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Reading Reflection (Chapter 14 (Media Planning (Directs advertising to the…
Reading Reflection
Chapter 14
Media Planning
Directs advertising to the right people, at the right place, at the right time. It's purpose is to creatively select channels of communication.
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Bursting
A method of effectiveness that runs the same commercial every half hour on the same network durning prime time.
Media Buyer
When planning the media process, the person in charge of negotiating and contracting the the media is the media buyer.
Chapter 16
Press Agentry
Helps bring attention to new products or services or portray their organizations to portray their organizations favorably
In-Kind
The donation of goods and services as payment for some service such as sponsorship.
Example: The Olympics
Ambush Marketing
Strategy non-sponsors use to capitalize on the popularity of an event by giving the false impression that they are sponsors.
Example: Buying the billboard space around a stadium
Advocacy Advertising
A variation of corporate advertising. Used to communicate an organization's views on issues that affect society or business.
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