Course Notes Week #6 Oct. 26th-30th
Course Notes Week #6 Oct. 26th-30th Comm 2331
Popular in Strategic Communication Principles
Popular in Journalism and Mass Communications
This 3 page Class Notes was uploaded by Megan Hageman on Friday October 30, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 32 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 10/30/15
COMM 2331 Course Notes Week 6 Oct 26th30th Lecture Notes Oct 26th Midterm Exam Review Lecture Notes Oct 28th Midterm Exam Chapter 10 Notes Media Planning and Strategy Media Planning series of decisions involved in delivering the promotional message to the prospective purchasers andor users of the product or brand Media objectives Media strategies Medium general category of available delivery systems Broadcast TV radio Print newspapers magazines Direct marketing Outdoor advertising Other support media Media Vehicle speci c carrier within a medium category Reach measure of the number of different audience members exposed at least once to a media vehicle Coverage potential audience that might receive the message Frequency number of times the receiver is exposed to the media vehicle Problems in media planning Insufficientinformation Inconsistent terminologies Time pressures Difficulty measuring effectiveness Developing the media plan Market Analysislestablishment of media objectivesMedia strategy development and implementationEvaluation and followup Key Questions in market analysis 1 To whom will we advertise a Index number good indicator of the potential market of users in a demographic segment of population in the same segment100 2 What internal and external factors are operating a External economy competitive factors changes in technology b lnternal size of media budget managerial and administrative capabilities or organization of the agency 3 Where to promote a Survey of buying power index based on population effective buying income and total retail sales in the area b Brand Development lndex helps marketers factor the rate of product usage by geographic area into the decision process c Category Development lndex uses info regarding the product category opposed to brand Media Mix advertisers use a mix of media and media vehicles Target Market Coverage how can I show my ad to the maximum amount of people and potential buyers waste coverage overexposure in which the media coverage exceeds the targeted audience Geographic coverage know the area in which you re advertising Scheduling time promotional efforts so they coincide with the highest potential buying times Continuity continuous pattern of advertising Flighting less regular schedule Pulsing continuity is maintained but at certain times promotional efforts are stepped up Reach vs Frequency decide whether message will be seen or heard by more people reach or by fewer people more often frequency Unduplicated reach vs duplicated reach Program rating Gross rating points GRP s Frequencyreach Target ratings points TRP s number of people in the primary target audience the media buy will reach Effective Reach the of a vehicle s audience reached at each effective frequency increment Average frequency average number of times the target audience reached by a media schedule is exposed to the vehicle over a speci ed period Recency Planning focusing on short interval reach at minimum frequency levels as close to the purchase decision as possible Creative Aspects and Mood Flexibility may be needed to address Market opportunities Market threats Availability of media Changes in media or media vehicles Budget Considerations absolutes vs relative cost Passalong rate number of people who read a magazine without buying it Lecture Notes Oct 30 Strategic Media Planning 3 Key questions 1 In what markets do I advertise 2 What is the duration and frequency of advertising to meet my goals 3 What channels do I select to communicate my message Index Number of users in a demographic segment of population in the same segment100 Brand Development Index of brand to total US sales in market of total US population in market100 Category Development Index of total product category sales in market of total US population in market100 Duration and scheduling methods 1 Continuity continuous pattern of advertising 2 Flighting random pattern of advertising 3 Pulsing continuity is maintained but advertising is increased at certain periods Media vehicle speci c carrier within a medium category Reach of different audience members exposed at least once in a pedod Coverage the potential audience that might receive the message Frequency of times the receiver is exposed to the media vehicle Advertisers must make tradeoffs between reach and frequency Gross rating points ReachFrequency Target ratings points Targeted ReachFrequency Cost per thousand reached CPMcost of ad spacecirculation100 Cost per rating point CPRP cost of commercial timeprogram rating TV households number of households that own a TV Program Rating of TV households in an area that are tuned into a program during a speci ed time period Households using TV HUT of homes in an area where TV is being watched during a speci c time period Share of Audience of households using TV in a speci ed time period that are tuned to a speci ed program Rating HH tuned to showtotal US HH Share HH tuned to showUS HH using TV Synergy radio can be used in conjunction with other media