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    Media

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    The document discusses factors to consider when deciding on a media strategy. These include the advertising objective, target market, product category, competitive landscape, and budget/coverage. The media strategy is then broken down into various contact types - mass, situational, personal, and experiential. Specific media such as TV, print, radio, PR, sales promotion, merchandising, and direct marketing are mentioned. The overall message is that all of these elements need to be evaluated to determine the optimal media mix.

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    Media

    Uploaded by

    bom bom
    6 views41 pages
    The document discusses factors to consider when deciding on a media strategy. These include the advertising objective, target market, product category, competitive landscape, and budget/coverage. The media strategy is then broken down into various contact types - mass, situational, personal, and experiential. Specific media such as TV, print, radio, PR, sales promotion, merchandising, and direct marketing are mentioned. The overall message is that all of these elements need to be evaluated to determine the optimal media mix.

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    The document discusses factors to consider when deciding on a media strategy. These include the advertising objective, target market, product category, competitive landscape, and budget/coverage. The media strategy is then broken down into various contact types - mass, situational, personal, and experiential. Specific media such as TV, print, radio, PR, sales promotion, merchandising, and direct marketing are mentioned. The overall message is that all of these elements need to be evaluated to determine the optimal media mix.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    6 views41 pages

    Media

    Uploaded by

    bom bom
    The document discusses factors to consider when deciding on a media strategy. These include the advertising objective, target market, product category, competitive landscape, and budget/coverage. The media strategy is then broken down into various contact types - mass, situational, personal, and experiential. Specific media such as TV, print, radio, PR, sales promotion, merchandising, and direct marketing are mentioned. The overall message is that all of these elements need to be evaluated to determine the optimal media mix.

    Copyright:

    © All Rights Reserved
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    of 41

    Advertising Agency

    media strategy
    how to decide media strategy ?
    how to decide media strategy ?
    how to decide media strategy ?

    • OBJECTIVE, apakah objectivenya berupa New Launch


    Product atau Maintenance Campaign atau Counter Competitor
    dsb.
    how to decide media strategy ?
    how to decide media strategy ?


    how to decide media strategy ?


    • Target Market, siapa target marketnya akan sangat
    berpengaruh kepada pemilihan medianya. Kelas A dengan kelas
    D akan sangat berbeda. Juga Lifestyle-nya akan sangat berbeda
    pula. Wanita dan Pria juga berbeda. Usia juga berpengaruh pada
    media strategynya.
    how to decide media strategy ?
    how to decide media strategy ?

    how to decide media strategy ?

    Product Category, product terbagi jadi 2 :


    how to decide media strategy ?

    Product Category, product terbagi jadi 2 :


    • Consumer Goods (produk yg life cyclenya cepat spt: permen,
    coklat, snack, sabun, makanan cepat saji dsb).
    how to decide media strategy ?

    Product Category, product terbagi jadi 2 :


    • Consumer Goods (produk yg life cyclenya cepat spt: permen,
    coklat, snack, sabun, makanan cepat saji dsb).
    • High Involvement Produk (produk yang decision making-nya butuh
    waktu yang lama seperti: mobil, asuransi, rumah, HP, laptop,
    dsb..)
    how to decide media strategy ?
    how to decide media strategy ?
    how to decide media strategy ?

    • Competitive Lanscape, produk yg ada di category dengan


    kompetisi ketat spt toiletries, permen, snack dsb akan lebih sulit
    dibanding produk dengan kompetisi yg lebih sedikit spt, ban,
    asuransi, gula dsb .
    how to decide media strategy ?
    how to decide media strategy ?
    how to decide media strategy ?

    • Jumlah BUDGET dan COVERAGE, budget yang terbatas tentu


    berpengaruh kepada jumlah frekuensi dan periode campaign.
    Juga coverage area bila coverage distribusi mencakup nasional
    (seluruh Indonesia) dengan satu daerah saja akan berbeda
    pemilihan medianya.
    Media Strategy
    Media Strategy

    Advertising Objective
    Media Strategy

    Advertising Objective

    Target Market
    Media Strategy

    Advertising Objective

    Target Market

    Product Category
    Media Strategy

    Advertising Objective

    Target Market

    Product Category

    Competitive Landscape
    Media Strategy

    Advertising Objective

    Target Market

    Product Category

    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Advertising Objective

    Target Market

    Product Category

    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective

    Target Market

    Product Category

    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market

    Product Category

    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact

    Product Category

    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category

    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    ...%
    Media Strategy

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Advertising Objective ...%

    Target Market Situational Contact


    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Sales Promo
    Advertising Objective ...%
    Merchandising
    POS Material
    Target Market Situational Contact
    Packaging
    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Sales Promo
    Advertising Objective ...%
    Merchandising
    POS Material
    Target Market Situational Contact
    Packaging
    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...%

    Budget & Coverage Experiential Contact


    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Sales Promo
    Advertising Objective ...%
    Merchandising
    POS Material
    Target Market Situational Contact
    Packaging
    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...% Direct Marketing
    e-commerce
    Budget & Coverage Experiential Contact personal sales
    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Sales Promo
    Advertising Objective ...%
    Merchandising
    POS Material
    Target Market Situational Contact
    Packaging
    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...% Direct Marketing
    e-commerce
    Budget & Coverage Experiential Contact personal sales
    ...%
    Media Strategy
    TV
    Print
    Radio
    PR

    Mass Media Contact


    Sales Promo
    Advertising Objective ...%
    Merchandising
    POS Material
    Target Market Situational Contact
    Packaging
    ...%
    Product Category
    Personal Contact
    Competitive Landscape ...% Direct Marketing
    e-commerce
    Budget & Coverage Experiential Contact personal sales
    ...%
    Event
    Sponsorship
    Trade Show
    Customer
    Service

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