Management and Organizational Studies 3322F/G Chapter Notes - Chapter 5: Target Market, Psychographic, Satellite Radio

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

Document Summary

Media planning is developing a plan of action for communicating messages to the right people (the target market), at the right time, and with the right frequency. The goal of a media plan is to be efficient (gain max. exposure at a min. cost) Clie(cid:374)t"s role fo(cid:272)uses o(cid:374) pro(cid:448)idi(cid:374)g (cid:374)e(cid:272)essar(cid:455) (cid:271)a(cid:272)kgrou(cid:374)d i(cid:374)for(cid:373)atio(cid:374) a(cid:374)d e(cid:448)aluati(cid:374)g the recommendations that the agency makes. The agency assesses the information and prepares a strategic plan. Post-buy analysis is an evaluation of actual audience deliveries calculated after a specific spot or schedule of advertising has run. Media objectives are statements that outlines what a media plan is to accomplish. What: what is the nature of the message to be communicated? (info intensive or image intensive, creative and media decisions. Where: what are the market priorities geographically? (budget plays a key role in this decision) Media strategy is a plan for achieving the media objectives stated in the media plan; typically justifies the use of certain media.