Media planning -- the series of decisions involved in delivering the promotional
message to prospective purchasers and/or users of the product or brand
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Primary decision -- the type of media selected among:
Broadcast -- TV or radio
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Print -- newspaper, magazine
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Out-of-home -- outdoor, transit, place-based
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Internet content publishers and social media
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Research:
National image-oriented messages on TV and print positively influenced
brand loyal customers
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Tactical promotional msg of the same media positively influenced brand
switching consumers
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Broadcast and print media, regional advertising in local TV and local
newspaper, online advertising contributed positively to long-term
profitability, but each contributed negatively to one another, indicating the
importance of planners selecting an optimal allocation among choices
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Factor to consider when selecting media -- the degree to which the effect of each
media continues beyond the initial exposure
The concept of a carryover effect
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Communication effect of billboard and newspaper ads lasted for 2.2 and
1.4 weeks
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Long-term media carryover effects are 4 times stronger than short-term
effects
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At campaign level using multiple media, the carryover effect averages 3
months
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Media plan documents the decisions for finding the best way to get the
advertiser's msg to the market
Goal -- to find the combination of media that enables the marketer to
communicate the msg in the most effective manner to the largest number of
the target audience at the lowest cost
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Media objectives:
Derived from the communication and behavioural objectives and guide the other
2 media decisions, contribute to achieve marketing objectives
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IMC objectives (i.e., behavioural, communication) adapted for media decisions
(i.e., strategy, tactics)
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2.
