ADM 3326 Chapter Notes - Chapter 10: Media Planning, Direct Marketing, Diminishing Returns
Document Summary
Select media to sufficiently demonstrate how the target audience required the product category. Provide sufficient number of exposures to ensure 80% of target audience understands the need for the product category: brand awareness: Select media to provide coverage of 80% of the target audience over a six-month period. Provide sufficient number of exposures to ensure 60% target audience brand recognition. Concrete advertising during target audience"s peak purchasing time: brand attitude: Select media to ensure that 40% of the target audiences have favorable beliefs regarding the brand"s benefits and have positive emotions associated with the brand: brand trial. Select media to allow immediate purchase of brand: brand repeat purchase. Select media to remind target audience of brand purchase. Provide sufficient advertising throughout the year to minimize target audience switching: the content and exact number of media objectives is at the promo planner"s discretion, the media objectives give direction for the media strategy and tactics decisions.
