Chapter_14_Media_Strategy

Chapter_14_Media_Strategy - Chapter 14 Media Strategy and...

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1 Chapter 14 Media Strategy and Planning for Advertising and IBP
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2 The Transition to Part 4: Placing the Message in Conventional and “New” Media Starting to study the “placement” phase of advertising and IBP Focus is on using media and IBP tools that “reach” the target audience. Even a great message will be ineffective if it does not reach the proper audience
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3 Introduction: The Wide World of Promotional Brand Media Vehicles The 2008 SuperBowl attracted 2.5X as many viewers as the 1967 SuperBowl but cost 10X as much. Advertisers are looking to more and different media to effectively reach target audiences. While “new’ media get a lot of attention, “old” media still attract a lot dollars. New media are merging with old.
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4 Very Important Changes in Media [1] 1. Agency Compensation 15 percent commission is gone Most clients now pay on a fee-for-service basis Ad creation and placement not at same agency 1. More Media Traditional media lines are blurred Firms push “news” stories into media Movies can be promotional vehicles 1. Going Public Agencies are “leaner” now that they are public firms Agencies are looking for ways to turn short term
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Very Important Changes in Media [2] 4. Greater Accountability: ROI Trust use to be basis for relationship—now ROI. Other forms of media produce more measurable results than mass media so more IBP tools are being demanded. 5. Globalization Today media exist in a transnational space—CNN Search engines to not recognize national boundaries. Lack of standardized measurement makes
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This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

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Chapter_14_Media_Strategy - Chapter 14 Media Strategy and...

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