Management and Organizational Studies 3322F/G Chapter Notes - Chapter 5: Maximum Exposure, Branded Content, Heavy Competition

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Beth Lee

Document Summary

Media planning: a plan of action to communicate a message to the right people, at the right time, and at the right frequency. Goal is to be efficient; gain maximum exposure at minimum cost. Document outlining how client"s budget will be spent. 7: market information (information provided to the agency) Problem statement: summarizes a particular problem to resolve, or an opportunity to pursue, and serves as the focus of the marketing strategy. Overall goal: the objective of an advertising campaign: advertising objectives. Should be expressed in quantitative terms whenever possible: positioning strategy statement. States what brand stands for; is a reflection of brands personality: creative objectives. Statements that clearly indicate the information to be communicated to target audience. The search for the big idea , or the concept/central theme that will bind the campaign. Should address how often/long to advertise, where to advertise, and what media to use.