Accordingly, the design of the media channel strategy requires a rich understanding of the media options and what each type of media can accomplish in terms of audience reach and engagement.Media audience research is a central feature of media planning. For many firms, the cost of advertising is one of the largest expenses, second only to wages and salaries. Most advertising promotes goods for sale, but similar methods are used in public service messages to promote causes, charities, or political candidates. The following table provides indicative advertising rates for selected popular programs on American national television networks, broadcast during prime time viewing hours. However, for some purchases, the customer may not be aware of the product category or may not know how to access it, in which case these objectives will need to be addressed in the communications objectives. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes Cognition- Affect- Behaviour.All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude, brand preference or brand purchase intention.
The contemporary approach, however, often treats the media strategy as an extension of the creative strategy.In terms of setting media objectives, the planner needs to address several key decisions:
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Media agencies benefit advertisers by providing advertising units at lower rates and also through the provision of added value services such as media planning services.Buying advertising spots on national TV is very expensive. Radio Advertising Bureau In the U K the RAB works at encouraging Ad Agencies and Big Brands to use radio advertising. In this method, the advertiser determines the advertising objectives and then defines specific, measurable communication tasks that will need to be undertaken to achieve the desired objectives. developed a typology of nine creative strategies.Laskey, Day and Crask's typology first identifies two broad classes of creative strategy:Informational appeals typically involve factual claims that list the product's benefits in a straightforward manner and are more likely to be used with high involvement goods. A number of key definitions are essential for media planning purposes:With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. Types of advertising mock-ups that are used in copy testing, both print and broadcast advertising, include:In projective techniques, the respondent is invited to project themselves into the advertisement. Rossiter and Bellman have argued that, for advertising purposes, five communications effects should be considered, namely:For many purchases, category need and purchase facilitation will be present in the customer's mind and can be omitted from the advertising objectives.
15-093, Harvard Business SchoolDuggan, B., "In-House Agencies Grow in Importance', 30 August, Association of National Advertisers, 2013 Online: Richardson-Taylor, A., "The Rise Of The In-House Agency", Mudzanani, T., "A review and analysis of the role of integrated marketing communication message typology in the development of communication strategies," African Journal of Marketing Management, Vol.
Given that most media outlets use dynamic pricing, rates vary from day to day, creating difficulties locating indicative rates. and Spence-Stone, R.,
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