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1. Identifying marketing communications problems
2. Proposing solutions to problems
What is the most valuable talent you can offer?
SOLVE PROBLEMS
Focus of Media plans:
COMMUNICATION, NOT PROMOTION
Not to manipulate the consumers but to connect with the audience.
Excellent media strategy leads to "communion".
Examples:
AD AGE
Red Bull - Stratos
-estimated $10M cost and sales went up by $100M
-extraordinary concept
Nike Sportswatch
-ad agency was involved in designing the product
Pepsi
-funny and interesting
-Strategy: put it up on social media to get more views that what you payed for
Unconventional ways of spending your marketing budget
CASE STUDY
Best solution to attack the problem given in the case
MEDIA PLANNING CONCEPTS
Universe
Household
Demographic unit
Marketing area
Exposure (Opportunity to see the advertisement)
Reach - percentage of the universe exposed to a message at least once in 4 weeks
60% < reach < 90%
Frequency - how many times do we reach each household
Frequency > 2
Geographic Strategy
- National plan
- Spot plan
- Both
Rating - % of target audience exposed to media vehicle
Ad Types (Dayparts)
- prime or late night tv
Share of Voice (SOV) - % of advertising inventory available
*GRP - gross rating points
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