2001. Media 101 n Research n Planning n Buying n Promotions.
-
Upload
karin-hunt -
Category
Documents
-
view
216 -
download
0
Transcript of 2001. Media 101 n Research n Planning n Buying n Promotions.
![Page 1: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/1.jpg)
20012001
![Page 2: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/2.jpg)
Media 101Media 101
![Page 3: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/3.jpg)
ResearchResearch
PlanningPlanning
BuyingBuying
PromotionsPromotions
![Page 4: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/4.jpg)
Developing a Media PlanDeveloping a Media Plan
Advertising Objectives
MediaObjectives
MediaStrategy
![Page 5: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/5.jpg)
Advertising ObjectivesAdvertising Objectives ProductProduct BudgetBudget Store DistributionStore Distribution Proprietary ResearchProprietary Research Overall Marketing GoalsOverall Marketing Goals Creative DescriptionCreative Description Sales InformationSales Information Competitive InformationCompetitive Information
![Page 6: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/6.jpg)
Media ObjectivesMedia Objectives
Who?Who?
When?When?
Where?Where?
1 2 3 4 5 Times1 2 3 4 5 Times
How Often?How Often?
![Page 7: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/7.jpg)
Media StrategyMedia Strategy
Network TVNetwork TV Syndicated Syndicated
TVTV Cable TVCable TV Spot TVSpot TV Local CableLocal Cable InternetInternet
Network Network RadioRadio
Spot RadioSpot Radio MagazinesMagazines NewspaperNewspaper OutdoorOutdoor
What Is Best Way ToReach Target
Audience?
![Page 8: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/8.jpg)
Role Of A Media Role Of A Media PlannerPlanner
![Page 9: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/9.jpg)
We concentrate on evaluating, We concentrate on evaluating, selecting, planning and placing:selecting, planning and placing:
Television and radio commercialsTelevision and radio commercials Print ads in magazines and newspapersPrint ads in magazines and newspapers Out-Of-Home such as, outdoor bulletins, Out-Of-Home such as, outdoor bulletins,
bus advertising, etc.bus advertising, etc. Internet advertisingInternet advertising Guerilla TacticsGuerilla Tactics
![Page 10: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/10.jpg)
We are a mix of four functions . . .We are a mix of four functions . . .
1.1. We are a media plannerWe are a media planner
2.2. We are an account executiveWe are an account executive
3.3. We are a sales personWe are a sales person
4.4. We are a buyerWe are a buyer
![Page 11: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/11.jpg)
Who are we?Who are we?
![Page 12: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/12.jpg)
Kelly, Scott & Madison, Inc. plans Kelly, Scott & Madison, Inc. plans and manages strategically focused and manages strategically focused marketing and advertising marketing and advertising campaigns based on rigorous campaigns based on rigorous media analysis and precision media analysis and precision execution.execution.
![Page 13: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/13.jpg)
Privately held, we objectively focus Privately held, we objectively focus on the planning, buying and on the planning, buying and management of media programs management of media programs with the belief that a strong, with the belief that a strong, detailed and well-researched plan detailed and well-researched plan is the key to an effective and cost-is the key to an effective and cost-efficient media buy.efficient media buy.
![Page 14: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/14.jpg)
Corporate CultureCorporate Culture
YoungYoung EnergeticEnergetic SharpSharp EnthusiasticEnthusiastic InnovativeInnovative CharismaticCharismatic VibrantVibrant
![Page 15: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/15.jpg)
How are we How are we structured?structured?
![Page 16: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/16.jpg)
S r. P lan n er P lan n er
Associate Plan n er Associate Plan n er
S u pervisor
V P/ AM D
S r. P lan n er P lan n er
Associate Plan n er Associate Plan n er
S u pervisor
V P/ AM D
S r. P lan n er P lan n er
Associate Plan n er Associate Plan n er
S u pervisor
V P/ AM D
S r. V P / D irectorS trategic P lan n ing
E xecu tive V P/M edia D irector
KSM KSM STRUCTURESTRUCTURE
![Page 17: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/17.jpg)
Who are our clients?Who are our clients?
![Page 18: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/18.jpg)
ClientsClients
Our clients are companies which Our clients are companies which conduct business in a variety of conduct business in a variety of industries:industries:
Packaged goodsPackaged goods HealthcareHealthcare ManufacturingManufacturing e-Commercee-Commerce TechnologyTechnology RetailRetail TravelTravel
![Page 19: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/19.jpg)
Client ExamplesClient Examples
![Page 20: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/20.jpg)
KSM Training ProgramsKSM Training Programs
![Page 21: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/21.jpg)
KSM Training ProgramsKSM Training Programs
We believe in training our staff and We believe in training our staff and have in place a comprehensive have in place a comprehensive training program which consists of:training program which consists of:– Annual June eleven-week programAnnual June eleven-week program– Monthly “Brown Bag Workshops”Monthly “Brown Bag Workshops”– Outside seminars and workshopsOutside seminars and workshops
![Page 22: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/22.jpg)
Prerequisite RequirementsPrerequisite Requirements
![Page 23: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/23.jpg)
Prerequisite RequirementsPrerequisite Requirements A degree in marketing, advertising, or A degree in marketing, advertising, or
general business is a plusgeneral business is a plus ProfessionalismProfessionalism Exceptional presentation skillsExceptional presentation skills Excellent “Math” aptitudeExcellent “Math” aptitude Computer literate in:Computer literate in:
Microsoft Office applicationsMicrosoft Office applications Database softwareDatabase software World Wide WebWorld Wide Web
![Page 24: 2001. Media 101 n Research n Planning n Buying n Promotions.](https://reader036.fdocuments.net/reader036/viewer/2022062519/5697bff81a28abf838cbf443/html5/thumbnails/24.jpg)