MEDIA STRATGEY

Planning Cycle

WHY ARE WE THERE?

-In the mind of consumer un/familiar, mis/conception or perception?

- In the market sales situation of the brand and products of its category

WHERE COULD WE BE?

Analyze the reasons for the currant market standing or lack of it, distribution/ problems/ competitor's better strategies, brand image, corporate mage.

WHERE DO WE GO FROM THERE?

Determine not just "where would it be desirable to be?", but "where could we realistically be?"

HOW DO WE GET THERE?

"How TO DO" is the must crucial part of plan-the strategy to achieve the objective, the intended route to fulfill the aims.

Strategy must cover both creative and media planning including the economics of the exercise.

·         What is the problem/opportunity?

·         What is the role of ad?

·         Who are we talking to?

·         What is the desired key-response?

·         What is the personality of the proposed advertising?

WHERE ARE WE?

Find out the market position and review the strategy different than it was before. You might not be changed it drastically if you got your position quite satisfactory. Otherwise, you've to rethink your media strategy. It means you might have start from zero level.

 

 

Media Strategy criteria

THREE CRITERIA

1. Medium as Message

-Which contribute most?

2. Medium as Medium

-Best suited to the target

3. Medium as Vehicle

-Work as a tool

It defines the target audience and the priorities of weighting them, the specific reach, frequency and continuity goals.

1.       Specify target audience against the weights that need to be delivered.

2.       Determine the overall media weights to be delivered that the target audience over the course of year.

3.       Decisions about the distribution of these weights across time and markets.

4.       The mix of brand media types that should be used to deliver the weights.

D. Sriram, Director     

DMB and B Advertising P.L.

Another approach

1.      Aim to cover a substantial portion of the brand's target group once every week with as little duplication as possible. "Substantial proportion", however, is relative.

2.      To achievement this, determine the optimum number of weekly gross rating points (GRP) and establish the best types of day part and programs to use in order to minimize audience duplicator.

3.      Run your weekly advertising pattern for as many weeks as the budget will allow.

-JOHN PHILIP JONES

Prof. of Syracuse University

Media Strategy

4 Ps

Product

Price

Place

Promotion

Ad media mix            4Ms

Money

Market

Media

Methodology

• Selectivity- which media
• Coverage
• Flexibility
• Cost of Media
• Editorial environment
• Production quality
• Permanence- Long time in magazine/shelf value
• Trade acceptability