ADV 310 Study Guide - Spring 2019, Comprehensive Final Exam Notes - Public Relations, Media Planning, Return On Investment
Document Summary
The changing role of media planning in brand support: media planning & imc. Integrated marketing communications or imc is a through the line or ttl activity. Increased control of message delivery: 1 o 1 communication with brands, move beyond just reaching consumers with a message, advertisers must now foster influence and consumer engagement, measuring media effectiveness, traditional measures, reach, frequency, efficiency, new measurement. This framework comes at it from a brand and imc perspective. It is used to help media planners establish how the consumer comes in contact with the brand. Each media type has its role in the communication plan. It is the job of the media planner to weigh each broad type to meet the brand"s objectives: hopefully, the media planning team will work to leverage its media selection to extend the brand"s consumer connection. In a comm plan, advertising can be one solution.
