BUS-3230 Lecture : Advertising-Chapter 7 Notes
14 Mar 2012
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Market profile: reviews the market size and growth trends. Product media profile: what media have been used and how effective have they been, a qualitative and quantitative evaluation of the strengths and weaknesses of past media plans provides input for new plans. Information is particularly important if the client is briefing a new ad agency. Competitors" media usage: summary analysis of competitors" media usage and spending trends influences the strategic media direction chosen for the product. Includes relevant: demographic, psychographic, geographic, knowing the activities and interests of the target market can enable media planners to choose the best times and places in which to advertise. If information about the target"s media consumption is known, it too should be communicated to the agency. Media objectives: provision of a precise description of the target market and basic description of what the media plan will accomplish is the client"s responsibility.
