Chapter 10 - Chapter 10 An Overview of Media Planning SOME...

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Chapter 10 An Overview of Media Planning SOME BASIC TERMS AND CONCEPTS -Media Planning- the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand -Media Objectives and Specific Media Strategies (plan of action) – Designed to attain these objectives. Once the decisions have been made and the objectives and strategies formulated, this information is organized into the media plan. -Medium- general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct marketing, outdoor advertising, and other support media -Media Vehicle -specific carrier within a medium category. For example, Time & Newsweek (print vehicles) -Reach- measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. -Coverage -the potential audience that might receive the message through a vehicle. -Frequency- refers to the number of times the receiver is exposed to the media vehicle in a specified period THE MEDIA PLAN PROBLEMS IN MEDIA PLANNING
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Chapter 10 - Chapter 10 An Overview of Media Planning SOME...

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