advertisement and sales promotion management

7/30/2019 advertisement and sales promotion management

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Advertising

by:-B. VENKATA PRASAD

Asst. professor,MBA Department,

SSB


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Marketing Communications

Messages and related media used to communicate with amarket.

Advertising

Branding

Direct Marketing Graphic Design

Packaging

Promotions

Publicity Sponsorship

Public Relations

Two Types of Communications


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Marketing Communication

Demand Generation

Positioning PromotionsInformation

Brand Image / Corporate Image

ProductServices


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Corporate Communication

Image Building Public Opinion Company


Demand Generation

Positioning PromotionsInformation

Contact Points


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Contact Points and Marketing Communications


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Integrated Marketing

According to American Association;

Planning process designed to assure that all brandcontacts received by a customer or a prospect for a productor service, are relevant to that person and consistent

over time.

There have been many shifts in the advertising and mediaindustry that have caused IMC to develop into a primary

strategy for most advertisers.


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Main shifts

From media advertising to multiple forms of communication(including promotions, product placements, mailers...)

From mass media to more specialized media,

From a manufacturer-dominated market to aretailer-dominated market. BARGAININGPOWER

From general-focus advertising to data-based marketing.

From low accountability to greater accountability of agencies

From traditional compensation to performance-based

compensation.

From limited Internet access to widespread Internet

availability. Communication Planning


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Communication planning 3 W & 1 H

Is the art and science of reaching target audiences using marketing

communication channels.

It is concerned with deciding

Whom to target,

When,

With what message

How

Frequency

Plan Includes


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Communication Plan Includes:

Target audiences

Key messages

A budget

A calendar for message release

BTL, ATL, TTL


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Above the Line CommunicationATL

Below the Line Communication

BTL

Through the Line CommunicationTTL


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BTL uses less conventional methods than the usual specific channels ofadvertising to promote products, services, etc.

These may include activities such as direct mail, public relations

and sales promotions.

It is more effectively used to increase sales.

When the targetn group is small and specific

ATL is a type of advertising through mass media such as TV, cinema, radio,print, banners and search engines.

Increase brand awareness.

Useful when larger target audience is to be addressed

TTL refers to an advertising strategy involving both above and below the linecommunications in which one form of advertising points the target to another

form of advertising thereby crossing the 'line'.


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Advertising

Paid form ofnon personal communication about anorganization or its products that is transmitted to a target

audience through a mass/broadcast medium.

While advertising is the event, Advertising Management is thewhole process - a function of marketing.

Starting from market research continuing through advertisingleading to actual sales orachievement of objective.


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Pros

Flexibility allows you to focus on a small, precisely definedsegment (School newspapers) or a mass market

Cost efficient -reach a large number at a low cost per person,allows the message to be repeated, and can improve public

image.

Allows for repeating the message-lets the buyer receive andcompare the messages of various competitors.

Very expressive, allows fordramatization.

Used to build a long term image of a product.

Triggerquick sales, sears advertising a weekend sale.


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Cons

Absolute outlay cost very high, make a national

TV ad. approx Rs.150,000, local ad. Rs.60,000. 30 second spot,

Rarely provides quick feedback, or necessarily any feedback

Less persuasive than personal selling

Audience does not have to pay attention

Indirect feedback (without interactivity)


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Scope and Importance of Advertising

Advertisements are important for:

standardized products

products aimed at large markets

products that have easily communicated features

products low in price

products sold through independent channel membersand/or are new.

Intense Competition

Introducing new Product


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Objectives

- Information Advertising - New product or new uses

- To build primary demand - Explanations or descriptions

- Builds image - Persuasive Ad

- Fight competition - Build demand for your brand

- Buy now - Compare to competition

-Reminder Ads - Mature products

- Keep product on consumers minds

DAGMAR
http://localhost/var/www/apps/conversion/tmp/scratch_5/Advertising/APCh07.ppthttp://localhost/var/www/apps/conversion/tmp/scratch_5/Advertising/APCh07.ppt


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Models of Communication

Effective Communication program involvesunderstanding the response process

Communication models aim at explaining the possiblesequence through which advertising may eventuallyAffect the buyers


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Operational

Model

AIDA Hierarchy of

Effects

Innovation

Adoption

Information

Processing

Cognitive Attention Awareness

Knowledge

Awareness Presentation

Attention

Comprehensive

Affective Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Yielding

Retention

Conative Action Purchase Trial

Behaviour

Behaviour

Classification .


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Classification of Advertising

(1) by geographical spread

(2) by target group

(3) by type of objective


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National Advertising:

Some manufacturers may think that theirtarget is, the entire country.

They select media with a countryside base.

Generally large, established firms belongto this category.

Hindustan Unilever, Brooke Bond,Larsen & Toubro, Escorts, Pepsi, Coke


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Local Advertising:

Small firms may like to restrict their business toState or regional level.

Some firms first localize their marketing efforts

and once success has been achieved, they spreadout to wider horizons.

Classifieds in Local Dailies, Small companies,Dealers


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Target Group:

It is on the basis of target groups aimed at it can

further be divided into sub category as:

a. Consumer Advertising

b. Industrial Advertising

c. Trade Advertising: Advertisements, which are directed by themanufacturers to the distribution channel members, such as wholesalers orretailers.

d. Professional Adverting: There are certain products forwhich the consumers themselves are not responsible for the buying choice.


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Objective:

Product Advertising: promoting sale of a productor brand

1.Informative

2.Persuasive

3.Reminder


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Existing Customers

Those BuyingOther Brands

Exclusively

Those Notbuying Product

Class

Focus is on increasing the size ofexisting customer base


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Increasing share of requirements

Customers have more than one preferred brand.

DiscountsPromotions

Habits

Choosing on the basis of

Availability


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Public Service Advertising (PSA's): sponsoring acharity event,

PSA's are a way to promote company in a positive light.

Advocacy: Concerned with propagating an idea.

Another form of Public Service Advertising,

Company states the reasons for certain negativeissues Emerged.


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Corporate Image Building: Aditya Birla Group, TATA,

BHEL, Hindustan Unilever

Brand Personality Association: brands developed in termsOf human characteristics.

all the tangible and intangible traits of a brand,

beliefs,

values, prejudices, features, interests,


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Case Discussion


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The Following Data have been collected in 5 samples

Measure CASE

I

CASE

II

CASE

III

CASE

IV

CASE

V

Brand

Awareness

30% 80% 80% 80% 80%

Favorable

Attitude

25 25 45 45 10

Purchased

Brand Once

RepeatPurchases

23

20

23

20

23

20

35

30

35

8


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Segmentation and Positioning through Advertising


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Segmentation Strategy involves :

Development and pursuit of marketing programsdirected towardssubgroups of population thatanOrganisation can serve potentially

An Advertising program can be created to appeal certaintypes of buyers


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In implementing segmented advertising more detailedBreakdown of the market is required

An organisation focuses on style conscious upper class

Selects retail outlets and product lines that willattract members of this group.

It may be useful to further divide this segment

on the basis of age.

Segmentation strategies


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Segmentation Strategies

Concentration Strategy

Focus is on one subgroup and direct marketing planstowards it

Differentiation Strategy

Two or more subgroups are focused and marketing plans

are developed

Developing segmentation strategy


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The objective is to identify a group of consumersThat;

Are not being served well presently by competitorsAnd may try the product; Priori Base

The basis on which the market might be segmented isDetermined before any data is analysed from the marketplace

Are large enough or growing in size; Priori Base

Bases for priori segmentation.


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Bases for priori segmentation

Age Gender Income

Geographical Location Usage

Consumers may seek different benefits from the sameproduct

Depending on the nature of the usage occasion

Brand Loyalty as priori segmentation


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Empirical Segmentation Approach

Consumers differ in the need for which they buy a

product

Buyers tend to place different degrees of importanceon the benefits

Segmentation Strategies based on Attitudes andBenefits

1.Benefit Segmentation

2.Sociable Segmentation

3.Independent Segmentation

Lifestyle or psychographic


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Lifestyle or Psychographics as bases forsegmentation

A persons pattern of interests, opinions and activitiesCombine to represent his or her lifestyle

It includes exploring information concerning attitudes

and personality traits.

Defining a segment empirically is called psychographics

Lifestyle segmentation is useful in categories whereUsers self image is important

Reaching Target Segment


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Reaching Target Segment

Controlled Coverage

Objective is to reach desired segment and to avoidReaching those who are not in the target segments

Customer Self Selection

Advertising program is directed to mass audience of

which target segment may be only a part.

Positioning Strategies


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Positioning Strategies

Positioning involves a decision to stress only certain

Aspects of our brand and not others.

Key idea is that the consumers must have a clear ideaof what the brand stands for.

Positioning is achieved mostly through a brandsMarketing communications.

Strategic objective must be to have segmentation andpositioning strategies that fit together.


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Brand Positioning is the set of associations theconsumer has with the brand, in terms of

Physical Attributes

Lifestyle

Use of occasion

Approaches to positioning strategies


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1.Using Product characteristics or customerbenefits

2.Price-Quality

3.Use or Application

4.Product-User

5.Product Class

6.Cultural Symbol7.Competitor Approach

Determining the positioning strategy


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Determining the positioning strategy

Identify the competitorsDetermine how the competitors are perceived andevaluated

Determine the competitors positions

Analyse the customers

Select the position

Monitor the position

Identifying competitors

Id if i i


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Identifying competitors

Pepsi May define its competitors as;

Other cola drinks

Non-diet soft drinks

All soft drinks

Non alcoholic beverages

All beverages except water

Message Strategy

Advertising Manager needs to make decisions about


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Advertising Manager needs to make decisions aboutThe content of the advertising message, called as

Message Strategy

Message focus should be on communicating

Product Benefits

Developing / Reinforcing Brand Image

Evoking and associating specific feelings and emotions

Making the brand appear fashionable by creating socialand group influences.


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The challenge is to identify which attributes areconsidered in making the brand-choice decision

Which of them are most important in the targetedproduct-market situation.

Success of a positioning strategy is reflected in link

between benefits or images and an overall attitude in themind of customers

Attitude


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Attitude is associated with the notion of liking ordisliking

Attitude is not directly observable and have to beidentified from what people say about and what they do

Attitude is a central concept in the field of socialpsychology

Attitude Structure is made up of three closely

Interrelated components


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Cognitive

Awareness, comprehension, knowledge

Affective

Evaluation, Liking Preferences

ConativeAction Tendencies like trial, or purchase

We buy something because we like it, and we like it

Because we cognitively evaluate its benefits

Types of actions people take


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People develop overall attitudinal liking for aproduct without cognitively evaluating them.

Such Attitudes are purely based on emotions andfeelings rather than some rational evaluation

LOW INVOLVEMENT SITUATIONS

Vice Versa for High Involvement Situations


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Making the Positioning Decision

1. Economic Analysis

Market Segment Size

Penetration Probability

Penetration Probability must indicate

Competitive Weakness to attack

Competitive advantage to exploit

2 Segmentation Commitment


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2. Segmentation Commitment

An overt decision is made to ignore parts of theMarket.

Give Meaningful position through undifferentiation

Deliberately generating a diffuse image

Meaning different things to different people

Positioning through differentiation

VS.

3 If advertising is working stick with it


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3. If advertising is working, stick with it

Brand personality or image is developed over many

years

Consistency is desirous over change in personalityyear after year

4. Dont try to be something which brand is not

5. Consider Symbol

Message Strategy through Attention


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Message Strategy through Attentionand Comprehension

Getting increasingly difficult to gain attention

There are two important prerequisites

Individual must be exposed to message and payattention

Those who pay attention must interpret /comprehend as intended


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Each of the stages discussed as

Attention

Comprehension

Go through a perceptual barrier

Attention InterpretationStimulus Cognition

Perception Process

Active Search

Passive Search

Passive Attention

Simplify

Distort

Organize

Sti l C diti A di C diti


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Stimulus Conditions Audience Conditions

Intensity

SizeMessage

Position

Context

Information Needs

AttitudesValues

Interests

Confidence

Attention can be viewed as information filter

It is an screening mechanism that controls the quantityand nature of information any individual receives

Amid advertising noise it is not easy to create an


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Amid advertising noise it is not easy to create anAdvertisement that gets noticed, processed andEvaluated.

Effectiveness of advertising is reduced;

Higher Level of Clutter

Proximity of advertisements from competing brands

Television advertisers have to cope with much noise inthe form of;

Clutter

Zipping

Zapping


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Zapping: Switching programs during commercial breaks

Zipping: Fast-forwarding through advertisements whenViewing pre-recorded programs.

Clutter: Too many advertisements in related as wellas unrelated product categories.

Combating clutter, zapping and zipping

C b ti Cl tt Z i d Zi i


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Combating Clutter, Zapping and Zipping

Clutter

Higher levels of clutter hurt the performance ofIndividual advertisements

Effects of increased clutter do not affect alladvertisements

Ads placed either at beginning or end are less affected

High involvement advertisements are less affected

Print Media: three dimensional pop-ups, freebies,

etc.


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Zapping

A viewer can turn off the sound or change channel

It is higher in households with Cable TV and withMultiple people at home

Consumers are forced to pay more attention to ads theyAre zapping than those that are not.

One can make commercials that are interesting,Entertaining or pleasurable

Consumers are forced to pay more attention to ads theyAre zapping than those that are not.

Executional elements are equally important

Zi i


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Zipping

Zipping rates are lowest for first commercial inThe first slot and highest for last ones.

Far more difficult to fight zipping than zapping

Combat zipping by developing commercials that use visualElements like; logos or still shots

These will be visible even if viewers are fast-forwarding

Creating Advertisements that attract


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Creating Advertisements that attract

The attention filter operates at various levels of

Efforts and consciousness.

Information is an important stimulus for paying attention

There are 4 motives for attending to informative stimuli

Information of Practical Value

Information that Supports

Information that Stimulates

Information that Interests

P i l V l


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Practical Value

Successful headline format How to.. in context

Of the problem that the consumer is trying to solve

1. Information need depends upon the nature of product

Products that are costly, complex or unknown

Robert Burnkrant applies general theory of motivation

to process information; based on 3 factors

2 E t ( b bilit ) th t i


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2. Expectancy (probability) that processing aparticular ad will lead to relevant informationexposure

3. Value of the source of relevant information / goodnessor badness of the message

This structure provides an approach to determine theextent to which a person might be motivated to processinformation



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People have psychological preference for supportive

information

They tend to avoid non-supportive or discrepantinformation

Dissonance Theory predicts that cognitive dissonance,the existence of conflicting cognitive elements isdiscomforting and that people will try to reduce it.


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Information that Stimulates

Based on Salvatore Maddis Variety Theory; novelty,unexpectedness, change, and complexity are pursuedBecause they are inherently satisfying.

Assumption is; people get bored and are motivated toreduce the boredom by seeking stimuli that are unusualor different.

Complexities Theory

Adaptation Level Theory suggests; not only focal


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Adaptation-Level Theory suggests; not only focalStimuli determines perception but also the contextual(background) and residual (past experience)

Advertisements that are sufficiently different from anaudiences adaptation level and expectations will attractattention.

Suggested to use ad elements that are moderatelyinconsistent rather than very consistent or extremelyinconsistent.


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Information that interests

People tend to notice information that is interesting toThem.

They are interested in subjects with which they areinvolved

Approach could be to run an advertisement about thePerson or the persons to whom it is directed.

OR

To present a communication involving topicalissues in which audience is likely to be heavily

involved

Advertising Appeal


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Advertising Appeal

An Advertisement should contain an appeal forcreating human interest so that it catches attention.

Human needs are the basis for appeals

There are two issues that are important for an advertiser

Regarding needs:

The number and nature of basic needs

Intensity of motivated behaviour


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Unsatisfied needs are motivators

Much of the human behaviour is motivated by subconscious and unconscious needs

Several needs operate simultaneously to cause a given

behaviour

We may spend a great deal of time and efforts toSatisfy some of motives or vice versa.

People differ significantly in the efforts they put forthTo achieve what appears to be the same motive.


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Intensity of Motivating Behaviour invokes theconcept of central and peripheral needs.

Central Needs: are closely related to our sense ofSurvival and identity.

Peripheral Needs: are instrumental needs or wants,consisting of preferences one has for alternativemeans of satisfying central needs

Associating Feelings with the Brand


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g g

Previously we talked about logical processing of

information and rational thinking process

Creating feelings that can ultimately influenceattitudes or beliefs is also important consideration.

For example: Pepsi (youngistan commercial),Thumsup (adventure commercials) evoking feeling ofenergy, thrill .

Feelings created get associated with the brand andthereby affect brand attitudes.

Buying Motives


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Buying Motives

Different kinds of motives encourage an individual to

Give attention to certain advertisements and purchaseCertain products.

Achievement: need to perform difficult tasks

Independence: need to be autonomous, have options,be different

Exhibition / Recognition: need to gain public attention,show off or to be held up as exemplary

Affiliation: need for close association withothers

Advertising Appeal


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g pp

Rational Appeals: ads based on functional benefits

Emotional Appeals: are designed to stir up certainpositive (happiness) or negative emotions (fear, anxiety)

Moral Appeals: instilling sense of right and wrong.often used in messages to arouse a favourable response

Product Oriented Consumer Oriented

Feeling Advertising is execution focused opposed to


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Feeling Advertising is execution focused opposed tomessage focused.

Such advertisements develop:

EMTIONAL BONDING

BRAND IMAGERY

BRAND PERSONALITY

Feelings are more important in low involvement situations

Advertisements evoke feelings for products that are


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d ert sements e o e fee ngs for products that arelikely to be needed when consumers have a lowlevel of intrinsic interest in the product category or

brand.

This is most likely to happen in the mature stages ofproduct life cycle.

When a product is new and product interest is highconsumers may seek more information.

It is suggested to have feeling oriented advertisementsFor products in mature stage and informative

advertisements in introduction stage in PLC

FCB and Rossiter and Percy Grid


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y

Defines different product categories and motives forwhich consumers purchase a product

How advertisements can be designed to address eachbuying motive.

Product categories can be classified into four categoriesBased on

High Or Low Involvement

Thinking Products or Feeling Products

Motives can be


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Motives can be

Informational or Transformational

Thinking Products could be purchased for severalinformational motives

That have to do with the consumers desire to reducenegative feelings

A product might be purchased for;

Remove a problem

Problem avoidance

Dissatisfaction with a prior

purchase

Feelings Products can be purchased for various


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Feelings Products can be purchased for variousTransformational motives.

That have to do with increasing certain positive feelings

A product might be purchased for;

Sensory Gratification

Sense of achievement

Social Approval Needs

Transformational Advertising


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f m g

Way in which feeling-oriented advertising succeeds in

Associating feelings with brands.

Such advertising involves developing associations with the

Brand or the brand use.

So that the experience of using the brand is transformed

Into something related to feelings.

Rossiter Percy Grid


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Informational Transformational

Low Involvement

High Involvement

Negative Motivation Positive Motivation

Trial ExperienceIs sufficient

Search and ConvictionIs required priorTo purchase

Create a feeling oflifestyle identification

Supportive information

Thrown in

High Repetition needed

Convincing and logicalbrand claims

Refutational orComparative formats

Unique and authenticemotional benefits

Frequently repeated

likeable ad

Drama Format

Focus on one or twokey benefits

Use simple problem-

solution format

Requirements for successful Transformational


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qAdvertising

Adequate Budget: heavy repetition to buildAssociation is required

Consistency: thrust of advertisements can not be allowed

To change frequently.

Close Connect the brand with the advertising: connectingUse experience to the brand.

An advertisement attempting to generate anemotional response should be believable andengender empathy


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There are countless numbers of feelings andcombinations of feelings that could potentially beprecipitated by advertising.

Equity Building Advertising


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Equity Building Advertising

Brands have equity because they have:

High Reputation for Perceived Quality

Brand Awareness

Positive Brand Association

Consumers prefer high-equity brands because: they find it easier to interpret whatbenefits the brand offers.

Feel more confident about it

Get more satisfaction by using it

Brand can charge a higher price.


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Brand can charge a higher price.

Command more Loyalty

Run more efficient marketing programs

Brand Image

Attributes + Consequences + Brand Personality

A brand could acquire a personality profile through

Advertising-created association.

Feelings can be associated through advertisements.security, calmness, excitement, happiness etc.

Why are Brand Personality AssociationsI


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Important

Importance to Marketers:

Differentiate from competition

Intense Competition in the same product category

Near Parity in terms of attributes, quality, price etc.

Only difference between brands is often the personalityassociated with them

Brand Personality Association enables the


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organisation to gain market share or charge premiumprice.

While competitors can match product features,price, promotions etc.

They can not duplicate the brand personality; it is done itMay lead to advertising for the original brand.

Long term advantages:

Increase the asset value

Brand Acquires higher sale price

Access to better distribution network


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ccess to better d str but on network

Better shelf space

High consumer awareness and loyalty

Increased repurchases

Economies in terms of marketing expenses and launchingnew brands, categories or extensions

Importance to Consumers


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Self Definition and Symbolic Association

Consumers regard their possessions as part of themselves

Brands encapsulate social meanings (intelligence,sophistication)

Consumers select those brands that have a brandPersonality, which is congruent with their own self-concept

When are Brand Personality Associations More


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Important ?

Self rationale would be stronger in some productCategories than in others.

High Involvement products vs. Low Involvement Products

It matters more when a product is socially visible

Relatively scarce product categories

Certain individuals are also susceptible to brand personalitysymbolisms

People who are more conscious about there public

appearance

Implementing Brand Personality Association


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1.Researching the symbolic associations that

currently exist with the product category andcompetitive brands.

A. Photo Sorts: Consumers are given photographs ofIndividuals and asked to pick those, which they thinkuse particular brand.

Then they are asked to describe the individual

B. Sentence Completion: Ladies like Sunsilk Shampoobecause

2. Deciding which brand personality is going to


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be of greatest value with the target consumersegment.

3. Executing the desired brand personality strategy

Every element of marketing and communication mix

Plays an important role: packaging, pricing, salespromotions, distribution etc.

Key advertising elements that contribute to a


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brands personality are:

Endorser: Personality of the endorser gets transferredTo the brand

Use Imagery: Kind of brand user portrayed in the ad .

Executional Elements: music, visual direction, colourSchemes, typography

Symbols:Nike, Air Deccan

Consistency:

Creative Approach


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Comparative Advertising:

Two or more named or recognizable brands of the sameProduct class are compared and the comparison is made isMade in terms of one or more attributes.

The comparisons can be:

Implicit(Brands implied but not Named) or Explicit(Brand Names)

Verbal or Visual

Claims can be of complete superiority


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Superiority on some attributes or of parity.

Inoculative (immunizing) Advertising:

Companies try to resist attempts by competitors or outsideInfluences to change his or her attitudes.

Companies are involving with defensive marketing.

Refutational (denial) and Supportive Advertising:

Emotional Creative Approaches

Using an Endorser


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Benefits of using Endorsers:

1. Enhance advertisement readership / viewership /listenership.

2. Induce Positive attitude change towards the brand

company.3. Personality characteristics of the endorser can ge

associated with brand personality.

Selecting an Endorser


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A Celebrity: has the publicity of and attention gettingPower.

Large segments of the audience instantly recognize andidentify with the with the famous person.

Goodwill can be transferred to the brand.

Celebrities cost a lot and hard to get.

If they are used for other products they may loosecredibility

They may be overexposed


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An Expert

Best choice when product is technical or consumers needReassurance that the product is right choice and safe toUse.

A satisfied customerTo maximize the naturalness of the situation.

Best choice when it is anticipated that there will be strong

audience identification with the role involved.

Creative Process


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1.Fact finding : Information search, advertisingobjectives

a.Problem Definition: Picking out and pointing the problem

b. Preparation:

2. Idea Finding:

a. Idea Production: tentative ideas

b. Idea Development:

Copywriting


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Some Important guidelines:

Cash in on personal experience

Write with heart

Learn from experience of others

Talk with the manufacturers or service providers

Study the product

Review previous advertisements of the product and that ofthe competitors


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Headlines and visuals should complement each other


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Body copy should be detailed and specific, supportThe headline, readable and interesting.

For Television Copy:

Right mix of visuals or sounds.

Frequent use of visual repetition of brand name, packageAnd key product attributes.

All elements should be well connected and linked to each

other

For Radio Copy:


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Write copy that creates a picture in the mind of theListeners.

Elements used are, sound effects, human voice, humourOr music. Should be well utilised

Short words and short sentences are more effective.For Outdoor Copy:

Message should be communicated in few seconds.

Should be extremely short, simple, strong and distinctive

Layouts


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Involves bringing all the pieces together

Important factors to consider:

Balance: Pleasing distribution

Contrast: different sizes, shapes and densities, coloursto enhance attention value and readability.

Gaze motion: logical sequence

Unity

Media


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Magazines

Internet

Radio

TelevisionWorld Wide Web

Wireless

Outdoor

Newspapers

ConsumersView of Media

Advertising

Media Overview


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Key Media Terms


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Media Planning


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Media Planning = Selection + Scheduling

Factors Influencing Media Planning Decisions

Target Market ProfileLooking at Brand/Product DynamicsThe Creative ExecutionBudget Considerations and Media Deals

The Competitive SituationAvailability and Timing Considerations

The Media-Planning


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gProcess

Involves the process of designing a

scheduling plan that shows howadvertising time and space will

contribute to the achievement of

marketing objectives

The Media-Planning Process


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Overview for the MediaPlanning Process


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Planning Process

Advertising Strategy

Advertising

Objectives

AdvertisingBudget

MessageStrategy

MediaStrategy

Media Strategy

Audience Selection Objective Specification

Media and Vehicle

Media Buying

MarketingStrategy



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4. Buying media

1. Selecting thetarget audience

2. Specifying mediaobjectives

3. Selecting mediacategories andvehicles


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Four major factors

(1) Buying Behaviour

(4) Lifestyle/psychographics

(2) Geographic

(3) Demographic


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Reach


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More people are reached when a

media schedule uses multiple media

The number and diversity of media

vehicles used

By diversifying the day parts

Frequency


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Average number of times an

advertisement reaches the target audience

in a four-week period

Media Scheduling


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Media Scheduling

Reach(% of target audience with opportunity for exposure to

media vehicle(s) or media plan in a given time frame)

+Frequency

(average number of times target is likely to be exposedto the ad in a given time frame)

100%

The Difference betweenR h d F


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Reach and Frequency

Evaluating the Media: Key Terms


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Rating point: the % of a given population groupthat uses a specified media vehicle.

Share: Households/persons using television % ofhomes or people watching TV at a given time.

Audience: number or % of homes or persons usinga media vehicle.

Coverage: Same as reach the % of homes orpersons receiving broadcast signal withinspecified area, or receiving specific magazine ornewspaper.

Circulation: Total number of copies of apublication sold through various forms of


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p gdistribution.

Readers per copy: average number ofpeople who read each issue of publication.

Market Factors/Frequency Levels


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Brand History New High

Brand Share High Low

Brand Loyalty High Low Purchase Cycle Short High

Usage Cycle Short High

Share of Voice High High

Market Factor Type Frequency

advertisement and sales promotion management

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