Where to Promote media ?
The question of where to
promote relates to geographic considerations.
Where will the ad take be more
wisely spent?
Should company allocate
additional promotional monies to those markets where the brand is already the
leader to maintain market share, or does more potential exist in those markets where
the firm is not doing as well and there is more room to grow?
The best answer is that the
firm should spend advertising and promotion dollars where they will be the most
effective—that is, in those markets where they will achieve the desired
objectives.
Although it is not always
possible to measure directly the impact of promotional efforts.
At the same time, certain
tactics can assist the planner in making this determination.
Using Indexes to Determine
Where to Promote
The survey of buying power
index
Published annually by any
magazine, can be conducted for every major metropolitan market in the Bangladesh.
Based on a number of factors,
including population, effective buying income, and total retail sales in
the area.
Each of these factors is
individually weighted to drive a buying power index that charts the
potential of a particular metro area, county, or city relative to the Bangladesh
as a whole.
The resulting index gives media
planners’ insight into the relative value of that market.
When used in combination with
other market information, the survey of buying power index helps the marketer
determine which geographic areas to target.
The brand development Index
(BDI):
BDI = [Percentage of brand to
total country sales in the market/ Percentage of total country population in
the market]/ 100
It helps marketers factor the
rate of product usage by geographic area into the decision process.
The Category development index
(CDI)
CDI = [Percentage of product
category total sales in market/ Percentage of total country population in
market]/100
It is computed in the same
manner as the BDI, except it uses information regarding the product category
(as opposed to the brand) in the numerator.
The CDI provides information
on the potential for development of the total product category rather than
specific brands.
When this information is
combined with the BDI, a much more insightful promotional strategy may be
developed.
Establishing Media Objectives
The media situation analysis
should lead to determination of specific media objectives.
The media objectives are not
ends in themselves.
They are designed to lead to
the attainment of communications and marketing objectives.
Media objectives are the goals
for the media program and should be limited to those that can be accomplished
through media strategies.
An example of media objectives
is this:
Create awareness in the target
market through the following:
Use broadcast media to provide
coverage of 80 percent of the target market over a six-month period.
Reach 60 percent of the target
audience at least three times over the same six month period.
Concentrate heaviest
advertising in winter and spring, with lighter emphasis in summer and fall.
Developing and Implementing Media
Strategies
Criteria considered in the
development of media plans
The Media Mix establish
A wide variety of media and
media vehicles are available to advertisers.
While it is possible that only
one medium and/or vehicle might be employed, it is much more likely that a
number of alternatives will be used.
The objectives sought, the
characteristics of the product or service, the size of the budget, and
individual preferences are just some of the factors that determine what
combination of media will be used.
Target Market Coverage
The media planner determines
which target markets should receive the most media emphasis.
Developing media strategies involves
matching the most appropriate media to this market by asking, “Through which
media and media vehicles can I best get my message to prospective buyers?”
The issue here is to get
coverage of the market
The optimal goal is full
market coverage, shown in the second pie chart.
But this is a very optimistic scenario.
More realistically, conditions
shown in the third and fourth charts are most likely to occur. In the third
chart, the coverage of the media does not allow for coverage of the entire
market, leaving some potential customers without exposure to the message.
In the fourth chart, the
marketer is faced with a problem of overexposure (also called waste coverage),
in which the media coverage exceeds the targeted audience.
If media coverage reaches
people who are not sought as buyers and are not potential users, then it is
wasted. (This term is used for coverage that reaches people who are not
potential buyers and/or users. Consumers may not be part of the intended target
market but may still be considered as potential—for example, those who buy the product
as a gift for someone else.)
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What are the customers?
product Target marketing | Market Segmentation
Media Planning and Strategy | Overview of Media Planning
Where to Promote media | Establishing Media Objectives
Media Geographic Coverage | Media Scheduling
Media Fighting | Media Pulsing | Advantages| Disadvantages
Media Necessary | Level is needed | Frequency Objectives | Gross ratings
Media effects of reach and frequency | Determining Effective Reach
Media Effective reach | Average frequency
Media Factors important in determining frequency levels
Creative media Aspects and Mood of media
Determining Relative Costs of Media | Evaluation
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