Media Strategies

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Media Strategies

Types of media strategies


Lecture number:
24
Pages:
3
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 24 Outline of Last 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) Outline of Current Lecture I. Media strategies II. Cost efficiency III. The basis for the buy IV. Media buying complexities Current Lecture I. Media Strategies a. Geographical strategies i. A heavy up schedule is advised in DMAs where the product is available or projected sales are higher ii. A category development index (CDI) determines rates of consumption for a product category iii. Brand development index (BDI) determines the strength of the brand in geographical areas b. The CDI tells you where the category is strong and weak, the BDI tells you where brand is strong and weak c. Scheduling strategies i. Aperture refers to when consumers are most receptive to a brand message d. Timing strategies: When to advertise i. Seasonality, holidays, days of the weak, time of day ii. Led time: time between thinking about purchases and purchasing iii. Duration: how long? 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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