ADV 318J Lecture Notes - Lecture 12: Geotargeting, A.D. Vision, Century Media Records
Document Summary
Adv 318j media planning essentials: sir ken robinson: ted talk, chapter. Placing the message: we now transition into the next large area of ibp: starting to study the placement phase of adv/ibp, our focus is on using media and ibp tools that reach the target audience. Never forget: even a great message will be ineffective if it doesn"t reach the proper audience. The big pie: broad/macro level understanding of what the media spending budget looks like. Above-the-line promotion: traditional measured media: tv, radio, magazines, newspaper, outdoor, etc. Below-the-line promotion: everything else, unmeasured ibp tools, more efficient: internet search, shelf placement, coupons, events, in-store promotions, etc. The overall media plan: media objectives drive the media selection: media objectives : Size & length: lead to media selection: The challenge: find similarities between the tgt mkt and media audience. Use data: media research organizations (mri, simmons),
