ADMN 3150H Lecture 4: AdvertisingLec4
22 Jan 2019
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Document Summary
Advertising is most effective when it reaches the right people at the right time and place with the right messages in an efficient manner. The idea is to match the advertiser"s target with a particular medium"s audience. Media mix: the way various types of media are strategically combined to create a certain kind of impact. Media vehicle: a specific tv program. Media weighting: how much to budget in each region and for each target group, based on marketing objectives. Size, length and position (of an ad: based on advertising objectives, vary by media type.
