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MARKETING F1

MEDIA PLANNING AND ANALYSIS

QuestionAnswer
the process of devising a marketing communications strategy that quantifies how investments in money and time will contribute to achieving an organization’s marketing objectives. Media Planning
The specific broadcast programs or print choices in which ads are placed Media Vehicle
The way advertisers identify and select media options based on research into the audience profiles of various media, as well as budget and schedule media Media Planning
Task of identifying specific vehicles, negotiating costs, and handling billing and payments Media Buying
consists of profiling the target market and selecting the appropriate marketing mix, and provides the direction for the choice of both marketing communications and media strategies. Marketing strategy
It involves communication objectives, budget, and message and media strategies, and is developed from the overall marketing strategy. Marketing communications strategy
It involves matching media use of a specific target audience with the most appropriate media and media vehicles, and is developed from the marketing communications strategy Media Strategy
(Types of Media) It involves a steady run of ads over a period. This is best for products or services that aren't seasonal and need constant consumer reminders. The idea is to ensure frequent exposure that keeps your brand top-of-mind all year. Continuous Media Plan
(Types of Media) It alternates periods of advertising with periods of no advertising. Consequently, this facilitates high-intensity exposure during crucial periods, creating urgency and anticipation that leads to more. Flighting Media Plan
(Types of Media) It combines continuous and flighting plans, maintaining a steady baseline level of advertising with periods of increased intensity. Ad spend may increase in certain periods of time but advertisements remain consistent all year round. Pulsing Media Plan
(Types of Media) It focuses on specific times of the year when a product or service is most relevant. This type maximizes impact by aligning with peak demand periods, creating strong associations with specific seasons or events, and budget friendly. Seasonal Media Plan
(Types of Media) It places ads on multiple media channels simultaneously to maximize reach and impact. For example, when launching a new product, you can run the same ad on TV, radio, online, and social media to quickly generate buzz. Roadblock Media Plan
(Types of Media) steadily releases content or ads, just like a slow, constant drip. (E-mail marketing)The goal is to keep the audience engaged with regular, helpful content. Over time, brands build relationships and trust. Drip media plan
an important step in the advertising process. It involves securing ideal locations, placements, and times to run ads to maximize their effectiveness with specific audiences Media buying
Why is media buying important? Media buying is important because strategically purchased media can impact a campaign’s success. It’s not enough to have compelling copy and visuals—ads must be placed in the right locations and at the right times and frequencies.
(Types of Media Buying) Involves purchasing ad space on traditional media channels like TV, radio, and print. Traditional Media Buying
(Types of Media Buying) Involves purchasing ad space on digital platforms such as websites, social media, and mobile apps. Digital Media Buying
(Types of Media Buying) Uses automated technology to buy and sell digital ad inventory in real-time. Programmatic Media Buying
(Key Players) These agencies act as intermediaries between advertisers and media owners. They handle the planning, buying, and monitoring of media campaigns. Media Agencies
(Key Players) These include traditional media owners like TV networks, radio stations, and print publications, as well as digital media platforms like websites, social media, and streaming services Media Owners
(Key Players) Brands or companies that want to promote their products or services Advertisers
Media buyers negotiate with media owners to secure the best rates and ad placements. Negotiation
Once negotiations are complete, the media buyer purchases ad space or time on the selected media channels. Purchasing
The ad creative is delivered to the media owner for placement. Ad Trafficking
Created by: rainee_
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