Marketing assignment, final project
Vincent666
5IMC-MEDIA-A.pptxIntegrated Marketing Communications
Joe Di Donna - Suisse
The Media Strategy
A media strategy involves analysing and choosing media for an advertising and marketing campaign.
Media Planning
Media planning commences with an analysis of the target market.
It involves understanding the processes customers use in making purchases and what influences their final decision.
Media Planning
Media Planners
The media planner formulates a media program stating where and when to place ads.
Media Buyers
After the media chosen, the media buyer purchases the space and negotiates rates, times. And schedule for ads.
Advertising Terminology
Frequency – the average number of times an individual is exposed to a particular advertisement within a specific time period.
Opportunities to See – cumulative exposures achieved in a given time period (i.e. 8 OTS = 4 spots + 4 billboards)
Gross Rating Points (GRPs) – measure the impact or intensity of a media plan.
Advertising Terminology
Cost – measure the overall expenditures associated with an adv. Program or campaign (CPM= Cost of media buy/Total audience x 1,000)
Rating and Cost per Rating Point – Ratings measure the % of a firm’s target market exposed to a television show or number of readers. CRP= Cost of media buy/Vehicle’s rating
Continuity – the exposure pattern or schedule used in a campaign.
Impressions – the number of gross impressions represents the total exposures of the audience that sees the advertisement.
Achieving Advertising Objectives
Effective reach – percentage of an audience must be exposed to a message
Effective frequency – number of times a target audience must be exposed to a message
Brand Recognition – create or strengthen mental linkages
