1. Many advertisers use sales tracking (R.O.I. based) as a means of selecting which media to use (see Market Mix Modeling–Lesson 12. Provide your view as to whether you believe selectin of media based on sales results is a good practice..
In your response, take into account the following considerations–among others–
–is there a problem with using historical sales that may or may not reflect current and future condition-
–are there considerations other than sales that should be taken into account
–it here an intrinsic problem with using numerical scores to make decisions about media usage
2. STEP ONE
• SELECT PRODUCT
• SUITED FOR TARGET—WOMEN 25-54, UPPER INCOME, TRAVEL FREQUENTLY
BY AIR
• CAN BE—EXISITING PRODUCT—OR ‘INVENTED’ PRODUCT
STEP TWO
• PROVIDE PRODUCT DESCRIPTION
• INCLUDE
• ONE SENTENCE DESCRIPTION OF ‘KEY SELLING MESSAGE
COMMENT—
–DESCRIPTION OF KEY SELLING MESSAGE PLAYS A CRITICAL
ROLE IN MEDIA PLAN DEVELOPMENT AND FINALIZATION’
–MEDIA SELECTED AND JUSTIFIED BASED ON ABILITY
TO COMMUNICATE KEY SELLING MESSAGE
–MUST BE CAPABLE OF BEING EXPRESSED IN ONE SENTENCE
— OTHERWISE TOO COMPLEX TO BE BASIS FOR AN AD
STEP THREE
• WRITE MEDIA OBJECTIVES—AS DESCRIBED IN SEPARATE SET OF
CHARTS RE: MEDIA OBJECTIVES
IMPORTANT
–MEDIA OBJECTIVES DO NOT INCUDE MENTION OF, REFERENCE
TO, DESCRIPTION OF—MEDIA TO BE USED
—- OBJECTIVES ARE OBJECTIVES—IN ‘REAL WORLD’–THE INTENT IS
FOR OBJECTIVES TO BE DEVELOPED AND AGREED UPON WITH
CLIENT BEFORE PLAN IS DEVELOPED
—
STEP FOUR
• SELECT A PLAN FROM ONE OF FOUR PLANS PROVIDED
STEP FIVE
JUSTIFY SELECTED PLAN
JUSTIFICATION IS DONE IN TWO PARTS
-1.STRATEGY
–STRATEGY IS A TOP-LINE SUMMARY OF RATIONALE—ONE
PARAGRAPH DEVOTED TO EACH MAJOR MEDIA TYPE
USED, E.G., ONE PARAGRAPH FOR TV , ONE PARAGRAPH
FOR MAGAZINES, ETC
2.RATIONALE
–RATIONALE IS DETAILED DISCUSSION OF REASONS
FOR RECOMMENDATION
STEP FIVE: ADDENDUM
• SUPPORT FOR STRATEGY AND RATIONALE
• ALL DATA NEEDED—COST, AUDIENCE COMPOSITION AND SELECTIVITY,
ATTENTIVENESS, ETC. PROVIDED IN SUPPLEMENTARY SUPPORTING
MATERIAL PROVIDED IN SAME SET OF SLIDES AND FOLLOWING ALTERNATE
PLANS
