Lecture 12 - 10 - MEDIA PLANNING Session 12 Class Activity:...

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MEDIA PLANNING Session 12
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Class Activity: Seth Godin Write your name List 3 big take-aways from his talk On standing out
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Media Planning A series of decisions involving the delivery of messages to audiences Need to determine the best way to get advertiser’s message to the market
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Media Terminology Goals to be attained by the media strategy and program Media Objectives Decisions on how the media objectives can be attained Media Strategy Various categories of delivery systems , including broadcast and print media Media Either radio or television network or local station broadcasts Broadcast Media Publications, such as newspapers, magazines, direct mail, outdoor, etc. Print Media
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Media Terminology The specific carrier within a medium category Media Vehicle Number of different audience members exposed at least once in a time period Reach The potential of audience that might receive the message through the vehicle Coverage Number of times the receiver is exposed to the media vehicle in a time period Frequency
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Developing the Media Plan Selecting media within class Selecting broad media classes Determining media strategy Media use decision — print Media use decision — broadcast Media use decision — other media Setting media objectives Marketing strategy plan Situation analysis Creative strategy plan
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Media Planning Difficulties Measurement Problems Lack of Information Inconsistent Terms Time Pressure Problems in Media Planning
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Media Expenditures to Reach $1 Trillion
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Percentage of users in a demographic segment Percentage of population in the same demographic segment Index = X 100 Index Number What does an index higher vs. lower than 100 mean? use of the product is proportionately greater in that segment
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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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Lecture 12 - 10 - MEDIA PLANNING Session 12 Class Activity:...

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