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8/3/2019 MBA 532- Media Strategy and Planning Chp 14 and 15
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Media Strategy & Planning
Chapters 14 & 15 with DuaneWeaver
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MEDIA PLANNING - Changes
Agency Compensation (15%statnow negotiated individually)
More Media (e.g. internet)
Media outlets are large andpowerful now
Thinner margins for MediaAgencies
ROI more important
Globalization
Consumers get Free Content E-Commerce
Hyper-Clutter
Ethnic Media (on the increase)
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Media Planning Process
Media Plan specifies the
media for messages totarget audience
Media Class broad categoryof media (tv, radio, etc.)
Media Vehicle that particularclasss option (e.g. NanaimoDaily News for newspaper)
Media Mix the effective blendof media used to obtain bestGRP (reach and frequency).
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Reach and Frequency
Reach number of people or households ina target audience that are exposed to the
vehicle.
Frequency average number of times anindividual or household within the target
audience is exposed to the vehicle within agiven time period.
GRP = Gross Rating Point = reach Xfrequency
Effective Frequency number of times atarget audience needs to be exposedbefore the advertisers objectives are
reached.
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Reach and Frequency
Continuity pattern of placement of
advertisements in the media schedule: Continuous
Flighting
Pulsing
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MEASURING MEDIA EFFICIENCY
CPM (Cost Per Thousand) dollarcost of reaching 1,000
CPM-TM (CPM per Target Market)see p. 504 for example
CPRP (Cost per Rating Point) seep. 504 for example
Share of Voice = one brands adexpenditures divided by totalproduct category expenditures ina medium (see p. 510 forexample)
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Discussion Questions
Question 2, p. 518
Question 5, p. 518
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MEDIA TYPES - Newspapers
Advantages Geographic Selectivity
Timeliness
Creative Opps (lots of info atlow cost)
Credibility
Audience Interest
Cost (low cost)
Disadvantages Limited Segmentation
Creative constraints (lowquality print medium)
Cluttered
Short Life
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Media Types - Magazines
Advantages
Audience SelectivityAudience Interest
Creative Opportunities (betterquality printing)
Long Life (saved issue by issueby subscribers)
Disadvantages
Limited reach and frequency
Clutter
Long lead times
Cost (more expensive thannewspaper)
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Media Types TV
TV advantages
Creative opps Coverage, Reach, Repetition
Cost per contact (for broadmasses)
Audience Selectivity TV disadvantages
Fleeting Message
High Absolute cost
Poor Geographic selectivity
Poor Audience attitude andattentiveness
Clutter
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Types of Advertising - Radio
Advantages
Cost (tends to be most costeffective per target audience)
Reach and Frequency widestexposure (portable medium)
Target Audience Selectivitygeographic, demographic andpsychographic
Disadvantages
Poor audience attentiveness Creative limitations
Fragmented audiences
Chaotic buying procedures
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Discussion Questions
P. 556
Question 1 Question 6
Question 7
Question 8
Question 9