台大推廣策略6.ppt

无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 Media Planing and Strategy Media Planning: What is it? Media planning is the process of determining how advertising time and space will be used to contribute to the achievement of marketing and advertising objectives. Media Terminology Media - The various categories of message delivery systems Broadcast Media - Either radio or television network or local station broadcasts. Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like. Media Vehicle - The specific message carrier Steps in Developing the Media Plan Conduct Situation Analysis Develop Marketing Plan Develop Creative Strategy Set Media Objectives Determine Media Strategy Select Media Types Select Media Vehicles Determine Specific Media Use Decisions Steps completed prior to developing any of the promotional tools. Advertising- specific Essential Concepts for Establishing Media Objectives Coverage = The potential audience that might receive the message through the vehicle. Reach = the number of different audience members exposed at least once to a media vehicle during a designated time period (typically one month; usually expressed as a percentage). Frequency = number of times the audience is exposed to a media vehicle within a given time period. Scheduling = pattern of advertising scheduled over time. Target Market Coverage Population excluding target market Target market Media coverage Media overexposure Coverage Exceeding Market Partial Market Coverage Full Market Coverage Target Market Proportion Reach Also called: 1+, net coverage, unduplicated audience, cumulative audience (or cume), 到達率、接觸率 Reach = （接觸人數/目標市場總人數）x 100% Factors that determine reach: multiple media number of diversity of different media vehicle used the day parts used to advertise a program Effective Reach: percentage of target audience that are exposed to an ad some minimum number of times Frequency