Wells11_Basic - Media Planning and Buying Part 3: Effective...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Media Planning and Buying Part 3: Effective Advertising Media Chapter 11
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 2 Chapter Outline I. Chapter Key Points II. Media Planning and Buying III. The Media Plan IV. Media Objectives V. Media Strategies VI. A Sample Media Plan for Pizza Hut VII. Media Buying VIII. Media Planning Changes and Challenges
Background image of page 2
11 - 3 Key Points Outline the basic media concepts used by planners and buyers Describe the types of information compiled by media researchers Analyze how media planners set media objectives List the key media strategy decisions Identify the responsibility of media buyers
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 4 Media Planning and Buying Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative The Aperture Concept The goal of the media planner is to expose the target audience to the message at the critical point when the consumer is receptive to the brand message
Background image of page 4
11 - 5 The Media Plan A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 6 Media Research Information Sources Client information Market research Competitive advertising Media information Consumer information Client information Targeted markets Previous promotions and their performance Product sales and distribution patterns Brand plans The budget
Background image of page 6
11 - 7 Media Research Market Research Independently gathered information about markets and product categories Competitive Advertising Media planners make decisions based on the amount of competitive traffic Share of voice Measures the percentage of total advertising spending by one brand relative to the competition
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
11 - 8 Media Research
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

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.

Page1 / 25

Wells11_Basic - Media Planning and Buying Part 3: Effective...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online