[integrated media planning课件]05smd2e.pptVIP

Modern Media Planning Modern Media Planning Setting Media Objectives Deciding Media Strategies Choosing the Media Mix Charting the Tactical Plan Setting Media Objectives The Media Target Media Coverage and Delivery Setting Media ObjectivesThe Media Target Planning target Measurement target Example: Axe Body Spray Brand Planning Target: “Contemporary, cool young men looking for an edge in the dating game” Media Planning Target: Profile of “Contemporary, cool young men” based on usage of contemporary, cool products Media Measurement Target: Simple demographic like “men aged 18-24 Setting Med