Advertising-Chapter 7 Notes

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Business And Administration
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Chapter 7Media Planning ProcessMedia Planninginvolves developing a plan of action for communicating messages to the right people at the right time and with the right frequencyEngagementrefers to how involved an individual is with the media when the advertising message is deliveredoThe higher the degree of involvement the greater the likelihood of the message being noticedMedia Briefinformation provided to the agencyoUsually includesMarket profileProduct media profileCompetitor media profileTargetmarket profileMedia objectivesMedia budgetMarket ProfileReviews the market size and growth trendsIncludes current and historical marketshare trendsProduct Media ProfileWhat media have been used and how effective have they beenA qualitative and quantitative evaluation of the strengths and weaknesses of past media plans provides input for new plansInformation is particularly important if the client is briefing a new ad agencyCompetitors Media UsageSummary analysis of competitors media usage and spending trends influences the strategic media direction chosen for the productTargetMarket ProfileIncludes relevantoDemographicoPsychographicoGeographicKnowing the activities and interests of the target market can enable media planners to choose the best times and places in which to advertiseIf information about the targets media consumption is known it too should be communicated to the agency
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