Chapter%2010%20-%20pt1

Chapter%2010%20-%20pt1 - Media Planning and Strategy...

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Media Planning and Strategy Chapter 10
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Plan for today Media Strategy Media Math Strategy Media Plan
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Satellite radio  stations 2 Satellite radio  stations 2 The Traditional Media Landscape Broadcast  networks (TV  and cable) 100 Broadcast  networks (TV  and cable) 100 TV stations 3,510 TV stations 3,510 Consumer  magazines 5,340 Newspapers  (daily and  weekly) 8,100 Radio stations 13,898
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Media Math and Definitions
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Media Objectives Reach: The total # of people or households (HH) exposed to an as schedule during a given time period (usually 4 weeks); expressed as a % of the total potentially exposed. Ex. A radio station has 60,000 potential listeners and 20,000 hear a commercial 20,000 / 60,000 = 33%
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Evaluate performance Implement media strategy Develop media strategy Establish media objectives Analyze the market Develop media strategy Analyze the market Developing the Media Plan
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Averages Mean - the sum of a group of quantities divided by the number of quantities in the group. Advantage: consistent with the total set of numbers Disadvantage: if extreme outliers exist, the mean may not represent trends accurately. Median
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Chapter%2010%20-%20pt1 - Media Planning and Strategy...

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