COMM 2331 Study Guide - Midterm Guide: Cost Per Mille, Geotargeting, Media Mix

• School: Ohio State University
• Department: Communication
• Course: COMM 2331
• Professor: All

Document Summary

Concepts & terms: message strategy objectives & methods, know specific methods for each. Press conferences: publicity, advocacy advertising, cause related advertising, media selection (under what conditions do you select each medium, media planning, radio advantages & disadvantages, newspapers advantages & Disadvantages: tv advantages & disadvantages, magazines advantages & Disadvantages: outdoor advertising, transit, narrowcasting, direct response advertising, direct marketing, advantages & disadvantages, factors that have led to growth, database, mailing list. Infomercials: telemarketing, direct mail, demographic data, psychographic data, behavioral data, message discrepancy, advertising plan, advertising closing dates, video swoosh!