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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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THANK YOU