Media Strategies Acceptance Criteria: GOALS OBJECTIVES STRATEGY ACTIVITIES TACTICS ACTIONS MEDIA PLAN ACTIVATION Media Strategies Acceptance Criteria: Focus on using marketing channels that create the most likely brand touchpoints for our target:

What is Vertical Marketing? Coordinated distribution channel where its independent members work together to achieve greater efficiency and economies of scale, and to eliminate channel-conflict arising out of disparate individual objectives. So that they can create a product/system that can service multiple objectives. 3 Types: Administered Coordination between production and distribution companies, without a formal agreement or ownership Contractual Independent production and distribution firms formally agree to integrate their resources, with a formal agreement. (Franchising) Corporate Production firm owns a retail chain (forward integration) Retail chain owns a production firm (backward integration)

Administered System Contractual System Corporate System Proctor And Gamble – Co-ordinated production and distribution stages not through common ownership or contractual ties but through the size and power of one of the parties Contractual System Western Union,Coca-Cola – consists of independant firms at different levels of production and distribution who join together through contacts to obtain more economies or sales impact than each could achieve alone. Corporate System AT&T - Production and distribution stages are combined under single ownership in order to manage corporation and conflict management

Local Radio Germany (6-18h) CPM = CPM is the cost per 1,000 impressions. For example, a $1 CPM means $1 for 1000 ad views. For the purpose of ad serving, it is the cost to serve 1,000 ad impressions. Germany CPM 3,32 € – 25,48 € National Radio Germany (6-18h) low time (2 - 3 p.m.) 5,40 € - 9,00€ /sec. premium time (7 – 9 p.m.) 9,50 € – 33,00€ / sec. Germany CPM: 9,00 € - 232,00 € source : http://www.mss-online.de/radio-werbung/fakten/marktueberblick.html

National TV Local TV Belgium prime time: 10’000 € / 30 sec.  CPM 5.08 € Germany prime time: 19’000 € / 30 sec.  CPM 6,99 € France prime time 30’000 € / 30 sec.  CPM 10,00 € Local TV Belgium 1’500 €/ 30 sec. CPM 5,40 € France 100 -220 €/ 30 sec. source: masstomass.com

Online Advertising Definition : - Deliver promotional marketing messages to consumers - Publisher & Advertiser Online Advertising Static online advertising: Presence of non animated banner ads on websites, which are divided into copy, photos and graphic design. Mobile : advertising via mobile phones or other mobile devices (Banner, Poster, SMS, MMS, within games, etc.) Dynamic : streaming ads- audio,video, animation

CPM Comparison 2012 2013 MOBILE $ 1.14 * $ 1,08 DYNAMIC $ 17 to $ 25 * statistics use eCPM, or effective CPM, calculated by dividing the total amount paid for ads by the total number of impressions and multiplying the result by 1000 2012 2013 MOBILE $ 1.14 * $ 1,08 DYNAMIC $ 17 to $ 25 $ 15 to $ 20 STATIC $ 0,4 $ 0,5

Cost Per Thousand (CPM) Gross Rating Point GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is one percent of the potential audience. For example, if 25 percent of all targeted televisions are tuned to a show that contains your commercial, you have 25 Rating Points. It is possible to reach a percentage higher than a hundred, this is because the word "gross" reflects that the calculation can double-count or multiple-count, therefore if 3 percent of your target population drives by the billboard twice every day for 120 days, then GRPs = 3 x 2 x 120 = 720. The goal is to obtain the highest possible GRPs at the lowest possible cost, while remaining focused on the target market. After the campaign, you can calculate actual Reach x Frequency = GRPs to produce a permanent record. Cost Per Point This is the cost of buying one Rating Point, or one percent of the Target Population. If, for example, the cost of a commercial time slot during prime time was $1000 and the program rating for that time was 10 (which means that 10% of the total potential audience was tuned to that program), then the cost per gross rating point would be $1000 divided by 10%, or $100 Cost Per Thousand (CPM) Cost per thousand is the cost of reaching one thousand people or households via a given advertising outlet or medium (M is the roman numeral for 1,000). CPM = cost x 1,000 / target audience. It is used to measure efficiency of a campaign and to compare costs of various media, however to be Accurate it must use media that has a roughly even reach.

CPP In Relation to GRP and CPM OFFLINE REACH *ADV FREQUENCY Middle CPP is the middle ground value that can be used to compare the cost of both online and offline outlets. I.e. Measuring how effective you add has been ONLINE CPP = CPM* POPULATION 100,000 Advertising cost / impressions generated

Database Marketing and Acquisition Database marketing is a systematic approach to the gathering, consolidation, and processing of consumer data (both for customers and potential customers) that is maintained in a company's database. E-Mail Database Random Guess Buy Rent Build  volunteer Price depends on depth, quality, size But according to inboxinteractive.com the average price range B-2-C email lists: $100 to $150 CPM B-2-B lists: usually starting at $250 CPM and running as high as $1,000 CPM for a very well targeted list.

Why acquiring E-mail lists is non-efficient People on a purchased/ rented list don't know you Bad quality of data re-usage of lists (3) IP reputation will be harmed (4) Low Return on investment