Media Planning

Media Planning - Media Planning Monday, February 13, 2012...

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Media Planning Monday, February 13, 2012 10:02 AM What does media planning matter? 30 second ad during Glee ----- $267,141 Ad placement is EXPENSIVE --- must be placed in most effective places $131.1 billion spent on advertising in 2010 - media planners responsible for HUGE budgets For Motorola --- just under $100 million dollar budget for one year Changes in Media Planning Once thought of as boring and not well paid Now, dynamic and growing More strategic/creative than ever o Think outside the box o Two-way communication with consumers o Media-agnostic o IMC o Work closely with creative team o Media Strategists and Connection Planners o EX) Mediavest, MediaComm --- agencies dedicated JUST to media planning THEN: what media do people consume ? NOW: how do people interact with media? Increased spending on two-way, new media vs. one-way traditional media However, traditional media is NOT dead yet Almost every household in US has a TV --- still provides widest reach
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This note was uploaded on 02/27/2012 for the course JOMC 137 taught by Professor Byars during the Spring '11 term at UNC.

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Media Planning - Media Planning Monday, February 13, 2012...

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