MKTG 477 1st Edition Lecture 26 Outline of Last Lecture I Exam 2 Outline of Current Lecture I Media definition II Typical media decisions III Media relationships IV Reach Current Lecture April 3 2015 Reach Frequency GRP problems handout Media of all the topics covered in this class media tends to be the one most foreign to students even though it appears to be intuitively simple Lingo Reach Gross impressions Frequency GRPs Rating Share Flighting Pulsing CPM CPM TM Up front Scatter Sweeps Spot buys Typical media decisions 1 How can I effectively reach my target market a Matching target markets to media audiences considering costs and relative effectiveness 2 Which media should I use a Media mix proportion of ads placed on in TV radio magazines newspapers outdoors web etc These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute b Considering strengths and weaknesses of each medium 3 Which media vehicles should I use a Vehicles TV programs magazine titles radio shows etc 4 When should I run place my ads a Time of year b Time of day 5 How often should I run place my ads a How many times b Frequency of exposures Media relationships Advertiser Ad agency or media buyer Media representative Reach the number or percentage of homes or individuals from a target market that have been exposed to an ad at least once during a certain time period Unduplicated audience not double counting individuals who have been exposed more than once Expressed as either a raw number number of homes or individuals or expressed as a percent a of the target market
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