MKT 428 Lecture Notes - Lecture 10: Target Market, Media Mix

• School: University of Dayton
• Department: Marketing
• Course: MKT 428
• Professor: Tracy Harmon- Kizer

Document Summary

Series of decisions involved in delivering the promoional message to the prospecive users of the product or brand: media objecives i. Objecives formulated to organize a media plan: media strategies i. Plans of acion designed to atain the media objecives: medium i. General category of available delivery systems: vehicle i, reach. Measure of the number of diferent audience members exposed at least once to a media vehicle in a given period of ime: coverage i. Potenial audience that might receive the message through a vehicle: frequency i. Number of imes the receiver is exposed to the media vehicle in a speciic period: media plan, guides media selecion, aims to ind a combinaion of media to communicate a message i. ii. iii, aciviies. At the lowest cost i: problems i. Sweeps periods: used for measuring tv audiences and seing adverising rates. Establishment of media objecives: market analysis ii, media strategy, development, and implementaion iv, criteria.