BUSMK-256 Lecture Notes - Lecture 3: Market Analysis, Smart Criteria
8 Dec 2020
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Find the correct combination of media that allows marketer to effectively communicate message to largest number of audiences at the lowest cost. Various activities involved in developing the plan v. Time pressures (real or perceived) evident in online or word of mouth. Market analysis access data from internal and external sources to whom, when and where they should advertise. E. g. how could you reach 62000 university students in one day. Concerns less commonalities = less defined audience. Broad approach that is most affective (mass media) Watching tv show while texting/tweeting on phone step 2: setting media objectives. Reach (what proportion of target might see/read/engage with message in certain period), frequency (how often they are exposed to the message in that period) and continuity (how might the message be distributed over time) (level of awareness = communication objective not media objective)
