Specific Media Objectives/ Mix of the Reformation - Essay Example

number Media objectives Media objectives are derived from marketing objectives as they enable the firm to satisfy the targeted customers. They must be measurable and actionable for their easy implementation. It is evident that for any organization to come up with clear and specific media objectives research has to be involved. Thus, time has to be spent in knowing what is best for the organization to accomplish its set vision. The results of spending time in a firm focus on the goals which define what one wants to do and accomplish in the marketplace.

The objectives are interconnected, thus each affects the other in various ways. This paper discusses the specific media objectives and the reasons for the geographical allocation of the media budget. The basic tasks of marketing communications are message creation and message dissemination. Media planning helps one determine which media to use such as newspapers, banner ads on the web or in television programs. Thus, media planning refers to the process of choosing media time and space to broadcast promotion messages in order to meet objectives of marketing.

Media planners have often seen their role from a brand contact perspective by not only focusing on what medium to be used for message dissemination, but also they pay attention to how to create and manage brand contacts (Blein, 207). Brand contact forms are planned and unplanned. Planned forms of brand contact are the radio ads, television sampling and product sampling while the unplanned brand contact is by word of mouth. It is evident that an unplanned brand contacts are influential because they are not suspicious when compared to advertising.

The first media objective is to select the target audience, which the media target to influence through various forms of brand contact. Increase of sales by a specific amount needs the specification of the target audience. The target audience may be the young adults, the current customers or the competitors’ customers. Marketers use demographics to define the target audience where gender, education, age, employment status and the marital status are the determinants. Psychographics also is used in determining the target audience.

This refers to the consumers’ personality traits, shopping orientation and personal interests (Blein, 210). When a target audience is achieved setting of communication goals should be given priority. This refers to the degree the target audience must be exposed to brand messages in order to achieve marketing and advertising objectives. The communication goals of a media plan are defined by three interrelated concepts of reach, frequency and gross rating points. Reach is used to set the number of the total number of people to be exposed to the media plan.

Reach is used in indicating media dispersion while frequency shows the media repetition thus, their combinations leads to brand awareness and how the consumers are buying the product (Blein, 221). In conclusion, it is evident that media planners must allocate advertising by geographic. A firm that sells on a national level can take one of the three approaches to geographic spending allocation. One is a national approach where there is advertising in all markets as the sales are relatively uniform.

The other is a spot approach where advertising is only in selected markets. The final one is the combined national plus spot approach which entails advertising in all markets with additional spending in selected markets.Work citedBlein, N. Marketing Communications. New York: Juta and Company Ltd. 2004, Print.