[integrated media planning课件]03smd2e.pptVIP

Media The Marketing of Messages Media The Marketing of Messages Media Speak Media Building Blocks Strengths Weaknesses Building The Media Plan Media Speak Media/Medium/Vehicle Media = collective noun (pl form) Medium = one type of media Vehicle = single carrier Media Speak Audience/Coverage/Composition Audience number or % exposed to a vehicle Audience Coverage number or % reached by a single insertion or exposure in a specified area Audience Composition statistical breakdown of a media vehicle’s total audience Media Speak Ratings Circulation Broadcast Media use Rating Poi