Assembling a media list
Assembling a media list for a client foremost entails definition of the client and their company or business needs. After defining the client’s needs, various steps including identification of the products or clients target market, researching on the target market, setting objectives and finally defining and creating a strategy for media buying should be carried out as part of the process of successfully exploring and assembling a media list for a product or client announcement.
The following is a description of how one would go about exploring and assembling a media list for a product announcement for a new high end Christian Dior moisturizing cream. The client, Christian Dior has established a reputation for producing high quality and highly priced products. The company needs to introduce a new high quality and highly priced moisturizing and nourishing cream to increase its market size for an existing market niche for high-end market for moisturizing creams.
The target market is mostly young females mostly between the ages of 24 to 34 years with large disposable incomes and highly conscious of their image. Thereafter one must research the target market in order to determine how best to reach potential consumers. In order to achieve this end,
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This is especially crucial in order to match the needs of the business with the target consumers and the media. Finally, the media buyer must determine the objectives that are meant to be attained. In our case, Christian Dior aims to create awareness and create sales. Objectives would be crucial in determining the effectiveness and success of our chosen media. The budget levels would also determine the choice of media. The following is a sample list of media choices for Christian Dior new moisturizing cream. Sample Media List for New Christian Dior Moisturizing Cream
Christian Dior company website Since the company has established its reputation for producing high-end beauty products, the companies site www. dior. com is likely to attract potential customers for its new products. The company should thus post its product announcement on its website. Online magazines Online fashion magazines such as glamour. com that are largely read by highly fashion conscious middle income and high income clientele who are potential consumers to its products are crucial consumers of the company’s products based on their highly disposable income.
Other high-end women’s magazines Other magazines may not have an online version but also target high-end customers with large disposable incomes. Magazines are especially crucial in targeting specific target market such as the high-end clientele. Television A range of television channels exist from which a media buyer can opt to purchase media space. The nature of programming and the time of program for programs that are likely to attract potential consumers should be used to select a suitable media.
The advantage of using television is that it can reach a wider media. Considering the international nature of its target market, the company may use international television such as Cable News Network. Special events The company may also hold special events targeted at high-end clienteles. The company may also send its representatives to such events and use them to pitch for their products. Reference Zanville, J. N. (2002). Advertising Media Planning. New York: McGraw-Hill.