LECTURE 14 - LECTURE 14 on Wednesday, November 16, 11...

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Directories Strengths and Weaknesses Strengths o Directories are shopping medium o Inexpensive Weaknesses Media Planning Where Which When How often Integration The Challenge Increasing options Increasing fragmentation Increasing Cost Increasing complexity in media buying Increasing Competition Media Planning Reach the right people, at the right place, and at the right time. Place ad messages before a target audience using some type of media Step 1 Marketing Objectives and strategy Advertising objectives and strategy Media Plan o Review mtkg and advg objectives o Set objectives o Determine strategy o Set tactical details Step 2 Specify how the advertising objectives can be accomplished using media o To whom should you advertise? o When should you advertise? o Where should you advertise? o How many consumers and what time do you want to reach them? Audience Objectives
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LECTURE 14 - LECTURE 14 on Wednesday, November 16, 11...

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