Chapter_15Media_Planning

Chapter_15Media_Planning - Chapter 15 Media Planning...

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1 Chapter 15 Media Planning: Newspapers, Magazines, Television, and Radio
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2 A Whole New Traditional Media World Advertisers believe that digital media offer more cost effective way to reach target audiences. Internet media now about $20 billion, but that is only 6% of total worldwide media spending. Traditional mass media are losing placement to digital media—particularly newspapers. Television has been hit by the shift to digital, but is responding with partnerships with digital organizations.
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3 Which Media: Strategic Planning Considerations 1. Advertisers need media to reach target audiences. 2. Advertisers’ media choices direct billions of dollars to media companies. 3. Newspapers and magazines have inherent advantages and disadvantages. 4. Broadcast media, TV and radio, also have inherent advantages and disadvantages.
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4 Newspaper Advantages Reach over 50% of households—150 million adults Geographic selectivity Timeliness Creative opportunities Credibility Audience interest Cost
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5 Newspaper Disadvantages Limited segmentation Creative constraints Poor reproduction Cluttered environment Short life
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6 Categories of Newspapers Target Audience General Population Business Ethnic Geographic coverage Metropolitan area State National Frequency of Publication Daily Weekly
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7 Categories of Newspaper Advertising Display Advertising Display advertising Co-op advertising Inserts Preprinted insert Free-standing insert Classified Advertising
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Costs and Buying Procedures for Newspaper Ads Rate Cards Costs determined by: Size of ad Use of color Size of audience Extent of coverage Space is sold in column inches or SAU sizes. Rates lower for ROP
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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_15Media_Planning - Chapter 15 Media Planning...

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