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  • Publié le : 6 décembre 2010
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MEDIA AGENCY
Role
Part of the marketing communication
Bringing along added value to brands throughout media and communication planning
Media = ATL/BTL All touch points
Activities
Strategy +Planning + Research+ Modeling + Trading + Brand content + Finance + IT
Responsibilities
ROI
Productivity
Key Performance Indicators keeper (proper to each company)

AD Spent in France (net)* OOH out of home = publicité extérieure 12%
* Print 41%
* Internet 3% SEM = search engine marketing
SEO = search engine optimization
* Radio 8%
* Cinema2%
* Television 33%

Media Math
Ad Spend
Gross/ Net /Advertisers investments /Media incoming/Internet /Conversations
Audience conceptsTarget/Reach/Frequency/GRP/CGRP/Distribution of contact/Affinity/Clicks
Audience measurement
Media per media/Audit stakes (CESP)/Cross media (Strength & Limits)

* Contact VS effect

Emergingideas?
Impose / Activate / Amplify


Example : Orange
Bought Print + OOH (Offline, Online Brand, Affiliates, PPC)
Owned Stores+ TV (Database) Media Earned Facebook (Socialmedia)

KEY QUESTIONS
Which game are we playing?
* Rules
* Constraints
* Handicap
Which competitors are we fighting against?
* Size
* Weapons
* Shape
What do we knowabout ourselves?
* Strength
* Weapons
* Soldiers
* Allies / Ambassadors
* Learning

Measurement if you can measure it, you can improve it

Milward Brown (tracking data)Econometric analysis (sales and contribution in sales of the different media)
OMD’S reach and awareness optimization (SOPP) memorization in function of media

Reality

* Trading
What do we buy?Price is what you pay, Value is what you get
The business model is changing
From GRP’s Reach Awareness Influence Effect
From selling eyed balls to selling effects

* Strategy
“Aligning...
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