TO SHOW HOW COMMUNICATIONS media help advertisers achieve marketing and advertising objectives. To get their messages to the right people in the right place at the right time, media planners follow the same procedures as marketing and advertising planners: setting objectives, formulating strategies, and devising tactics. To make sound decisions, media planners must possess marketing savvy, analytical skill, and creativity.
After studying this chapter, you will be able to:
Describe how a media plan helps accomplish a company's marketing and advertising objectives.
Explain the importance of creativity in media planning.
Define reach and frequency and debate the controversy surrounding the concept of effective frequency.
Discuss how reach, frequency, and continuity are related.
Calculate gross rating points and cost per thousand.
Name some of the secondary research sources available to planners and describe how they are used.
Describe different types of advertising schedules and the purpose for each.
