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Writing Media Objectives. 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!.
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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
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
Improper: Network television will provide broad national coverage. • Not written as an objective. • Recommends specific media class. JOMC 172 Advertising Media
Better • Use media that will provide broad national coverage. JOMC 172 Advertising Media
Basic Media Objectives • Target Audience • Geographic Coverage • Scheduling (Seasonality / Timing) • Reach / Frequency JOMC 172 Advertising Media
Additional Media Objectives • Creative Implications • Budget • Merchandisability • Flexibility • Promotion Support • Others? JOMC 172 Advertising Media
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
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
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