Media Strategy:

Understanding the
Competition

Critical Strategy Questions

What is the history of the market?
Comparative brand analysis

Sales, Share, Price, Geographic, Seasonal

Where do we have distribution?

Shelf-facings, displays, inventory, promotions

Business-to-Business Communication

Who are the consumers of the product?

Primary, Secondary, Tertiary Audiences

What are the features of the product?

Channels depend on message complexity

What media do competitors use?

Marketing Strategy Plan

A blueprint for action geared at promoting
the product or service, with the goal of
gaining an advantage over competitors

Major strategy - major responses to problems

Basic objectives - short term goals
Basic selling idea - key selling premise
Presentation of selling idea - creative concept
Sources of business - consumer and dealer
Product strategy - price, design, extensions
Spending strategy - introduction and extended

Media Expenditures Analysis

Must consider the available media options
and their use by your competitors
Use same media as competitors, or make a
special effort to use different media?
How much advertising should we put into the
market to counter competitors efforts?

Answers to questions depend heavily on

objectives and competitive barriers

Questions to Answer
Which media are used?

Which are most significant?

How much is spent in each medium?

Total for all media?

When are competitors advertising?

How are they using media strategically?

Where is advertising concentrated?

How much weight in each market?

Major Data Sources

BAR/LNA Multimedia Service

LNA Newspaper Service
LNA Outdoor Advertising Service
Publishers Information Bureau
Mediawatch - Top 75 markets
Think about share of voice - GRPs
Think about share of dollars - Spnding