MK357 Study Guide - Midterm Guide: Night Game, Media Planning, Sales Promotion

• School: Emerson College
• Department: Marketing Communication (MK)
• Course: MK357
• Professor: Walter Mills

Document Summary

3 media types: paid: tv newspaper magazine , display, paid search, online video, outdoor owned brand website, sponsorship, brand integration, Earned facebok likes, twitter mentions, brand conversations, organic search , public relations. Class of carriers (tv, radio, social media etc) An individual carrier within the medium (monday night football, people magazine etc) Audience: number or % exposed to a vehicle. Audience coverage: number or % reached by a single insertion or exposure in a specified area. Audience composition: statistical breakdown of a media vehicle"s total audience. % of target audience reached by a media vehicle. Non-traditional: unique media opportunities and new media forms. Every possible point of contact between a brand and its consumers. The planner"s challenge is to develop a balanced plan that includes some of the vehicles that offer high coverage and others with high composition that will minimise waste. When developing a plan start with your best vehicle first and build out from there.