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7/29/2019 Media Planning -Raisha
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ADVERTISEMENT ANDSALES PROMOTION
PRESENTED BY-RAISHA MUKHERJEE
MEDIAPLANNING
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Media Questions
Where should we advertise?
Which media vehicles?
When during the year?
Should we concentrate our advertising?
How often should it run?
What opportunities are there tointegrate our media planning with otherPromotion or Communication tools?
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Selecting the TargetAudience
Four major factors
(1) Buyographics
(4) Lifestyle/psychographics
(2) Geographic
(3) Demographic
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Media Objectives, Strategies and Planning
Planners direct the messages to theright people at the right time in theright environments.
TV: Networks, syndication, local,cable, satellite.
National, Regional and Local issues
Non traditional: In flights, parking meters,blimps, shopping carts, milk cartons,litter cans, taxis, sponsorships.
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Media Objectives, Strategies and Planning
Major Factors:
1. Target Market. Whom are you going tosell to?
Demographic, geographic and psychographicscharacteristics
2. Where is product or service distributed? Local, regional, national or selected market
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Media Objectives, Strategies and Planning
3. What is Budget? Percentage of sales
Share of market and Share of Voice
Objective and TaskUnit of Sales and Case Rate
Competition
Test Market
Experimental
Computer modeling
Affordable and Available Funds
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Media Objectives, Strategies and Planning
4. What is Competition Doing? Budgets
Which Media?
Which Schedules?And more
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Media Objectives, Strategies and Planning
Reach (Cume) The number of different or unduplicated
households or persons that are exposed toa television program or commercial atleast once during the average week for areported time period. During the course of the schedule illustrated, seven different
households were exposed to the spot atleast once. Since each home represents10 % of the universe, this makes thereach or cume 70%.
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Media Objectives, Strategies and Planning
Frequency
Average number of times a household ora person viewed a given televisionprogram, station or commercial during aspecific time period.
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Media Objectives, Strategies and Planning
Continuity/Continuous Schedule
Advertising runs steadily and varieslittle. Compare with:
Bursting,Flighting and Pulsing withscheduling
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Media Objectives, Strategies and Planning
Rating (RTG or %): The estimate of the size of a television
audience relative to the total universe,
expressed as a percentage. Theestimated percent of all TV householdsor persons tuned to a specific station. Inthe example, three of the 10 homes inthe universe are tuned to channel 2.
That translates to a 30 rating.
S i f
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Strategic Use of Advertising Media
PurposeCoverage Targeting Support
Type of AppealRational (Cognitive)
Emotional (Affective)
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