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Unformatted text preview: o determining campaign objectives and the tasks needed to obtain objectives • Percent of Sales o Multiplying the firm’s past and expected sales by a standard percentage • Competition matching o Matching competitors advertising outlays • Arbitrary o Budget specified by high-level executive in the firm • Media Plan o Specifies the media vehicles to be used and the schedule for running advertisements (types of media) Reach and frequency • Cost Comparison indicator o Compares the costs of ad vehicles in a specific medium in relation to the number of people reached Cost of Ad X 1000 / Circulation o Be able to explain why advertising is cost effective • Media schedules o Continuous, flighting, and pulsing Strategy in terms of duration and the consumer will perceive it •...
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This document was uploaded on 08/27/2011.
- Fall '08