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Advertising Management Lecture 10: Media Planning Strategy
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Some Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object]
Some Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problems in Media Planning ,[object Object],[object Object],[object Object],[object Object]
Developing the Media Plan
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]
Organizing the media buying department
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Calculating BDI
Using CDI and BDI to determine market potential
Using BDI and CDI Indexes
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]
Promotional Scheduling
Characteristics of Scheduling Methods
Developing the Media Plan ,[object Object],[object Object],[object Object]
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Effects of Reach and Frequency
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]
Factors important in determining frequency levels
Factors important in determining frequency levels
Factors important in determining frequency levels
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Developing the Media Plan ,[object Object],[object Object],[object Object],[object Object]
Comparing various media
Sample Computation (CPM)
Sample Computation (CPRP)
Sample Computation (Daily Inch Rate)
Developing the Media Plan ,[object Object]
Media Characteristics
Media Characteristics
The End

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Adman Lecture 9