Advertising Exam ch 10

Advertising Exam ch 10 - Chapter 10 Media planning o It is...

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Chapter 10 Media planning o It is the series of decisions involved in delivering the promotional message to the prospective purchases and/or users of the product or brand. o Is the guide for media selection o Media planning requires the development of: Media objectives Media strategies: plans of action designated to obtain the objectives Medium o It is the general category of available delivery systems, which includes broadcast media (TV and radio), print media (newspapers and magazines), direct marketing, outdoor advertising, and other media support. Media vehicle o It is the specific carrier within a medium category. o Examples : Time and Newsweek are print vehicles; CSI and 60 Minutes are broadcast vehicles. Reach o It is a measure of the number of different audience members exposed at least once to the media vehicle in a given period of time. o Refers to the actual audience delivered Coverage o Refers to the potential audience that might receive the message through a vehicle. o
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Advertising Exam ch 10 - Chapter 10 Media planning o It is...

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