Chapter 10: Media & Media Planning

Question 1

Explain media

Answer 1

Media is a collective term for all types/forms of information delivery systems, which consist of broadcasting (television and radio), print (newspapers and magazines ), out of home (outdoor), interactive (telephone and Internet) media.

Question 2

🔎 Media reach can also be classified by

Answer 2

Mass media - to reach a large number of audience
&
Niche media - to reach a narrow and well defined audience

Question 3

Media strength and weaknesses

Answer 3

Print media
Broadcasting
Out-of-home
Interactive

Pg 300 - 301

Question 4

Explain media planning

Answer 4

the need to choose which media is best for a specific marketing campaign, make a series of decisions

Question 5

Explain media strategy

Answer 5

How to reach consumers and how often to reach them in terms of frequency

Question 6

🔎 Illustrate the media planning process (pg 318)

Answer 6

Step 1 - identify the target audience: the target market becomes the target audience of the media planner. Consider demographic variables such as gender, income, occupation

Step 2 - set media objectives: create awareness, persuade, reinforce (remind). Two main considerations namely 1. Reach - number of potential customers/audience. 2. Frequency - how often.

Step 3 - formulate media strategies: appropriate media mix (combination of different media types)

Step 4 - schedule media placements: this refers to the timing of placements of messages in the media which take the form of: Flighting(seasonal/irregular) , continuous scheduling(uninterrupted pattern/on going) & pulsing(combination) media placement strategies

Question 7

Media can be classified into

Answer 7

• media: broadcast, print, out of home, interactive
• medium (delivery systems): newspapers and magazines, radio and TV
• vehicles/carrier

Question 8

During the media planning process what questions should marketers address

Answer 8

> how many existing customers should I reach, and what is my budget for this outreach?

> which media platforms should I use to deliver my marketing message?

> how frequently should my target audience see the communication message during a month?

> where should I focus my communication message? which markets and regions/provinces will be the most effective?

> what should be my allocated budget for each communication medium?