Media objectives and strategies

All of these variables — price and distribution; the tools of reach, fre­quency, and continuity; the four theories of media use; and cost effi­ciency — are considered in establishing media objectives and strategies. Objectives and strategies should be clearly written and use measurable terms where possible.

Example media objectives are:

1. Focus advertising on new users.

2. Motivate reuse of the product.

3. Reach a market share of 8% by the end of the fiscal year.

Example media strategies are:

1. Direct the effort at young adults, ages 18-25.

2. Achieve a reach of 70 and an average monthly frequency of 6
among those young adults in key areas.

3. Continue the level of support after meeting those goals.

4. Use media that reflect the product concept, brand image, and
copy requirements.

Specific plans for carrying out the objectives and strategies should follow; for example, exactly how money will be allocated to the various media.

The media planner faces a gigantic task. Today's consumer-oriented company might advertise in twenty different media. Determin­ing the relative cost efficiency alone may be a job for a computer, not for a human being. The planner works with a great number of variables, too. Mountains of relevant data are available to be analyzed. Still, there is no substitute for personal interest and observation. Just as an adver­tiser needs to study the product and the consumer at first hand, the media planner has to study the media—in a personal way, putting him­self in the place of the reader, the listener, or the viewer.

Дата добавления: 2015-07-19