Writing Media Objectives

1. Writing Media Objectives

2. Media Objectives • Starting point of the media plan. • Outline what the media plan is expected to accomplish. • Deal only with what is to be done. • How is reserved for strategy. • Media selection is “how.” • NEVER recommend media choices in the objectives! JOMC 172 Advertising Media

3. Writing good media objectives • Marketing-driven • What, not how • Specific • Measurable, to the extent possible • Clear & succinct • Label each. • Begin with verb: use, achieve, maintain, focus, etc. JOMC 172 Advertising Media

4. Improper: Network television will provide broad national coverage. • Not written as an objective. • Recommends specific media class. JOMC 172 Advertising Media

5. Better • Use media that will provide broad national coverage. JOMC 172 Advertising Media

6. Basic Media Objectives • Target Audience • Geographic Coverage • Scheduling (Seasonality / Timing) • Reach / Frequency JOMC 172 Advertising Media

7. Additional Media Objectives • Creative Implications • Budget • Merchandisability • Flexibility • Promotion Support • Others? JOMC 172 Advertising Media

8. Rationale for Objectives • For each objective, include rationale. • The reason(s) why the objective makes sense. • Support with marketing facts. • Quantitative where possible. • Label / identify each. JOMC 172 Advertising Media

9. Geographic Objective • Use media that will provide broad national coverage. • Rationale: National coverage is needed to support national distribution and sales.**Marketing Objective: Continue to support national distribution and sales with a sales goal of a 10% increase next year. JOMC 172 Advertising Media

10. Seasonality Objective: Concentrate advertising in the months of January–April and September–November. Flight advertising during July and August. • Rational: January – April and September – November are the heaviest consumption months. Consumption indices fall below 75 during July and August. JOMC 172 Advertising Media