Adman Lecture 9

Advertising Management Lecture 10: Media Planning Strategy

Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]

Some Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object]

Some Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Problems in Media Planning ,[object Object],[object Object],[object Object],[object Object]

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]

Organizing the media buying department

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Using CDI and BDI to determine market potential

Characteristics of Scheduling Methods

Developing the Media Plan ,[object Object],[object Object],[object Object]

The Effects of Reach and Frequency

Factors important in determining frequency levels

Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sample Computation (Daily Inch Rate)

Developing the Media Plan ,[object Object]

Adman Lecture 9

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Adman Lecture 9