03-08-2013, 04:09 PM
Explain the process of Media planning briefly
Explain the process.docx (Size: 75.07 KB / Downloads: 16)
Media Planning Process
Situation analysis
* Strategy & targets (business/brand/consumer)
* Market situation and competition analysis
* Marketing und media objectives
Target group analysis
* target group identification: two-step segmentation process
* definition of core target groups based on
- demographic characteristics (age, gender)
- psychographic characteristics (interests, buying habits)
- socioeconomic characteristics (occupation, social status,
income, buying power)
- behavioural characteristics (buying behaviour, decision behaviour)
Evaluation/Controlling
* Campaign performance (expost analysis)
* Planning, purchasing efficiency
* Competition reporting
AN OVERVIEW OF MEDIA PLANNING
This overview presents a brief discussion of the factors involved in the media planning process and illustrates the fact that media planning is an involved process influenced by a variety of factors including the nature of the media, the overall marketing strategy, and the product or service being advertised.
A. Basic Terms and Concepts—some of the critical terms necessary for understanding media planning are presented including:
media planning—the series of decisions involved in delivering the message to the target audience
media plan—the actual document detailing these decisions
media objectives—the objectives sought by the media plan
media strategies—the plans of action designed to attain the media objectives
medium—the general category of media channels such as broadcast, print, etc.
media vehicle—the specific carrier in a media category (television, magazines, etc.)
reach—the number of potential audience members exposed once to a media vehicle in a given period of time
coverage—the potential audience that might receive a message through a vehicle
frequency—the number of times the receiver is exposed to the media vehicle in a given time period
DEVELOPING THE MEDIA PLAN
The process of developing the media plan involves a series of steps (see Figure 10-4). These steps are essentially the same as those presented in the decision sequence model presented in Chapter 1, except now they are involved directly with media decisions. These steps include: market analysis, establishment of media objectives, media strategy development and implementation, and evaluation and follow-up.
MARKET ANALYSIS AND TARGET MARKET IDENTIFICATION
A. To Whom Should We Advertise? The discussion of target marketing is reviewed, though now the emphasis is on media, and some of the sources of information that are available to assist in making this decision. Secondary sources of information such as Simmons Market Research Bureau, and Mediamark Research, Inc. are described. A brief discussion of the use of index numbers and their use in determining target markets is also provided
B. What Internal and External Factors May Be Operating? As in the overall situation analysis, both internal and external factors will directly influence the media decisions. An example of using secondary sources to gain competitive information is provided, with an example of LEADING NATIONAL ADVERTISERS (COMPETITIVE MEDIA REPORTING) data shown in Figure 10-2.
C. Where to Promote? The decision as to where to promote at this point involves geographical considerations. Once again, the discussion turns to the use of secondary information and indices as aids in making this decision. A number of critical terms are introduced including: The Survey of Buying Power Index, the Brand Development Index, and the Category Development Index. The calculation of both BDI and CDI is provided, based on actual examples. Figure 10-12 is a useful way of presenting strategies evolving around BDI and CDI.
EVALUATION AND FOLLOW-UP
As with other elements of the advertising/promotional program, the media program also requires evaluation to determine its effectiveness. Essentially, two questions need to be answered: (1) How well did these strategies perform the media objectives established; and (2) How well did this media plan contribute to the attainment of the overall marketing and communications objectives?