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Criteria Selective Media: Presented By: Najwa Farhana BT Ismail

The document discusses various criteria that media planners consider when selecting media for advertising campaigns, such as understanding the target audience, evaluating how appropriate different magazines and TV programs are based on their content and image, and assessing the exposure and attention value of different media vehicles. It also outlines different methods for scheduling media, including continuity, flighting, and pulsing strategies, and notes that computer programs are now commonly used to help optimize media selection and scheduling.

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Nur Azilah
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32 views9 pages

Criteria Selective Media: Presented By: Najwa Farhana BT Ismail

The document discusses various criteria that media planners consider when selecting media for advertising campaigns, such as understanding the target audience, evaluating how appropriate different magazines and TV programs are based on their content and image, and assessing the exposure and attention value of different media vehicles. It also outlines different methods for scheduling media, including continuity, flighting, and pulsing strategies, and notes that computer programs are now commonly used to help optimize media selection and scheduling.

Uploaded by

Nur Azilah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Criteria Selective Media

Presented by : Najwa Farhana bt Ismail


NurAzilah bt Abdullah
The media planner's first job is to review the nature of product or service, the intended
objective and strategies and the primary and secondary target market and audiences .
the characteristics of the product often suggest a suitable choice. A product with a
distinct personality or image, such as fine perfume ,might be advertised in media that
reinforce this image. The media planner considers how customer regard various
magazine and tv program - feminine or masculine ,highbrow or low brow serious or
frivolous and determines whether they're appropriate for the brand. The content and
editorial policy of the media vehicle and its compatibility with the product are
important consideration . tennis magazine is a poor vehicle for alcohol ads
eventhough its demographic profile and image might match the desired target
audience. consumer choose a particular media vehicle because they gain some
reward : self improvement ,financial advice ,career guidance or simply news and
entertainment. advertising is most effective when it is positions a product as a part of
the solution that consumer seek. otherwise they may see it as an intrusion .
CHARACTERISTIC OF MEDIA
AUDIENCE
• An audience is the total number of peoole or household exposed to a medium. The planner
needs to know how closely the mediums audience matches the profile of target market and
how interested prospective customer are in publication or a program. A product in tended for
a latino audience ,for example would likely appear in specific media directed toward
Hispanics. Simon marketing research bureau provide reseaech data on age, income,
occupational status, and other characteristics of magazine readers . Simon also publishes
demographic and psychology data on product usage of consumer. Likewise ,nielsen provides
audience statistic for television program and Arbitron for radio station.
EXPOSURE ,ATTENTION AND MOTIVATION
VALUE FOR MEDIA VEHICLE
• Exposure
To understand the concept of exposure value, think how many people an ad sees rather than
the other way around. How many of a tv programs 10 milion viewer will a commercial
actually see?
• Attention
Concern the advertising message copies as well the medium.
• Motivation
Familiarity with the advertiser’s campaign may affect attention significantly but motivation
very little.
ECONOMIC OF FOREIGN MEDIA
• In many foreign market, outdoor advertising enjoy far greater coverage than in the united
states because its cost less to have people paint the signs and there less government
restrictions.
• Cost inhibits the growth of broadcast media in some foreign market because the most
country now sell advertising time to help foot the bill. China and vietnam, for example, have
recently become booming market for advertising . As more countries allow commercial
broadcast and international satellite channel gain a greater foothold ,tv advertising will
continue to grow.
METHOD FOR SCHEDULING MEDIA
CONTINUITY

Continuity refers to a continuous pattern of advertising, which may mean every day, every week, or every
month. The key is that a regular (continuous) pattern is developed without gaps or non advertising periods.
Such strategies might be used for advertising for food products, laundry detergents or other products
consumed on an ongoing basis without regards for seasonality.

Advantage
 Serves as a constant reminder to the consumer
 Covers the entire buying cycle
 Allows for media priorities (quantity discounts, preferred locations)

Disadvantage
 Higher costs
 Potential for overexposure
 Limited media allocation possible
FLIGHTING
Employs a less regular schedule, with intermittent periods of advertising and non advertising. At
sometime periods there are heavier promotional expenditures and at others there may be no
advertising. For example, many banks spend no money on advertising in the summer but maintain
advertising throughout the rest of the year. Snow skies are advertised heavily between October and
April less in May, August and September and not at all in June and July.

Advantage
 Cost efficiency of advertising only during purchase cycles
 May allow for inclusion of more than one medium or vehicle with limited budgets

Disadvantage
 Weighting may offer more exposure and advantage over competitors
 Vulnerability to competitive efforts during nonscheduled periods
PULSING

Pulsing is actually a combination of the first two methods. In a pulsing strategy, continuity is
maintained, but at certain times promotional efforts are stepped up. In the beer industry,
advertising continues throughout the year but may increase at holiday period such as Memorial
day, Labor day, or the fourth of July. The scheduling strategy depends on the objectives,
buying cycles, and budgets among other factors.

Advantage
 All of the same as the previous two methods

Disadvantage
 Not require for seasonal products (or other cyclical products)
COMPUTER IN MEDIA SELECTION
AND SCHEDULING
Programmatic advertising relies on computers to match messages and audiences in real-time
based on complex algorithms of what advertisers are willing to pay and content providers are
willing to sell. Even when not relying on programmatic, most planner use to determine
optimized buys of traditional media. Telmar’s software suited is designed to help media
planners, buyers, research analysts and sellers work more efficiently and make better
judgments in the evaluations or sales process. The software allows advertising executives to
estimate the effectiveness of multifaceted marketing plans that use various combinations of
media including print, broadcast, in-store, special promotions, special events, PR and other
new media.

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