Strategy planning
11 important questions on Strategy planning
Which questions are answered in the media strategy?
2. Where, geographically, should we advertise
3. When should we advertise
What are Leisure styles?
They focus on larger categories: easier to interpret.
You can for example see that: bottled water drinkers seem to have an active lifestyle -> Thus: focus on people who exercise a lot.
see example: 7-7, 7-8, 7-9.
What is a market to a media planner?
But research companies all define markets differently.
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What does a sales analysis?
when information is available, sales analysis by regions is usally followed by a county analysis, which provides another dimension for the media planner to consider in selecting the best media to reach these markets.
What is product usage by DMA?
What is heavy-user data?
What is meant by buying power indices?
What does a brand development index (BDI) tells us?
The larger the sales in a market relative to its population percentage, the higher the BDI in that market.
What is meant by a cutoff point?
What are decisions about when to advertise you have to consider?
- budget constraints
- competitive activities
- specific goals for the brand
- product availability
- promotional requirements
It is important to learn when people tend to buy and to capitalize on these buying habits.
What is the most important consideration in deciding when to advertise?>
Dilemma: advertise heavily when category sellings well or brand selling well?
Usually one would advertise more in the category selling well.
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