ADVERTISING DISTRIBUTION AND MEDIA PLANNING
The advertising distribution process ensure that ad message will reach the target customers in the most direct and cost efficient manner.
Now we can spread in: Serbia, Bosnia and Herzegovina, Macedonia, Montenegro, Croatia, Albania, Slovenia and Bulgaria.
TV advertising Is the most powerful form of advertising because it is a combination of audio and video advertising with a different nature. It is proven that the end-user is much more likely to choose a product he has seen on television than a product he has never heard of before.
BTV, bTV Cinema, bTV Comedy, bTV Action, bTV Lady, Ring.bg, Fiesta, Cartoon Network, Nickelodeon, Nova, Diema, Nova Cinema, Die Femme, Fox Crime, Fox National Geographic Channel, 24 Kitchen, AXN, TLC, Discovery Channel, Disney Channel, City TV, IDX, TV7, Super7, News7, BNT1, BNT2, BNT HD, BNT World
Balkan, BG Sat (TV +, F +, Sport + HD and Film +), Bulgaria 24, Eurocom, Channel3, Planet, Scat, FANTV, FEN, Folklore, TV, BG MUSIC CHANNEL, Bloomberg, Bulgaria On Air, MAD TV, Magic TV, The Voice TV, VTV
Media in the subway: New Level Channel (NLC)
+ Massively coverage, high reach, audio and video, prestige, low cost of impression, attracts attention.
– Low selectivity of the target group, brevity of the message, high absolute value, high costs of making the advertisement.
Radio advertising is efficient, low budget and gives excellent results because almost everybody has one or more favorite radio stations that they listen to each week. Through the radio, your ad will be heard in almost every home, office, or car.
Antena, BB Radio, BNR, Veronika, Vesselina, Vitosha, Darik, Radio 1, Radio 1 Rock, bTV Radio, Radio Bulgaria On Air, City, Classic FM, BG Radio, Radio 1, NRJ, Veronika, , Nova News, FM +, Fresh, Jazz FM, NRJ / Energy, MagicFM, Melody, NJOY, NOVA, Nova News, Star FM, The Voice, ZRock
+ Wide cover, low-cost, high-frequency broadcasting, flexibility, low advertising creation costs, a targeted audience.
– Only sound, does not receive much attention, short messages.
Outdoor advertising is everywhere and attracts the attention of users from the moment they leave their home (Billboards, CityLight panels, Bus stops, buildings, etc.)
Targeted print ad in specialized magazines and/or newspapers is an excellent way to reach new potential customers for your business. The advantage is the fact that you can choose where your ad slot or article should be printed. This type of advertising is traditional and builds trust in your business.
7 Day Sports, 19 Minutes, 24 Hours, 168 Hours, Alo (Sofia, Plovdiv, Bourgas, Stara Zagora, Sliven and Yambol), Bulgaria Today, Bulgarian Farmer, Everyday, Everything About Family, Gallery, Doctor, Word, Life without Cancer, Life Today, Yellow Labor, Healthy Without Medicines, Earth, Capital, Capital Daily, Club 100, KMETA.bg, Healer, Past years, Monitor, Meridian Match, Maritsa Plovdiv, Nad55, Novinar, Politics, Retro, , Struma, Blagoevgrad, TV Guide, Telegraph, Third Age, TRUD, Weekend, Hobby Farmer, Black Sea, Black Sea Lighthouse, Shaw, Europost
9 Months, Auto Trust, Arbital, ATT, Glamor, Niggas, Egg, Woman Today, Women’s Journal, Health Journal, Ideal Home, Economics, Economist, Trucks, Kangaroo Hair and Beauty, Motherhood, Manager, My Baby and Me, My Child, Our Home, Program, Health Recipes, 360 Magazine, Eight Magazine, Construction Equipment, Your Business, Football – A-Specto, Amica, Auto Bild, Auto Club, Auto Motor and Sport.bg & Innovation.bg, BBC KNOWLEDGE, BBC GoodFood Bulgaria, BBC TopGear Bulgaria, BILLA – Culinarium, Biograph, Bravacasa, Bulgaria On Air The Inflight Magazine, Business Club, Business Week, Club S1, Cosmopolitan, Club Z, DiVino, ELLE, EVA, Esquire, Forbes, Glamor, GoBIO, Go Guide, Golden Pages Businesses of Bulgaria, GO ON AIR Magazine, Grazia, Harper’s Bazaar, Health.com, Hello !, HiComm, Hi Drive, InGlobo, JOY, L’Europeo, LIGHT, Love Style, Fashion, Moto Club, National Geographic, National Geographic Kids, Offline Magazine, Offroad, OK !, Playboy, Progressive, Polygrafia Magazine, Sanoma, SmartApps, Story, Unique Estates, Vagabond, Voyage
+ Segmentation, quality multiplication, ads can contain more information, long life, multiple readers
– Launching the campaign takes more time, just picture and text, low flexibility
+ High Coverage, low cost, short run time for ads, ads can be placed in more interesting sections, can be used as discount coupons.
– Short Life, low opportunity for attraction, poor print quality.
Online advertising Is one of the most powerful advertising tools. This is because everyone has access to websites with different content.
Everyone with a smartphone uses free Wi-Fi networks. After the branding of the network, the first site which load is yours. Thats why, this type of online advertising, ensures that everybody who needs free Wi-Fi will see your ad.
Our network: We can create a new network or advertise 2000 already existing free Wi-Fi points.
Mobile Advertising has reached this point of importance when business growth is largely dependent on it. Your ad reaches millions of consumers daily.
Cinemas allow you to advertise with video clips in a way that Standard TV ads do not allow. If the ad is properly crafted, the audience will remember it long after the end of the movie.
Media planning and purchasing work process
A service for anyone aiming at a high return on investment for advertising
Step 1 – Situational analysis
Purpose: To identify the marketing problem. The analysis of the company is based on:
1. Amount and share of the common market.
2. History of sales, costs and profits.
3. Distribution practices
4. Sales Methods.
5. Advertising usage.
6. Defining the perspectives.
7. Nature of the advertised product.
Step 2 – Strategic marketing plan
Purpose: Plan actions and advertising ideas, that will solve one or more marketing problems. The process involves determining of:
1. Marketing purposes.
2. Budgetary strategy.
3. Distribution strategy.
4. Which elements of the marketing mix will be used.
5. Determining the best marketing segments.
Step 3 – A Strategic “Creative” Plan
Purpose: To determine what ad message will be communicated. Includes determination of:
1. How the advertised product can meet the needs of users.
2. How the product will be positioned in the ads.
3. The specific objectives of every ad.
4. Quantity and the size of the ads.
Step 4: Setting media goals
Purpose: To turn marketing tasks and strategies into goals that can be achieved through media advertising.
Step 5 – Defining the media strategy
Purpose: To turn the media goals into general guidelines that will be used to determine the choice of media and how it will be used.
Step 6 – Selection of major media classes
Purpose: Compare different media and to determine which one will best meet for the above criteria. Includes comparison and selection of wide media classes such as newspapers, magazines, radio, TV etc.
Step 7 – Selection of specific media
Purpose: To compare and choose the best media for distribution in selected major media classes. Again with the help of the predefined criteria.
– If we choose to advertise in magazines, which specific magazines can we choose? etc.
– If we choose TV, to stop at national or regional channels? etc. etc.
Step 8 – Solutions
Purpose: To turn marketing tasks and strategies into goals that can be achieved through media advertising.
– Outdoor advertising? (Which places? Etc.)
– Press? (In which months will we advertise, how many ad types will we need to use, at the beginning, middle of the end, or in another position will we have to place them?)
– Television and radio? (How many broadcasts will be needed, which part of the day, between which programs? Etc.)
Media planning and purchasing glossary
Here’s the meaning of every term used
Media planning – A series of solutions needed to deliver the advertising message to users. Requires the development of specific media goals and media strategies. In the main sense, the purpose of the media plan is to find a combination of media that enables a marketing specialist to deliver the creative in the most effective way to the greatest number of potential customers at the lowest cost
Media goals– Media goals are the goals for the broadcast and should be limited to those that can be achieved through media strategies
Media mix – the goals, characteristics of the product or service, the budget, personal preferences are part of the factors that determine what media mix to use
Media strategy – a plan of actions aimed at achieving the media objectives
Media environment – the general categorization of the various channels of delivery of the advertisement (television, radio, press, outdoor advertising, etc.)
Media vehicle – specific carriers within the media environment (for example, “24 hours” and “Trud” are printed vehicles, BTV and NOVA are media vehicles) Each of the vehicles has its own advantages and disadvantages.
Scope – is a measure of the number of different audience members who will see the media at least once in a given time period.
Coverage – refers to the potential audience that the message could receive through the selected vehicle
Frequency – Frequency refers to the number of users who will see the media in a given period
Index – an indicator of market potential. This number is derived from the formula
Percentage of users in a demographic segment
Index = ————— x 100
Percentage of the population in the same segment
Brand development index – helps marketers take account of the percentage of use of a product in a given geographical area in the decision-making process.
Segment development – The CDI provides information on the potential for development of the common category of products rather than specific brands. When this information is combined with BDI, a much deeper promotional strategy can be developed
Unnecessary coverage – Scope of ad delivery that reaches people who are not potential buyers and/or users. Consumers cannot be part of the targeted target market, but they can still be considered potential – for example, those who buy the product as a gift to someone else.
Continuous advertising – an uninterrupted advertising strategy. Such a strategy could be applicable to the advertising of food products, detergents or other products that are consumed constantly, regardless of the seasons.
On periods – Advertising strategy at different times. For example, Snow Skies are strongly advertised between October and April; Less in May, August and September; And not at all in June and July
Pulsating – A strategy combination of the first two methods. Is a continuous ad, but at certain times, ads are increasing. For example, in the beer industry, advertising continues throughout the year but may increase during holiday periods
Unsullied and duplicated range – for example, if an ad is shown in a single show, we can calculate its range,
If it is shown in 2 broadcasts, in front of different audiences, this is the undiluted range. In some cases, the same people will see the ad in both shows – this is the duplicate range. Non-duplicated reach defines views to potential new clients, duplicate reach gives information about ad serving frequency
Program rating – Measuring the potential reach of advertising in the radio and television industry.
Gross rating points – A digital indicator that tells how many potential users in the target audience can reach ads.
Target Audience – determines the exact number of people in the main target group to reach a media outlet. Unlike GRP, here are not people who are not potential clients.
Effective reach – Determine the percentage of an audience of the selected media vehicle that will be reached after each effective increase in the ad serving rate. The concept stems from the fact that only 1 displaying the ad is not enough for it to be taken by potential customers. For example, if an ad is shown 3 times it flows as ineffective contact, and if 10 times are considered to be ample, that is once again ineffective.
Creative aspect – It is possible to increase the success of a campaign with the help of highly creative advertising. But in order to apply this creativity, the choice of a media environment should allow this creative to be used.
Mood/emotion – Some media could reinforce the creativity of a creator because they create a set that is paralleled with the ad message.
Absolute value – the actual price to be paid for the use of a media environment or vehicle.
Relative value – refers to the relationship between the price paid for the advertising time (place or size) to the number of users it will reach. It is used to compare the performance of media vehicles. An important value because it helps optimize the budget in a way that the ad can reach as many people as possible.
Price to a thousand – used in press advertising. CPM = absolute ad value / number of x magazine readers xNUMX. (The price for 1000 reached the reader)
Price x Rating Points – used in television. CPRP = the price paid for the ad/rating of the program
Target CPM (TCPM) – Price to a thousand, but to the target group and not to the whole group of people who will see the ad.
Readers to copy – Number of users who will see the same ad – in other words, the same ad can be seen by more than one person in one issue of the magazine.
Passing Audience – The number of people who can see the advertisement in the magazine without buying it