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Media Strategy Develop a media mix, where required and affordable, as follows:

• Television: Deliver designated weekly TRP levels over a maximum of three periods: 2nd Q, 3rd Q, and 4th Q, depending upon market importance and TV costs.

• Out-of-home: Bus shelters/subway signs in NY; posters in selective markets.

• Magazine: Regional editions rather than local-market editions due to lower cost and CPMs.

Select the media emphasis by market based on:

1. High BB and category WM volume.

2. BB strength vis-a-vis the category and competitors.

3. Opportunity for BB share increase.

4. Targeted media availability and cost.

5. Total available media budget.

Note: All markets receive magazine ad support.

Protect highest volume = TV in 2nd and 3rd Qtrs; shelters and subway signs.

Share-increase opportunity = TV in all three Qtrs; posters in 2nd Q.

BB dominant in share = TV in 2nd Q; posters in 2nd Q. BB strongest, protect share = TV in 2nd and 3rd Qtrs. Share-increase opportunity = TV in all three Qtrs. Protect share = TV in 2nd and 3rd Qtrs. Share-increase opportunity = TV in all three Qtrs. Strong BB share = Media too costly [print only]. BB highest share = Media too costly [print only]. Share-increase opportunity in #3 category market = TV in 3rd Q.

Mid-range share, volume potential law = Print only.

Local Media New York:

Selection

Rationale

Boston:

Miami:

Hartford:

Philadelphia:

Tampa:

Detroit:

Baltimore:

Washington:

Los Angeles:

Albany:

Market BDIs

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Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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