MCS 3620 Chapter Notes -List Of Space Ghost Coast To Coast Characters, Podcast, Out-Of-Home Advertising

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Bharat Sud

Document Summary

Media planning: developing a plan of action for communicating messages to the right people, at the irght time and with the right frequency. Media brief: a document that contains essential information for developing a media plan; used to stimulate discussion between a client and agency. Post-buy analysis: an evalution of actual audience deliveries calculated after a specific spot or schedule of advertising has run. Media objectives: a statement that outlines what a media plan is to accomplish (who, what, when, where or how) Target market profile is defined in terms of demographic, psychographic, and geographic characteristics. Media planners must be informed about the message strategy. The budget plays a key role in this decision. Media strategy: a plan for achieving the media objectives stated in the media plan; typically justifies the use of certain media. Given the scarcity of clients financial resources and their demands for accountability, having the right media strategy is crucial.