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Advertising Planning Week 3 Lecture 2
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Advertising Strategy Marketing Strategy Advertising Objectives
Advertising Budget Message/ Creative Strategy Media Strategy Target Audience Selection Objective Specification Media Selection Media Buying
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Media Selection Cost Message objectives Creative decisions
Production + Space Time constraints Media availability Legal constraints Message objectives Creative decisions Overall objectives Audience considerations
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Specifying Media Objectives
Reach Frequency Weight Continuity Recency Cost effectiveness
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Specifying Media Objectives Frequency
How many times does your target need to see your message / advertisement? OTS Opportunities to See Repetition helps learning…
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Specifying Media Objectives Reach
How many in the target audience are you going to contact = reach Difficult and costly to reach everyone!
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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
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Specifying Media Objectives Weight
Ratings points Gross ratings points Target ratings points Effective ratings points
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Specifying Media Objectives Continuity
The shape of the campaign – allocation across the campaign Continuous Schedule Pulsing Flighting Build up Depends on market/product factors
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Specifying Media Objectives Recency
Impact of the first exposure Influencing brand choice Maximising weekly reach Rapid purchase NOW New Film Event – Chinese New Year
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Cost Per Media Cost per thousand See relative costs
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Media – Costs Value Television Radio Magazines Newspaper Web based
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