Matt Alongi - Module 6 workbook

Matt Alongi - Module 6 workbook - Module 6 Your Name: Matt...

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Module 6 Your Name: Matt Alongi Date: 7/13/07 QUINNIPIAC UNIVERSITY School of Business Advertising (MK 312 – Distance Learning) Summer 2007 Workbook Prepared To Help You Succeed
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Introduction This Workbook has been developed to help you succeed in our marketing research course. It contains supplemental material and fill-ins to focus your attention like a laser beam on the key concepts that you really need to master in your reading assignments. Simply read the assignment before the scheduled due date. Then close your textbook and try to fill out as many of the blanks in the Workbook that you can from memory. Then open your textbook and look up the answers to those questions or issues that you could not answer from memory or those in which your answers seem a little “shaky”. This Workbook must be submitted to the instructor before 8 am (Eastern Time), Friday, July 13 th for evaluation. Bob Watson
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CHAPTER 14 MEDIA STRATEGY AND PLANNING FOR ADVERTISING AND INTEGRATED BRAND PROMOTION Why is media planning becoming more important than ever? It is becoming more important due to the fact that more advertising mediums are being created, as well as the fact that more people are controlling what they see, and where they see it. Media planning is important because you need the right information, the right target audience and the right execution. A media plan is…something that specifies the media in which advertising messages will be placed to reach the desired target audience. A media class is…a broad category of media, such as television, radio, or newspapers A media vehicle is…a particular option for placement within a media class, like saying that the Wall Street Journal is a media vehicle in the newspaper media class. Types of media objectives and strategies include Reach and target audience which refers to… Reach refers to reaching the target audience by selecting the proper media vehicle. This is where a lot of problems occur in the process, because the target audience is not clearly defined.
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services that offer information not just on demographics but also on brands, purchase size, frequency, prices paid, and media exposure. Geographic targeting which is…the placement of ads in geographic regions where higher purchase tendencies for a brand are evident. Message weight referring to…the total mass of advertising delivered, also known as the gross number of advertising messages or exposure opportunities delivered b y the vehicles in a schedule. Unduplicated audience measurement refers to…Reach Reach and Frequency referring to…reach refers to the number of people or households in a garget audience that will be exposed to a media vehicle or schedule at least one time during a given period of time. Frequency refers to the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time. A GRP is…the product of reach times
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This note was uploaded on 04/16/2008 for the course MK 312 taught by Professor Watson during the Summer '07 term at Quinnipiac.

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Matt Alongi - Module 6 workbook - Module 6 Your Name: Matt...

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