CMDA 110 Lecture Notes - Lecture 16: Interpublic Group Of Companies, Omnicom Group, Media Buying

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Definition- message designed to bring favorable attention to a product or service, paid for placement in public venue. Not a mass medium in itself but relies on media to carry its messages. Most media rely on ads or revenue- mutually beneficial relationship. Over time, industry consolidated into 4 large holding companies: wpp, interpublic, publicis, and. Media buying (choosing when and where ads will appear. Media buyers must choose the best venues to reach a target audience out of many options. When buying as space and time, cpm (cost of reaching a thousand audience members) is used to determine cost effectiveness. Type of medium is also an important factor. Tv has a visual spect to it where radion does not. Easier to ignore radio than a visual stimulus. Digital ad spending passed tv ad spending in 2013. Audiences can be micro-targeted, enhancing value of as spending.

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