Media Planning Chapter 1 notes:
Medium Can be anything from television, internet, radio, or alternative media such as cinema or
even a urinal.
Media Vehicle - A single part of a medium such as a specific television program, a
magazine, or internet site.
Media Planning chapter 5 notes:
The way broadcast is purchased There is an upfront market with purchases in May for the 4th quarter through the 3rd
quarter of following year. The upfront market was built for the auto industry to introduce
new car models.
Media Planning Chapter 4 notes:
What is the key opportunity with mobile marketing? - To build a database that you can
constantly market to.
What is the mobile marketing dilemma? - It is more difficult to sell ads in this form.
How to calculate a short rat
Media Planning Chapter 2 notes:
Can all media have more than one rating depending on the audience you are measuring?
Yes; the rating for the 6 am news on television or radio is different for 18-34 year olds
compared to 55+.
How much of the target universe
Media Planning Chapter 6 notes:
Local stations - develop their own programming where they control their advertising
Addressable ads by Comcast - They allow the advertiser to send different ads to different
households at the same time.
Media Planning chapter 3 notes:
Index - Average the cost for 3 markets, then divide each market cost by the average and
multiply by 100
Effective Reach - Only column of the frequency distribution (3-10). To calculate add up
every "x" value from 3-10.
Media Planning Chapter 10 notes:
Brand Development Index(BDI) compare sales of a brand with the potential for sales based on the population in each
market, helps identify specific markets that account for heavy usage of brand to place
Media Planning Chapter 9 notes:
Non-traditional media - Anything not traditional, usually internet
Online media internet
Specialized media - media that uses research to place ads, ads in social media or SEO
principles of selecting media vehicles? 1. optim
Media planning chapter 8 notes:
CCO - Chief commercial officer or Chief compliance officer
CMO - Chief Marketing Officer
Elements of a career in media planning 1.Analytics- understanding that data is the new creative in the media business today.
Media Planning Chapter 7 notes:
Media planning - art of matching media to the advertiser's market needs
How has media planning changed? - 1. Moves towards digital advertising in 1995
2. People use less traditional media, and more internet.
How has media p