ADV 305 Lecture Notes - Lecture 20: A.D. Vision, Flight Plan, Video Game Journalism
Document Summary
Media planning: beings with an analysis of target market, focuses on consumer behavior. Must study the daily media choices of the target market i. e. listening, viewing, usage habits: effective media planning results in a clearly articulated media plan. 4 components of an advertising campaign media plan: 1. Lists media to be used and creative executional considerations. Creative executional considerations examples: hiring actors, auditioning actors, etc, 3. Outlines when ads will appear in individual media vehicles: 4. The research and information that supports the selected media and schedule. Media planners: researches and determines the appropriate media in which to place ads i. e. if selling female products- pads, don"t put the ad in a male read magazine. Media buyers: purchases the actual ad space and negotiate the rates, times, and schedules. Continuity: the exposure pattern or schedule used in the ad campaign.
