乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter10a.pptVIP

Media Planning and Strategy Media Expenditures to Reach $1 Trillion Traditional Media Media Terminology Media Terminology Developing the Media Plan Media Planning Difficulties Developing a Media Plan Analyzing Market Potential Brand and Category Analysis Brand and Category Analysis Test Your Knowledge Brand and Category Analysis Brand and Category Analysis Target Audience Coverage Geographic Coverage Three Scheduling Methods Reach and Frequency Graph of Effective Reach Marketing Factors Determining Frequency Message Factors Determining Frequency Media Factors Determining Frequency Flexibility in Media Planning Strategies Test Your Knowledge Determining Relative Cost of Print Media Calculating CPM Based on Target Audience Determining Relative Cost of Broadcast Media Evaluation and Follow-Up Television Pros and Cons Radio Pros and Cons Magazine Pros and Cons Newspaper Pros and Cons Outdoor Pros and Cons Direct Mail Pros and Cons Internet Pros and Cons Test Your Knowledge Segmentation potential Quality reproduction High information content Longevity Multiple readers Advantages Visual only Long lead time for ad placement Lack of flexibility Disadvantages 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 Advantages Clutter Poor reproduction quality Short life Low attention getting Selective reader exposure Disadvantages Location specific High repetition Easily noticed Advantages Short ads Local restrictions Short exposure time Poor image Disadvantages High selectivity Reader controls exposure High information content Repeat exposure opportunities Advantages Poor image (junk mail) High cost per contact Clutter Disadvantages User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform Advantages Websnarl Few measurement techniques Limited creative capability Technology limitations