24210 Chapter Notes - Chapter 10: Media Planning, Media Mix, Marketing Mix
Document Summary
Media strategy: media scheduling decisions how long/how often to advertise, media selection decisions where to advertise. Frequency (according to rossiter & percy: the number of ad exposures per individual target audience member, in a purchase cycle, about number of ad exposures. Frequency (according to belch & belch: the number of times the receiver is exposed to the media vehicle in a specified period. Frequency (according to others; not r&p: the total number of ad exposures in a purchase cycle divided by the number of people reached, belch & belch suggest that this is average frequency, which it is. Example of media plan (target audience of 10 people, 3 week purchase cycle, ad exposure indicated by an x) Question1 what is the reach of this plan according to r&p: counting people i. e. (cid:374)ot (cid:272)ou(cid:374)ti(cid:374)g the (cid:454)(cid:859)s. In total for all of the 3 purchase cycles, there are 8 individuals who have been reached throughout the 3 purchase cycles.
