chapter 11 ppt - Media Planning & Buying Good...

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Unformatted text preview: Media Planning & Buying Good Media Selection can assist the strategic process The ultimate goal is to reach the right audience with the right message in the best possible time in the most efficient way possible Media Planning & Buying What is it? Media is fragmenting and changing Media spending is shifting. This doesnt just affect Advertising, but all areas of IMC Media Planning & Buying What is it? Ad Agency Media Buyers In-House Media Planning & Buying Key Players Where to get the info to help in decision making Client Information Sales Geography affects regional spending Market Research The MRI Crosstab Competitive Advertising Share of Voice Media Use Profiles Media Kits, Neilson & Arbitron Ratings Media Coverage & DMA Consumer Information Media Planning & Buying Research The document that summarized the media buying decisions Measured Media Think Traditional . With traditional measurements....
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chapter 11 ppt - Media Planning & Buying Good...

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