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DECIDING ON MEDIA OBJECTIVES

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DECIDING ON MEDIA OBJECTIVES - October 11th, 2010

2. DECIDING ON MEDIA OBJECTIVES:


The media planner has to decide on the media objectives. Media objectives often are stated in terms of reach, frequency, gross rating points and continuity.



Media objectives
Before media planning can start, companies have to define the marketing objectives of the product/ idea proposed to be advertised. For example, if a professional camera manufacturer decides to launch an automatic camera to expand his market, his marketing objective would be to reach those segments of the population who are photo enthusiasts but do not want to be hassled by the intricacies of operation of professional cameras, the fun loving people who want to capture moments of joy and togetherness. The manufacturer may also target the existing professional camera users to consider a replacement in order to have the pleasure of an automatic camera, which obviously will be faster, having mastered the manual one. The marketing objective, hence, would be to extend distribution into new geographic markets or income groups as also the current users of cameras.


The media objectives will be the following:

1. To reach photo enthusiasts of that age and income group who are the chief purchasers.
2. To concentrate the greatest weight in urban areas where the target audience would normally be found and where new ideas gain a quicker response.
3. To provide advertising support at a consistent level except when it needs extra weight during announcements and the holiday season, when such target buyers are planning to visit exotic places or to meet their kith and kin.
4. To select those media, which will help strengthen the creative strategy and help demonstrate convenience, ease of shooting and, of course, excellent results. The “Hot Shot” camera with the’Khatak’ sound became an instant success with the photo enthusiasts in the late eighties in India.
5. To reach target buyers through those media to gain greater frequency and lesser cost per opportunity.
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Re: DECIDING ON MEDIA OBJECTIVES - June 24th, 2015

Media Objectives
  1. Build brand awareness
  2. Generate leads
  3. Increase sales
  4. Establish thought leadership
  5. Build relationships with customers
  6. Engage customers as brand evangelists
  7. Get customer input for product and/or service improvement
  8. Improve internal communication
  9. Staff recruitment and retention
  10. Improve departmental and/or company-wide collaboration
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