ADV 305 Lecture 9: Chapter 9 Notes
Document Summary
Planning media strategy: finding links to the market. Media planning: integrating science with creativity in advertising. The purpose of media planning is to conceive, analyze, and select channels of communication that will direct advertising messages to the right people in the right place at the right time. As the complexity of the field increases, media decisions become more critical and clients more demanding. Much media buying has been unbundled from other agency services. Advertisers want agencies to be more than efficient. They want accountability, as well as creative and well-negotiated buys. Increasing media options: today, there are more media to choose from, and each offers more choices. Interpublic: the media menu needs to include everything that carries a message to and/or from customers and other stakeholders. The panoply of toll-free phone numbers, faxes, the. Internet, and company websites make customer"s feedback easier and more immediate. Consumers are selective in choosing what particular articles to read, which cable or network.
