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MKT 280 - Ch 18 - Fall 2007

MKT 280 - Ch 18 - Fall 2007 - Advertising Part6Chapter18...

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Advertising  Part 6 – Chapter 18
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Basic Media Planning Concepts In addition to experience, media planners rely on  five basic concepts: Media audiences Reach Frequency Media environment Media costs The major problem to media planning is: There is no way to know exactly how much media and  exposure will impact attitudes and behavior.
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#1 – Media Audiences The media planner’s job is to select  communication vehicles whose audience  profiles most closely match those of the  target audiences. Typically, guesswork is not involved. 
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#2 – Reach Reach  The percentage of a specified audience  exposed one or more times to a particular  communication vehicle within a specified  period.
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Targeted Reach Most marketers are not interested in reaching  everyone.
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