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Media planning

Marketing Communication, session 7, 8th of October 2015

Sine Just

on 8 October 2015

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Transcript of Media planning

Sine N. Just
8th of October 2015

Media planning
Media planning process
Useful indicators - of what?
Selecting media
Media planning - campaign planning
From linear mass communication to networked collaboration
From isolated vehicles to connected media
From static to dynamic media
Key take-aways:
From campaign planning to relation planning
(target audience + objectives) x (media mix + vehicles) = success?
Memorisation rate (beta-coefficient)
Gross reach
Useful reach
Effective reach
Gross rating points
Opportunity to see
Continuous schedule
Pulsing schedule
Flighting schedule
Cost per thousand (CPM)
Cost per thousand of
target market (CPM-TM)
Geographic flexibility
Speed of reach
Message life
Seasonal influence
Production cost
Media buying characteristics
Media availability
Image-building capability
Emotional impact
Medium involvement
Attention devoted
Quality of reproduction
Value added
Information conveyed
Demonstration capability
Media mix criteria
Media context
Objective context variables
Medium itself
Vehicle content
Media clutter in vehicle
Type of ad block
Sequence within ad block
Congruence between context and ad
Subjective context variables
Intensity of response
Valence of response
Loss of control vs new opportunities
Strategic communication is as (or more) important
How do we plan for the uncontrollable?
Criteria of good communication are changing
How do we connect normativity and effect?
How should we evaluate the two?
From linearity to connectivity
Learning objectives:
• Discuss the relationship between a specific marketing communication campaign and broader marketing/branding strategies based on the theories of the course.
• Identify and detail target audience(s) and objectives for a given marketing communication campaign and discuss their appropriateness based on theories covered in the course.
• Select relevant marketing communication disciplines and tools and explain their relevance through theoretical frameworks covered in the course.
• Identify and describe relevant media for a given campaign and explain why they are relevant based on the covered material.
• Explain and evaluate the effectiveness of elements within a marketing communication campaign based on the covered evaluation tools.
• Construct a professional marketing communication budget based on the covered material.
(Naik & Peters, 2009, p. 292)
Textbook, figure 8.2, p. 253
Textbook, table 8.5, p. 266
Textbook, table 8.7, p. 276
Media planning in the viral mode
Communication objectives - media objectives
Which criteria and measures to use?
Disciplines - media
Which media for what disciplines?
Media - vehicles
What can each medium do?
Which audience does each vehicle reach?
Mix - synergy
What is the optimal combination?
Different audiences reached by different media?
Same audience reached by different media?
Sequence/frequency - simultaneous
Which media/vehicles to use when?
Issues of media planning
Viral repositioning (on a horse!?!)
Innovative media mix
- with many (potential) effects
Full transcript