The goals of this chapter are: To understand the principles of brand contact points in media strategy, to understand the key terminology used in media planning, to recognise and be able to set media objectives, to know how a media plan is developed,. | Chapter 10 Media and contact strategy 10- Chapter Ten Media Planning and Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To understand the principles of brand contact points in media strategy. To understand the key terminology used in media planning. To recognise and be able to set media objectives. To know how a media plan is developed. To know the process for developing and implementing media strategies. To be familiar with sources of media information and characteristics of media. 10- Relation to text This slide sets out the chapter’s learning objectives on p. 310 of the text. 10- Concepts Where to say it? Reach Frequency Continuity and flexibility Media landscape contact points How often to say it? Media plans and planning How much will it cost to say it? Budget Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 10 as shown on p. 310. Use of this slide This slide is a transition slide. Media contacts 10- The typical consumer is exposed to 3000+ messages daily from an increasingly diverse range of media Relation to text This slide relates to material covered in the opening vignette which discusses the diverse range of media contact points available to marketers and advertisers. This slide sets the scene for concepts covered in Chapter 10. Summary overview This slide shows the various forms of media that a typical consumer might be exposed to over a week. Some estimates suggest that the consumer is exposed to up to 3000 messages every day. Use of this slide This slide can be used to discuss competitive clutter and media fragmentation. As the consumer is exposed to an ever-increasing number of messages, it becomes far more difficult for advertisers to cut through the clutter and be heard. Brand contact points 10- Relation to text This slide relates to material on pp. 313–14 and Figure . Summary overview One approach to media planning is to . | Chapter 10 Media and contact strategy 10- Chapter Ten Media Planning and Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To understand the principles of brand contact points in media strategy. To understand the key terminology used in media planning. To recognise and be able to set media objectives. To know how a media plan is developed. To know the process for developing and implementing media strategies. To be familiar with sources of media information and characteristics of media. 10- Relation to text This slide sets out the chapter’s learning objectives on p. 310 of the text. 10- Concepts Where to say it? Reach Frequency Continuity and flexibility Media landscape contact points How often to say it? Media plans and planning How much will it cost to say it? Budget Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 10 as shown on p. 310. Use of this slide This slide is a transition
