ppt_08 - 8 Advertising Media Selection Chapter Overview...

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RETL369 8-1 Chapter Overview Nature of media strategy Media planning Media buying Media choices International media selection Advertising Media Selection 8
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RETL369 8-2 Media? On the average, how much time per week do you spend with the following media? Television, radio, magazines, newspapers, Internet, outdoor (billboards, bus signs, etc.) In which media do you pay the most attention to advertisements? What differences do you see between your media habits and those of your parents? Advertising media selection is an important element in the success of any advertising program.
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RETL369 8-3 Media Strategy A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign. Objectives of the campaign Target audience Message theme Constraints Finding the right places to speak to target customers
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RETL369 8-4 Media Planning Media planning begins with a careful analysis of the target market. Focus on consumer behavior Create plans that reflect purchase process Influence consumer in the marketplace It is important to understand the target audience (geo-demographics, psychographics, viewing patterns), and make the ad available at the best times and the best places.
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RETL369 8-5 A favorite wake-up radio station or one that is listened to during the commute to work. A favorite morning news show or newspaper. Trade or business journals that are examined while at work. A radio station that is played during office hours at work. Favorite computer sites that are accessed during work. Favorite magazines that are read during the evening hours. Favorite television shows that are watched during the evening hours. Internet sites that are accessed during leisurely hours. Shopping, dining, and entertainment venues that are frequented. F I G U R E 8 . 2 Examples of Times Workers Are Exposed to Advertisements
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RETL369 8-6 People Involved in Media Selection Media Planner formulate a program stating where and when to place advertisements. conduct research to match the product with the market and media - circulation rates and media reach. Media Buyer purchases the space , while negotiating rates , times , and schedules for ads. Bud Clydesdale Audi
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RETL369 8-7 People Involved in Media Selection Media Planner Account Executive Client Media Buyer Creative Media selection have a major impact on how ads are designed. Media panning should be designed to find the best ways to reach target audience.
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RETL369 8-8 Components of a Media Plan Marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan(sales, market share, target market, products, competitors).
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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ppt_08 - 8 Advertising Media Selection Chapter Overview...

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