Rationale for the media strategy (media mix)

November 28, 2017

3. Media Plan
• Media objectives Must be SMART
• Recommended media mix – Cover each media to be used. For each recommended media provide specific detail.
• Geographic - • Media vehicles
• Ad sizes
• Time slots, indicative programs, section placement
• Duration e.g. number of weeks, number of issues
• Media weight e.g TARPS , insertions, numbers etc
• Media scheduling e.g. Weeks on air
Rationale for the media strategy (media mix)
• Reference should be made to the media consumption habits of your target audience as support for the choice of the medium.
• Rationale to be provided for each and every recommendation giving reasons for:
• Geographic - • Each media vehicle
• Ad sizes
• Time slots, indicative programs, section placement
• Duration e.g. number of weeks, number of issues • Media weight e.g. TARPS, insertions, numbers etc.
• Media scheduling e.g. Weeks on air
4. Media schedule (To be submitted as a separate Excel file)
• Translate all the information from the media plan onto the media schedule
• In addition to the plan information also include • Campaign dates by week
• Media vehicle Costings – Costs must be real. These to be sourced from media owners/publisher web sites or from the Budget costings provided on the portal.
• Media objectives
• Target Audience – Demographic
Budget Summary
• Outline the actual splits for all activities based on the actual media used. Media costs must match the costs included on the schedule.
• May be presented as a comparison (simple table) to show budget versus actual.
• While the objective is always to stay inside the budget – at this stage the Big Idea may require more budget. This can be identified here. Perhaps identified as an options. i.e. spend more budget to achieve greater effect. If there is a recommendation to increase budget there would also have to be a corresponding rationale to justify the extra expenditure.