ppt课件-modern media planning（现代媒体计划）.pptVIP

Modern Media Planning Modern Media Planning Setting Media Objectives Deciding Media Strategies Choosing the Media Mix Charting the Tactical Plan Setting Media Objectives The Media Target Media Coverage and Delivery Setting Media ObjectivesThe Media Target Planning target Measurement target Example: Axe Body Spray Brand Planning Target: “Contemporary, cool young men looking for an edge in the dating game” Media Planning Target: Profile of “Contemporary, cool young men” based on usage of contemporary, cool products Media Measurement Target: Simple demographic like “men aged 18-24 Setting Media Objectives Media Coverage Media Delivery Optimization or Balance Along A Continuum Setting Media Objectives Some Examples: Emphasis Reach: Reach 80% of women 35-64 an average of 4 times every 4 weeks. Emphasis Frequency: Reach 50% of men 25-49 an average of 3 times each week before a home football game Deciding Media Strategies Offensive or Defensive Approach Setting a Media Budget Strategies to Accomplish the Objective Deciding Media StrategiesOffensive or Defensive Approach Defensive as in protection of the current business Offensive as in opportunistic In Reference to ALL strategic decisions Deciding Media StrategiesSetting a Media Budget Objective/Task Match tactics (tasks) to the objective and sum the costs of all tactics Affordability Tied to product profitability and assumes a pay-out Percentage of Sales Competitive Spending Deciding Media StrategiesStrategies to Accomplish the Objective Scheduling Specific Geography The Media Mix Strategies to Accomplish the Objective: Scheduling Continuous Consistent, sustainable level of support Flighting Support in peaks with hiatus periods in between Pulsing Consistent support with peaks and valleys Strategies to Accomplish the Objective: Specific Geography Strategies to Accomplish the Objective: The Media Mix The Audience/Media Relationship Media functionality Consumer involvement Availability of Resources Time Time to m