Chapter 7 Advertising

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A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign. It relates to the creative brief and the overall IMC program because the media strategy follows the factors given by the Creative Brief and IMC program. 7-2 A media planner formulates the media program stating where and when to place advertisements. 7-3 The role of a media buyer in an advertising program is to buy the space, negotiate rates, times, and schedules for the ads. To ensure promotional dollars are spent wisely, it is best to involve the media planner and the media buyer with the creative and the account executive in the design of an advertising campaign.
Reach is the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least one time during a given period. Examples of reach in various media would include: how many people heard the radio ad, read the newspaper, watched the ad on television, accessed a Web site, or saw a billboard.
Frequency is the average number of times an individual household, or business within a particular target market is exposed to a particular advertisement within a specified time period. An advertiser can increase frequency by increasing the number of ads within a time period in a given market.
Gross rating points are a measure of the impact or intensity of a media plan.
The difference between CPM and CPRP is CPM is a measure used to calculate whether an advertisement reached the target market effectively. CPRP is a measure of the efficiency of a media vehicle relative to firms target market.
Continuity is the schedule or pattern of advertisement placements within an advertising campaign period.
The three-exposure hypothesis is a basic rule stating that it takes a minimum of three exposures for an advertisement to…...

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