1. Promotion: picking the right media in advertising

2. The media department
The Media Department is responsible for the following:
Planning and arrangement of advertising
Scheduling and buying advertisement time (Broadcast and Electronic Media)
Space (Print Media)
The Media Department must show a document which shows all the details of how a client’s budget is used to achieve advertising objectives
The ideal goal of this department is to create maximum exposure, at minimum cost

3. Media objectives and Strategy
Before the advertising process begins, the Media Department must create a precise outline of media objectives, a media strategy, and media execution
Things to consider
How, when, where, and who the message will be sent to
The Target Market: Demographics, geographic, and psychographics
Creative Objective: How to show the message and what outlet to use
Timeliness: When is the best time to show the media
Media Strategy Describes:
How many advertisement/commercial will run
How often will they run
How long will they run for?
Why is one media chosen, yet another rejected?

4. Matching the target market
Profile Matching
Advertising message is place in media where the profile of the readers, listeners, or viewers is reasonably close to the product’s target market
Example: Business Magazine will be better place for business to advertise than Mad Magazine
Shotgun Strategy
Advertising message is placed in place where large general audience will pay attention to
Example: Daily News page ad or Comedy Channel in Primetime
Rifle Strategy
Target market is defined by a common characteristic
Example: Snowboarder Magazine would be a good place to sell a snowboard

5. REACH, Frequency, and continuity
Refers to the total audience potentially exposed, one or more times, to an advertisers schedule of messages in a given period (usually a week)
Expressed as a percentage of target population in a geographically defined area
Example: 30,000 households in a geographic area of households would mean a reach of 20%
Frequency
Refers to the average number of times an audience is exposed to an advertising message over a period (usually a week)
Example: Television Commercial being aired three times a week would be its frequency
Big part of Media Department’s goal is to decide whether to spend more on reach or frequency, what is more important?
Continuity
How long is your advertising campaign going to last for? 8 weeks? 1 year?
A flight refers to the amount of media time and space in planned intervals

6. Coverage and timing Coverage Timing
The amount of geographical markets where your advertising is to occur
To what extent will your message go? National, regional, certain urban markets?
Timing
Marketers consider timing heavily when working on their advertising campaign
Timing could deal with time of day, day of week, or season
Example: Snowmobiles will be advertised in fall
Example: Soap Operas were originally played during the week when “men were at work.” Marketers would advertise cleaning supplies heavily during this time
Blitz Strategies focus on advertising heavily in a short space while build up strategy focuses on slowly advertising over a long period of time

7. ASSESSING MEDIA ALTERNATIVES
Traditional Mass Media
Television, newspaper, magazine, radio, outdoor (posters and transit)
Non Traditional Media
Direct response advertising
Internet advertising
Sport Stadium advertising
Elevator advertising
Product Placement
Branded merchandise in popular movies/shows
Eg James Bond and Aston Martin
Focal Product Placement
Eg Entire show (apprentice) based around a product

8. Media execution Final stage of planning
Deals with what specific outlet(s) to use
Advertising is measured in Cost Per Thousand (CPM)
If ad cost $30,000 to advertise and it reached 750,000 people, your cost per thousand would be $40 ($30,000 divided by 750)