Marketing Communications

258 CHAPTER 8 MEDIA PLANNING media. Cinema advertising is by far the most effective medium to make people memorise an advertisin ...

MEDIA OBJECTIVES 259 The difference between total and useful reach of a medium vehicle is important. Useful reach is not about h ...

260 CHAPTER 8 MEDIA PLANNING When the same message comes in different media or multiple times in the same vehicle, a distinction ...

MEDIA OBJECTIVES 261 Effective reach is the number of target consumers who are expected to be exposed to the advertiser’s messag ...

262 CHAPTER 8 MEDIA PLANNING Continuity Concerning campaign continuity, advertisers have three possibilities: a continuous, a pu ...

MEDIA OBJECTIVES 263 As mentioned before, some researchers argue that the most important thing is to reach consumers near the po ...

264 CHAPTER 8 MEDIA PLANNING to the Roman symbol for thousand. CPM is calculated by dividing the cost of the medium (the air cos ...

SELECTING MEDIA 265 followed by online, newspapers and magazines. The share of online advertising is on the rise, mainly at the ...

266 CHAPTER 8 MEDIA PLANNING can be adapted for different geographic regions, whether the medium is more effective during certai ...

SELECTING MEDIA 267 Technical criteria refer to the production costs of the message, often expressed as CPM or CPM-TM, the conve ...

268 CHAPTER 8 MEDIA PLANNING Care must be taken that media planning is more than just selecting the vehicles with the most promi ...

SELECTING MEDIA 269 Table 8.6 Advertising media and media planning criteria Criteria Importance Daily papers Magazines Billboard ...

270 CHAPTER 8 MEDIA PLANNING Photo 8.2 TioPepe advertises outdoors Source: Corbis: John Hicks. One of the challenges of effectiv ...

SELECTING MEDIA 271 Magazines Magazines have the advantage that a large audience can be reached. Furthermore, special interest m ...

272 CHAPTER 8 MEDIA PLANNING Newspapers The major advantage of newspapers is the number of people that can be reached in a very ...

SELECTING MEDIA 273 Door-to-door Door-to-door advertising periodic publications (once a week, once a month, etc.) are dis- tribu ...

274 CHAPTER 8 MEDIA PLANNING Cinema As is the case with TV, cinema benefits from the audio-visuality of the message, having a gr ...

MEDIA CONTEXT 275 Selecting media Advertising always forms part of a surrounding context. An advertising context consists of the ...

276 CHAPTER 8 MEDIA PLANNING the medium in which an ad is inserted, as they are perceived by the individuals who are exposed to ...

MEDIA CONTEXT 277 this does not seem to be true. Intense and positive responses towards the context carry over more easily to ad ...