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Media Planning - Coggle Diagram

- - - - Assess the comm env.
      - Describe the target audience
      - Set the media objectives
      - Select the media mix
      - Buy media
- - - - Reach and Weight: Is the number or percentage of people who are expected to hear the advertiser's message.
        
        Continuity: continuous schedule, Pulsing ads, Flighting ads.
- - - - Quantitative Criteria
        
        Reach, Frequency, Selectivity, Geographic flexibility
      - Qualitative Criteria
        
        Image building capability, Emotional Impact, Medium Involvement
      - Technical Criteria
        
        Production Cost, Media buying characteristics, Media availability
- - - - Ads being clutter creates the problem for the ad's effectiveness