GOALS OBJECTIVES STRATEGY ACTIVITIES TACTICS ACTIONS MEDIA PLAN ACTIVATION

Media Strategies

Acceptance Criteria:• Focus on using marketing channels that create the most likely

brand touchpoints for our target:

What is Vertical Marketing? Coordinated distribution channel where its independent members work

together to achieve greater efficiency and economies of scale, and to eliminate channel-conflict arising out of disparate individual objectives. So that they can create a product/system that can service multiple objectives.

Administered

3 Types:

Coordination between production and distribution companies, without a formal agreement or ownership

Contractual

Independent production and distribution firms formally agree to integrate their resources, with a formal agreement. (Franchising)

CorporateProduction firm owns a retail chain (forward integration)

Retail chain owns a production firm (backward integration)

Administered System

Contractual System

Corporate System

Proctor And Gamble – Co-ordinated production and distribution stages not through common ownership or contractual ties but through the size and power of one of the parties

AT&T - Production and distribution stages are combined under single ownership in order to manage corporation and conflict management

Western Union,Coca-Cola – consists of independant firms at different levels of production and distribution who join together through contacts to obtain more economies or sales impact than each could achieve alone.

Local Radio Germany (6-18h)

GermanyCPM 3,32 € – 25,48 €

National Radio Germany (6-18h)

GermanyCPM: 9,00 € - 232,00 €

source : http://www.mss-online.de/radio-werbung/fakten/marktueberblick.html

CPM= CPM is the cost per 1,000 impressions. For example, a $1 CPM means $1 for 1000 ad views. For the purpose of ad serving, it is the cost to serve 1,000 ad impressions.

National TV • Belgium prime time:10’000 € / 30 sec. CPM 5.08 €

• Germany prime time: 19’000 € / 30 sec. CPM 6,99 €

• France prime time 30’000 € / 30 sec.

• CPM 10,00 €

Local TV

source: masstomass.com

• Belgium1’500 €/ 30 sec.CPM 5,40 €

• France100 -220 €/ 30 sec.

Online Advertising

Definition :- Deliver promotional marketing messages to consumers- Publisher & Advertiser

Static online advertising: Presence of non animated banner ads on websites, which are divided into copy, photos and graphic design.

Mobile : advertising via mobile phones or other mobile devices (Banner, Poster, SMS, MMS, within games, etc.)

Dynamic : streaming ads- audio,video, animation

CPM Comparison

* statistics use eCPM, or effective CPM, calculated by dividing the total amount paid for ads by the total number of impressions and multiplying the result by 1000

2012 2013

MOBILE $ 1.14 * $ 1,08

DYNAMIC $ 17 to $ 25 $ 15 to $ 20

STATIC $ 0,4 $ 0,5

• Cost per thousand is the cost of reaching one thousand people or households via a given advertising outlet or medium (M is the roman numeral for 1,000). CPM = cost x 1,000 / target audience.

• It is used to measure efficiency of a campaign and to compare costs of various media, however to be Accurate it must use media that has a roughly even reach.

• This is the cost of buying one Rating Point, or one percent of the Target Population. If, for example, the cost of a commercial time slot during prime time was $1000 and the program rating for that time was 10 (which means that 10% of the total potential audience was tuned to that program), then the cost per gross rating point would be $1000 divided by 10%, or $100

• GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is one percent of the potential audience. For example, if 25 percent of all targeted televisions are tuned to a show that contains your commercial, you have 25 Rating Points.

• It is possible to reach a percentage higher than a hundred, this is because the word "gross" reflects that the calculation can double-count or multiple-count, therefore if 3 percent of your target population drives by the billboard twice every day for 120 days, then GRPs = 3 x 2 x 120 = 720.

• The goal is to obtain the highest possible GRPs at the lowest possible cost, while remaining focused on the target market. After the campaign, you can calculate actual Reach x Frequency = GRPs to produce a permanent record.

Gross Rating Point

Cost Per Point

Cost Per Thousand (CPM)

OFFLINE

REACH *ADV FREQUENCY

Middle

CPP is the middle ground value that

can be used to compare the cost of both online and

offline outlets. I.e. Measuring how effective you add

has been

ONLINE

CPP =CPM*

POPULATION100,000

CPP In Relation to GRP and CPM

Database Marketing and Acquisition

Database Marketing:

Database marketing is a systematic approach to the gathering,

consolidation, and processing of consumer data (both for customers

and potential customers) that is maintained in a company's

database.Price depends on depth, quality, size But according to

inboxinteractive.com the average price range

B-2-C email lists: $100 to $150 CPM

B-2-B lists: usually starting at $250 CPM and running as high as $1,000 CPM for a very well targeted list.

E-Mail Database

Random Guess

Buy

Rent

Build volunteer

Why acquiring E-mail lists is non-efficient

(1)People on a purchased/ rented list don't know you

(2)Bad quality of data o re-usage of lists

(3) IP reputation will be harmed

(4) Low Return on investment