Management and Organizational Studies 3322F/G Chapter Notes - Chapter 5: Canadian Living, Maximum Exposure, Image Editing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: John White

Document Summary

Chapter 5 advertising planning: broadcast, print, and out-of-home media. The primary goal of the agency media planners is to reach a target market efficiently. Efficiency in media planning can be loosely defined as gaining maximum exposure at minimum cost. Developing a plan of action for communicating messages to the right people at the right time and with the right frequency. Both the client and the agency play a role in media planning. Clie(cid:374)t"s (cid:396)ole fo(cid:272)uses o(cid:374) p(cid:396)o(cid:448)idi(cid:374)g (cid:374)e(cid:272)essa(cid:396)y (cid:271)a(cid:272)kg(cid:396)ou(cid:374)d i(cid:374)fo(cid:396)(cid:373)atio(cid:374) a(cid:374)d the(cid:374) e(cid:448)aluati(cid:374)g the (cid:396)e(cid:272)o(cid:373)(cid:373)e(cid:374)datio(cid:374)s that the agency makes. The agency assesses the information provided by the client and then prepares a strategic plan that will meet the (cid:272)lie(cid:374)t"s o(cid:271)je(cid:272)ti(cid:448)es. Media brief a document that contains essential information for developing a media plan; used to stimulate discussion between a client and agency. Any relevant information about the current state of affairs in the market is useful to media planners.