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PLANIFICACIÓN DE MEDIOS

ESTEFANIA OLIVA Spanish 41 cards

Cards in this deck (41)

  1. 1WHAT IS MEDIA PLANNING?It is about fulfilling a communication objective by using the right kind of advertising media in a cost-efficient way.
  2. 2MEDIA PLANNING SEEKS TO...Efficiently transmit a particular message to a group of persons as often as needed, within a set media budget, in the right time period and within a selected location by using suitable media channels.
    MKTG OBJECTIVES+COMM. OBJECTIVES+BUDGET
  3. 3THE 7 ELEMENTS OF A MEDIA PLAN1. TARGET GROUP
    2. LOCATION
    3. TIME
    4. MEDIUM
    5. BUDGET
    6. MESSAGE
    7. FREQUENCY
  4. 4A MEDIA PLANNERis the logistician of advertising. Must make sure that the right people come into contact with the advertising message by means of the most suitable communication channels at the right moment.
  5. 5STEPS OF PLANNING MARKETING COMMUNICATIONS (5+1)1.SITUATION ANALYSIS
    2.MKTG & COMM OBJECTIVES
    3.TARGET GROUP ANALYSIS
    4.BUDGETING
    5.ASSIGNING TASKS TO AN ADV. AGENCY
    (EVALUATING ADVERTISING EFFECTS)
  6. 61. SITUATION ANALYSISMeans evaluating:
    -the company
    -the market
    -the society as a whole
    -the product which will be advertised
  7. 72.MKTG & COMM. OBJECTIVESThe buying behavior of consumers, the degree to which consumer behavior can be influenced.
    Core media objectives: find the right balance between COVERAGE RANGE and CONTACT FREQUENCY
  8. 83.TARGET GROUP ANALYSISDefined on the basis of DEMOGRAPHIC as well as PSYCHOGRAPHIC INFOMATION (lifestyle, values, preferences). Example: Sinus-Milieus, a questionnaire that measures social status and value orientation, grouping results into clusters.
  9. 94. BUDGETINGA comm. budget is determined by 3 elements:
    -type and number of people that should be reached;
    -type of advertising media;
    -necessary contact frequency
    More elements to consider: the product and the media, target group, competition, market position and share.
  10. 105.ASSIGNING TASKS TO AN ADVERTISING AGENCYIt is called BRIEFING and involves selecting media and advertising media, designing the advertising message, discussing further media decisions and producing the media products.
  11. 11TYPES OF ADVERTISING MEDIATV
    ONLINE
    NEWSPAPERS
    RADIO
    OUTDOOR ADVERTISING
    CINEMA
    MAGAZINES
  12. 12SELECTING THE TYPE OF ADVERTISING MEDIA-the message
    -the target group
    -how the advertising media are used
    -perception of the advertising and the product
    -budget
    -media technical controllability
    -advertising environment
  13. 13THE PROCESS OF MEDIA PLANNING 6 STEPS1.defining the TARGET GROUP
    2. selecting the type of ADVERTISING MEDIA
    3. defining the type of DISTRIBUTION
    4. REACH AND CONTACT FREQUENCY
    5. designing ALTERNATIVE MEDIA PLANS
    6. EVALUATING media plans based on COSTS AND OUTPUT
  14. 141. DEFINE THE TARGET GROUPmain criteria to define a target group are SOCIODEMOGRAPHIC and PSYCHODEMOGRAPHIC attributes
  15. 152. SELECT THE TYPE OF ADVERTISING MEDIAThe target group directly influences the type of advertising media. There are MEDIA ANALYSES (analyze how people use the media) and MEDIA MARKET ANALYSES (additionally analyse consumer behavior)
    IMPORTANT: different adv. media are suitable in different ways for delivering adv messages to the audience.
  16. 163. TYPE OF DISTRIBUTIONthe advertising effect is determined by the advertising format. Each advertising form has its own costs and the decisions are mainly based on the budget.
  17. 174. REACH AND CONTACT FREQUENCY 4.1. DEFINITION OF REACHThe REACH is the total number of people which are reached by a planned communication action.
  18. 184. REACH AND CONTACT FREQUENCY 4.2. CONTACT FREQUENCYIs the number of repeated actions necessary to reach the target audience. It is the number of contacts that a member of a target group has with the advertising medium (not with the specific ad)
  19. 194. REACH AND CONTACT FREQUENCY 4.3. ADVERTISING EFFECTIt means the actual number of contacts with the advertisement and not just with the medium.
  20. 204. REACH AND CONTACT FREQUENCY 4.4. FACTORS THAT INFLUENCE THE CONTACT FREQUENCY-marketing objectives
    -complexity of the message
    -the interest of the target group
    -the media usage of the target group
    -the use of synergy effects
    -contact frequency compared to competitors
  21. 215. DESIGNING ALTERNATIVE MEDIA PLANS1. MEDIA BRIEFING: assigning tasks to a media agency
    2. ALTERNATIVE PLANS: with information ranked and based on the costs and the output values.
  22. 226. EVALUATE MEDIA PLANS BASED ON COSTS AND OUTPUT 6.1. CRITERIA FOR BUILDING RANKINGSa) TARGET GROUP AFFINITY: to what extent the users of a particular medium coincide with the selected target group
    b) TAUSENDNUTZERPREIS: costs needed to reach 1000 members of the target group
    c) NET REACH: % of the target group which comes at least once in contact with the adv medium
    d) GRP: sum of all contacts, counts also multiple contacts
  23. 236. EVALUATE MEDIA PLANS BASED ON COSTS AND OUTPUT GRP AND TNP FORMULASTNP= (advertising costs / net reach) x100
    GRP= net reach x contact frequency (OTC)
  24. 24PROBLEMS MEASURING THE REACH-it fails to provide any kind of analysis
    -it doesn't indicate the credibility of a channel
    -it is not sure that there is always an advertising contact
    -no information about how many people get in contact with the ad
    -just a quantitative value: no information on HOW the message reaches the customer.
  25. 25INTERMEDIA SELECTIONMeans selecting the most suitable advertising channels according to the target group, the reach, and the costs.
  26. 26CRITERIA FOR INTERMEDIA SELECTIONProduct type
    Communication requirements for advertising messages
    Costs
    Availability and actuality
    Selection based on the target group or the region
    Frequency & market penetration
    Image and editorial environment
  27. 27INTRAMEDIA SELECTIONselect the concrete advertising media inside the categories (the channel inside TV), CONSIDERING QUANTITATIVE AND QUALITATIVE CRITERIA (reach, costs, contacts)
  28. 28THE 3 STEPS OF TARGET GROUP-ORIENTED MARKETING1. Market SEGMENTATION
    2. Define the TARGET MARKET
    3. Market POSITIONING
  29. 29TYPES OF SEGMENTATIONGeographical - country or city
    Demographic - considering age, gender, income, etc.
    Psychographic - lifestyle or personality traits
    Behavioral - Knowledge of products, opinions and consumption behavior
  30. 30CRITERIA FOR AN EFFECTIVE SEGMENTATIONPurchase relevance (indicating the customer purchase behavior)
    Measurability (segments must be measurable)
    Essence (big or broad)
    Accessibility (reachable segment)
    Separability (conceptually different from others)
  31. 31MAIN OBJECTIVES OF MARKET SEGMENTATION-to expose the differences among consumers
    -to achieve a high compliance between the company's products and the preferences of consumer groups
    - to make the market more transparent and identify opportunities
    -to adjust the products' supply of the company to the preferences of a consumer group
  32. 32TWO PERSPECTIVES ON TARGET GROUPSOUTSIDE VIEW: on the basis of survey data derive the quantitative composition of a market segment in order to define a consumer profile;
    CONSUMER INSIGHTS: discover people's mentality, desires, and wishes.
  33. 33SINGLE SOURCE SURVEYAll the information comes from a single person or household. This survey researches on the different media categories (cross-media). Case: Behavior scan.
  34. 34DATA MERGINGseparate data sets are combined by using merging variables. Also useful for cross-media campaigns, although it has a certain margin of error.
  35. 35THREE ADVERTISING TYPESInformative advertising: to inform about new products;
    Persuasive advertising: to develop demand for a particular product persuading about its qualities;
    Reminder advertising: to keep the product and brand alive.
  36. 36TOP-DOWN VS. BOTTOM-UP BUDGETINGTOP-DOWN: with a GIVEN BUDGET we try to achieve the best performance by implementing different Mktg strategies
    BOTTOM-UP: the media services are purchased in advance and then the budget is set up.
  37. 37TASKS OF MEDIA RESEARCH-Calculate the REACH for a specific medium
    -Present data about MEDIA USERS
    -collect data about CONTACT FREQUENCY
    -analyze information about the CONSUMPTION BEHAVIOR and the LEISURE TIME BEHAVIOR
    -Identify ADVERTISING MEDIA channels which are frequently used by a PARTICULAR TARGET GROUP.
  38. 38DEFINITION AND TYPES OF WASTE COVERAGEPeople who are REACHED BY THE ADVERTISING but do not belong to the target group + people in the target group who will not come into contact with the advertising medium-
    TOTAL REACH OF AN AD MEDIUM - REACH INSIDE THE TARGET GROUP=WASTE COVERAGE
  39. 39TYPES OF MULTIPLE ADVERTISING PLACEMENT1. CUMULATIVE AUDIENCE: people reached by multiple adv placements
    2. CUMULATIVE REACH: audiences accumulated over time (magazine with frequent+occasional readers)
    3. CUMULATIVE CONTACT: large share of people is reached once again by the same advertising placement
  40. 40TWO VALUES TO MEASURE CONTACT FREQUENCY-AVERAGE CONTACT FREQUENCY (OTC)= gross reach (contacts)/net reach (people)
    -GRP=net reach in % x OTC
    -TNP =(placement costs/net reach) x 1000
  41. 41COST PER MILLE (CpM)Is the amount paid per 1000 contacts (reaching 1000 people) in the target group. It is the most important value in terms of effectiveness and profitability and allows to rank costs and conduct a cross-media comparison.

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PLANIFICACIÓN DE MEDIOS
Created by
ESTEFANIA OLIVA · Jan 2017
Updated
Jan 27, 2017
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