MCS 3620 Lecture Notes - Lecture 7: Maximum Exposure, Product Placement, Podcast

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: robmclean

Document Summary

Advertising media: an advertising medium is the vehicle used to carry the advertising message from the sender to the intended receiver. Media strategy: a plan for achieving media objectives to reach the target audience as effectively as possible, limited financial resources and demands for accountability. Should address: how often to advertise, how long to advertise, where to advertise, what media to use, rationalize why only certain media are recommended. The media plan: a document that outlines the relevant details about how client"s budgets will be spent. The media brief: market profile, competitor media strategy, target market profile, media objectives, media budge. Frequency: refers to the number of times the receiver is exposed to the media vehicle. Media execution: translating media strategies into specific media action plans, look at cost efficiencies, develop a schedule, allocate budget. Media selection: general type of media, select class of media within the type, select the particular medium, cost per thousand (cpm) is a determining factor.