Media Objectives


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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.

 

The above objectives, though split in several components, generally focus on two major categories, viz., audience objectives and message distribution objectives.

 

 

Target Audience Objectives

Defining the target audience objectives is a critical activity in a media plan. The audience consists of people in a specific age, income, educational, occupational, social and ethnic group.

 

While choosing the media one must bear in mind that the target is never a faceless mass of people. They are definable to precision. Let us take the example of a few product categories to understand the concept more closely.

 

Dove is premium soap, the most expensive of all the brands available in the Indian market. The product is targeted not at the very young but at the busy woman, be sge a professional or mother of young children, whose whole life “revolves around children” or the “lazy” one, not getting any time to bother abut her looks. Such a woman is modern but not a feminist. Dove, which claims to have ¼ moisturizer, is an answer to her lifestyle. If she uses Dove, the need for cream or moisturizer is taken care of. Such a woman is up-market, mobile, moving in social circles, is successful and above all, wants to look good and feel good. And most importantly, money is no consideration for her in such purchases. The choice of the media hence, would keep in view their psychographic profile. Magazines, like Femina, Savvy and Stardust against Sarita Mukta or Women;s Era would be preferred. Television, of course, will have the multiplier effect.

 

 

Distribution objectives.

Audience objectives answer the whom of advertising, distribution objectives answer the when and how often advertising should appear. This also addresses the question about distribution of advertising in various geographic areas as also whether it should be continuous or a lower, greater or no advertising at certain times in a calendar year. For example, if the advertising is aimed at school children, drawing their attention on fun products around examination time is of no use. Similarly, if the product is targeted at the Indian rural folks, the harvest season, which comes twice a year, will not be the right time as their attention would be towards their crop. How much of the target market should the advertising be expected to reach and how often, the media planner ought to be familiar with various media terms and concepts.

 

 

 


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