Advertising and Sales Promotion Notes
ADM3326: Midterm Notes 2
Chapter 10
Media Plan: Series of decisions to deliver messages to audiences.
Media Objectives: Statements that translate objectives in terms of media requirements to guide media decisions. Objectives not recommendations.
Developing a Media Plan:
Analyze the Market > Establish Media Objectives > Develop/Implement Media Strategy > Evaluate Performance
The medium is the general category of available delivery systems.
Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
Coverage refers to the potential audience that might receive the message through a vehicle.
Frequency refers to the number of times the receiver is exposed to the media vehicle in a specified period.
The media vehicle is the specific carrier within a media class.
Flexibility may be needed to address the following:
- Market Opportunities
- Market Threats
- Availability of Media
- Changes in Media Vehicles
Media Planning Challenges:
- Insufficient Information
- Inconsistent Technologies
- Difficulty Measuring Effectiveness
Media Strategy Decisions:
- Media Mix
- Target Audience Coverage
- Geographic Coverage
- Scheduling
- Reach vs Frequency
Waste coverage is when media coverage exceeds the targeted audience.
BDI Brand Development Index helps marketers factor the rate of product usage by geographic area into the decision process.
CDI Category Development Index is computed in the same manner as BDI except is uses information regarding the product category, as opposed to brand, in the numerator. Provides information on potential for development.
Types of Scheduling:
- Continuity refers to a continuous pattern of advertising, which may mean every day, week, or month. The key is that a regular pattern is developed without gaps or non-advertising periods.
- Flighting employs a less regular schedule, with intermittent periods of advertising and non-advertising.
Chapter 10
Media Plan: Series of decisions to deliver messages to audiences.
Media Objectives: Statements that translate objectives in terms of media requirements to guide media decisions. Objectives not recommendations.
Developing a Media Plan:
Analyze the Market > Establish Media Objectives > Develop/Implement Media Strategy > Evaluate Performance
The medium is the general category of available delivery systems.
Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
Coverage refers to the potential audience that might receive the message through a vehicle.
Frequency refers to the number of times the receiver is exposed to the media vehicle in a specified period.
The media vehicle is the specific carrier within a media class.
Flexibility may be needed to address the following:
- Market Opportunities
- Market Threats
- Availability of Media
- Changes in Media Vehicles
Media Planning Challenges:
- Insufficient Information
- Inconsistent Technologies
- Difficulty Measuring Effectiveness
Media Strategy Decisions:
- Media Mix
- Target Audience Coverage
- Geographic Coverage
- Scheduling
- Reach vs Frequency
Waste coverage is when media coverage exceeds the targeted audience.
BDI Brand Development Index helps marketers factor the rate of product usage by geographic area into the decision process.
CDI Category Development Index is computed in the same manner as BDI except is uses information regarding the product category, as opposed to brand, in the numerator. Provides information on potential for development.
Types of Scheduling:
- Continuity refers to a continuous pattern of advertising, which may mean every day, week, or month. The key is that a regular pattern is developed without gaps or non-advertising periods.
- Flighting employs a less regular schedule, with intermittent periods of advertising and non-advertising.