Media Planning and Buying

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Media Planning and Buying

Media Planning and Buying


Lecture number:
23
Pages:
2
Type:
Lecture Note
School:
Washington State University
Course:
Comstrat 380 - (ADVER) Advertising Principles and Practices
Edition:
1

Unformatted text preview:

Comstrat 380 1nd Edition Lecture 23 Outline of Last Lecture I. Television marketing II. Sponsorships III. Drawbacks of television IV. Digital media V. The internet audience Outline of Current Lecture I. Issued in Internet Advertising II. Advantages and Limitations of Internet Advertising III. Careers in Media (on the selling side) IV. Media Planning Job Functions (the buying side) Current Lecture I. Issues in Internet Advertising a. Internet Targeting and Privacy i. Cookies track your movements online and report back to site owners who store or sell your information ii. Companies that keep track of their customers online behavior can personalize their advertising messages iii. Ex: Target knows you’re pregnant – “We knew that if we could identify them in their second trimester, there’s a good chance we could capture them for years b. “If you use a credit card of a coupon, or fill out a survey, or mail in a refund, or call customer help line, or open an e-mail we’ve sent you or visit our Web site, well record it and link it to your Guest ID” Pole said. “We want to know everything we can.” II. Advantages and Limitations of Internet Advertising a. Advantages i. It is relatively inexpensive ii. It reaches people who aren’t watching TV or reading newspaper 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.



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