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Media planning - Coggle Diagram

- - - - Indicates that a certain level of advertising takes place during the whole campaign period, but during particular periods higher advertising levels are used.
    - - Advertiser spends a continuous amount of money throughout the whole campaign period.
    - - Advertising is concentrated in only a few periods and not during the whole campaign period.
  - - - High repetition level of advertising is beneficial for businesses.
- - - - What is the relative advertising spending of the different competitive brands in the product category?
    - - Identify how each competitor divides its advertising spending across the different media and analyze the trend in media mix composition.
    - - What is the advertising spending in the product category, and how has it evolved over the last five years? Did category spending increase, decrease or remain stable?
- - - - The more the clutter, the less positive the ad results
    - - Context effects more pronounced for interrupting than shoulder blocks
    - - Violence, humor and sex have a negative impact
    - - Primacy and recency effects
    - - Context effects more pronounced for TV
    - - Product involvement moderates impact
  - - - Mixed results, balance in direction of higher intensity, better ad results
    - - Positive element context improves ad effectiveness