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Media Strategy

The document discusses key aspects of developing an effective media strategy, including defining media strategy, considering the target market and objectives, and determining an optimal media mix and schedule. It notes that a media strategy aims to achieve advertising goals within the allocated budget by selecting the right combination of channels, such as newspapers, television, websites and social media, to effectively reach the target audience. Flexibility is also important to accommodate changes in markets, media availability or costs. The strategy must find the right balance between audience reach and frequency while minimizing waste, within cost constraints.

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353 views21 pages

Media Strategy

The document discusses key aspects of developing an effective media strategy, including defining media strategy, considering the target market and objectives, and determining an optimal media mix and schedule. It notes that a media strategy aims to achieve advertising goals within the allocated budget by selecting the right combination of channels, such as newspapers, television, websites and social media, to effectively reach the target audience. Flexibility is also important to accommodate changes in markets, media availability or costs. The strategy must find the right balance between audience reach and frequency while minimizing waste, within cost constraints.

Uploaded by

mani kandan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SUBMITTED BY

B.DILIP
 Media strategy can be defined as the usage
of an appropriate media mix in order to
achieve desired and optimum outcomes
from the advertising campaign.
It plays a key role in advertising campaigns
Media strategy is designed to achieve the
above mentioned target but the budget is
always kept in mind
 Media planner consider how to achieve these
objectives that is they develop and implement
media strategies , which evolve directly from
direction required to meet objectives
 The media mix
 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations
 A media mix is the combination of
communication channels your business can
use to meet its marketing objectives
 Typically these include newspapers , radio ,
television , websites , email , direct mail , the
internet and social media .
 Media mix refers to the combination of
advertising channels that is used in the
promotion of a particular good or service
 The idea is to choose the right combination
to communicate with the audience and make
an impact as estimated in the media planning
strategy
 By employing a media mix advertisers can
add more versatility to their media strategies
, since each medium contributes its own
distinct advantages
 By combining media, marketers can increase
coverage , reach and frequency levels while
improving and achieving overall
communications and marketing goals.
 The media planner determines which target
markets should receive the most media
empasis
 The goal of the media planner is to extend
media coverage to as many of the members
of the target audience as possible while
minimizing the amount of waste coverage
 The situations usually involves trade offs
 Sometimes one has to live with less coverage
than desired
 Brand development index (BDI)
 % of brand to total (country) sales in market x
100
% of total (country) population in market
 Category development index (CDI)
 % of product category total (country) sales in
market
x 100
% of the total (country) population in market
 Continuity refers to a continuous pattern of
advertising , which may mean every day,
every week , or every month.
 The key is that a regular continuous pattern
is developed without gaps or non advertising
periods
 A second method , flighting , employs a less
regular schedule with intermittent periods of
advertising and non advertising .
 At some time periods there are heavier
promotional expenditures and at others there
may be no advertising
 Pulsing is actually a combination of the first
two methods .In a pulsing strategy continuity
is maintained but a combination efforts are
stepped up.
 Reach : The actual number of individual
audience members reached at least once by
the vehicle
 Frequency : The number of times the receiver
is exposed to vehicle in a specific time period
 GRP (gross rating point )= reach * frequency
 A effective media strategy requires a degree
of flexibility.
 Market opportunities: sometimes a market
opportunity arises that the advertiser wishes
to take advantage
 Market threads: internal or external factors
may pose a thread to the firm,and a change
in media strategy is dedicated
 Availability of media: sometimes a decide
medium or vehicle is not available to the
marketer. Perhaps the medium does not
reach a particular target segment or has no
time or space available. There are still some
geography that certain media do not reach.
 changes in media or media vehicles: a
change in the medium or in a particular
vehicle may require a change in media
strategy
 One of the more important decision in the
development of media strategy is cost
estimating.
 The value of any strategy can be determined
by how well it is deliver the message to the
audience with the lowest cost and least waste
 We have already explore a number of factors
such as reach frequency and availability that
affect this decision.
 Advertising and promotional cost can be
categorized into two ways
 The absolute cost of the medium or the
vehicle is actual total cost required to place
the message
 Relative cost request to the relationship
between the price paid for advertising time or
space and the size of the audience delivered
it is used to compare the media vehicles
 Relative costs are important because the
manager must try to optimize audience
delivery within budget constraints.
 Cost per thousand (CPM)
 CPM= cost of ad space (absolute cost) x
1000
circulation
 Cost per ratings point (CPRP)
 CPRP= cost of commercial time
program rating
THANK YOU

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