广告管理之传统媒体（英文）.pptVIP

Traditional MediaChannels Advertising Management PRA 4040 Elaine Lim Media? On the average, how much time per week do you spend with the following media? Television Radio Magazines Newspapers Outdoor (billboards, bus signs, etc.) In which media do you pay the most attention to advertisements? What differences do you see between your media habits and those of your parents? Advertising Media Selection Chapter Overview Nature of media strategy Media planning Media buying Media choices B-to-B and international media selection Media Strategy Summary A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign. Media planners and buyers complete much of this work. The media planner’s primary job is to formulate a program stating where and when to place advertisements. They work closely with creatives and account executives to purchase space as they negotiate rates, times and schedules for the ads. Reach is the number of people, households or businesses in a target audience exposed to a media vehicle at least once during a given time period. Summary Reach is the number of people, households or businesses in a target audience exposed to a media vehicle at least once during a given time period. Frequency is the average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specific time period. Gross Rating Points (GRP) measure the impact or intensity of a media plan. Cost Per Thousand (CPM) is one method of finding the cost of the campaign by accessing the dollar cost of reaching 1,000 members of the vehicle’s audience. Cost Per Rating Point (CPRP) is a second cost measure which assesses the efficiency of a media vehicle relative to a firm’s target market. Summary Ratings measure the percentage of a firm’s target market that is exposed to a show on TV/article in a print medium. Continuity is the schedule or pattern of advertise