Media Planning

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Lecture 8: Media Selection

Knowledge of media options

The Media Process

The Media Selection process
Against clear objectives and the specific parameters (Budget, timing , regionality, seasonality etc) we need to go to our “armory of weapons” to determine those most appropriate.

Seven Guidelines of Media Selection
1) objectives and goals will have the most influence on media selection 2) budget plays a major role often precluding first choice media 3) deploying all your funds in a single medium is usually the most efficient way of spending your funds 4) secondary and tertiary media should be chosen with a specific task in mind 5) the way in which different media link should be clearly thought through 6) the media options should form part of a broader communication mix and link with other activity. 7) If your selection of media is the same as the competition you must look to stand out through the way you use those media.

Which media will play a major role? Which is a support role? How do the selected media dovetail and work together?
And what is the weighting between them?
The strengths and weaknesses of each medium need to be thoroughly evaluated.

Advertising Media
* Broadcast Media
* Print Media
* Support Media

Pay Television
* Federal Government approved the introduction of pay TV from 1st October 1992 * 2004- Approximaely 1.6 million subscribers
* 23% penetration of Pay TV in Australia

Digital Television
* Launched Jan 1st 2001
* Offers superior reception
* High quality picture…approaching 23mm film, cd quality sound * Intelligent receivers…means interactivity, internet access “video on demand” * Multi-layered programming and ads
* Programme enhancements..
* Multiple camera angles/player profiles

Television

For:- *
* impactful
* intrusive
* high reach
* good frequency
* colour, sound , motion
* good for brand building retail effect
* proven track record
* carries status
* trade effect
* available regionally

Against:
* expensive
* high production cost
* not well targeted
* high wastage
* limit to message
* transient
* time of day

Radio
* defines a personal space
* enriches and enhances personal space
* cocoon from the household
* sense of one on one communication
* can create or match an existing mood
* it can be – light hearted, serious, urgent and immediate or relaxed and undemanding. * We rarely share radio
* Radio emotions are almost entirely positive
* Radio shares a lot of the intimacy and relationship values of magazines.

For:
* Healthy reach
* Good frequency
* “theatre of the mind”
* intimidate medium

* cost efficient
* targeted
* time of day
* retail effect
* immediacy
* mobility
* low production cost
* available regionally
* short lead times
* Interactivity
Against
* Expensive in regions
* No colour, movement
* Lacks status

Newspaper facts

* 9.8 million Australians read a Newspaper on any weekday * Index by day to weekly average
Monday 100
Tuesday 96
Wednesday 104
Thursday 100
Friday 109
Saturday 99
Sunday 91

On average Australian’s spend $3800000 a day on Newspapers Approximately 70% of Newspapers are read in the home; on weekends the figure rises to 90%.

On average weekday Newspapers are looked at 1.8 times and weekend papers 2.1 times.

For:
* Proven Retail
* Detailed message
* Carries status
* Credibility
* Good for AB’s
* High Reach
* Immediacy
* Short lead times
* Timely relevance
* Habitual
* Tailored environments
* Sectionalized targeting

Against:
* Can be expensive
* Lack lustre colour
* No sound, motion
* Poor...
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