1.An important element in a Situation Analysis is identification of the marketing environment. What is meant by this term “marketing environment”? What type of information should be included when writing about the current marketing environment? Where do you find information on the current marketing environment? Spend a little time researching this topic and post your findings as well as your personal thoughts.
Media Objectives
2.Write individual media objectives for your proposed media plan relative to target audience definition, reach/frequency, creative, timing/scheduling, geography and budget.
Your target audience objective should identify your primary (and in some cases, secondary) audience based on general demographics and psychographics. You should also consider whether or not your target audience will be skewed based on this same information and if so, include that skew in your objective. Be sure you have the correct target audience based on your assigned semester client, and that you also have the correct population number for the same.
Your geographic objective should identify specific, primary geographical market you will be targeting with your campaign. You should also identify any secondary markets (local markets) if any, and their importance to the geographic coverage and/or their relevance to the target audience.
Your scheduling objective should reflect how the media will be allocated across the campaign term (usually 12 months) on a month by month (and in some cases, week by week) basis, and by what scheduling method, continuous, flighting and/or pulsing. You should consider peak sales patterns and/or seasonal sales variations.
Your creative objective should reflect the association between creative executions and media placement with respect to copy length, color, audio and visual requirements. Likewise, if creative executions vary for different target audiences, how will the media plan accommodate these changes. Remember this is a media objective…not a creative execution or strategy.
Your reach/frequency objective should identify the following: the minimum reach of your target audience with the appropriate number of advertising exposures per advertising period.
Your budget objective has been designated by your client. However, you need to determine what you consider to be an appropriate cost-per-person as well as the total GRPs for your media campaign. GRPs are the product of the percentage of the audience reached by an advertisement, times the frequency they see it in a given campaign (frequency × % reached).
GRPs (%) = Reach (%) x Average frequency (#)
Refer to lecture notes for additional information and help in writing your media plan objectives.
