week 14

Question 1

Elements of Media Plan

Answer 1

1. Executive Summary
   Synopsis that presents the highlights of the plan
2. Situation Analysis of Client and Brand
   ◦ Four Ps: Price, Product, Promotion, Place
   ◦ SWOT: Strengths, Weaknesses, Opportunities, and Threats
   ◦ Analyses of competition, target audience, geography, timing, and media mix. undestanding brand to select media

3.Creative Brief
Defining the creative strategy and brand position

4.Media Objectives (goals) & Strategies (actions)
◦ Target audience, media mix, reach and frequency, scheduling, media budget, geography

Question 2

whats advertising?

Answer 2

Any message that has been paid for by an identified sponsor sent through one or more mass media in an attempt to persuade.

Question 3

whats media planning?

Answer 3

The process of choosing media and relevant vehicles in which to place an advertiser’s message, making a purchase, and insuring the message runs as purchased. choosing right media for target audience.

Question 4

whats media?

Answer 4

Plural of medium
A class of carriers such as television, radio, newspapers, or magazines…that have similar characteristics

Question 5

whats vehicle?

Answer 5

An individual carrier within a medium. specific networks.

Question 6

whats exposure?

Answer 6

When 1 individual is actually exposed to an ad.

Question 7

whats an impression?

Answer 7

One person can receive multiple exposures over time. total number of exposures

Question 8

whats a reach?

Answer 8

Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Breadth(width)

“reach” – the total number of people seeing our message. Total # of different people exposed to an advertisement during a given time.

Total # of different people exposed to an advertisement during a given time.
It is just number of people who are exposed to the vehicle and have an opportunity to hear or see
the ad.
NOT SAME as people who are actually exposed to and consume the advertisement
Reach is the number of people in the Media Market that will likely be exposed to one Spot.
Estimating reach is tricky because when you run an ad multiple times, the same person may see the ad more than once but you only want to count them once in reach.

Question 9

what is frequency?

Answer 9

Frequency is the number of times you touch each person with
your message. depth. The average number of times the advertisement will be presented to the Reached Population.Typically measured over four weeks

Frequency is the average number of times the advertisement will be presented to the Reached Population
Reach measures breadth, frequency measures intensity
Frequency = Total exposures / reach
example(slide 17)

Question 10

whats media mix?

Answer 10

Chosen mix of different media types and buys and the interplay between these to promote our client and brand.

Question 11

whats target audience?

Answer 11

Who we want to target with our campaign.

Question 12

Why is the Media Mix Important?

Answer 12

To reach people who are unavailable through only one medium.[ability to reach various audiences]
To provide repeat exposure in a less expensive secondary medium after attaining optimum reach
from the first.
To increase creative effectiveness.
Synergy- where the total effect is greater than the sum of its parts.

Question 13

paid media vs owned media vs earned media?

Answer 13

Paid Media[controlled]
Media paid by a brand/company
e.g., Advertising on TV, newspaper, radio, etc.
+
Owned Media
Media owned by a brand/company
e.g., Company’s website, blog, social media, etc.
Pros: Control of words and images Cons: less credibility

Earned Media[uncontrolled, high credibility]
Message about a brand/company, but not paid
e.g., WOM, customer reviews, news media
Pros: Third party endorsements & less costs
Cons: no guarantees of placement and message accuracy. depends on the ppl/reviewers

Question 14

paid media advantages vs disadvantages

Answer 14

1. Advantages
    Control of words and image
    Possible to deliver large scale of message
    Possible to purchase as much as needed
2. Disadvantages
    Less credibility
    Less effectiveness
    Lots of cost[more on slide 27]

Question 15

What brands or organizations can use paid media effectively

Answer 15

Brands or organizations with high recognition and visibility. make it memorable. shareable content.

Question 16

paid media examples

Answer 16

Print advertising: magazine, newspaper, directory, house ad
Electronic media advertising: TV, radio, digital media
Out-of-home Advertising (OOH): outdoor poster, arena poster, out-of-home video
Promotional items: brand clothing, costumes, office/home accessories

Question 17

owned media examples

Answer 17

Publications: Newsletter, brochure, annual report, user kit
Direct mail: Letter, memo, postcard, invitation, catalog
Digital media: E-mail, online publication, mobile device, website
Social media: Wiki, blog, social networking

Question 18

owned media advantages & disadvantages

Answer 18

1. Advantages
    Control of content, timing and distribution
    Relatively less expensive
    Possibility of continuous marketing
    Acquisition of potential customers
    Possibility of long-term usage
    Possibility of dataization
   -consists of more info on the company on their websites
2. Disadvantages
    Less credibility
    Less effectiveness
    Not many active customers
   -not able to reach as many ppl?

Question 19

earned media advantages and disadvantages

Answer 19

1. Advantages
    High credibility
    Less cost
    Huge effectiveness
2. Disadvantages
    Hard to control
    No guarantees of placements
    Not sure about accuracy of message
   -easily misunderstood by other reviews

Question 20

Use of News Media – Why still important?

Answer 20

Press release
News conference
Interview
Satellite media tour

Question 21

maturity in product(campaign) life cycle

Answer 21

When a product is accepted from potential customers & not much increase in sales (retention of sales)
◦ Objective: Reach (only for current customers) & Frequency (much more important than reach)[slide 57]

◦ Strategies
-Maximize distinction
-Active use of Earned media
-Acquire new customers using loyal customers
-Increase sales through loyal customers