Adman lecture 10

Advertising Management Lecture 10: Media Planning Strategy

Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]

Some Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object]

Some Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Problems in Media Planning ,[object Object],[object Object],[object Object],[object Object]

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]

Organizing the media buying department

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Using CDI and BDI to determine market potential

Figure 13-8: An Example of a Media Schedule

Developing the Media Plan ,[object Object],[object Object],[object Object]

Factors important in determining frequency levels

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sample Computation (Daily Inch Rate)

Developing the Media Plan ,[object Object]

Print Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Print Media… Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]

Print Media… Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Print Media… Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Print Media… Cont’d ,[object Object],[object Object],[object Object]

Broadcast Media… Cont’d ,[object Object],[object Object],[object Object]

TV Network and Syndication Distribution Advertiser a. Network Commercials Network Producer Local station Advertiser b. Syndication Commercials Producer Local station Programming Programming Programming

Out-of-Home Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Out-of-Home Media… Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]

Out-of-Home Media… Cont’d ,[object Object],[object Object],[object Object],[object Object]

Out-of-Home Media… Cont’d ,[object Object],[object Object]

Transit Advertising ,[object Object],[object Object]

Internet Advertising ,[object Object],[object Object],[object Object],[object Object]

Adman lecture 10

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Adman lecture 10