BUS 448 Chapter Notes -Direct Marketing, Marketing Mix, Thx

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Media planners adapt to a new reality: looking for as many message contact points as possible. ex. Pr, brand partnerships in sponsorship arrangements, in store events, direct marketing: pressure to demonstrate strong return on investment for their budget. Media plan determines the best combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. Includes: media objectives, media strategy, media tactics. Media objectives situational analysis used to design these media objectives that are designed to lead to the attainment of communication and behavioural objectives and contribute to achieving marketing objectives. Goals for the media program and should be limited to those that can be accomplished through media strategies. Category need: select media to demonstrate how target audience requires the product category, provide suf cient number of exposures to ensure 80% of target audience understands the need for the product category.

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