1 Media Planning Chapter # 4 2 MEDIA PLANNING “A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives.” Designing Media Strategy which includes identification of target audience, selection of media vehicles and determining the timings of a media schedule. 3 MEDIA PLANNING DECISIONS. 4 MEDIA PLANNING (APERTURE CONCEPT) 5 FACTORS AFFECTING MEDIA SELECTION 6 MEDIA PLAN “A FORMAL DOCUMENT THAT EXHIBITS COMPLETE ANALYSIS AND EXECUTION OF THE MEDIA FUNCTION OF THE ADVERTISING CAMPAIGN.” 7 COMPONENTS OF MEDIA PLAN 8 CAMPAIGN OBJECTIVES. It is important to specify clear and measurable objectives for Adv. campaign. e.g. “TO INCREASE THE IN-HOME USE OF TEA WHITENER.” 9 DESCRIPTION OF TARGET AUDIENCE. e.g. For Everyday Tea Whitener 10 CREATIVE REQUIREMENTS OF THE CAMPAIGN. 11 GEOGRAPHIC CONSIDERATIONS. 12 GEOGRAPHIC CONSIDERATIONS 13 DEVELOPING MEDIA SCHEDULE 14 EFFICIENCY AND EFFECTIVENESS BALANCE 15 STRATEGIES FOR SCHEDULING 16 Uniform Schedule Pulsing Flighting 17 STRATEGIES FOR SCHEDULING 18 Allocation of Advertising Budget 19 Allocation of Advertising Budget |