Flashcards
Media Planning for PR
Cards in this deck (14)
- 14 Classes of mediaTraditional mass media
Non-traditional media
Specialized media
Online media - 2Traditional mediaNewspaper
Radio
Television - 3Non-traditional mediaOne way communication from the source to great number of audience
Eg the combination of magazine + sales promotion(coupon etc) - 4Specialized mediaSpecialized target audience that have special interest especially magazine.
Eg. catalog, direct mail - 5Online mediaAny medium consist of real-time interaction between user and the content producer via internet.
Eg. Facebook, LinkedIn, Google, Bing - 6What marketing questions should be answered before media planning begin?What is the nature of the marketing problem facing by a company? What are the details?
What marketing solution had been proposed? - 75 problems in media planning- Insufficient media data
- Time pressure
- Institutional influences on media decisions
- Lack of objectivity
- Measuring advertising effectiveness - 8What do media planners want to know most about audiences of non-traditional media?- who the audiences are, in term of demographic and lifestyle
- how many they are
- where they live
- their buying behavior - 9Explain media deliveryMedia deliver advertising messages to prospects. The total number of prospects who have been exposed to a vehicle(s) is the media delivery. The targets are said to have been "reached". The total delivery is also the number of exposures to the vehicle experienced by the audience.
- 10Explain why a media plan that reaches a large number of people is not necessarily the best media choice.If the kinds of people who have been reached are neither prospect nor buyers, they represent poor choices of the media selected. Media planning is advised to reach people who are highly likely to buy.
- 11Define prospectPeople who had been exposed to a vehicle
- 12Define vehicleThe media chosen to advertise
- 13What can a advertiser learn from an analysis of competitors' last year spending habits?If the competitor's brand serves the same or similar markets and has a larger share of market, an advertiser may learn ideas that are worth copying to some extend. However copying media plan is often frowned upon, as there should be some unique selling factor for each brand that is special, and perhaps different strategies.
- 14CPM= (Cost per mille)(Cost per one advertisement/readership or circulation) * 1000
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- Flashcards on Media Planning for PR, created by Xuan Tong on 06/01/2015.
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- Xuan Tong
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