This is not the document you are looking for? Use the search form below to find more!
Yellow Pages in a Competitive Media Environment
- Added: October, 06th 2010
- Reads: 124
- Downloads: 1
- File size: 270.42kb
- Pages: 25
- content preview
- Name: harry
Managerial Accounting Creating Value in a Dynamic Business Environment Hilton 8th Edition Solutions Manual
by: gordonbarbier, 48 pagesManagerial Accounting Creating Value in a Dynamic Business Environment Hilton 8th Edition Solutions Manual
Managerial Accounting: Creating Value in a Dynamic Business Environment, 7th Edition, Ronald W. Hilton, McGraw-hill(2008), SM+TB
by: mysmandtb, 9 pagesSolution Manuals and Test Banks I have huge collection of solution manuals and test banks. I strive to provide you unbeatable prices with excellent support. So, I assure you that you won’t be ...
Engagement Strategies in a Post-Crisis Environment: Mr. Brent Ruge
by: pmapconference, 26 pagesEngagement Strategies in a Post-Crisis Environment: Mr. Brent Ruge
Dependency Management In A Large Agile Environment
by: tetsuo, 6 pagesDependency Management In A Large Agile Environment
Moss 2007 Wcm Architecture And Development Best Practices In A Team Based Environment
by: theodor, 25 pagesMOSS 2007 - WCM Architecture and Development Best Practices in a team based environmentKarthikVenkataramanAgendaArchitecting a MOSS-Internet Facing Site
Streamlining Asset Management in a Dynamic Business Environment
by: hclisd, 2 pagesIn a fiercely competitive business environment, organizations tend to make use of technological innovations to upgrade existing infrastructure or add new one. As the assets of the enterprises ...
Agile Methodology – Best In a Distributed Development Environment
by: kovairsoftware, 1 pagesAgile methodologies help manage application development distributed among various teams in a quick and efficient manner. There are a number of conventional project teams that run into trouble when ...
Effects of Dietary Supplementation of Enzymes in a Soybean Meal Rich Diet on the Performance of Weaned Pigs (4 - 8 weeks)
by: shinta, 5 pagesThe effects of non starch polysaccharides degrading enzymes (NSPase) type mixture supplementation in high soybean meal weaned pigs diet were studied by using 96 crossbred (LR LW D) pigs ...
Educating For Tolerance And Compassion: Is There A Place For Meditation In A College Classroom?
by: shinta, 4 pagesCould contemplative practices change the way we think and act so that we move toward a more just, compassionate, and reflective classroom? The author’s personal experiences and preparation for ...
November 1, 2004
Overview
This session will allow you to better understand what the unique challenges &
opportunities are for Yellow Pages in the general agency world
You will get this through understanding how general agencies plan
media, how we make decisions on which media to include and how we
work with clients’ marketing organizations on strategic media issues
Understanding the real world challenges of traditional agencies
Foote Cone & Belding New York provides media stewardship for Dex Media
advertising across their 14 state region (and beyond!)
Foote Cone & Belding is uniquely qualified to discuss the challenges
yellow page marketers face due to the long standing relationship with
Dex Media and YPIMA
2
Agency Structure
3
Agency Organizational Structure
It is important to understand the different departments and decision makers in the
agency
Account Management
Manages and coordinates all disciplines within the agency
Works with the client to develop strategic priorities, etc.
Media
Planning: Develop strategic plans to meet individual campaign or market
advertising objectives
Buying: Interact directly with the media to negotiate and secure advertising
placements
Creative
Develops advertising based on strategic direction received
Account Planning
Oversees quantitative and qualitative research, responsible for developing
positioning statement/creative brief
4
Media Landscape
5
Media Landscape
Modern Media Department evolved in the 1960-70’s
Beginnings of third party syndicated research
Emergence of TV as a dominant advertising vehicle, requiring ‘specialist’
attention from agencies
The Media specialty has continued to grow in importance in the overall advertising
process:
Audience Fragmentation
More TV channels, more magazines multiply potential advertising choices
New Media Development
Non Traditional
Online
Accountability: Clients looking for ROI measures to justify advertising investment
These new developments provide an even greater opportunity to leverage Yellow
Pages’ strengths
6
2003 Spending Snapshot
TV, Newspaper, and Direct Mail dominate ad expenditures
Over 50% of ad dollars combined
Yellow Pages exceeds Magazines, Internet, and Outdoor*
Other 19%
Direct Mail 19%
Radio 8%
Yellow Pages 6%
Internet 2%
Cable 6%
Television 17%
Newspaper 18%
Magazine
Source: Robert J Coen,
5%
Universal McCann unit of Interpublic
7
Developing A Media Plan
8
Agency Media Planning Process Overview
Yellow Pages must be part of the consideration set at pre planning or
opportunities could be missed
Pre Planning
Objectives
Media Plan
Stewardship
and
Development
Strategies
Initial questions
Target
Media Selection
Finalize costs
Competitive
Geography
Scheduling
Monitor buy
Analysis
Seasonality
Negotiations
Post-buy
Client provides
Creative Units
analysis
marketing
Media Mix
Analyze
objectives and
Effectiveness
budget
Market situation
9
SWOT Analysis Exercise
Add New Comment