Writing Media Objectives

JOMC 172 Advertising Media Media Objectives  Starting point of the media plan.  Outline what the media plan is expected to accomplish.  Deal only with what is to be done.  How is reserved for strategy.  Media selection is “how.”  NEVER recommend media choices in the objectives!

JOMC 172 Advertising Media Writing good media objectives  Marketing-driven  What, not how  Specific  Measurable, to the extent possible  Clear & succinct  Label each.  Begin with verb: use, achieve, maintain, focus, etc.

JOMC 172 Advertising Media Improper: Network television will provide broad national coverage.  Not written as an objective.  Recommends specific media class.

JOMC 172 Advertising Media Better  Use media that will provide broad national coverage.

JOMC 172 Advertising Media Basic Media Objectives  Target Audience  Geographic Coverage  Scheduling (Seasonality / Timing)  Reach / Frequency

JOMC 172 Advertising Media Additional Media Objectives  Creative Implications  Budget  Merchandisability  Flexibility  Promotion Support  Others?

JOMC 172 Advertising Media Rationale for Objectives  For each objective, include rationale.  The reason(s) why the objective makes sense.  Support with marketing facts.  Quantitative where possible.  Label / identify each.

JOMC 172 Advertising Media Geographic Objective  Use media that will provide broad national coverage.  Rationale: National coverage is needed to support national distribution and sales.* *Marketing Objective: Continue to support national distribution and sales with a sales goal of a 10% increase next year.

JOMC 172 Advertising Media  Seasonality Objective: Concentrate advertising in the months of January–April and September– November. Flight advertising during July and August. –Rational: January – April and September – November are the heaviest consumption months. Consumption indices fall below 75 during July and August. MonthIndexMonthIndex January121July 70 February140August 71 March132September111 April110October120 May 95November114 June 90December 99