Magazines can be published
Weekly - Time, People
Monthly - Cosmopolitan, Southern
Growth in the specialty and niche
e-zines, internet publication and
Introduction to Media Planning
Creatives vs. Media Types
Creatives are those who CREATE the ads.
artists, copywriters and producers.
Media types are those who control HOW,
WHERE, WHEN and HOW OFTEN the ad is used.
Sources of Media
Four Categories of Research
Consumer (How the consumer buys
products? When do people buy?
How much do they buy?)
Product (brand history, positioning in
the past, what do you know about
the company that makes this brand)
Media Math Formula Summary
Gross Rating Points (GRPs)
one rating poi nt
one percent of the universe
x universe impressions
x 100 GRPs
Reach x Average
Media Terms & Measurements
Media & Vehicle
Medium: a class of carriers such as
television, newspapers or magazines; a
group of carriers with similar characteristics
The plural of medium is MEDIA.
Vehicle: individual carrier within a medium