|
Media Planning
Understanding how advertisers place their ad
messages most effectively, and at a reasonable cost
The Function of Media Planning
The ultimate goal is to ....
- place the advertising message with the _______________________________, to the _______________________________, at the _______________________________.
Objectives of Media Planning
- ____________________ the target audience
- Determine the ____________________ of ad placement
- Identify the ____________________
- Determine the ____________________ of advertising delivered against
a____________________
Finding the right audience
- ____________________ media objective
- Who is the media target?
- Rely on two primary syndicated sources
- ____________________
- ____________________
The Aperture Concept
Aperture is..
- the _______________________________ for exposing consumers to an advertising message.
The ideal moment is ....
- people in "_______________________________"
or
- knowing when the consumer is just seeking more information prior to buying.
Geographic Scope
_________________________ placement of ads in geographic regions where higher purchase tendencies for a brand
BDI/CDI analyses
Selecting Acceptable Media
Content
The media vehicle's mood
Media clutter
Media Evaluation Tools and Concepts
Audience measures
- _______________________________ and _______________________________ measures
- Gross _______________________________ and gross _______________________________ _______________________________
- _______________________________
- _______________________________
- _______________________________ and _______________________________
The Media Plan
- Budget
- Objectives
- Prospect Audience analysis
- demographics and psychographics
- Media Strategies
- seasonality
- scheduling
- competition
- geography
- reach and frequency goals
- Media selection and rationale
- Proposed evaluation of plan
|
