MARKETING COMMUNICATIONS （MAN2094）教学：Evaluation of broadcast media.pdfVIP

Evaluation of Broadcast Media Belch Belch – Chapter 10 11 MAN2094 Dr. Jashim Khan Surrey Business School www.surrey.ac.uk/sbs Media Terminology Media A series of decisions involving the delivery of Planning messages to audiences Media Goals to be attained by the media strategy and Objectives program Media Decisions on how the media objectives can be Strategy attained Various categories of delivery systems, including Media broadcast and print media Broadcast Either radio or television network or local station Media broadcasts www.sur rey.ac.uk/sbs Media Terminology Print Publications, such as newspapers, magazines, Media direct mail, outdoor, etc. Media The specific carrier within a medium category Vehicle Number of different audience members exposed Reach at least once in a time period The potential of audience that might receive the Coverage message through the vehicle Number of times the receiver is exposed to the Frequency media vehicle in a time period www.sur rey.ac.uk/sbs Developing the Media Plan Situation Marketing Creative analysis strategy plan strategy plan Setting media