media planning

Media Plan and Media Strategy

Integrated Marketing Communications Module 4 – Media Planning & Media Strategy

Media Terminology


Media Terminology


Developing Media Plan


Media Planning Difficulties


Developing The media plan


Brand Development Index


Category Development Index


Brand and category Analysis


Brand and Category Analysis


Target Audience Coverage


Three Scheduling Methods


Reach and Frequency


Message factors determining frequency


Media Factors determining frequency


Determining relative cost of media print


Determining relative cost of media broadcast


Television Pros and cons


Radio Pros and cons


Magazine Pros and cons


Newspaper Pros and cons


Outdoor Pros and cons


Direct mail Pros and cons


Internet Pros and cons



Creativity

Creativity refers to the ‘generation and presentation of novel idea, differently, innovatively across the target audience

Eye catching illustration that can create a good recall value


•Products/Services•Must Contain a Powerful idea•Creating unexpected impact•Portraying brand personality•Visually stunning•Portray benefit offered to target audience

Planning Creative Strategy (Advertising)


A Creative TVC

&

Making of TVC

Integrated Marketing Communications Module 1 - Introduction to IMC

Creative Process

Creativity Model by James Webb Young(Vice president – J. Walter Thomson Agency)

•Immersion•Digestion•Incubation•Illumination•Reality or Verification


Creative Process

Creativity Model by James Webb Young(Vice president – J. Walter Thomson Agency)

•Immersion•Digestion•Incubation•Illumination•Reality or Verification


•Immersion – Gathering raw material through background research

•Digestion - Take the info and work on it

•Incubation – Conscious mind turn into subconscious mind

•Illumination – The birth of an idea

•Reality or Verification – Shape the idea into practical usefulness

Creative Process

Advertising Creative Process

QTY 1 Kg 2 Kg 5 Kg 10 Kg

MRP 21 43 110 215

Cost per kg 21 21.5 22 21.5

Free offer NIL NIL Bru coffee worth 12/- MTR gulab Jamoon

worth 35/-

Net cost per kg 21 21.5 110-12 (98/5 = 19.6 per

kg)215-35

(180/10=18.5)



QTY1 Kg 2 Kg 5 Kg 10 Kg

MRP21 43 110 225

Cost per kg 21 21.5 22 22.5

Free offer NIL NIL Bru coffee worth 12/- Gillete Presto worth

16/-

Net cost per kg

21 21.5

110-12 (98/5 = 19.6 per kg)

215-16 (209/10=20.9)



10 kg 10 kgwith MTR With Gillette

MRP 215 225

Cost per kg 21.522.5

Free offer MTR gulab Jamoon worth 35/- Gillete Presto worth 16/-

Net cost per kg 215-35 (180/10=18.5) 225-16 (209/10 = 20.9)

Avg Sale per month 1000 * 500 1000 * 500

Revenue 9250000 10450000Incremental

Revenue NA1200000


Creative Strategy Development


•Advertising Campaign•Copy Platform•Search For Major Selling Idea

Integrated Marketing Communications Module 1 - Introduction to IMC

Advertising Creative Copy Platform Process

•Basic problem or issue the advertising must address•Advertising and communication•Target Audience•Major Selling Idea•Campaign theme development•Supporting information and requirements

Search For Major Selling Idea


•Using a USP•Creating a Brand Image•Finding the inherent drama•Positioning




USP


USP


Brand Image Creating


Finding an inherent drama


Finding an inherent drama


Positioning


Positioning


Positioning

Integrated Marketing Communications Module 4

Advertising Appeal and Execution

Integrated Marketing Communications Module 5– Appeal and Execution

Advertising Appeal - Categories

Rational Appeal - Types

Rational Appeal

Emotional Appeal

Emotional Appeal

Transformational Advertising


Levels of relationships with brands


Advertising Execution techniques

Advertising Execution techniques

Rational Appeal

Rational Appeal

Elements of Print- Ad






•Products/Services•Must Contain a Powerful idea•Creating unexpected impact•Portraying brand personality•Visually stunning•Portray benefit offered to target audience

Planning Creative Strategy (Advertising)

Business

media planning