ADV 3008 Lecture Notes - Lecture 12: Cnet, Telmarines, Swot Analysis
21 Mar 2016
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Document Summary
Process that directs ad messages to the right people in the right place at the right o o o o o o o o time. As complexity of the field increases, media decisions become more critical and clients more demanding. Product concept, target audience, ad message, and communications media. Media department: ensure message gets to correct audience. Specific types of people advertiser wants to reach. Message weight: total size of audience for ad/campaign. Express by: gross impressions (potential exposures) and gross rating points. How much to budget and where to allocate it o o. Indicates sales potential of a brand in an area. Content of medium determines type of people in audience. Telmar: 1st company to provide media planning systems on a syndicated basis. The purpose of media planning is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
