Flashcards in Chap 9 Deck (14):
What are the Challenges in Media
Increasing bying Complexity
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)
Advertising Objectives and strategy
The objectives and strategies of an advertising plan unfold from the marketing plan
advertising objectives focus on communication goals
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.
The 5 M
How many time we wish to reach our target
The number or percentages of people in the target audience we wish to target.
Reasons to use mixed media
Reach more people
Repeat exposure in less expensive media
Deliver print coupons
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)
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.
Media objectives translate
the advertising strategy into goals that media can accomplish
define the specific types of people the advertiser wants to reach
describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures to truly receive the messag