Summary
Samenvatting Media in Belgium
- Course
- Institution
Summary of 12 pages for the course Media in Belgium at PXL (:p)
[Show more]
Seller
Follow
rhuuunee
Content preview
Media in BelgiumMedia planning and analysis
1. Media planning and research
- Framework and definitions
- Media planning process and efficiency
- Players in the field of media planning and their positions
- Key concepts and glossary
- CIM: media survey and analysis
2. Media planning
1. DUAL CORE BUSINESS
Duel core business: the media product market is organized two-sided or ‘dual core’.
1.1 On the one hand, selling content to media users (reader/viewer/listener/surfer)
> MEDIA CONSUMER MARKET
1.2 On the other hand, selling advertising services and opportunities to advertisers, who
are willing to pay for consumers’ attention.
> ADVERTISING MARKET
INTERFERENCE between both (in contacting the ‘right’ audiences)
1.3 Media ‘sell’ content, service and entertainment to their media
consumers.
-> Limited revenues from the reader market. Often none at all: huge
amount of free media. If they ask for money, it’s not a high price.
Revenues are limited so they need a way to earn something ->
Advertising
-> The media consumer pays (with cash, and/or attention) attention
economy –
attention is a scarce resource. Attention is very important to advertisers and very
valuable.
1.4 Media sell advertising services on the publicity market
-> Providing advertisers with access to (a large) audience;
-> Advertisers strive for public attention
, 3. Media planning within a business plan
On a company level
1. A business plan sets out the (qualitative and
quantitative) objectives for the entire
business organization
2. A marketing plan contains marketing goals (4 P’s)
and
the strategies to achieve these goals
3. A (marketing) communication plan contains
communication targets, budgets and tools to obtain
marketig goals
4. A campaign plan describes all communication with
stakeholders and groups to create awareness,
interest and demand.
-> Costumers aren’t going to buy products they don’t
know, you need to bring awareness to your brand
5. A mediaplan defines the (usage and mix of) media
which are best suited to carry out the
company’s campaign plan
Example: Coca Cola
1. Business plan: being nr 1 beverage company in the world, producing and selling quality
carbonated beverages; respect towards employees, customers, communities; financial
rewards towards shareholders and business partners; being a trustworthy, honest, loyal
and innovative enterprise.
2. Marketing plan: (P.ex.) expand market share compared to (local) competitors on the
European market by launching new product flavours.
3. Marketing communication plan: defines the deployment of people, tools and resources
(budget) to manage the launch of new coca cola products in Europe.
4. Campaign plan: setting up a communication strategy to create awareness amongst
stakeholders (retailers, client groups…) about the new product launch.
- Strategic planning…
- Tactical planning…
in order to create the best possible MIX of media to obtain the
campaign goals, using:
1. Owned media: channels that you create and control
2. Paid media: third-party channels you pay for to reach audience
3. Earned media: channels that provide free publicity
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rhuuunee. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.15. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
80467 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now