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MOHD NAYAB
MBA IB III SEM
ROLL NO-13
MEDIA TERMINOLOGY
Media
Media
Objectives :
Media
attained.
MEDIA TERMINOLOGY
Media
or Times of India.
The marketing
strategy plan
The creative
strategy plan
Setting media
objectives
Determining
media strategy
Selecting broad
media classes
Media use
decisions
Broadcast
Print
Other media
Selecting media
within classes
Geographic coverage
Scheduling
Flexibility
Budget considerations
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
Population excluding target market
Target market
Media Coverage
Geographic coverage
Scheduling
Reach -The actual number of individual audience members reached at least once by the vehicle.
Frequency -The number of times the receiver is exposed to vehicle in a specific time period.
2nd time
3rd time
4th time
Total
Exp.
3 homes
Reach
75
Percentage Reach
20%
Ineffectiv
e
Reach
Effectiv
e
Reach
15%
Ineffectiv
e
Reach
10%
5%
0% 0
10
Exposures
15
Percentage Reach
20%
Ineffectiv
e
Reach
Effectiv
e
Reach
15%
Ineffectiv
e
Reach
10%
5%
0% 0
10
Exposures
15
Percentage Reach
20%
Ineffectiv
e
Reach
Effectiv
e
Reach
15%
Ineffectiv
e
Reach
10%
5%
0% 0
10
Exposures
15
Percentage Reach
20%
Ineffectiv
e
Reach
Effectiv
e
Reach
15%
Ineffectiv
e
Reach
10%
5%
0% 0
10
Exposures
15
Percentage Reach
20%
Ineffectiv
e
Reach
Effectiv
e
Reach
15%
Ineffectiv
e
Reach
10%
5%
0% 0
10
Exposures
15
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Target group
Message complexity
Message uniqueness
Message variation
Wearout
Advertising units
Clutter
Editorial environment
Attentiveness
Scheduling
Repeat Exposures
Budget Considerations
Absolute cost
Relative cost
Daily inch rate : For newspapers, cost effectiveness is based on the daily inch
rate, which is the cost per column inch of the paper
TV ------
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