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    Advertising: Media Planning

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    Arun Narayanan
    A media plan outlines how to communicate a message to the target market at the right time and frequency. The goal is to maximize exposure while minimizing costs. A media plan is part of an integrated marketing communications plan and includes objectives, strategies, and execution details. It also coordinates with the creative advertising plan. Outdoor advertising is a passive medium but provides a very visible message, can reach the same audience frequently, and offers various placement alternatives making it suitable for broad "shotgun" strategies in key markets.

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    Advertising: Media Planning

    Uploaded by

    Arun Narayanan
    32 views4 pages
    A media plan outlines how to communicate a message to the target market at the right time and frequency. The goal is to maximize exposure while minimizing costs. A media plan is part of an integrated marketing communications plan and includes objectives, strategies, and execution details. It also coordinates with the creative advertising plan. Outdoor advertising is a passive medium but provides a very visible message, can reach the same audience frequently, and offers various placement alternatives making it suitable for broad "shotgun" strategies in key markets.

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    A media plan outlines how to communicate a message to the target market at the right time and frequency. The goal is to maximize exposure while minimizing costs. A media plan is part of an integrated marketing communications plan and includes objectives, strategies, and execution details. It also coordinates with the creative advertising plan. Outdoor advertising is a passive medium but provides a very visible message, can reach the same audience frequently, and offers various placement alternatives making it suitable for broad "shotgun" strategies in key markets.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    32 views4 pages

    Advertising: Media Planning

    Uploaded by

    Arun Narayanan
    A media plan outlines how to communicate a message to the target market at the right time and frequency. The goal is to maximize exposure while minimizing costs. A media plan is part of an integrated marketing communications plan and includes objectives, strategies, and execution details. It also coordinates with the creative advertising plan. Outdoor advertising is a passive medium but provides a very visible message, can reach the same audience frequently, and offers various placement alternatives making it suitable for broad "shotgun" strategies in key markets.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    of 4

    5-1

    Chapter 5

    Advertising:
    Media Planning

    Media Planning
    5-2

    A plan of action to communicate a message to a


    target market a the right time, and right frequency.

    The goal of a media plan is to be efficient: to gain


    maximum exposure at minimum cost.

    Media Planning
    5-3

    IMC
    IMC
    Plan
    Plan

    Advertising
    AdvertisingPlan
    Plan

    Media
    MediaPlan
    Plan
    Objectives
    Objectives
    Strategies
    Strategies
    Execution
    Execution

    Creative
    Creative
    Plan
    Plan

    Out-of-Home Advertising
    5-4

    Outdoor is a passive medium but the message is very


    visible.
    1. Outdoor ads reach the same audience
    frequently.
    2. A wide variety of alternatives are available.
    Outdoor can be virtually anywhere!
    3. An ideal medium for shotgun media
    strategies in key markets.

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