Management and Organizational Studies 3322F/G Chapter 5: CHAPTER RECAP

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

Document Summary

Advertising planning: broadcast, print and out of home media. The creative plan and media plan are created at the same time. The primary goal of agency media planners is to reach a target market efficiently. In doing so, they consider all kinds of strategic issues, along with conditions in the marketplace and what competitors are doing. The direction a media plan takes must be in line with various marketing communications areas. Media planning: developing a plan of action for communicating messages to the right people (target market) at the right time, and with the right frequency. Client provides necessary background information and evaluating recommendations the agency makes. Agency takes info and creates a strategic plan that will meet the client"s objectives. : a statement that outlines what a media plan is to accomplish. Who, what, where, when, how: media strategy. : a plan of achieving the media objectives stated in the media plan; typically justifies the use of certain media.