JOUR 250 Lecture 21: ch 14 3
4 May 2018
School
Department
Course
Professor
PESO
Paid: what we pay for
Earned: someone else shares or posts it
Social: all social media
Owned: our own channels that we own
Factors influencing media strategy decisions
Scope of media plan: local regional national
Sales potential of diff markets
Brand development index (BDI): % of brands sales in area / by areas % of total US population X
100
Category development index (CDI): % of product sales in an area / by % of total US population X
100
Factors influencing media strategy decisions
• Competitive strategies + budget consideration
• Nature of the medium + mood of the message
• Message size + length + position considerations
• Buyer purchase patterns
