STCM 10300 Lecture Notes - Lecture 12: Umbrella Term, Broadcast Network, Infomercial
11 Dec 2016
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Document Summary
Media planning: reaching the right people, in the right place, at the right time, media planners have 2 main roles. Evaluating media channel effectiveness: goal place messages before a target audience using some type of media. Media is used by all types of stcm messages. What is the media : umbrella term that includes all types of print and electronic communication. Tv, radio, internet, newspapers, magazines, outdoor, mail, etc. Media terms: impressions exposure to a message. On average, it takes 3 exposures to the same message for it to be most effective/persuasive. Media strategy: objectives of campaign, target market/audience, message theme, constraints. Mass vs niche: mass media vehicles reaching the masses , niche media vehicles focusing on a defined group who. Large, diverse audiences share a common characteristic. Ways to advertise: print magazines and newspapers. Classifieds, display ads, inserts, etc: broadcast media. Carry messages to identifiable customers or prospects. Ex: internet, mail, etc: interactive media.
