1Advertising is all about the __________ and making sure the __________
exchange of information, right people are exposed to the right message at the right time.
2Any surface flat or otherwise that can be used to deliver a message to the relevant target
Media Vehicle
3Media Vehicle
Any surface flat or otherwise that can be used to deliver a message to the relevant target
4Lays out what media needs to accomplish, how it will be accomplished, and what type of media schedule will be used to deliver the advertised message
Media Plan
5Media Plan
Lays out what media needs to accomplish, how it will be accomplished, and what type of media schedule will be used to deliver the advertised message
6__________ is as important today as the creative message
Media placement
7Executed by the media planner, is about laying out a detailed outline that covers a specific amount of time (usually a year) that defines what media vehicles or mix of vehicles it will take to deliver the creative message to the intended target
Media Planning
8__________ Is executed by the media planner
Media Planning
9 __________ Is laying out a detailed outline that covers a specific amount of time (usually a year) that defines what media vehicles or mix of vehicles it will take to deliver the creative message to the intended target
Media Planning
10Media Planning
Executed by the media planner
is about laying out a detailed outline
that covers a specific amount of time (usually a year)
that defines what media vehicles or mix of vehicle
it will take to deliver the creative message to the intended target
(layout outline
cover time
defines vehicles
deliver message)
lcdd
11Carried out by a media buyer, is all about negotiating costs and determines the best media buy or assortments of buys to promote the product or service
Media Buying
12Media Buying
Carried out by a media buyer, is all about negotiating costs and determines the best media buy or assortments of buys to promote the product or service
13It is the __________ job to __________
Media team’s;
Know
who the message is intended to reach
where the target is when they are exposed to the message
Decipher the research
Outline budget allocations
Place media in
local
reginal
national
international markets
14Factors affecting the planning and buying include
What
lifecycle stage the brand is in
Were
competitors are advertising
What
vehicles mirror the brand’s image
vehicles mirrior target’s self image
(lcmm)
15__________ brands can compete directly against competitors using the same media vehicles without fear of losing market share
Strong or innovative
16Most successful brands will go through 3 stages
A new product launch (NPL)
Mainstream or maintenance (MM)
Reinvention (R)
17A new product will often employ __________ because of its reach and ability to build brand awareness and promote image
Traditional Media Vehicles
18Details where and when monies will be allocated
A Media Budget
19A Media Budget
Details where and when monies will be allocated
20Typically, budgets are determined based on __________
brand size popularity (BSP) of the product or service
21Focuses on specific product categories and keeps track of the best media options to reach the intended target
Simmons data
22Simmons data
Focuses on specific product categories and keeps track of the best media options to reach the intended target
23Have the most potential to reach the target on a continuous basis
Primary vehicles
24Primary vehicles
Have the most potential to reach the target on a continuous basis
most potential
continuous basis
25To manage costs more effectively they will often negotiate some type of media bundle to save money
Value-Added Program
26Value-Added Program
To manage costs more effectively the media buyer will often negotiate some type of media bundle to save money
27Outlines what media will be used, how long it will be used and where it will be used. Usually developed by the media planner
A Media Plan
28A Media Plan
Outlines what media will be used, how long it will be used and where it will be used. Usually developed by the media planner
29Determines the total number of people or households that will see or be exposed at least once to the visual/verbal message during a set period of time
Reach
30Reach
Determines the total number of people or households
that will see or be exposed at least once to the visual/verbal message
during a set period of time
31Refers to how many times the ad will be seen or heard by the intended target audience to be remembered and or acted upon
Frequency
32Frequency
Refers to how many times the ad will be seen or heard
by the intended target audience
to be remembered and or acted upon
(times seen
intended audiance
remembered and acted upon)
33Determines the total number of media vehicles that will make up a campaign media schedule
Message Weight
34Message Weight
Determines the total number of media vehicles
that will make up a campaign media schedule
35Define how the media plan will be implemented
Tactics
36Tactics
Define how the media plan will be implemented
37Determines whether the media plan strategically accomplished the objectives and whether there was a measurable ROI
Evaluation
38Evaluation
Determines
whether the media plan strategically accomplished the objectives
whether there was a measurable ROI
accoplishes objectives
measurable ROI