GOALS
GOALS
LESSON
6.1
DEVELOP THE MEDIA PLAN
Identify the components of a media plan
Evaluate the media classes of
The Media Plan
Media Plan – identifies the media used to distribute an
advertising message to the target audience.
Media Objectives
What – the type of information to be delivered
Where – which geographic region?
Who – who is the target segment? When – scheduling ads.
Message Weight – identifies the number of times an audience is exposed to the advertisement.
The Media Plan
Media Strategy
Determines the types of media that will be used, when and where the ads will run, and how often they will run.
Reach – the percentage of the target audience that is exposed
to an ad at a specific time period.
Frequency = the number of times the audience is exposed to an ad in a specified time period.
Media choices (TV, radio, newspaper, etc)
Media scheduling and buying
Media Classes
Newspapers
Pros – Newspapers reach over 50% of homes. They
are produced daily. Costs are low. Credible.
Cons – discarded daily. Need to place the ad several
times. May be limited to black and white.
Categories – display ads; inserts
Magazines
Pros – Specific target audience; creative flexibility, longer life
than newspaper or broadcast messages.
Cons – Cost more than newspaper ads, lead time of 2-3 months
often required; limited frequency
Categories – Full page; half page; 2 column; one column; half
Media Classes
Radio
Pros – Timeliness; low cost; reach consumers at
home/work/car.
Cons – listeners don’t always focus in on radio ads, audio only is a creative challenge.
Categories – local spot advertising; network advertising;
national spot advertising Television
Pros – specific target segment; message frequency; creative
options
Cons – expensive; low credibility; audience changes channel
GOALS
GOALS
LESSON
6.2
USE
SUPPORT MEDIA AND
PROMOTIONS
Describe the techniques of using support
media
Support Media
Yellow pages or business service
directories
People looking in the Yellow Pages are
generally ready to buy now.
Outdoor advertising
Billboards, benches, walls, vehicles,
Support Media
Point-of-purchase displays
Signs in the store near the items to be
purchased. (ex: life size cut outs)
Window Displays
Sponsorships
Businesses will fund an event in
Promotions for Consumers
Methods
Coupons – reduction in price
Premiums – free or cost less with the purchase of another item.
Contests – compete for prizes
Sweepstakes – winners are determined by chance
Sampling – Stores offer small samples of the
product
Rebates – money back offers from the manufacturer or business.
Promotions for Consumers
Objectives
Trial purchase – entice new users with
coupons or rebates
Repeat purchase – include coupons in the
package
Buy larger amounts – 2 for the price of 1;
larger packaging
New brand – promotions are often used to
Promotions for Distributors
Methods P-O-P displays – Point of Purchase attractive displays.
Incentives – Rewards for reaching sales goals Cooperative advertising -
Objectives
Distribution of new product – incentives will
encourage retailers to provide space for the new product.
Encourage larger orders – discounts given for larger orders.
GOALS
GOALS
LESSON
6.3
DIRECT
MARKETING AND
PRESS RELEASES
Direct Marketing
Mailing lists and databases Mailing lists are of two types: 1) Compiled List –
individuals with shared characteristics. 2) Response List – individuals who have shown an interest in a specific field.
Database – large collection of data organized for easy
search and retrieval.
Direct mail (4 components): 1) Letter; 2) Brochure; 3)
Reply (tells the reader how to respond); 4) Envelope (entices the reader to open)
E-mail marketing- e-mail, with an embedded web site for
Direct Marketing
Telemarketing – Employs millions of people and
generates hundreds of billions in sales. Considered intrusive by most consumers. Telemarketers can call between 8:00 AM – 9:00 PM.
Magazine inserts – postcard inserts
Writing a Press Release
Press Release – a statement prepared for distribution
to the media that provides information that is timely accurate, and interesting.
Announce a significant event (awards, sponsorships, new office, etc.)
Interest the media (media prefers this form of contact)
Create awareness (could expose thousands if not millions
Press Release Content
Headline
Dateline – includes the city where the press release
originated and the date the press release was mailed.
Lead paragraph – Starts on the same line as the date Body – The main text of the press release. At the
bottom of the page key “-more-” if it goes to a 2nd page.
Conclusion – restate the important information in the
