
Well-segmented Audience
Audience

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Magazine Pros and Cons
Advantages Disadvantages
Long
Long Lead
Lead Time
Time for
for
Segmentation
Segmentation Potential
Potential Ad
Ad Placement
Placement

Quality
Quality Reproduction
Reproduction Visual
Visual Only
Only

High
High Information
Information Content
Content Lack
Lack of
of Flexibility
Flexibility

Longevity
Longevity

Multiple
Multiple Readers
Readers

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Newspaper Pros and Cons
Advantages Disadvantages
High
High Coverage
Coverage Short
Short Life
Life

Low
Low Cost
Cost Clutter
Clutter

Short
Short Lead
Lead Time
Time for
for Low
Low Attention
Attention Getting
Getting
Placing
Placing Ads
Ads
Ads
Ads Can
Can Be
Be Placed
Placed in
in Poor
Interest Poor Reproduction
Reproduction Quality
Quality
Interest Sections
Sections

Timely
Timely (Current
(Current Ads)
Ads) Selective
Selective Reader
Reader Exposure
Exposure

Reader
Reader Controls
Controls Exposure
Exposure

Can
Can Be
Be Used
Used for
for Coupons
Coupons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Outdoor Pros and Cons
Advantages Disadvantages
Location
Location Specific
Specific Sort
Sort Exposure
Exposure Time
Time

High
High Repetition
Repetition Short
Short Ads
Ads

Easily
Easily Noticed
Noticed Poor
Poor Image
Image

Local
Local Restrictions
Restrictions

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Direct Mail Pros and Cons
Advantages Disadvantages
High
High Selectivity
Selectivity High
High Cost
Cost Per
Per Contact
Contact

Reader
Reader Controls
Controls Exposure
Exposure Poor
Poor Image
Image (Junk
(Junk Mail)
Mail)

High
High Information
Information Content
Content Clutter
Clutter

Repeat
Repeat Exposure
Exposure
Opportunities
Opportunities

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Internet Pros and Cons
Advantages Disadvantages
User
User Selects
Selects Product
Product Limited
Limited Creative
Creative
Information
Information Capabilities
Capabilities
User
User Attention
Attention and
and Websnarl
Websnarl (Crowded
(Crowded
Involvement
Involvement Access)
Access)

Interactive
Interactive Relationship
Relationship Technology
Technology Limitations
Limitations

Few
Few Valid
Valid Measurement
Measurement
Direct
Direct Selling
Selling Potential
Potential Techniques
Techniques

Flexible
Flexible Message
Message Platform
Platform Limited
Limited Reach
Reach

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin