Ad class 3 - I Planning II Preparation III Placement Media Strategy Media strategy-last practical part of the ad plan Advertising is a paid mass

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I. Planning → II. Preparation → III. Placement: Media Strategy Media strategy-last practical part of the ad plan
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Advertising is a paid, mass mediated, persuasion attempt For any piece of advertising to work, it first must be seen , and to be seen, it must be different Media choices integral to advertising success General objective is “to be seen” objectives drive strategy ~ maximize exposure potential ~ no effect if you don’t reach your audience very dependent on data
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The Fundamentals of Media Planning Media Plan Specifies media objectives: schedule & media in which an advertising message will be placed to reach a desired audience Media Class Broad category of media—TV, radio, newspapers Media Vehicle Specific option within a class (e.g., “News Sentinel”, “102.1 fm”, “Desperate Housewives”) Media Mix Blend of different media to reach target audience
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Fundamentals Cont. Fundamentals Cont. Media plan-You spell out where you will place your ad -distribute through several media classes,channels Media class- broad Vehicle- very specific to choose for ad Media mix- distributing through several different classes such as tv and radio 14–4 Copyright © 2006 Thomson Business and Economics. All rights reserved.
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Need to determine how much advertising is needed to reach your goals. Media Plan: Which media? [Why?] When? How often? It’s all about reaching your audience (in a budget-friendly way). Media strategy is part of the puzzle ~ needs to fit in with overall ad strategy , just like all other elements.
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Media plan Media plan Objectives PRIMARY- drives everything -narrow down and decide where to put message -media strategy is should feed in to the main objectives -when developing there are several considerations -target audience -demographic lifestyle,etc- best place to place message 14–6 Copyright © 2006 Thomson Business and Economics. All rights reserved.
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1. Target audience – which media? Demographic, lifestyle etc. define choices of media classes and vehicles (i.e., determine Media Mix) Mediamark Research (MRI) Simmons Market Research Bureau 2. Geographic scope of media placement – where? Go where your [potential] consumers are
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This note was uploaded on 09/28/2011 for the course ADV 250 taught by Professor Danhaygood during the Spring '09 term at University of Tennessee.

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Ad class 3 - I Planning II Preparation III Placement Media Strategy Media strategy-last practical part of the ad plan Advertising is a paid mass

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