1. ADV 435 Chapter 7 Media Strategy and Tactics

3. Multi tasking

4. Cell Phones

5. iPads

6. Laptops

8. Purpose Efficient = Most delivery for least cost Effective = Media that influences and enhances message

11. Frequency

12. Timing (start/end)

13. Time Frame (#weeks/mos)

14. Delivery Options

15. Impressions

17. Frequency

18. Timing (start/end)

19. Time Frame (#weeks/mos)

20. Delivery Options

21. Impressions

24. How

25. Where

26. When

28. Public

30. Quantitative Objectives Frequency = # Times people exposed in given period Ex: 80% women 25-34 3x per week in four weeks

31. Quantitative Objectives Reach & Frequency Are inversely related. As you increase freq, Reach drops

34. Effective R & F How many times: “No Final Exam” vs. “theory of relativity”

35. Effective R & F How many People: Class Announcement vs. Blackboard

37. Exception: Super Bowl Ads????

38. Main Thrust should be Freq.

39. 2x in 4 weeks is minimum

40. 3x in 4 weeks is Optimal

42. Great ones don’t wear out!

43. http://www.youtube.com/watch?v=VFKifpMtlNs

44. http://www.youtube.com/watch?v=Ug75diEyiA0&feature=related

47. Less costly, more spots

48. Prime = Reach

50. more to read/ longer to respond

51. Thin = More Frequency

54. use teaser ads (coming Soon)

55. use ads with start dates

57. Pulsing creates impression of constant advertising

59. If not, seek alternative periods

60. Be aware of customer expectations

61. Best Food Day

62. Sunday Car Section

63. Sports Section for beer, gear

65. Re-launches

67. No Participation = no Ads

68. Oprah Web Coupon for Free Lunch of Kentucky Grilled Chicken May 2009

70. Water Ice in Winter?

71. Yet Fashion has long lead into season.

72. Try finding:

73. Ear Muffs

77. Media Classes

78. Media Mix

80. Simmons, MRI, SBP

81. Can vary weight by

82. Primary (75%)

83. Secondary (20%)

85. beliefs

86. Opinions

87. Interests

88. Personalities

90. Heavy

91. Medium

93. Index demo’s usage/Average use

94. Positive index = 100 or more

95. But do 100+ targets create enough of a media target?

96. Can we reach them efficiently?

97. Are <100 indices a worthwhile media target?

98. Why are they <100?

100. Can Network buy improve Index

101. Remember Media Purpose isEfficiency…most delivery at least cost

103. Spot TV/ Cable TV

104. Web/Text/E-mail

105. Regional Magazines

106. NJ Monthly/SJ/ New York Magazine

107. Regional Editions of National Magazines

109. Magazines

110. Television

111. Radio

112. Outdoor

113. Internet/E- mail

115. In Store

116. Arena

117. Kiosks

118. Specialty

119. Telemarketing

121. Access

122. News (Early & Late)

123. Late Night

124. Morning

125. Daytime

127. Mid day

128. Nights/Overnights

129. Weekends

131. Talk

132. Sports

133. Religious

134. Music Types

136. Talk

137. Sports

138. Religious

139. Comedy

140. Drama

141. Reality

142. Game Show

143. Movie

144. Documentary

146. What do they

147. Watch

148. Read

150. Where are they?

151. Is network or full run more efficient then Spot, Regionals?

153. Focus on fewer media, and choices within.

154. TV/Print

156. Full Year Sponsorships

157. Weather/Traffic/Sports

159. Often build around:

160. Holidays

161. Events

162. Seasons

164. More Effective as reminder But….

166. Events – national/local

167. Special issues – print

168. Remotes – radio

169. Sponsorships

171. Non prospects

172. Costs – Formulas - $ on Top

175. Market

176. Product

177. Annual

178. Monthly

179. Quarterly