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Media Planning Class Notes

by: Natalie Land

Media Planning Class Notes STC 388

Marketplace > University of Miami > Communication > STC 388 > Media Planning Class Notes
Natalie Land
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About this Document

Weekly and detailed class notes
Media Planning
Dr. Lancaster
Class Notes
Media, stc388, STC, mediaplanning




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This 2 page Class Notes was uploaded by Natalie Land on Monday September 19, 2016. The Class Notes belongs to STC 388 at University of Miami taught by Dr. Lancaster in Fall 2016. Since its upload, it has received 3 views. For similar materials see Media Planning in Communication at University of Miami.


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Date Created: 09/19/16
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     o   Evaluation  criteria     §   Time  period,  profound  dimension     §   The  vehicle  list     §   Ratings     §   Cost     §   Insertions     o   Vehicle  and  message     §   Frequency  (exposure)  distributions     §   Reach  n  (where  n-­‐1  or  3)     §   Gross  rating  points     §   Gross  impressions,  average  frequency     §   Duplication:  duplication  among  issues     §   Little  duplication  :  maximize  reach  


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