Comm 346 (Strategic Media Management)
Comm 346 (Strategic Media Management) COMM 346-01
U of L
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This 6 page Class Notes was uploaded by Alli Mayes on Saturday February 6, 2016. The Class Notes belongs to COMM 346-01 at University of Louisville taught by Steve Sohn in Winter 2016. Since its upload, it has received 20 views. For similar materials see Strategic Media Management in Communication at University of Louisville.
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Date Created: 02/06/16
Strategic Media Management Week 1 Strategic Media Management: -Used to be referred as “Media Planning” -Media Planning? -Placing adv. message at the right place, at the right time, for the right people -Focus is now more on Integrated Strategic Communication -Hence, the term “Strategic Media Management” Media Management Today and Future: -ROI -IMC -DVR’s -Digital -Mobile -Boomers -Engagement -Events -Gen X -African Americans -Asians -Metrics -C3 -Social -Hispanics -Virtual Screens -Interactive About the Media Management: -Media are the marketing communications channels which deliver messages to target audiences with maximum impact -Everything in media is changing — for example: -Need for better integration and integrated marketing communications -More focus on accountability and ROI -Explosion of media options – No end in sight -Consumers more in control than ever -Changing faces of America -The rise & fall of media kingdoms -These trends affect the planning, buying & selling of media time and space Effect of Change on Media Planning: -The “new” media planning & buying model is about optimizing the right mix of communications against the advertiser’s total marketing needs -Puts the marketing focus into strategic media planning -All communication forms will be embraced based on the situation -traditional media, experiential, internet, non-traditional/ambient -Engagement -The new media planning & buying is about going beyond audience and cost efficiency -Measuring consumer engagement such as including attention levels, ad exposure, involvement, communication, etc... Media: -Generic term applied to classes of media -Plural – Television & Radio are media -Online refers to a variety of divergent media Medium: -Refers to a single class of media -Television is a medium, for example Media Vehicle: -The specific media carriers within a class of media -Time Magazine is a media vehicle within the class of magazines -WLKY –TV is a media vehicle within the class of television -American Idol is also a media vehicle within the class of television Media Categories: Traditional Media: -The original analog media -Television, Radio, Print Digital Media -Internet related -interactive 3. Alternative/Ambient Media -Specialized Media, e.g., Gas Station TV or others 4. Marketing Services Media -“Below the Line” Media -Direct marketing, trade & consumer promotion, etc. Strategic Media Mission: Deliver Messages -Right People -Right Time -Right Place -Often Enough -With Maximum Communications Impact, and -ROI, ROI, ROI! (Return on Investment) Media Functions: Planning -Process of developing a strategic media plan based on marketing situation, problems & opportunities -End result is a “Media Plan” -Done by “media planner” Buying -Process of negotiating the terms and conditions of media buys with media sellers -Terms usually include specific media vehicles, price, positioning, merchandising support, etc. -Done by “media buyer” Planners and buyers are like investment advisors -Spend billions of dollars -Share responsibility for ROI or Wasted Dollars Selling -Represent and sell media time and/or space to media planners, buyers, and others affecting media use decisions. -Done by “media sales reps” Dual Roles of Media: Marketing Media is marketing Marketing is media Integral part of marketing strategy & plan Role is to help address marketing problems & opportunities Every stage of marketing objectives, strategy & plan can have media implications Communication Connect brands with target markets Address communications issues such as awareness or purchase consideration Create integrated multi-media/cross media communications programs Media as Art & Science: Art Need for Creative Ideas Creative Ideas can Add Value & Impact Is Media the New Creative? Examples- -Dunkin Donuts -Use of Radio DJ Science Lots of Numbers Research Companies Syndicated Research Audience Measurement Effectiveness Measures Quantitative Analysis Optimization Models Messages & Media: Message: The Creative Creative Strategy -Selling Proposition -Support -Brand Character Production of Materials -Broadcast, Print, Digital Media: The Messenger Media Strategy -Target Audience Definitions -Media Selection -Geographic Areas -Timing & Scheduling Media Plan -Media Vehicles -Client Approvals Execute Plan -Negotiate Media -Schedule Creative Breaking through the Clutter: Number of Outlets 800 television stations 500+ cable networks 10,000 radio stations 20,000 magazines 6700 newspapers 400,000+ outdoor locations 143 million + websites Number of Messages $700 billion + spent Average consumers are exposed to thousands of commercial messages daily
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