MD_11F_4040_W6_0929_Media_Planning_and_Strategy

MD_11F_4040_W6_0929_Media_Planning_and_Strategy - + Next...

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+ Next classes – Oct. 4 ~ Oct. 20 October 4 Exam Review / Mini Campaign Workshop October 6 Midterm October 11 Read – Case and additional memo posted on Moodle October 13 Fall Break (no class) October 18 Social responsibility and social marketing Guest lecture October 20 Advertising in Special Condition 2 – Crisis management
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+ MC 4040 ADVERTISING PROBLEMS Media Planning and Strategy 09/29/2011 Copyright © 2011 Yongick Jeong
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+ Today’s Agenda Media Planning Principles Media Types – Paid, earned, and Owned Media Strategic Decisions Reach vs. Frequency Media selection Media Selection: Considerations
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+ Media Planning Principles
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+ Is the process of designing a course of action for __________________________________ _______________________________ How an ad budget will be used to buy media that will reach the maximum number of prospects with the greatest effectiveness at the lowest cost Media Plan
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+ Media Types: Paid Media, Earned Media, & Owned Media
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+ Paid Media Marketing media E.g. Display ads, paid search, sponsorships Advantages Disadvantages Poor credibility
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+ Owned Media Marketing efforts to Owned media is a channel you control Fully-owned media (e.g., website) Partially-owned media (e.g., Facebook or Twitter) Owned media can create Extend brand presence beyond a corporate web site Advantages Disadvantages
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+ Earned Media Marketing media that cost only the time of those who create, propagate, and maintain it Earned media is an old PR term that essentially meant getting your brand into ______________rather than having to pay for it through advertising. Has the merit of ____________________, and it reaches people
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MD_11F_4040_W6_0929_Media_Planning_and_Strategy - + Next...

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