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Flashcards in Chap 9 Deck (14):
1

What are the Challenges in Media

Audience Fragmentation

Increasing cost

Increasing bying Complexity

Increasing Competition

2

Marketing Objectives and Strategy

plan defines the market need and the company’s sales objectives and details strategies for attaining those objectives
Marketing situation (SWOT)
Marketing Mix

3

Advertising Objectives and strategy

The objectives and strategies of an advertising plan unfold from the marketing plan
advertising objectives focus on communication goals

4

Media-Planning Framework

Know0, when, where, and under what conditions best to contact customers.
Development of a media plan involves the same process as marketing and advertising planning. 

5

The 5 M

Markets
Money
media
Mechanics
Methodology

6

Frequency

How many time we wish to reach our target

7

Reach

The number or percentages of people in the target audience we wish to target.

8

Reasons to use mixed media

Reach more people
Repeat exposure in less expensive media
Add intrinsic
Deliver print coupons
product synergy

9

individuals are primarily motivated by one of three things

ideals (or basic principles)
achievement (tangible markers of success or accomplishment),
self-expression (a desire for experiences or to take risks)

10

The purpose of VALS is to help marketers identify

whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.

11

Media objectives translate

the advertising strategy into goals that media can accomplish

12

Audience objectives

define the specific types of people the advertiser wants to reach

13

effective reach

describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures to truly receive the messag

14

Scope of the Media Plan
The location and makeup of the target audience strongly influence the breadth of the media plan

Domestic Markets A media planner normally limits advertising to areas where the product is availabl

International Markets Foreign media can be a challenge for U.S. advertisers