Assignment 4
Which strategic approach will you use with your brand’s media plan? In developing a media strategy for your client, you need to decide between a media concentration approach and a media dispersion approach for your media plan, using your client and consumer group as considerations. Offer a comprehensive rationale that supports your decision.
The media concentration approach uses fewer media categories (one or two) and greater spending per category. This lets the media planner create higher frequency and repetition within that one media category. Media planners will choose a concentration approach if they are worried that their brand’s ads will share space with competing brands, leading to confusion among consumers and failure of the media objectives. A media concentration effort best support overall frequency.
In contrast, media planners may choose a media dispersion approach when they use multiple media categories, such as a combination of television, radio, newspapers and the Internet. Media planners will use dispersion if they know that no single media outlet, such as television, will reach a sufficient percentage of the target audience. Or they may choose to use this approach because one specific media type doesn’t have enough impact to achieve a media objective. A media dispersion strategy allows for broader reach.. Media Strategy should be an extension of your media objectives with specific information as to media types selected for the media plan and the proposed strategic approach. This should be one page……..
Media Objectives file included
Lecture 7 and 8 included to help.
Client File attached as well……
Pages 2-6: Media Tactics – selection of media types and vehicles – 4 to 5 pages depending on number of media types and vehicles selected, should include identification and rationale for all media types and vehicles selected for your media plan.
FINAL Paragraph will cover these questions. Please label as SECTION 2
Based on what you know at this point about traditional paid forms of media, which forms of commercial media did you consider/not consider using for this campaign and why? Be sure to explore all media types as discussed in the lectures This should be a thorough exploration of the direction you utilized in your media plan. Focus on media types and not media vehicles although you can use specific media vehicles as examples in your rationale. Be sure and use credible sources for your information and cite them within the context of your written discussion.
Whenever possible, include any ideas for non-traditional media use you will consider for this national media plan and why you think they might be a good choice.
