Media The Marketing of Messages Media The Marketing of Messages Media Speak Media Building Blocks Strengths Weaknesses Building The Media Plan The Media Planning Revolution Media Speak Media Medium Vehicle Media collective noun Medium one type of media Vehicle single carrier Media Speak Audience Coverage Composition Audience Coverage Composition Audience Audience number number or or exposed exposed to to aa vehicle vehicle Audience Audience Coverage Coverage number number or or reached reached by by aa single single insertion in insertion in aa specified specified area area Audience Audience Composition Composition statistical statistical breakdown breakdown of of aa media media vehicle s total vehicle s total audience audience Media Speak Reach Ratings Broadcast Media use Rating Points of of Target Target Audience Audience reached reached by by aa media vehicle media vehicle Print Media use Circulation Number Number of of copies copies sold sold or or distributed distributed Media Speak Above the Line Below the Line Above Above paid paid advertising advertising Below Below sales sales promotion promotion PR PR events events Traditional Non Traditional Traditional Traditional major major mass mass media media Non Traditional Non Traditional unique unique media media opportunities opportunities and and new new media media forms forms Media Speak Brand Contact Points More Brand Brand Contact Contact Points Points Personal Personal Media Media Network Network Aperture Aperture Clutter Fragmentation Clutter Clutter a a result result of of More More media media channels channels More More messages messages in in each each channel channel Fragmentation Fragmentation a a result result of of More More media media channels channels More More audiences audiences Smaller Smaller audiences audiences Media Building Blocks Strengths Weaknesses Strengths Weaknesses of each Medium Steps of Building a Media Plan Print Strengths Weaknesses Portable Portable Time Time independent independent Not Not aa fleeting fleeting medium medium it it lasts lasts Accommodates Accommodates complex complex copy copy Good Good picture picture quality quality Easier Easier to to feature feature more more than than one one product product Versatility Versatility Can Can be be preserved preserved and and reread reread Journalistic Journalistic content content credibility credibility prestige prestige Can Can deliver deliver coupons coupons Newspaper Strengths Weaknesses Prestigious Prestigious Readers Readers upscale upscale Readers Readers use use ads ads Less Less lead lead time time Strong Strong local local emphasis emphasis Sense Sense of of immediacy immediacy Cataloging Cataloging Value Value Reproduction Reproduction varies varies Not Not much much passalong passalong Can Can be be expensive expensive Cluttered Cluttered Not Not read read thoroughly thoroughly Poor Poor demographic demographic selectivity selectivity May May have have adverse adverse editorial editorial Magazine Strengths Weaknesses Building audience audience takes long lasting long lasting time Can be exposure exposure Special Special audience audience opportunities opportunities Can Can be be Repeat Repeat High High passalong passalong Creative Creative flexibility flexibility cluttered Early closing closing dates Out of Home Strengths Weaknesses Poor Frequency Poor demographic demographic Frequency and and selectivity selectivity repetition repetition Limited time time Large Large audiences audiences Limited Limited Limited copy copy Low Low cost cost Complicated Complicated Visual Visual impact impact logistics logistics Blanket Blanket coverage coverage Can Can be be expensive expensive Versatility Versatility Restrictions Restrictions Radio Strengths Weaknesses Various Various formats formats Special Special audiences audiences Inexpensive Inexpensive Affordable Affordable Affordable Affordable Radio is cluttered frequency frequency Radio spots production production are fleeting Reaches Reaches mobile mobile market market Scheduling Scheduling creative creative flexibility flexibility Immediacy Immediacy Television Strengths Weaknesses Fleeting Impact Fleeting Expensive Expensive Market coverage coverage Big Big shows shows Intrusive Big Big Bucks Bucks Production Production can can Flexible Flexible be be expensive expensive Cost efficient Best Best shows shows CPM have have limited limited Prestigious availability availability Cable TV Strengths Weaknesses Low ratings Geographic flexibility flexibility Inexpensive Reporting is Varied Varied programming inadequate Specialized Specialized audiences audiences Upscale audiences Wide variety variety of ad ad formats Buildi ng Media Plan The Building The Media Plan Successful media planning is the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost Building The Media Plan The Media Plan is The Media Plan is a blueprint for future action organizing a brand s advertising into media objectives and strategies that are Goal Oriented Goal Oriented increase increase sales share sales share Make Make sense sense effective efficient effective efficient Manageable Manageable can can be be executed executed flexible flexible developed developed before before the the buy buy Building The Media Plan Media Objectives WHAT hopes your Media Plan to achieve Media Strategies HOW the Media Objective will be implemented Building The Media Plan Evaluation Analysis Planning Media Objectives Media Strategies The Media Buy Post Buy Analysis Building The Media Plan Evaluation Analysis Seasonality Seasonality Brand Brand History History Budget Budget Purchase Purchase Cycle Cycle Prime Prime Prospect Prospect Geography Geography Competition Competition Promotional Promotional Activity Activity Building The Media Plan Evaluation Analysis Problems Opportunities Becomes foundation for The Media Plan Building The Media Plan Planning Media Objectives Target Audience Seasonality Geography Reach Frequency Building The Media Plan Planning Media Objectives Target Audience Profile Demographics Product Usage Heavy Med Light Media Usage PMN Personal Personal Media Network Network Media Media Consumption Consumption Core Core Audience Audience Aperture Aperture Building The Media Plan Planning Media Objectives Seasonality Seasonal sales Media Efficiency Competitive media presence Promotions Scheduled Building The Media Plan Planning