Developing a Media Plan
Sets forth the exact media vehicles to be used and dates and times of
ads. Effectiveness of plan determines how many people in the
advertiser's target will be exposed to the message. Need to select the
media to be used and dates a
Multiple Marketing Channels
Use several types of channels simultaneously, IE when you have
consumer and business to business markets. Set up 2 or more
Marketing channels to attract the same target market or different
target markets. Us
Vertical Marketing Systems
The traditional view of channels focuses on buyers and sellers in
direct contact. IE don't look beyond the next level. The systems view
focuses on a framework for the whole distribution system.
A Vertical Marketing System (VMS
Sales curve peaks-severe competition, consumers are now experienced
A product may be rejuvenated through a change in the packaging, new
models or aesthetic changes.
Advertising focuses on differentiating a brand, sa
Agents and Brokers
Negotiate purchases, expedite sales but do not take title.
Functional middlemen, that bring buyers and sellers together.
Compensated with commission.
Agents represent buyers and sellers on a permanent basis.
Brokers represent buyers and
Developing an Advertising Campaign
Integrated marketing.incorporate w/ sales promotions, and other
Video.development of an ad within a campaign
Designing a series of advertisements and placing them in various
advertising media to rea
Determine the Advertising Appropriation
Total amount of money that a marketer allocates for advertising in a
i. Objective and Task Approach determine the objectives,
then list the tasks needed to achieve the objectives.
ii. Percent of Sa
Handout.Fresh Alarm is Sent Over Interactive Age
Handout.Advertisers Anticipate Interactive Media.
READ USES AND BENEFITS SECTION FROM
DEMYSTIFYING THE INTERNET
Traditional media communication
Evaluating the effectiveness of the campaign
Measure the achievement of the objectives, assessing the
effectiveness of the copy etc., and the media.
Typical consumer is bombarded with about 300 advertising
messages/day, 109,500 per year. 80% of people ca
Justification for Intermediaries
"we've eliminated the middle man and we're passing on the savings
to you"-a typical broadcast from Supermarket XYZ
Why do we use intermediaries?
May be able to reduce distribution costs, if the