OLAZO, ASHLEY L.

Research Assign Media

1. Differentiate Media planning and Media Plan.

Media planning Media Plan.

The series of decisions involved in The media plan determines the most
delivering the promotional message to effective way for the advertiser's
prospective purchasers and/or users of message to reach the market. In a
the product or brand is referred to as nutshell, the goal of the media plan is
media planning. Media planning is a to find the combination of media that
process, which means that several allows the marketer to communicate
decisions are made, each of which can the message to the greatest number of
be changed or abandoned as the plan potential customers in the most
evolves. effective way at the lowest cost.

2. Identify the problems in Media planning. Explain each.

Problems Give your own example problem for

each item.

Insufficient Information- Some data Staying updated with marketing

are simply not measured, either trends- While this is very exciting, it
because they cannot be measured or is also becoming a significantly
time-sensitive challenge for media
because measuring them would be
planners to stay on top of things and
extremely expensive. be aware of all current trends and
changes in the industry.

Inconsistent Terminologies- With the

advent of the internet, a whole new
vocabulary of terminologies emerged.
Different methods have also been used
to collect audience information that is
used as the basis for these costs.

Time Pressure- Advertisers are always

in a rush, sometimes because they
have to be, and sometimes because a
 false sense of urgency dictates time
constraints. Decisions about media
may be made without proper market
and/or media analysis.

Difficulty Measuring Effectiveness- Budget restrictions- A large part of

The relative effectiveness of various media planning involves staying within
media or media vehicles is difficult to a given budget, which means that the
planner may have to do more with less
determine. Not all media decisions are
at times, and may have to focus on
quantitatively determined; sometimes the budget constraints rather than the
managers must assume the image of a actual audience engagement and
medium in a market with which they performance. S
are unfamiliar, forecast the impact of
recent events, or make decisions
without having complete knowledge of
all available alternatives.

3. Explain each step in developing a media plan.

Market analysis The situation analysis stage of the overall promotional planning
process includes a complete analysis of internal and external
factors, competitive strategies, and other relevant factors. A
market analysis is performed again in the development of media
strategy, but this time the focus is on the media and delivering the
message.

Establishing The outcome of the media analysis situation should be the

media objectives identification of specific media objectives. The goals of the media
are not ends in themselves. Rather, they are intended to lead to the
achievement of communications and marketing goals. Media
objectives are the goals of the media program, and they should be
limited to those that can be achieved through media strategies.

Developing and Media planners think about how to achieve these goals. That is,
Implementing they create and implement media strategies based on the actions
Media Strategies required to meet objectives.
Evaluation and To evaluate the performance of any plan, some form of evaluation
Follow-up is required. The media strategy is no different. After implementing
these strategies, marketers must determine whether or not they
were successful. Measures of effectiveness must take into account
two factors:
1. How well did these strategies accomplish their media objectives?
2. How well did this media strategy contribute to the achievement
of all marketing and communication objectives?

4. Determine the characteristics of the following categories of Media.

A. Broadcast

Television

Classifications Advantages Disadvantages

Mass coverage Low selectivity

High reach Short message Life

Impact of sight, sound, High absolute cost

and motion

High prestige High production cost

Low cost per exposure Clutter

Attention getting

Favorable image

Radio

Classifications Advantages Disadvantages

Network radio Local Coverage Audio only

Spot radio Low cost Clutter

Local radio High Frequency Low attention getting

Flexible Fleeting message

 Low production cost

Well-segmented audiences

B. Digital Media

Internet

Forms of internet ads Advantages Disadvantages

Banners User selects product Limited creative

information capabilities

Sponsorships User attention and Webinars (crowded

involvement access)

Pop-up/Pop-unders Interactive relationship Technology limitations

Interstitials Direct selling potential Few valid measurement

techniques

Links Flexible message Limited reach

platform

Paid search

C. Out-of- Home

Outdoor ads

Types Advantages Disadvantages

Location specific Short exposure time

requires short ad

High repetition Poor image

Easily notice Clutter

D. Print/Press
 Newspaper

Types Advantages Disadvantages

Daily newspapers High Coverage Short life

Weekly newspapers Low Cost Clutter

National newspapers Short lead time for Low attention-getting

replacing ads capabilities

Special-Audience Ads can be places in Poor reproduction

newspapers interest sections quality

Newspapers Timely (current ads) Selective reader

supplements exposure

Reader controls
exposure

Can be used for

coupons

Magazines

Classifications Advantages Disadvantages

Consumer Magazines Segmentation potential Long lead time for ad

placement

Farm publications Quality reproduction Visual only

Business publications High information Lack of flexibility

content

Longevity

Multiple readers

Other supplementary media

 Types Advantages Disadvantages

References (Make use of library resources for the references. You may use Advertising or IMC books by
Belch, Michael Weigold, William Arens, Pickton, Broderick, Keith May and others

Books (title, author’s name, publishing, year published) complete the information and attach the link for e-books
(with points)

Advertising and promotion : an integrated marketing communications perspective

by George E Belch (George Edward), 1951-, Michael A Belch, Michael A Belch
https://archive.org/details/advertisingpromo0000belc/page/384/mode/2up

Other references with complete information/site etc.(optional)