PM - Objetivos de Mídia: Público e Cobertura

Summary

This video delves into the intricacies of media planning, emphasizing the importance of defining a target audience through detailed research into demographics, media consumption, and interests. It explains the significance of collaboration across teams to ensure alignment in targeting strategies. The video further outlines methods for establishing audience and geographical coverage objectives, highlighting the need for flexibility based on product life cycles and market conditions. Practical exercises encourage viewers to apply these concepts, making the discussion not only informative but also engaging for those looking to refine their media planning skills.

Takeaways

• 🎯 Define your target audience through detailed research beyond initial briefing.
• 🔍 Understand the media consumption habits of your target audience to create effective strategies.
• 📊 Use demographic data (gender, age, economic class) to categorize your audience more specifically.
• 🧩 Identify sub-groups within your target audience for more tailored messaging.
• 💡 Use research tools like TDI from IBOPE for in-depth audience insights, but be aware of budget constraints.
• 🌍 Determine the geographic coverage needed for your campaign, whether national or regional.
• 📈 Calculate audience coverage by determining what percentage of your target audience you want to reach.
• 💰 Be realistic about coverage goals based on your budget and the lifecycle stage of your product.
• 📅 Adjust your coverage goals based on the marketing context, such as product launches or seasonal promotions.
• 🤔 Engage in discussions and ask questions to clarify doubts about audience coverage and campaign objectives.

Q & A

What is the main focus of this video?

The video primarily focuses on media planning and detailing the various components involved, starting with the definition of the target audience.

Why is understanding the target audience important in media planning?

Understanding the target audience is crucial because it helps to tailor media strategies to reach specific groups effectively, ensuring that the campaign resonates with the right people.

What are some characteristics to consider when defining a target audience?

Characteristics to consider include demographic factors like gender, age, economic class, as well as more specific traits such as media consumption habits, interests, and relationship with the brand.

How can agencies gather information about their target audience?

Agencies can gather information through various means, including using systems like TDI from IBOPE, analyzing secondary data from published articles and studies, and conducting primary research when budget allows.

What types of coverage should be defined in a media plan?

There are two types of coverage to define: geographical coverage, which determines if the campaign is national or regional, and audience coverage, which measures what percentage of the target audience needs to be reached.

What is the significance of audience coverage in a campaign?

Audience coverage helps to set clear objectives for how many people from the target audience should be reached, allowing for effective measurement of campaign success.

How do you calculate the percentage of audience coverage?

Percentage of audience coverage is calculated by dividing the number of people targeted by the total number of people in that audience, then multiplying by 100 to express it as a percentage.

When is it appropriate to aim for high audience coverage?

High audience coverage is appropriate for product launches, relaunches, or when trying to maintain a leading market position, as it ensures the message reaches as many relevant consumers as possible.

What factors might lead to a decision for lower audience coverage?

Lower audience coverage might be decided based on factors such as limited product availability, low production capacity, or if the brand is not a market leader and does not need to reach a wide audience.

What should be considered when setting coverage objectives?

When setting coverage objectives, consider the product lifecycle, budget constraints, and the overall marketing strategy, ensuring that objectives align with these factors.