COMMERCE 3MC3 Lecture Notes - Lecture 14: Media Planning, Mass Media, Media Mix
3 Nov 2017
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Receiver: target audience of the message (target market is usually the same as target market (ex. Kid toys): decodes the message in his own interpretation (the meaning between the encoding and decoding should be the same) What media do they use: mcdonalds campaign (emotional), best methods is a video based commercial. First reaction for advertising: recognition, filter allows us to recognize weather its advertising or not. 1. target audience: marketing research done in this process: sets the tone, objectives: factors by 4 factors, 1. push/pull strategy? (provide incentives to employees, 2. Stage in the product life cycle: benefits easy to achieve= greater marketing objective, determine budget. More competitive=more expensive to get the same objectives. Percentage of sales: compare slat years sales, looks at competitors, any new products introduced with this method: limited budget. Drawbacks of budgeting methods: assumes what the competitor is doing, assumes the landscape, no relationship with the objectives you want to achieve: convey message.
