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Media Planing - Coggle Diagram
Media Planing
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Media objectives
Derived from the communications objectives, and ought to be concrete, measurable and realistic.
Frequency: how often a consumer of the target group, on average, is expected to be exposed to the advertiser’s message within a specified period.
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Total reach of a medium vehicle can be defined as the number or percentage of people who are expected to be exposed to the advertiser’s message during a specified period.
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Cost per thousand (CPT) is usually referred to as CPM, the ‘M’ referring to the Roman symbol for thousand.
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Selecting media
Media mix criteria
Quantitative criteria deal with factors such as how many people can be reached, how often and quickly the target group can be called, whether the advertising message can be adapted for different geographic regions, etc.
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Qualitative criteria are the extent to which the medium can build a brand image and personality, the medium's impact on the audience, how involved the audience is with the medium, etc.
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