Media Planning Class Notes
Media Planning Class Notes STC 388
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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