Selected and Differential Media. Define Selective Media Differential Media Enriched Media.
Media
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Transcript of Media
MEDIA STRATEGIES
MEDIA STRATEGIES
Submitted by,RAHUL B R
MEDIAMedia or the mode of communication needs to be chosen carefullyThe reach and the impact needs to be understood before choosing a medium of communication. Media must be chosen specifically to a geographic area. The timing also must be chosen carefully, certain times of the years certain products would perform better than others.
MEDIA PLANNINGMedia Planning a plan of action to communicate a message to the right people, at the right time, and the right frequency.
MEDIA PLANMedia Plan a document that outlines the relevant details about how a clients budget will be spent
Media ObjectivesMedia StrategyMedia Execution
MEDIA OBJECTIVESTo find the targetTo develop the messageTo estimate how many, how often, how long the messages are
MEDIA STRATEGYMedia Strategy a plan for achieving media objectives to reach the target audience as effectively and efficiently as possible
Should address:How often to advertiseHow long to advertiseWhere to advertiseWhat media to useWill rationalize why only certain media recommended
FACTORS INFLUENCING MEDIA STRATEGYTarget Market ProfileNature of the MessageGeographic Market PrioritiesTiming of AdvertisingReach/Frequency/Continuity
NATURE OF THE MESSAGECreative and media strategy should be synergisticRight message in the right medium
GEOGRAPHIC MARKET PRIORITIESNationalRegionalCategory development index (CDI)Brand development index (BDI)Key Market Coverage
REACH/FREQUENCY/ CONTINUITYContinuityThe length of time required to generate impact on a target
ReachTotal audience exposed to a message one or more times in a period, usually a week
Gross Rating PointsCalculated by multiplying reach and frequency
FrequencyThe average number of times a message has been exposed to an audience over a period of time
REACHThe number of different or unduplicated households or persons that are exposed to a television program or commercial at least once during the average week for a reported time period. During the course of the schedule illustrated, seven different households were exposed to the spot at least once. Since each home represents 10 % of the universe, this makes the reach 70%.FREQUENCYAverage number of times a household or a person viewed a given television program, station or commercial during a specific time period.
CONTINUITY/CONTINUOUS SCHEDULE Advertising runs steadily and varies little. Compare with Flighting and Pulsing with scheduling
RATING (RTG OR %)The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.
RATING = households tuned in to a given program all households with television
SHARE = households tuned in to a given program all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use watching a particular program)
Here's an example: Your show is aired in a market that has 1 million television househo2lds; 400,000 are tuned in to you. Therefore:
400,0001,000,000 = .40, or a rating of 40
At the time your show airs, however, there are only 800,000 households using television. Therefore, your share of the available audience is
Share = 400,000 800,000 = .50, or a rating of 50
If you can explain why a specific program's share is always higher than its rating, then you understand the difference between the two.
MEDIA EXECUTIONMedia Execution translating media strategies into specific media action plansLook at cost efficienciesDevelop a scheduleAllocate budget
MEDIA SELECTION
Cost per thousand (CPM) is a determining factor
Select the Particular MediumSelect Class of Media Within the Type
General Type of Media
MEDIA SCHEDULE AND BUDGET ALLOCATIONDevelop media calendarAssign estimated costs to all activitiesBlocking Chart shows allocation of a brands media budget according to time of year and type of medium
MEDIA BUYINGNegotiate final pricesReplace any media that has become unavailableSeek favourable rates and positions to maximize efficiency and achieve objectives
COMMONLY AVAILABLE MEDIA VEHICLES Broadcast TVCable TV (Limited)Movies/Cinema Adv.AM/FM radioTelephonePostal MailNewspapersMagazinesBooks