MEDIA STRATEGY FORMULATION

[abhishreshthaa]

STRATEGY FORMULATION


Product, competition, and objectives
 What is the product, its uses, pack, price, method of distribution, level of distribution, type of outlet and seasonal rate of consumption?
 What are competitive products and details, as for our own product?
 What is the recent product sales and advertising history, including media effectiveness measurements?
 What is a similar history for competitors?
 What is the product and client company position relative to competitive products and companies?
 What are the marketing, advertising and communication objectives and strategy?

Budget
 Is there a media budget (excluding production costs) and, if so, what is it?
 Or is there to be a recommendation on this?
 If there is a budget, does it break down separately for theme, scheme and trade advertising?
 What degree of flexibility is there in the budget?
 Can provision be made of tactical reserves?
 Does the advertiser qualify for additional discounts from other products?

Timetable
 When will the campaign start?
 When will it finish?
 What are the relevant cancellation and copy dates?
 Can these rule out any medium?
 When will firm decisions be made on commercial length, color, etc.?
 When is the media plan to be presented?
 When will the advertiser’s approval be obtained?
 What are promotional plans/ sales cycles?

Target
 Who is the advertising aimed at? What is the demographic profile of the target market?
 Is this medium definition contained in the data to be used in planning? In buying? In post-campaign evaluation?
 If not, what definitions should be used?
 What value in response terms has repetitions and domination of the target as against cover of the target?
 What is the initial evaluation of matching or avoiding competitors?
Regionality
 How are sales, or outlets, or expansion opportunities distributed over the country?
 How should advertising be spread over regions?


Seasonality
 How should advertising be spread over the weeks of months of the campaign?
 Within this, should advertising be evenly spread or in bursts/
 Are special days or times important? How much more valuable are they?

Creative
 What are the communication objectives in terms of type of communication, e.g. demonstration, mood.
 What are the creative possibilities arising from communication objectives, and how do the media available compare in creative potential related to the communication objectives?