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WSU COMSTRAT 380 - Media Planning and Buying

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Comstrat 380 1nd Edition Lecture 23 Outline of Last Lecture I. Television marketingII. SponsorshipsIII. Drawbacks of televisionIV. Digital mediaV. The internet audienceOutline of Current Lecture I. Issued in Internet AdvertisingII. Advantages and Limitations of Internet AdvertisingIII. Careers in Media (on the selling side)IV. Media Planning Job Functions (the buying side)Current LectureI. Issues in Internet Advertisinga. Internet Targeting and Privacyi. Cookies track your movements online and report back to site owners whostore or sell your informationii. Companies that keep track of their customers online behavior can personalize their advertising messagesiii. 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 yearsb. “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 Advertisinga. Advantagesi. It is relatively inexpensiveii. It reaches people who aren’t watching TV or reading newspaperThese 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.iii. It is somewhat easy to track and effective at reaching highly targeted audiencesiv. Advertisers can customize and personalize messagesv. Small companies can easily and economically “look big” and compete with larger companiesb. Limitationsi. Frequent tech and format changes make it hard to consistently produce effective adsii. Measuring effectiveness includes many variablesiii. Clutter may be worse than in other mediaiv. No one ever says this - “Cool! A banner ad”III. Careers in Media (on the selling side)a. Media salespeople work for a magazine, TV station, etc.; provide sales kits with information about audience and mediumi. Convince media planners to use mediumb. Media reps or brokers are people/companies who sell space and time for a variety of media, allowing the media buyer to make an entire buy with one orderIV. Media Planning Job Functions (the buying side)a. Media researchers compile audience measurement data, media costs, and availability for various mediab. Media planners develop the strategic decisions outlined in the media plan, such as where and when to advertise and which type of media to usec. Media buyers implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media plannerd. Media buying companies specialize in media research, planning, and buying. They may be a spinoff from an advertising agency, and work for a variety of


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WSU COMSTRAT 380 - Media Planning and Buying

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