media plan - lesson
TRANSCRIPT
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8/8/2019 Media Plan - Lesson
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8/8/2019 Media Plan - Lesson
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Media Objectives
Budget Recap
35%).
the scope of the media plan. Best to identify it at the outside. Defend the recommendation here
Media Strategy
The Budget Recap summarizes the cost of executing the Tactics.
nd reached by other parts of the plan: in-store sampling, specific geographic areas that are
Target Audience2.
Budget (recommended or assigned).1.
B.
Provide an actionable and measurable response vehicle.3.
Increase the share of mind (awareness) of the client (by amount, if possible).2.
Reach the target audience during the period of highest buying decision (reach target:1.
E.g.
d correspond to the overall strategic objectives of the marketing plan but not restate the
A.
equested media plan, an expanded media recommendation is called for. Here is the outline f
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8/8/2019 Media Plan - Lesson
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Festivals, Christmas gift items, for example. However, the lead times may vary
As it implies, lay out the specifics of the plan.
Tactics
Media Rationale
Media Situation
Media Recommendation
Other Considerations
City or Market Size
Regionality
Seasonality3.
The "open to buy" period of the target audience may be restricted: Summer Vacations
may effect media schedules: Chinese New Year, Three Kings, Thanksgiving, Independence
4.
a concentrate heavily in The Metros and Class A Cities -- but not in the Rural & Class B &
5.
ducts have powerful indices in urban areas, others in smaller cities. Identify these skews as p
6.
make it unacceptable, as in countries where the national TV is controlled and prices set at
C.
1.
ld be market trends, aggressive competitive entries, perceived niches not now being
2.
a rationale, why the recommended media, time periods, sizes, commercial lengths and other
3.
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8/8/2019 Media Plan - Lesson
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E. Flow Chart with Budget by Period
F.Budget by Medium
G.Appendices
swhen syndicated or outside research can be added as a supplement and merely referenced i
Specific Vehicle (SONY or CNN IBN) Audience, Circulation, etc.
Summary
Other
Execution
re may be other specifics to be explained, such as the use of split-runs to facilitate testing of
5.
Show the schedule by flow chart or calendar.
4.
D.
sly so. Consequently, it is wise to present a simple, emphasis on simple, summary of each m
PeriodBudget
Target Group
Length or SizeInsertions or TransmissionsReach (or Coverage)4 week reach/frequencyTotal reach/frequency
pportunity to See (ifappropriate) Target Rating Points (or similar)
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