Jour368PPTChpt14.pptx (1)

Jour368PPTChpt14.pptx (1) - Chapter 14 Media Strategy and...

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11/6/09 1 Principles of Advertising Jour 368 © 2009 Carmen Maye Chapter 14 Media Strategy and Planning for Advertising and Integrated Brand Promotion Media Strategy and Planning Changing media landscape Fundamentals of media planning The value of traditional advertising Super Bowl I 1967, on CBS and NBC Reached about 41 percent of U.S. households About 43 million people 30-second ad cost $42,000 ($208,000 in 2003)
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11/6/09 2 Super Bowl XXXVII 2003 Reached about 41 percent of U.S. households About 88 million people 30-second ad cost $2.1 million Changes in the Media Landscape Agency Compensation Old days: 80 percent of all promotions dollars went to traditional media (TV, radio, newspapers, magazines and outdoor) Ads created, produced, placed by full-service agencies Agencies compensated with 15 percent commission The more media the client bought, the more money the agency made Changes in the Media Landscape Agency Compensation Today: Commission system rarely used Deals are individually negotiated Ads may be created in one shop, placed by another Changes in the Media Landscape More Media Today: new species of media Internet, product placement, buzz and viral marketing, etc. Traditional lines are blurred
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11/6/09 3 Changes in the Media Landscape Shifting Power Today: Media consolidation Agency consolidation
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This note was uploaded on 06/02/2011 for the course JOUR 368 taught by Professor Konkle during the Spring '10 term at South Carolina.

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Jour368PPTChpt14.pptx (1) - Chapter 14 Media Strategy and...

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