BUSMK-256 Lecture Notes - Lecture 5: Media Planning
8 Dec 2020
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Some other parts of the curve incremental expenditure is greater than incremental return. Concave shape increased expenditure but incremental retrun decreasing. Arbitrary make judgement based on experience. Econometric all parameters and data using mode to predict optimal budgeting. Look at competitors as a reference or at least always monitor evaluation and follow up. Media objectives established in step 2 and implemented in step 3, once implemented the planners need to know whether the strategies were successful. 2 key factors you need to consider. There are a number of marketing factors that should be considered when making decisions to determine the effective frequency of an ad and media platform. The purchase and usage cycles can also affect frequency depending on the responsiveness of the product category. Some products such as those with hedonic value may require increased frequency while others with longer purchasing cycles or necessity products require less frequency.
