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UM - COM 388 - Class Notes - Week 1

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UM - COM 388 - Class Notes - Week 1

School: University of Miami
Department: Communications
Course: Media Planning
Professor: Lancaster
Term: Fall 2016
Tags: Media, stc388, STC, and mediaplanning
Name: Media Planning Class Notes
Description: Weekly and detailed class notes
Uploaded: 09/19/2016
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background image STC  388:  Media  Planning     •   Basic  media  planning  concepts     o   Sample  media  plan  
o   Four  insertions  in  each  magazine    
o   Four  ads    
§    One  ad  each  plus  four  different  issues  of  publication     §    Two  magazines:  four  in  each  monthly  period:  four  insertions     §    Target  audience  equals  US  Adults     o   Cost  per  insertion:  357,000  dollars  and  446,200  dollars    
o   Readership  levels:  4,496,00  and  18,505,00    
•   If  someone  is  reading  the  magazine  what  is  the  probability  that  they  will  pay  attention   to  the  advertisement:  48%   •   Schedule:  probability  that  people  are  exposed  to  those  magazines    
•   Introduction  and  Overview:    
o   Media  planning:  distribute  messages  with  optimum  efficiency  to  support   communication  goals     §    Example:  sale  of  products,  maximize  ability  to  deliver  messages  to  target   audience     §    Timing  and  scheduling  of  message  affect  audience  behavior     §    You  need  to  know  what  media  usage  habits  your  target  audience  has     o   General:  communication  equals  media  mix  times  messages     §    Communication  effects:  accomplish  something  like  sales  exposure   awareness     §    Media  mix:  different  vehicles  (Volume)     §    Messages:  exposure  probability     o   Operational:  percentage  of  target  audience  that  exhibits  desired  effect  such  as   awareness  or  sales     o   Percent  of  target:  audience  exposed  to  vehicles  you  want  to  use  times  percent  of   audience  exposed  to  messages  within  vehicle     •   Target  Audience     o   Group  of  audiences’  media  target     §    Possible  descriptions     •   Media:  what  they  use    
•   Products  they  use    
•   Geographic    
•   Their  annual  incomes    
§    IE:  Miami  Hispanics     •   Communication  goals     o   Exposure  awareness,  recognition,  recall,  knowledge,  interest    
o   Typical  media  types    
§    Radio,  tv,  magazines,  local  news,  papers,  direct  mail,  cinema,  internet,   digital     o   Digital  media:  social  media,  text,  web,  email,  apps    

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School: University of Miami
Department: Communications
Course: Media Planning
Professor: Lancaster
Term: Fall 2016
Tags: Media, stc388, STC, and mediaplanning
Name: Media Planning Class Notes
Description: Weekly and detailed class notes
Uploaded: 09/19/2016
2 Pages 16 Views 12 Unlocks
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  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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