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Question
MBA assignment, need answers pls...

1. Write on various marketing environment like economic, technological,
sociocultural, demographic, political, legal and competitive.
2. Discuss the various steps involved in media planning. When and why media
planning assumes relevance and significance for a marketer.
3. Discuss the challenges in designing marketing mix strategies for a small sized
car priced more than Rs.1 Lakh and less than 2 Lakhs for the Indian market.
4. Discuss the importance of ‘Promotions’ for a hill resort during the off-season.
Also identify the possible sales promotion schemes it can offer.

Answer

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PLEASE  FORWARD  THESE  BALANCE  QUESTIONS  TO  MY  EMAIL  ID   
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2. Discuss the various steps involved in media planning. When and why media
planning assumes relevance and significance for a marketer.
The Media Planning Process
The process includes: market analysis, establishing the media objective, setting the strategy, implementation, and evaluation and follow-up.

Market Analysis
Performing a market analysis involves determining who your audience is. The audience is the number and type of people your advertising targets. The audience can be classified according to age, sex, income, occupation, etc. Performing this analysis will help you to project costs and determine the right media for your campaign.

Establishing The Media Objective
The media objective is the goal of the media plan. To establish this objective you must determine your goal for reach, frequency, circulation, cost, and penetration. Reach is the amount of people the message is in front of over a period of time. Frequency is the average number of times the message is in front of those people. Circulation is used for printed advertisements. This is the number of prints that are produced and sent out. Cost is broken down into two different sections: Cost Per Thousand (CPM) and Cost Per Person (CPP). It is important to understand the cost as you are budgeting. The cost will tell you which form of media is the best option for your business. Penetration is the number of audience members reached by the advertising. The company must determine if it wants to take over a market or just reach a certain group prior to setting the penetration goals and strategies.

Setting The Strategy
Now that you understand who you are marketing to and how much it will cost you, you need to make a decision about what type of media you will use. Some options include Internet, television, radio, newspaper, consumer and business publications, and interactive media platforms. Which option reaches the largest audience? How often will it reach the audience? Does it fit in your budget?

Implementation
You have a plan. Now it's time to set it in motion. This is when you buy media. Media buying is the purchasing of the space in the selected media. This involves committing to the media provider, submitting the ad, and paying the bill. This is the exciting part. You see all your hard work come together.

Evaluation And Follow-up
After everything is said and done, it is time to see how successful your media plan was. To do so, you need to follow-up and evaluate the results. Ask yourself, 'Did we meet media objectives? How successful were the strategies?' The success of this media plan will determine future media plans.
Importance of Media Planning In the Process of marketing / Advertising a Product!
Media planning that requires knowledge of both marketing and mass communication skills is the process of determining deals with the biggest portion of the advertiser’s budget in terms of cost for buying placement of advertisement.
Media planners have two main roles of analysing the market and evaluating media channel effectiveness in order to place the advertising message before a target audience. The findings from the research influence the creative and media plans for all aspects of marketing communication including advertising.
Traditionally, media planning was essentially based on a client’s media strategy. The ad agency was responsible for developing the media plan, which was usually devised jointly by the agency’s media department, the account and creative teams, and the marketer’s brand management group. Once the plan was formed, a media buying unit, sometimes attached to the ad agency, executed it. Now, an advertising client is just as likely to outsource media planning to an agency, as it is to develop its own plan. Because of these shifts, the line between media planning and media buying has become hazy.
Some experts describe media planners as the hub or central point in the advertising wheel, where all campaign elements symbolized by the spokes of the wheel are joined. The basis of this opinion is the sheer volume of data and information that media planners must gather, sort, and analyze before media decision-making can begin. In many ad agencies, account planners collect, gather, and analyse some of this market and creative information, especially if it relates to the target audience, message design, or brand image.
The Aperture Concept in Media Planning:
Each prospective customer for a product or service has an ideal time and place at which he or she can be reached with an advertising message. This point can be when the consumer is in the “search corridor” the purchasing mode-or it can occur when the consumer is seeking more information before entering the corridor. The goal of the media planner is to expose the target audience to the advertiser’s message at these critical points.
This ideal point is called an aperture. The most effective advertisement should expose the consumer to the product when interest and attention are high. As the figure below demonstrates, aperture can be thought of as the home run swing in baseball. Like a bat hitting a ball for a home run, aperture is the point at which the advertising message connects with the consumer at the best possible time and place for maximum effect.

Locating the aperture opportunity is a major responsibility of the media planner. The planner must study the marketing position of the advertiser to determine which media opportunities will do the best job. Finding aperture opportunity is a complex, difficult assignment. Success depends on accurate marketing research, appreciation of the message concept, and a sensitive understanding of the channels of mass communication.
________________________________________
Importance of Media Planning In the Process of marketing a Product




Media planning that requires knowledge of both marketing and mass communication skills is the process of determining deals with the biggest portion of the advertiser’s budget in terms of cost for buying placement of advertisement.


Media planners have two main roles of analysing the market and evaluating media channel effectiveness in order to place the advertising message before a target audience. The findings from the research influence the creative and media plans for all aspects of marketing communication including advertising.

Traditionally, media planning was essentially based on a client’s media strategy. The ad agency was responsible for developing the media plan, which was usually devised jointly by the agency’s media department, the account and creative teams, and the marketer’s brand management group. Once the plan was formed, a media buying unit, sometimes attached to the ad agency, executed it. Now, an advertising client is just as likely to outsource media planning to an agency, as it is to develop its own plan. Because of these shifts, the line between media planning and media buying has become hazy.

Some experts describe media planners as the hub or central point in the advertising wheel, where all campaign elements symbolized by the spokes of the wheel are joined. The basis of this opinion is the sheer volume of data and information that media planners must gather, sort, and analyze before media decision-making can begin. In many ad agencies, account planners collect, gather, and analyse some of this market and creative information, especially if it relates to the target audience, message design, or brand image.

The Aperture Concept in Media Planning:

Each prospective customer for a product or service has an ideal time and place at which he or she can be reached with an advertising message. This point can be when the consumer is in the “search corridor” the purchasing mode-or it can occur when the consumer is seeking more information before entering the corridor. The goal of the media planner is to expose the target audience to the advertiser’s message at these critical points.

This ideal point is called an aperture. The most effective advertisement should expose the consumer to the product when interest and attention are high. As the figure below demonstrates, aperture can be thought of as the home run swing in baseball. Like a bat hitting a ball for a home run, aperture is the point at which the advertising message connects with the consumer at the best possible time and place for maximum effect.


Locating the aperture opportunity is a major responsibility of the media planner. The planner must study the marketing position of the advertiser to determine which media opportunities will do the best job. Finding aperture opportunity is a complex, difficult assignment. Success depends on accurate marketing research, appreciation of the message concept, and a sensitive understanding of the channels of mass communication.  
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