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18 Cards in this Set
- Front
- Back
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Developing a media plan
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analyze the market
establish media objectives develop media strategy implement media strategy evaluate media performance |
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Three methods of media scheduling
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Continuity
Flighting Pulsing |
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Marketing factors
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Brand loyalty
Brand share Usage cycle brand history share of voice purchase cycle Target group |
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Message or creative factors
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message complexity
message uniqueness news vs. continuing campaigns image vs. product sell message variation wearout advertising units |
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TV Advantages
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mas coverage
high reach sight,sound,motion high prestige low cost per exposure attention getting favorable image |
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TV Disadvantages
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low selectivity
short message life high absolute cost high production cost clutter |
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Radio advantages
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low coverage
low cost high frequency flexible low production cost well segmented audience |
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Radio disadvantages
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audio only
clutter low attention getting fleeting message |
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Magazine advantages
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segmentation potential
quality reproduction high information content longevity multiple readers |
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Magazine disadvantages
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long lead time for placement
visual only lack of flexibility |
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Newspaper advantages
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high coverage
low cost short lead time for placing ads ads can be placed in interest sections timely (current ads) reader controls exposure can be used for coupons |
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Newspaper disadvantages
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short life
low attention getting poor reproduction quality selective reader exposure |
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Outdoor advantages
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location specific
high repetition easily noticed |
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Outdoor disadvantages
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short exposure time
short ads poor image local restrictions |
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Direct mail advantages
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high selectivity
reader controls exposure high information content repeat exposure opportunities |
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Direct mail disadvantages
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high cost per contact
poor image (junk mail) clutter |
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Internet advantages
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user selects product information
user attention and involvement interactive relationship direct selling potential flexible message platform |
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Internet disadvantages
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limited creative capabilities
websnarl technology limitations few measurements techniques limited reach |
