ADM 3326 Lecture 10: Chapter 10 textbook notes
9 Feb 2017
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Document Summary
Chapter 10 media planning and budgeting for imc. Media planning series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. One primary decision is the type of media selected: mass media, out-of-the-home media, transit advertising, and billboards. Determines the best way to get the advertiser"s message to the market. Media objectives derived from and are designed to lead to the attainment of communication and behavioural objectives, and contribute to achieving marketing objectives: category need. Select media to demonstrate how target audience requires product category. Provide sufficient exposures to reach 80% of audience: brand awareness. Select media to provide coverage of 80% of audience. Concentrate advertising during target audience"s peak purchasing time: brand attitude. Select media to ensure 40% of target audience have favourable beliefs regarding benefits and positive emotions. Creative executions to heighten emotions: brand trial. Select media to allow immediate purchase of brand: brand repeat purchase.
