Comm 346 (Strategic Media Management)
Comm 346 (Strategic Media Management) COMM 346-01
U of L
Popular in Strategic Media Management
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This 2 page Class Notes was uploaded by Alli Mayes on Saturday February 6, 2016. The Class Notes belongs to COMM 346-01 at University of Louisville taught by Steve Sohn in Winter 2016. Since its upload, it has received 19 views. For similar materials see Strategic Media Management in Communication at University of Louisville.
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Date Created: 02/06/16
Strategic Media Management The Business of Media/Week 2 Media Services Firms: Client alternative to agency media department -Media Planning -Media Buying -Coordination of multiple brands Sizes range from one person freelance operations to billions in billing Examples: -Initiative Media (owned by Interpublic) -Media Period (small staff, local clients) Media Planner Function: Planners develop strategic media plans for one or more clients -Marketing analysis -Translate marketing situation into media implications -Define target markets -Define geographic & timing priorities -Select media -Recommend budgets -Serve as member of agency brand team for client The Role of Media Planners: Role changing from traditional media planners to communications planners New skills needed: -Marketing Strategy/Planning -IMC -All Media – Traditional & Digital -New Metrics -Engagement Experts -Optimization Media Research Function: The role of the media research department is to support the planning and buying groups with media research expertise -Evaluate methodologies such as magazine audience measurement or TV rating methodologies -Recommend which syndicated services to buy -Develop analytical techniques -Media optimization modeling.
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