Media Schedule and Budget Allocations Media calendar blocking chart a document

Media schedule and budget allocations media calendar

  • University of Guelph
  • MCS 3620
  • Notes
  • bresilverstein
  • 27
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Media Schedule and Budget Allocations Media calendar (blocking chart): a document that shows allocation of a brand’s media budget according to time of year and type of medium; shows coordination of various media recommendations o All the details of the media execution Media Buying: once the client approves the media plan, media buyers execute the plan Assessing Media Alternatives Finding the right combination Primary medium: receives largest allocation of an advertiser’s budget; the dominant medium in a media plan Secondary medium: media alternatives used to complement the primary medium in an advertising campaign; typically, less money is allocated to those Television: preferred medium for advertisers o Moving more towards laptops and mobile devices o PVRs threatens the economics of the television industry o Advancing technology will have a negative impact on this medium’s effectiveness in the future o The # of hours a person spends watching TV is drifting downward Increase of other devices, increase of multitasking o Men 18+: 20 hrs a week, women 18+:24 hrs a week (shows TV is not dead but in transition) o Biggest threat to TV is the 300-channel universe that exists today o Ideal for product demonstrations and appeal to consumers on an emotional level o Most influential form of advertising o 4 options: Network advertising: one central source broadcast across an entire network of stations
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