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Session 5 Integrated marketing communications and media strategy - Coggle…
Session 5 Integrated marketing communications and media strategy
Developing an IMC strategy: media strategy
developing a media strategy includes:
selecting the media audience – who is the message intended for?
establishing media objectives – how will the strategy be executed to achieve its aims? How should messages be released in terms of timing and scheduling?
media selection – which media classes will be employed, and which particular media vehicles will be targeted?
the media mix – how will different media be combined across the campaign?
decisions need to be taken within the context of the wider objectives of the IMC campaign and the budget available.
Selecting the media audience
1st stage: identifying the media audience.
understand why they choose certain media
how they consume?
2.1. Brand communities as new media audiences
connecting like-minded people across globe
‘brand communities’.
eg. Nike Run Club – a community of runners
of fan based of brands
Brand communities exhibit three characteristics
consciousness of kind
, i.e. a shared connection to other members of the community through a love of the brand
rituals and traditions
, such as sharing brand stories or experiences such as knowing the brand history
community responsibility
to help other members of the community, perhaps through digital media such as forums or in face-to-face meetups and events.
2.2. Targeting brand communities
eg harley davidson big community
Brand communities are fiercely loyal
Specifying media objectives
specify the media objectives for the campaign
should not be confused with the IMC campaign objectives,
they are the aims specific to the execution of the media strategy itself.
A media strategist’s aim is to produce the most
effective
(in terms of meeting the campaign objectives),
efficient
(with the least waste) and
economical
(cost-effective) media strategy possible.
objectives that media strategists need to address include: (De Pelsmacker et al., 2017)
what proportion of a target audience needs to be reached through a particular media class or media vehicle?
with what frequency does the audience need to be exposed to the message?
what is the potential impact the medium can achieve?
what schedule should be employed to release communication messages to create the desired behaviour in the target audience?
how should the media budget be distributed between media classes and media vehicles, and over what period of time?
Media objectives (Adapted from De Pelsmacker et al., 2017, p. 322)
cost
cost of different media classes and media vehicles, budget for the campaign.
cost-per-thousand (CPT, sometimes written as CPM with the ‘M’ representing the Roman numeral for one thousand).
always a trade-off as the most impactful media vehicles are typically the most expensive
impact
balance between reach and frequency,
reach × frequency = gross rating point
Recall and recognition
frequency
how frequently exposed
reach
percentage of a target audience that is potentially exposed
continuity
to schedule the release of the messages across the mix of media vehicles
burst
drip
continuous
pulsing
flighting
Media selection
.
linear
, which refers to one-way communication
broadcast
print
out of home
billboards, bins etc
other
cinema, events concerts etc
ii.
interactive
, in which there is potential for two-way communication.
websites
emails
search engines
forums etc
4.1. Bought and earned media
Bought media
refers to the spots that media agencies can purchase on different media vehicles,
Earned media
refers to any exposure that is not instigated by the organisation.
viral social media
5.1. Television
adverts
strengths
Good for emotional messaging
trusted
good to explain features
weaknesses
changing viewer habitas - easy to skip or miss adverts
increase in channels and marketing messages
consumer fatigue
most expensive
Brand placement
passive brand placement
where the brand is in-shot but no attention is drawn to it
active brand placement
where the brand forms part of the storyline through the way in which it is used as a prop or narrative device
5.3. Radio
strengths
high GRP and low CPT.
cost-effective medium
accessible for SMES
offer more targeted communications . eg classic fm
supportive role eg. of television campaigns
Weaknesses
not a high-engagement media
overall quantity of radio advertising creates a lot of noise and clutter
commuting etc: become a form of passive background noise.
vary considerably in the quality of its production,
many as a dying marketing format and yet: digital audio broadcasting (DAB) and the ability to stream a wider range of radio stations than those available in specific geographic locations, radio is seeing something of a resurgence of popularity as an effective medium for creating brand awareness (Hackley and Hackley, 2018).
5.4. Newspapers
media classes hit hardest by the rise of the internet and interactive media.
people who do read print newspapers often have consistent reading habits and are frequently classed as high involvement consumers,
strengths
have the capacity to communicate detailed information about products or services
creates space for argument, justification and a sales ‘pitch’.
read leisurely in a relaxing environment - more receptive response
targeted advertising is much easier
weaknesses
often collated and presented together on certain pages. This makes it more likely that readers will skip past them.
quality can limit what is achievable in a specific piece of communication
consumed in a more hurried way or background nosie issues
5.5. Magazines
strengths
tend to be specialised,
kept longer than newspapers,
have higher production qualities allowing for high-resolution images
Weaknesses
tends to involve long lead times with high production costs.
magazine readerships fall, publishers rely more heavily on advertising revenue, which means more space dedicated to advertising
Out of Home
four main formats:
street furniture (such as bus shelters and post boxes)
billboards (static and digital)
transit (on the side of or inside buses, taxis, haulage lorries)
ambient advertising (embedded in the environment).
‘cheap’ image with little assumed impact
Strengths
potential to reach a large audience
Digital OOH now allows for dynamic use of sound and images
effective support media in an IMC campaign, reinforcing the key messages
Weaknesses
Exposure time is only short, especially on roadside
long life of a billboard, often weeks if not months
Static billboards and other non-digital OOH are subject to weather conditions and other environmental factors
Ambient media
Ambient media are OOH media that blend into the environment.
posters, coupons, digital displays or projections,
Interactive media
online media,
webistes, email, display adverts, forums,social media, apps
6.2. Characteristics of interactive media
Speed
Efficency
interactivity
independence
personalisation
enhanced relationships
limitations,
user distraction
coordination
coordinating messages can be difficult due to the wide variety of behaviours
short lead times- often need to be scheduled at very short notice
6.3. Employing interactive media: a case study in political marketing communications
The media mix
need to determine the right balance of media to use.
According to Hackley and Hackley (2018, p. 192), the choice of media mix will often come down to the following criteria:
coverage of the target audience
the type of engagement required
the communication context that the medium provides for the brand
the cost relative to the IMC budget.
7.1. Identifying the right media mix
media classes and media vehicles, media strategists need to think about which to employ, the role each will play and how they can be integrated to best effect.
media-neutral approach
benefit of a
hybrid or multi-channel campaign
is that it allows media strategists to accommodate the varied media consumption habits
the typical adult consumes a portfolio of linear media, comprising:
10–15 television channels
10–15 websites
1–5 magazines and newspapers.
(Fill and Turnbull, 2019)
research suggests that the average US mobile phone user:
has
nine
social media accounts
spends 2 hours 57 minutes a day using apps
use 20 apps per month.
Source:
https://www.businessofapps.com/
data/ app-statistics/