MK 303 Quiz: APR 422 Test 1.doc
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*medium: category of content carriers that have similar characteristics. *advertising media planning: the process of selecting advertising time and space in order to fulfill marketing objectives. *4 steps: (media toes) (1) media tactics (2) media objectives (3) media evaluation (4) media strategy. *media planning is becoming more important in ad agencies. It is ranked as highly as creative and marketing. Because today"s customers want information from traditional and new media, and old media planning consisted of simple, clerical tasks. Common media planning problems: (1) insufficient media data some audiences can"t be measured. *tv ad spending is based on data from past performance of program (2) time pressures. *competitive media analysis (3) pressure to produce creative media plans. *remedy: start with a set of quantitative data, then proceed to more intuitive connections. *the media number is not precise b/c audience measure is based on sample, not census (4) institutional influences:
