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McGraw-Hill/Irwin
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Media Fragmentation
Consumer attitudes toward media
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A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained General categories of delivery systems, including broadcast and print media
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Media Vehicle
Reach
Coverage
Frequency
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Time Pressure
Inconsistent Terminology
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Evaluate performance
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Index Number
Percentage of users in a demographic segment Percentage of population in the same segment
Index =
X 100
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BDI =
X 100
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Selection considerations
Objectives sought Product or service characteristics Budget Individual preferences
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Population excluding target market Target market Media coverage Media overexposure
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Geographic Coverage
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Scheduling Methods
Continuity
Flighting
Pulsing
Jan
Feb Mar
Jul
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Effective Reach
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Marketing Factors
Brand Loyalty
Brand Share
Usage Cycle
Brand History
Share of Voice
Purchase Cycles
Target Group
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Message Complexity Message Uniqueness New vs. Continuing Campaigns Image Versus Product Sell
Message Variation
Wearout Advertising Units
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Clutter
Scheduling Repeat Exposure
Media Factors
Attentiveness
Editorial Environment
Number of Media Used
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Mood
Media can drive mood Media and vehicle image can carry over to the message placed within them
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Market opportunities
Market threats
Flexibility
Availability of media
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Circulation
X 1,000
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Disadvantages
Sight, sound, motion High prestige Low cost per exposure Attention getting Favorable image
Low selectivity
Short message life High absolute cost High production cost Clutter
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Low cost
High frequency Flexible
Disadvantages
Audio only Clutter Low attention getting Fleeting message
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Advantages
Segmentation potential
Quality reproduction
High information content Longevity
Disadvantages
Long lead time for ad placement
Visual only Lack of flexibility
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Multiple readers
Disadvantages
Short life Clutter Low attention getting Poor reproduction quality Selective reader exposure
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Disadvantages
Short exposure time
Short ads
Advantages
Location specific High repetition Easily noticed
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Advantages
High selectivity Reader controls exposure High information content Repeat exposure opportunities
Disadvantages
High cost per contact Poor image (junk mail) Clutter
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Advantages
User selects product information
User attention and involvement Interactive relationship Direct selling potential Flexible message platform
Disadvantages
Lack of controls
Clutter Questionable measurement techniques Limited reach
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A) television
B) interactive media C) radio
D) outdoor
E) newspapers
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How well did these strategies achieve the media objectives? How well did the media plan contribute to attaining the overall marketing and communications objectives? Use again, or analyze flaws
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