Comstrat 380 1nd Edition Lecture 24 Outline of Last Lecture I. Issued in Internet AdvertisingII. Advantages and Limitations of Internet AdvertisingIII. Careers in Media (on the selling side)IV. Media Planning Job Functions (the buying side)Outline of Current Lecture I. Media strategiesII. Cost efficiencyIII. The basis for the buyIV. Media buying complexitiesCurrent LectureI. Media Strategiesa. Geographical strategiesi. A heavy up schedule is advised in DMAs where the product is available or projected sales are higherii. A category development index (CDI) determines rates of consumption for a product categoryiii. Brand development index (BDI) determines the strength of the brand in geographical areas b. The CDI tells you where the category is strong and weak, the BDI tells you where brand is strong and weak c. Scheduling strategiesi. Aperture refers to when consumers are most receptive to a brand messaged. Timing strategies: When to advertisei. Seasonality, holidays, days of the weak, time of dayii. Led time: time between thinking about purchases and purchasing iii. Duration: how long?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.1. If the period is too short, the message my not have sufficient impact2. If the period is too long, the ads may suffer from ware outiv. Continuity: how often?1. Refers to how advertising is spread out over the campaign2. A continuous strategy spreads ads evenly over a campaign periode. Pulsing strategyi. Advertising is intensified (peaks) before an aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activityf. Flighting strategyi. Alternating period of intense advertising activity (bursts) and no advertising (hiatus)g. Size and position strategiesi. Based on advertising objectivesii. Correct message size ad length must be determined for each mediumh. Media weightingi. How much to budget in each DMA or region ad for each target groupii. Used with seasonality, geography, audience segments, or level of brand development by DMAII. Cost efficiencya. CPM: cost per thousandi. An estimate of the cot to expose 1,000 audience membersii. CPM= cost of ad x 1,000/readership b. TCPM: Targeted cost per thousandi. An estimate of the cost to expose 1,000 target audience membersii. TCPM= cost of ad x 1,000/ readers in target audiencec. CPP: cost per pointi. Comparing media vehicles by relating the cost of the message to the audience ratingii. CPP= cost of ad/ program or issue rating d. Media optimizationi. A computer technique that enables marketers to determine the relative impact of a media mix on product sales, and to optimize efficiencyii. Media planners must be careful not to overload and irritate consumersiii. Models and computer programs create buy recommendationsIII. The basis for the buya. Reach and frequencyi. Reach is the percentage of the media audience exposed at least once to the advertisers message during a specific time frameii. Frequency is the number of times a person is exposed to an advertisement1. You have to hear/see an ad three times for it to make an impactiii. The goal of a media plan is to reach as many people in the target audience as often as the budget allowsIV. Media buying complexitiesa. Media buying is a complicated processb. The most important one is matching the media vehicle to the strategic needs of the message and the brandc. Key media buyer activities:i. Provide inside information o media plannersii. Select media vehiclesiii. Negotiate and contract for time and spaceiv. Bargain for preferred