ADM 3326 Chapter 10: ADM3326 Midterm 2 Ch.10
17 Mar 2017
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Document Summary
Media planning series of decisions for delivering promotional message for consumers/users of the product or brand. Main decision is the type of media chosen to deliver the message/promotion such as radio, television, internet, newspapers, banners, and/or magazines. Category need demonstrate why target audience needs the product/service. Medium general category of delivery systems, such as broadcasting (tv and radio) Media type individual media form, such as tv: media tactics. Media vehicle hockey night in canada is a television vehicle. Inconsistent terminologies (ex. confusion of consumers for reach vs coverage: need for flexibility, role of media planners, difficulty measuring effectiveness. 6 | p a g e: target audience coverage, overexposure = waste coverage. Index number = (% of users in demographic segment/% population in same segment) x 100. To indicate the potential of the market: geographic coverage, brand development index (bdi)= (% brand to total canadian sales in market/% of total.
