Advertising Planning Week 3 Lecture 2.

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Presentation transcript:

Advertising Planning Week 3 Lecture 2

Advertising Strategy Marketing Strategy Advertising Objectives Advertising Budget Message/ Creative Strategy Media Strategy Target Audience Selection Objective Specification Media Selection Media Buying

Media Selection Cost Message objectives Creative decisions Production + Space Time constraints Media availability Legal constraints Message objectives Creative decisions Overall objectives Audience considerations

Specifying Media Objectives Reach Frequency Weight Continuity Recency Cost effectiveness

Specifying Media Objectives Frequency How many times does your target need to see your message / advertisement? OTS Opportunities to See Repetition helps learning…

Specifying Media Objectives Reach How many in the target audience are you going to contact = reach Difficult and costly to reach everyone!

Specifying Media Objectives Frequency Aspects How many times does the target need to see the message? AIDA DRIP Behaviour change Previous experience Budget S O V

Specifying Media Objectives Weight Ratings points Gross ratings points Target ratings points Effective ratings points

Specifying Media Objectives Continuity The shape of the campaign – allocation across the campaign Continuous Schedule Pulsing Flighting Build up Depends on market/product factors

Specifying Media Objectives Recency Impact of the first exposure Influencing brand choice Maximising weekly reach Rapid purchase NOW New Film Event – Chinese New Year

Cost Per Media Cost per thousand See relative costs

Media – Costs Value Television Radio Magazines Newspaper Web based

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