JOUR 250 Lecture Notes - Lecture 19: Marketing Plan
4 May 2018
School
Department
Course
Professor
Media Planning:
Conceiving, analyzing and selecting channels of communication that will direct advertising
messages to the right people @ right time
• Place of ads
• Media vehicles
• Time, period, frequency
• Integrating ads w other tools
Challenges in Media Planning:
-difficulty reaching a big audience bc of increasing media options
• Tv fragmentation
• Magazine specialization
• Web / social media / other
-difficulty finding prospects for ads due to audience fragmentation
• Readers + viewers scattered
• Audiences selectively consume media
• Consumers spend more time w less traditional media
-increasing costs due to the restriction by media on the # of ads sold
• # of messages to be communicated
Document Summary
Conceiving, analyzing and selecting channels of communication that will direct advertising messages to the right people @ right time: place of ads, media vehicles, time, period, frequency. Difficulty reaching a big audience bc of increasing media options: tv fragmentation, magazine specialization, web / social media / other. Difficulty finding prospects for ads due to audience fragmentation: readers + viewers scattered, audiences selectively consume media, consumers spend more time w less traditional media. Increasing costs due to the restriction by media on the # of ads sold: # of messages to be communicated, limited ad space and growing # of messages. Increasing complexity in media buying + selling: value added programs that provide extra benefits for added sales, computer-savvy planners schooled in new media are required. Independent media buying services + ad agencies: this had led to the development of new research tools.
