File Name: advertising and media planning .zip
Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements and ROI. The media plan might split advertising spend and resources between various online and offline channels such as broadcast, print, paid ads, video ads or native content. When establishing a media plan, marketers will often factor in the following considerations:.
- ADVERTISING MEDIA PLANNING PDF Download
- ADVERTISING MEDIA PLANNING
- Digital Media Planning: The Beginner’s Guide
- Media planning in marketing communications
It is the process of directing the advertising message to the target audience by using the appropriate channel at the proper time and place.
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ADVERTISING MEDIA PLANNING PDF Download
Until the s, short personal messages were printed on strips of paper that were pasted to forms and handed to recipients by Western Union delivery boys. The radio first delivered audio through a large piece of furniture in the living room, only to be eventually replaced by Sony's Walkman delivering audio directly into the ear.
Sight, sound, and motion used to be delivered primarily at the local movie theater or on a small black-and-white television screen in the living room. The technology limited each of these forms to a single type of content: printed words, sound, still pictures, and moving pictures, at first in unnatural black and white.
Each was limited to one-way communication from the few who produced the content to the masses who received it. It could be argued that the digital revolution and the Internet changed all thatwords, pictures, moving pictures, and interactivity are all just different kinds of digital media that have converged on the three screens of video: the television set, the personal computer, and the nearly ubiquitous mobile cell phone. The nature of the content has changed also. In addition to professionally produced material, usergenerated content populates YouTube, social networks, blogs, Wikipedia, Twitter,.
The Internet gives users the ability to search for and retrieve in seconds information about virtually any subject on earth, creating the opportunity to deliver advertising to people with a demonstrated interest in the product or service. But the digital world is constantly changing. Media that were new in , such as MySpace, are already beginning to show their age, challenged by newer options like Facebook, LinkedIn, and Twitter.
Search engines like Google and Bing, now key drivers of online marketing, are vulnerable to start-ups that offer still further improvements. The list could go on and on. Furthermore, the research tools available to evaluate online media are evolving, with enhancements coming out seemingly every month.
PREFACE viii PrefaceGiven this constant state of change, the reader might reasonably ask, "How can the seventh edition of a year-old text remain relevant to today's media professional?
They must deliver a message to a large percent of the population in a single day, give a piece of paper or a product sample to the residents of a community, quickly create awareness of a new product nationally or in one market, reach people in their car on the way to the store, deliver a detailed message to the people most likely to use a product, place the message within a compatible editorial environment, or quickly reach a large percentage of a niche marketing target, to name just a few of the nearly infinite marketing needs.
Digital media cannot replace the ability of traditional media to meet all these needs. They will supplement traditional media's capabilities, and in a few cases may even replace them, but only for those products and services where it makes marketing sense. Quick-serve restaurants, automobiles, and hotels have different marketing needs that the planner must match to the capabilities of the different media, regardless of whether they are traditional or digital.
Planners must understand these basic characteristics of all media, including the new online venues, to ensure the most effective use of the advertising budget. Accordingly, this seventh edition will continue to focus on the fundamentals of media planning, with an emphasis on traditional media that continue to receive the great bulk of advertising dollars.
It will cover the basics of planning and buying online display advertising banners and rich media , and it will give an overview of planning and buying search advertising on sites such as Google and Bing. But a detailed discussion of the many new forms, from mobile to Twitter to social media to blogs is simply not possible, both because of the space required and because anything said today in the spring of is sure to be obsolete over the year life of this book.
We will, however, show examples of how the new media can be creatively used to enhance the effectiveness of advertising delivered by traditional media.
I t is said by many that Erwin Ephron invented media planning. This was back in the s when, as those of us who were in the business remember, media had backroom status in agencies.
Erwin said in the foreword to the last edition of this book, "For decades planning media has had a. But the role that Mr. Ephron described, that of planning and strategy being the reason "an agency can provide continuity in brand advertising management," has been achieved today. Ephron's many other thoughts on media can be read on his website at www.
So if you are opening this book to begin a career in media planning, further your professional or academic education, or use it as a tool to teach others, you will find it instructive and hopefully complete. Media options change so rapidly, even exponentially, but the fundamentals you'll find here are timeless.
How Has Media Planning Changed? The first serious moves for digital advertising as we know it today started in with Yahoo! But a bubble had to burst and then recover before there was enough consumer critical mass for media planners to take the Internet seriously. Today, options include Web display HTML banners, rich media, flash, and streaming audio and video , search, social media, emerging media technologies, and many others we cannot begin to foresee, which will eventually become commonplace by the time you read this book.
DigitizationWe have gotten to the point where the digitization of TV is a fait accompli. The way three-dimensional television will further unfold, whether the medium will have the ability to deliver a custom creative message to individual homes or neighborhoods, whether it will be primarily delivered through cable companies, phone companies, or Internet service providers-these are among the many interesting battles that have yet to be fought during the age of digitization.
The fastest growing of all digital media types are digital out-of-home displays in gas stations, shopping malls, retail stores, and so on. Other media, in fact, all media will leverage all of their digital capabilities in the upcoming years. Digital advertising also brings with it new challenges when it comes to metrics and measurement.
Historically, media research has emphasized the front-end metrics of audience and audience effectiveness. Back-end metrics have been left to market research attitude, usage, and awareness research and the world of direct response for sales purposes. The Web allows for more sophisticated options on the front end, although getting industry agreement on a standard way of measuring these options is still a challenge.
Types of targeting abound. Just a short time ago, targeting was primarily about demographics. Digitization is inherently about technology; media planners today must be technologically astute.
They must know how to deploy ad-serving tags, understand the value of rich media versus banners, and be able to advise creative groups on these issues.
They must understand the technical considerations regarding banner specification and be prepared to lead the team, including the creative group, account management, and clients, on their execution. The media planner must also understand the back-end metrics that define return on investment ROI , because they represent the success or failure of a campaign in the eyes of the advertiser and the agency. SearchSearch is today the largest and fastest-growing part of the interactive marketplace, yet it is not necessarily controlled by the media planner or even the chief marketing officer CMO.
For many companies, the website and search are the responsibility of the information technology IT department. We expect this to change over time as advertisers recognize their importance to the overall marketing plan.
Emerging media technologies abound. It is problematic to predict which will receive critical mass, but for some the future is clear.
There is not much advertiser acceptance yet, but mobile has consumer critical mass and is sure to grow. Applications, also known as apps, widgets, or gadgets, have the potential to become xiii major advertising units. We are also sure to see video everywhere on smart phones, mobile, and out of home.
Nevertheless, television is expected to remain the principal place where video is watched, although the ways in which it is delivered to your living room or family room may change. Social media has become a fact of life for the advertiser. The biggest aspect of social media turns out not to be as a major advertising medium, however.
It is that consumers now feel they have permission to comment on everything from ad campaigns to products and services to corporate policy.
The consumer engagement in communications will probably affect creative more than media, although the media planners' tools for measurement should come in handy here.
As much as it is popular to talk about how media has changed or evolved, it is important to realize how much has remained the same-the basics and fundamentals of media planning still need to be practiced. It has never been more important to understand who your target audience is and then to properly implement the plan to reach them.
Accurately translating the advertiser's marketing objectives into the advertising message and then into the media objectives and strategy remains crucial. While many new metrics for measuring media effectiveness have been proposed, such as the continued "fuzzy" metric of engagement, tools like reach how many of your target has the opportunity to see your message and frequency how many times are they exposed remain the best way to compare the impact of alternative plans.
Reach and frequency and their building block, the gross rating point GRP , are expected to survive in the new world of digital metrics, as are important concepts like audience composition and the value of a medium's content. Digital media have learned from their traditional media forbearers the value of having commonly accepted, standard ways of defining and measuring advertising exposure. At first, the Web planners resisted standards; they wanted to talk about the improved metrics that the Web could provide.
Over time, the digital industry has come to realize that standards do not reduce the value of the new media. Instead, they bring comparability and order to the marketplace so that all are talking the same language and are on the same page. A budding media planner could do no better for his or her career than to get involved with these organizations as they work to develop standards.
It not only represents a great learning opportunity, but also provides exposure to the leaders in the industry. What About a Career in Media Planning? As mentioned earlier, this book is a great resource if you are contemplating a career in media. Starting a career as a media planner can prepare you for many different marketing and advertising roles, including that of a media strategist, media researcher, or media director on either the agency or client side.
Many go on to successful careers in advertising sales. More than a few CMOs had their first job in media. Some benefits you gain with a career in media planning include the following An understanding of marketing and media data and analytics.
The business world is driven by data today; data is the new creative in the media business. An understanding of marketing strategy. An understanding of the creative process and the knowledge of what worksand what doesn't. Even CEOs need this. Some great lessons on dealing with others. Everything is a learning experience, a negotiation experience, or both.
How to prepare an effective and persuasive written or oral presentation.
ADVERTISING MEDIA PLANNING
The traditional approach involved targeting audiences based solely on demographics, and making a limited range of media placement decisions. In its place is a landscape where both the opportunities and challenges for the digital planner are far greater. The typical marketer now juggles a number of different tools and vendors to buy digital media. This increase in technology has led to a number of challenges that keep marketers and planners in the dark when it comes to effectively managing their digital strategy. Throughout the briefing, planning and activation stages, effective communications management starts with a deeper understanding of your audience and their consumption habits. To uncover the best approaches, we rounded up insights from agency media planners and marketers across sectors offering their two cents on where to begin.
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Media planning is the process of strategizing and purchasing ad placements by determining the best combination of media to achieve marketing campaign goals. Media planners are not only responsible for the initial media purchase, but also for the continued optimization of performance throughout the entire campaign lifecycle. Many times media planning will be outsourced to a media agency who is experienced in delivering ads across the best media platforms to the right people. The major driving force of a multi-channel campaign is your marketing goals and objectives. Do you want to increase overall brand awareness?
Advertising media planning: a brand management approach / by Larry D. Kelley,. Kim Bartel Sheehan, and Donald W. Jugenheimer.—Fourth edition. pages cm.
Digital Media Planning: The Beginner’s Guide
Дэвид Беккер смотрел на экран прямо перед. У него кружилась голова, и он едва отдавал себе отчет в происходящем.
Media planning in marketing communications
Халохот какое-то время наблюдал за происходящим, потом скрылся за деревьями, по-видимому, выжидая. - Сейчас произойдет передача, - предупредил Смит. - В первый раз мы этого не заметили. Сьюзан не отрываясь смотрела на эту малоприятную картину.
Сьюзан представила себе Хейла в западне, в окутанной паром ловушке. Может быть, он что-нибудь поджег. Она посмотрела на вентиляционный люк и принюхалась. Но запах шел не оттуда, его источник находился где-то поблизости. Сьюзан посмотрела на решетчатую дверь, ведущую в кухню, и в тот же миг поняла, что означает этот запах. Запах одеколона и пота. Она инстинктивно отпрянула назад, застигнутая врасплох тем, что увидела.
Она помнила его тело, прижавшееся к ее телу, его нежные поцелуи. Неужели все это был сон. Сьюзан повернулась к тумбочке. На ней стояли пустая бутылка из-под шампанского, два бокала… и лежала записка. Протерев глаза, она натянула на плечи одеяло и прочла: Моя драгоценная Сьюзан. Я люблю. Без воска, Дэвид.
Support Media: Such as Direct Marketing, Interactive Media, Promotional Product,. Point of Purchase and Internet,. Posters. Neon Signs. Transit Advertising. .
Media Planning 101
Она нашла то, что искала, вернулась со справочником к своему терминалу, ввела несколько команд и подождала, пока компьютер проверит список команд, отданных за последние три часа. Сьюзан надеялась обнаружить внешнее воздействие - команду отключения, вызванную сбоем электропитания или дефектным чипом. Через несколько мгновений компьютер подал звуковой сигнал. Сердце ее заколотилось. Затаив дыхание, она вглядывалась в экран. КОД ОШИБКИ 22 Сьюзан вздохнула с облегчением. Это была хорошая весть: проверка показала код ошибки, и это означало, что Следопыт исправен.
Джабба сел за монитор. - Хорошо. Давайте попробуем. - Он потянулся к клавиатуре. - Мистер Беккер, пожалуйста, продиктуйте надпись.
Чего вы от меня хотите. Беккер задумался: Я бы хотел, чтобы ты как следует вымыл голову, научился говорить по-человечески и нашел себе работу. Но решил, что хочет от этого парня слишком многого. - Мне нужна кое-какая информация, - сказал. - Проваливал бы ты отсюда. - Я ищу одного человека. - Знать ничего не знаю.
- Лифт подключен к энергоснабжению главного здания. Я видел схему. - Да мы уже пробовали, - задыхаясь, сказала Сьюзан, пытаясь хоть чем-то помочь шефу. - Он обесточен. - Вы оба настолько заврались, что в это даже трудно поверить.
Он узнал также и о том, что его заместитель просиживает на службе до глубокой ночи и может не выдержать такого напряжения. Несмотря на разногласия со Стратмором по многим вопросам, Фонтейн всегда очень высоко его ценил. Стратмор был блестящим специалистом, возможно, лучшим в агентстве. И в то же время после провала с Попрыгунчиком Стратмор испытывал колоссальный стресс. Это беспокоило Фонтейна: к коммандеру сходится множество нитей в агентстве, а директору нужно оберегать свое ведомство.
Она открыла на экране второе окно и просматривала остальную часть документов Лаборатории вне закона. - В чем дело? - спросил Фонтейн. - Вы что-то нашли. - Вроде .
Хотя криптографы были убеждены, что система фильтров Сквозь строй предназначалась исключительно для защиты этого криптографического декодирующего шедевра, сотрудники лаборатории систем безопасности знали правду. Фильтры служили куда более высокой цели - защите главной базы данных АНБ.