When it comes to Promotional Marketing and its associated services retail marketing Activity | door to door marketing Activity osmanabad, we like to think we know a thing or two. After all, we’ve been doing it for a quarter of a century!
As a long established and reliable partner to brands and agencies, we provide a proactive and helpful account management team to help work through your marketing objectives. Technology is at the heart of everything we deliver – from live online reporting through to cashback platforms and ecommerce websites, we utilise the latest technology to deliver efficiencies in handling and transparency of our operation.
Fulcrum provides a flexible approach – allowing you to focus on your brand, while we take care of the detail behind the scenes
For the team here at Fulcrum it’s all about how to help a brand to drive sales, manage logistics – using the power of our people, our processes and our technology. Our people are drawn from a variety of commercial backgrounds including agency, experiential, btl and fieldwork.
We do the research on new trends, Marketing and Btl solutions and effective ways of working
we provide a comprehensive a range of promotional solutions to major organisations working to promote their businesses and brands. These solutions relate to the issuing, validation, redemption and settlement of…
RETAILER OFFERS – loyalty vouchers, coupons & points, complex & personalised targeted promotions, trigger offers
STORED VALUE INSTRUMENTS – gift, savings, points, general ‘spend’ cards or virtual cards
MANUFACTURER COUPONS – including 3rd party and affinity partner programmes
…whether physical or digital, for customer present and online transactions.
Our services are operational in the mumbai and pune (where we support all major grocery retailers, FMCG manufacturers, and many leading multi-retailer environments).
Who are we?
Fulcrum specialises in the provision of marketing, Btl and leaflet distribution services within the Marketing and all sector.
How can we help?
Over the years we have innovated our core capabilities through excellent IT infrastructure and customer service, to provide a one stop shop for all your promotional, fulfilment and distribution needs.
We are dedicated to helping our customers achieve growth, customer retention and increased profitability through the combination of our expert marketing support services.
Marketing | Brand Activation |
Marketing idea an tips , info , case study
Creating a Media Plan
Creating a Media Plan
The standard media plan covers four stages: stating media objectives, evaluating media, selecting and implementing choices, and determining the budget.
LEARNING OBJECTIVES
Assemble the components and methodology of creating a media plan
KEY TAKEAWAYS
Key Points
- Media objectives are normally stated in terms of three dimensions.
- There are definite inherent strengths and weaknesses associated with each medium so many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal when deciding which media to use.
- The media planner must make media mix decisions and timing directions, both of which are restricted by the available budget.
Key Terms
- media: The mass media are all those media technologies that are intended to reach a large audience by mass communication.
- A C Nielsen: A.C. Nielsen is a global marketing research firm, with worldwide headquarters in New York City, United States of America.
- factory outlet: a brick and mortar or online retail store in which manufacturers sell their stock directly to the public
Developing the Media Plan
Advertising media selection is the process of choosing the most cost-effective media for advertising to achieve the required coverage and number of exposures in a target audience.
Although the media plan is placed later in this process, it is in fact developed simultaneously with the creative strategy. This area of advertising has gone through tremendous changes; a critical media revolution has taken place.
The standard media plan covers four stages: (a) stating media objectives; (b) evaluating media; (c) selecting and implementing media choices; and (d) determining the media budget.
Stating Media Objectives
Media objectives are normally stated in terms of three dimensions:
- Reach: The number of different persons or households exposed to a particular media vehicle or media schedule at least once during a specified time period.
- Frequency: The number of times within a given time period that a consumer is exposed to a message.
- Continuity: The timing of media assertions (e.g., 10% in September, 20% in October, 20% in November, 40% in December and 10% the rest of the year).
Evaluating Media
There are definite inherent strengths and weaknesses associated with each medium. In addition, it would require extensive primary research, either by the sponsoring firm or their advertising agency in order to assess how a particular message and the target audience would relate to a given medium. As a result, many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal.
Selection and Implementation
The media planner must make media mix decisions and timing directions, both of which are restricted by the available budget. The media mix decision involves putting media together in the most effective manner. This is a difficult task and necessitates quantitatively and qualitatively evaluating each medium and combination thereof.
Unfortunately, there are very few valid rules of thumb to guide this process, and the supporting research is spotty at best. For example, in attempting to compare audiences of various media, we find that A C Nielsen measures audiences based on TV viewer reports of the programs watched, while outdoor audience exposure estimates are based on counts of the number of automobile vehicles that pass particular outdoor poster locations.
The timing of media refers to the actual placement of advertisements during the time periods that are most appropriate, given the selected media objectives. It includes not only the scheduling of advertisements but also the size and position of the advertisement.
Setting the Media Budget
The media budget is a subset of the advertising budget, and the same methods used to create advertising budget will be used to create the media budget.
In general, remember that:
- Media outlets which deliver messages involving multiple senses (sight, sound, touch, and smell) will be more expensive than those involving just one sense (sound).
- The quality expectations of the media outlet will influence the cost. For example, the quality of ads for national television stations tend to be higher than those for local outlets. Creating a text ad on the Internet, however, can be free or cost next to nothing.
