1. Chapter 7
Basic Media Strategy

2. Organization of the Media Function
Media planner
Supervises all areas of the advertising campaign as it relates to the media function
Media research
Coordinates both primary and secondary research
Media buying
Executes the overall media plan

3. The New Media Function Convergence Interactivity Creativity Optimizers
The blending of distribution, content, and/or hardware from a number of media companies to create a new or significantly expanded communication system
Interactivity
Technology will allow consumers to deal directly with marketers
Creativity
Innovative uses of non-traditional media
Optimizers
Using optimizing computer programs to budget advertising funds

4. Examples of Convergence

5. Media Unbundling
The establishment of agency media departments as independent units apart from their traditional role as departments in full-service agencies

6. The advertising process is changing because of:
Core values of media
Fading distributions among media
Media accountability
Link advertising to sales

7. Target Audience Measurement
CPM compares media costs among vehicles with different circulations
CPM =
Ad cost x 1000
Circulation

8. Geography Remains a primary consideration of the planner States
Regions
Zip codes or block units
Individuals

9. Media Tactics
Reach
Frequency
Continuity
Budget

10. Exhibit 7.5 Reach, Frequency, and Continuity Relationships with a Fixed Budget

11. Criteria of the Value of Each Media Vehicle
Cost of the vehicle
Number of target market members reached by the vehicle
Effectiveness of exposure the vehicles deliver

12. Media Schedule
The calendar or blueprint for the media portion of the campaign

13. Flighting
Consists of relatively short bursts of advertising followed by periods of total or relative inactivity
Factors to consider
Competitive spending
Timing of flights
Advertising decay
Secondary media

14. Exhibit 7.6 Steady versus flighting media schedule

15. Pulsing
Uses advertising more or less continuously throughout the year, but with peaks during certain periods

16. Pressure of Competition
Be aware of competitors
Advertising strategy
Product development
Pricing tactics
Other marketing/promotional activities

17. The Budget Institute more stringent cost controls
Accountability for the advertising dollars