Writing Media Objectives

Media Objectives
 Starting point of the media plan.
 Outline what the media plan is expected to
accomplish.
 Deal only with what is to be done.
 How is reserved for strategy.
 Media selection is “how.”
 NEVER recommend media choices in the
objectives!

JOMC 172 Advertising Media

Writing good media objectives
 Marketing-driven
 What, not how
 Specific
 Measurable, to the extent possible
 Clear & succinct
 Label each.
 Begin with verb: use, achieve, maintain,
focus, etc.
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Improper:
Network television will provide broad
national coverage.
 Not written as an objective.
 Recommends specific media class.

JOMC 172 Advertising Media

Better
 Use media that will provide broad national
coverage.

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Basic Media Objectives
 Target Audience
 Geographic Coverage
 Scheduling (Seasonality / Timing)
 Reach / Frequency

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Additional Media Objectives
 Creative Implications
 Budget
 Merchandisability
 Flexibility
 Promotion Support
 Others?

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Rationale for Objectives
 For each objective, include rationale.
 The reason(s) why the objective makes
sense.
 Support with marketing facts.
 Quantitative where possible.
 Label / identify each.

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Geographic Objective
 Use media that will provide broad national
coverage.

 Rationale: National coverage is needed to

support national distribution and sales.*

*Marketing Objective: Continue to support

national distribution and sales with a sales
goal of a 10% increase next year.
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 Seasonality Objective: Concentrate advertising
in the months of January–April and September–
November. Flight advertising
during July and August.
– Rational: January – April and September – November
are the heaviest consumption months. Consumption
indices fall below 75 during July and August.
Month Index Month Index
January 121 July 70
February 140 August 71
March 132 September 111
April 110 October 120
May 95 November 114
June 90 December 99

JOMC 172 Advertising Media