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Instructor’s Manual Advertising Media Planning: A Brand Management Approach, 3rd edition Chapter 1. The Role of Communication in Advertising and Marketing • Advertising is part of the Marketing Communications. Marketers break up the Marketing mix into the four Cs (Commodity, Cost, Channel, and Communication). These four elements are analogous to the four Ps • Reasons advertising media are critical to the success of your advertising — Advertising makes up most of the advertising budget (80–85 percent). — A good media plan can ensure that the message reaches the right people at the right time and in the right mood. — The message may be the most interesting part, but the media plan ensures the message’s success. — Media are critical to the success of the brand. — Executives do not understand media, but want to see their advertising running in the media. — Media support product positioning; the positioning is meaningless without advertising media support. — Media are changing. Dialogue-based messaging is replacing push-based messaging. As media outlets are consolidated, user-generated media is a collective response to perceived media control. • Media effectiveness is increasingly judged by how consumers use media, and how susceptible they are to a message. • Media are also judged based on return on investment, and the lift that each medium and vehicle gives to incremental brand sales. • Media inefficiency can result from excessive media overlap, frequency, and waste. Media planning can help advertising media planners avoid these inefficiencies by achieving the correct levels of exposure. • Advertising media planners need to navigate an evolving media environment in which print media shares have been shrinking and digital, social media growing.
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