Chapter 7 Basic Media Strategy

Organization of the Media Function Media planner Supervises all areas of the advertising campaign as it relates to the media function Media research Coordinates both primary and secondary research Media buying Executes the overall media plan

The New Media Function Convergence Interactivity Creativity Optimizers The blending of distribution, content, and/or hardware from a number of media companies to create a new or significantly expanded communication system Interactivity Technology will allow consumers to deal directly with marketers Creativity Innovative uses of non-traditional media Optimizers Using optimizing computer programs to budget advertising funds

Examples of Convergence

Media Unbundling The establishment of agency media departments as independent units apart from their traditional role as departments in full-service agencies

The advertising process is changing because of: Core values of media Fading distributions among media Media accountability Link advertising to sales

Target Audience Measurement CPM compares media costs among vehicles with different circulations CPM = Ad cost x 1000 Circulation

Geography Remains a primary consideration of the planner States Regions Zip codes or block units Individuals

Media Tactics Reach Frequency Continuity Budget

Exhibit 7.5 Reach, Frequency, and Continuity Relationships with a Fixed Budget

Criteria of the Value of Each Media Vehicle Cost of the vehicle Number of target market members reached by the vehicle Effectiveness of exposure the vehicles deliver

Media Schedule The calendar or blueprint for the media portion of the campaign

Flighting Consists of relatively short bursts of advertising followed by periods of total or relative inactivity Factors to consider Competitive spending Timing of flights Advertising decay Secondary media

Exhibit 7.6 Steady versus flighting media schedule

Pulsing Uses advertising more or less continuously throughout the year, but with peaks during certain periods

Pressure of Competition Be aware of competitors Advertising strategy Product development Pricing tactics Other marketing/promotional activities

The Budget Institute more stringent cost controls Accountability for the advertising dollars