Wells08_Basic - Print and Out-of-Home Media Part 3:...

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Print and Out-of-Home Media Part 3: Effective Advertising Media Chapter 8
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8 - 2 Chapter Outline I. Chapter Key Points II. The Media Industry III. Basic Media Concepts IV. Print Media V. Newspapers VI. Magazines VII. Packaging VIII. Out-of-Home Advertising IX. Directory Advertising X. Using Print Advertising
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8 - 3 Key Points Explain the key concepts of media planning and buying Identify the strengths and weaknesses of newspapers Describe the key factors that advertisers should know to make effective decisions about advertising in magazines Analyze why packaging is such an important advertising opportunity Discuss factors that advertisers should consider in making out- of-home media decisions Outline the factors that advertisers use to make decisions about using directory advertising
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8 - 4 The Media Industry Media-delivered news, information, and advertising make the news and information possible Advertising media is a huge industry with almost $195 billion in spending
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8 - 5 Basic Media Concepts Media mix The way various types of media are strategically combined in an advertising plan Media vehicle A specific TV program, newspaper, magazine, or radio station or program
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8 - 6 Basic Media Concepts Planning and Buying Reach and Frequency Impressions Media Key Players Media planning The way advertisers identify and select media options Media buying Identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and payment
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8 - 7 Basic Media Concepts Planning and Buying Reach and Frequency Impressions Media Key Players Reach The percentage of the media audience exposed to the advertiser’s message during a specific time frame Frequency The number of times a person is exposed to the advertisement
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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Wells08_Basic - Print and Out-of-Home Media Part 3:...

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