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Lecture Notes and discussion questions for Wed. Oct. 10
I. We will review advantages and disadvantages of media
Television
Radio
Newspapers
Magazines
Outdoor (Billboards)
Direct Mail
Direct Marketing
Sales promotional strategies
II. Concentrated versus Assorted Media Mixes
III. Discussion questions (You should know for the exaM)
- National magazines and network television both provide broad reach. Explain the marketing situations that would require such goals.
- Which media provide high levels of brand visibility over the summer months?
- Which medium is the most selective. Explain when this medium is not as selective as assumed.
- Explain why local radio typically has relatively low reach. How can radio be used to build higher reach.
- Explain the reasons some planners may object comparing a CPM from television with a CPM from magazines.
- How important is editorial quality and content in media planning.
- What are strategic impresssions and how are they used in media planning?
- Wy do some media planners believe that the primary audience is more important than the secondary audience of print vehicles.
- If a vehicel charges more for a special position, is it worth th extra cost? Discuss.
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Supose salespeople for a given media vehicle point out that their vehicle has a better image than competitors. Is this fact alone enough to make a difference in their decision to buy or not buy that vehicle?
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