Chapter 2 Media Planning Essentials_Jay
MEDIA PLANNING OVERVIEW LN
Overview
The idea behind a competitive tracking report is to provide an executive summary with implications, as well as a quick visual detail of relevant brands and their activity against previous year (full year) and YTD (period vs. period)
Marketing/Advertising objectives & strategies Target Audience (Primary/Secondary) Timing for Campaign Budget Guideline Creative Status Geographic Priorities Trade & Promotional Activity etc...
Media Selection Rationale Media Tactics/Activation Ideas Flowchart Budget Summary Delivery Summary Media Considered/Rejected
Competitive Tracking Report
MEG MEDIA BRIEFING FORM
McCann Media Information Brief
Questions Raised
Business purpose of this campaign Market background Brand Positioning Competitive Set Marketing Objective & Strategies Marketing Issues Advertising Objectives Key Lessons & development Source of Business/Targeting Geographic Distribution Timing/Seasonality Budget Evaluation
(完整版)雅思阅读UNIT2Media
UNIT 2 MediaW a r m u p-T h i n k i n g a b o u t t h e T o p i c Look at the three images.1 Where would you find creatures like these? Have you seen any of these creatures or similar creatures before?1Talk about them with your partner:a. Do any of them look like real people?b. How were these creatures made?c. Think of some words to describe each picture.2Now, work together with a partner to make some sentences about the images.Speak, do not write."They all have ... "They look ...Beginning to ReadSkinning to Identify the Writer’s PurposeIt is very important to gain an overall idea of the reading passage structure and the writer's purpose BEFORE you try to complete the IELTS reading exercises.Computer Generation of Animated CharactersAsk any young person to tell you the names of some famous movies and the chances are that many of those mentioned will be popular because of computer-generated special effects. Movies such as ‘Star Wars ', 'the Matrix' and; Harry Potter' rely heavily on computers to create special fantasy and space effects. Others, such as the famous 'Lord of the Rings' movies, created surprisingly lifelike humanoid characters using sophisticated computer-generated techniques. The creative effort that lies behind these creatures is amazing. However, genuinely 'human' characters, indistinguishable from real actors, are still not quite possible, although we are getting very close to this elusive goal.The process of imagining and developing a computer-generated character is complex, involving many stages. The first stage is to design the look of the character, and to create a three-dimensional model on the computer. The model must be able to move in a realistic manner and, most importantly, its face must mirror human faces when it laughs, frowns or talks. One way to achieve this is by building a real skeleton of the model. After using lasers to scan the real model into the computer, controls are added that allow the bones and muscles to be moved around.This is where computer animation comes in. Because people are so conscious of how 'real' faces look, many detailed controls are needed on the computer to move the different features of the face. Up to a hundred may be needed to move the muscles of the face, so that the character's eyes, skin, mouth and other features all look natural to our eyes.After designing all of the components of the face and body, and the computer controls, the character is ready to move, or be animated. One way of achieving this is called motion capture, where a person acts out the character, and his movements are captured by video camera and uploaded into the computer. Another way is key-frame animation, where, instead of modeling actions from a real person, the animators use the controls to move all of the parts of the body and face to create movement on the screen. These methods are often used together in creating an animated character; both of them are slow and painstaking, requiring hours of effort and planning.Enormous computer power is needed to make animation look real. For the 'Lord of the Rings', thousands of processors and numerous workstations were used to create all of the characters and special effects. There were up to 160 people working on computer graphics for these three movies, which took approximately 4 million processing hours. It is estimated that the same process would have taken up to 200 years on a 4-gigahertz PC!However, despite all of this extremely sophisticated and expensive technology, creating a real human face is still a challenge for our animators. People are very sensitive to facial expressions. We can immediately pick if a face is not human, A B C D E Fand we often have a strong reaction to this. The closer the face is to looking truly human, the more negative this reaction can be; this effect has been christened the 'uncanny valley' by Japanese roboticist*Masahiro Mori. However, he also suggests that once the animation gets close enough to the real thing, we begin to feel positive about it once more. So, maybe future Tom Cruises or Lindsay Loans will be computer generated, and we will never know the difference.* an expert on design, construction and use of robots4 Read the first sentence ONLY of each paragraph in the reading passage and answer the question below. Take NO MORE THAN FIVE minutes to do this. Does this reading passage:a. Give a history of something?b. Describe how something is done?c. Compare and contrast two things?d. Discuss a problem and give a solution?Scanning for Specific FactsSometimes in IELTS readings you need to look quickly over the reading passage to find facts, dates, numbers or names. It is important to practice focussing your eyes ONLY on the information you need.5 Look quickly at the passage and write down the letter of the paragraph which contains the following information. Take no more than THREE minutes to do this!a.__________ Masahiro Morib. __________Key frame animationc.___________160d. ___________Star Warse.____________ Three-dimensionalf. ____________ A hundred6 Now, match the information above to the following. Write the letter of the paragraph where you will find this information beside each one.a. ____________Movie nameb. ____________Name of a person who works with robotsc. ____________Number of people working on a projectd. ____________Computer techniquee. ____________Number of computer controlsf._____________ Computer modelSkimming to Summaries the Main Idea7 Now, work with a partner to complete a brief summary of this reading passage. Speak, do not write.This passage is about ... It describes ... It takes ... (final two paragraphs) IELTS Type Questions: Reading for Details and for Main Ideas Now, you should be able to read this passage quickly to find details and answer the following questions.6) _____________Creating a bone structure using lasers and adding controls7) _____________100 muscle controlsSentence Completion - Type Adescribed as being ___________________________ methods.12) Not only thousands of processors, but also ___________________________ were required to make the characters and special effects in 'The Lord of the Rings' movies.13) The animation for these movies required about ___________________________ processing hours.14) Achieving a completely realistic human face is still a challenge for animators, as people are very conscious of __________________________________.15) In general, people seem to have a more negative reaction to an animated face that is quite close to looking human; this has been called the ________________________ effect.Sentence Completion - Type BComplete each sentence with the correct ending, A-L, from the box below. There are more endings given than beginnings. 16)Among recent movies, many of the most successful...17)There are many stages involved in imagining and developing…18)In order to create a 3-D model on the computer, some people… 19)Once a laser has scanned this model into the computer, controls to...20)Motion capture is a technique where an actor's movements arefilmed and used to...21)Key-frame animation is a technique where the animators use the controls to...22)Whichever of these methods is used, it is necessary to...ClassificationAccording to the information in paragraphs B, C and D of the reading passage, classify the following actions as occurring. A in the design and creation stage B in the animation stage - motion captureC in the animation stage - key frame animationWrite the correct letter, A, B or C in the gaps. 23)___________to film someone moving24)___________to recreate movement using computer controls25)___________to make an actual modelGlobal Multi-ChoiceCircle the letter for the correct answer.26) The writer's main idea is that:a. Computer animation is the best way to make movies.b. Animators cannot quite yet make characters that truly seem to be human.c. Animation requires too many computers and processors to be economic.d. Robots are a form of animation.A f t e r Y o u R e a dThis section of the reading units will include some activities to help you to understand and practice reading and language skills that you will need for the IELTS test.8 Answer these questions.i. Which ending is common to the adjectives below?______________ii. Consider 'indistinguishable'. What does the '-able' endingmean______________ be doneiii. What does the 'in-' prefix mean? ________________________9 Complete the sentences below using the adjectives in the list above.a. ______________________ technology is very complex.b. If something is _______________, it is difficult to find or achieve.c. Something that is ______________ is similar to the real thing.d. If something is ______________, they notice or are affected by slight changes.e. _______________________________ means making new things.f. If something is ______________________ , it is real rather than artificial.g. A cube is ________________________; it has height, width and depth.h. Something that is ________________________ is the opposite of simple.i. A __________________________ character is like a human.j. To do something in a ________________ way means that you take a lot of timeand trouble.k. Something ______________________ from someone else looks the same as thatother person.a. Ways of doing something ________________________b. Desks set up with computers, screens and other necessary equipment__________________________c. A central computing unit __________________________d. The set of bones, joined together, that makes up a human or animal__________________________e. The parts of a face, such as eyes, mouth and nose_______________________f. A magic or dream world __________________________g. To need (something) __________________________h. To talk about (something) __________________________1. Special light beams __________________________J. Ways of looking happy, sad etc ___________________________k. A response to a statement or action ____________________________1. A film with characters that seem to be alive _______________________9Complete the following sentences, using the same vocabulary. You will not need all of the words in the list above.a. Many ____________________films now rely on computer-generated effects.b. Computer___________________ requires enormous computer power.c. People who create computer-generated characters use very sophisticatedanimation ______________________d. Thousands of ___________________may be necessary to make realisticanimated characters.e. ____________________can be used to scan a real model of a character into thecomputer.f Many detailed computer controls are needed to animate the different____________________ of a character's face.g. Even so, we can see that ___________________ ______________________arecomputer-generated ones rather than genuine human ones.Passive VoiceLook up 'passive voice' in your grammar book if you are not sure of the meaning. Then do these exercises.12 Classify the examples of passives listed below according to the following types, A-E. The first one has been done for you.A passive with modal - may, will, should, could, etc.B passive with infinitiveC present simple passiveD past simple passiveE present perfect passivea. __C__ ...many of those (that) are mentioned...b. _____ ...the bones and muscles to be moved aroundc. _____ ... many detailed controls are neededd. _____ ... up to a hundred may be needede. _____ …is ready to move, or be animatedf. _____ ... his movements are captured by video camera and (are) uploadedg. _____ ... these methods are often used togetherh. _____ ... enormous computer power is neededi. ______ ... thousands of processors and numerous workstations were usedj. ______ …this effect has been christened the 'uncanny valley'k. _____ ... maybe future 'actors' will be computer generated。
媒介策划 Media Plan_课件(英文版)
Media StrategySound advertising and media objectives Advertising objective = what communicationeffect (e.g., awareness or image) we want toaccomplish with advertisementsMedia objectives = how much reach andfrequency needed to achieve ad obj.Strategy = the combination of media categoriesand vehicles used to accomplish objectivesThe planTarget audience intelligenceBackground research (a combination of secondary and primary research)Key information on what media your audience use and how they use itSuccessful media planners understand thestrengths and weakness of all available mediaMedia strategic planning is a craft developedovertime, with practice and knowledge gainedfrom trial and error (experience).Market knowledge is criticalSeasonalityTiming media buys is central to successful mediastrategyBalancing reach and frequencyDetermining effective frequencyThe amount of message frequency needed to generatea response from a particular percentage of your targetaudienceMedia selection ‐Use measures of cost efficiency CPMCPPMedia Planning SoftwareWhere we are going after Spring BreakHave you found out as much as possible about your target audience?Have you determined the appropriate timing for your message?How will your message be scheduled?Flighting, pulsing (burst), continuously?Will your reach and frequency goals be met by your timing and scheduling strategies?Are there merchandising opportunities?Do you need to “test market” your plan?Can you present your plan in a visually interesting and succinct fashion?Do you have a flowchart or schematic that summarizes the distribution, delivery, and cost of your media plan?See example Katz Ch: 7 pp. 154‐161Situation AnalysisMarketing BackgroundAdvertising ObjectivesMedia ObjectivesMedia StrategyFlowchart –summarizes strategy and costYou need to become VERY familiar with the media plan outline presented by Katz and the Award Winning Media Plan in the Media Flight Plan Ch: 8 AXE。
2024版Working
目录
CONTENTS
• Workplace Etiquette and Image Building
• Career planning and development prospects
01
Work philosophy and attitude
Establishing a Correct Work Concept
Actively collaborating with colleagues, respecting and
supporting each other, and working towards common goals.
03
Adopting a proactive approach
Taking the initiative to identify and solve problems, seeking out
Team collaboration and communication
Establish good team relationships
Build trust
Trust is essential for effective teamwork. Show your team members that you value their contributions and respect their opinions.
Working
目录
CONTENTS
• Work philosophy and attitude • Time management and
efficiency improvement • Team collaboration and
媒介策划方案
媒介策划方案英文回答：As a marketing professional, I am adept at creating effective media plans that align with brand objectives and target specific audiences. A media plan is a comprehensive document that outlines the strategic use of various media channels to achieve marketing goals. It involvesidentifying the target audience, setting objectives, determining the media budget, selecting the appropriate media channels, and evaluating the effectiveness of the campaign.One of the key elements of a media plan is defining the target audience. This involves understanding their demographics, psychographics, media consumption habits, and purchase behaviors. By understanding the target audience, marketers can tailor their messaging and media selection to resonate with them. For example, if a company is targeting young adults who are heavy users of social media, they maychoose to focus their advertising efforts on platforms such as Instagram and TikTok.Once the target audience has been defined, the next step is to set clear and measurable objectives. These objectives should be aligned with the overall marketing goals and should be specific, measurable, achievable, relevant, and time-bound. For instance, a company may set an objective to increase brand awareness by 10% within asix-month период.The media budget is another important consideration in media planning. Marketers need to determine how much money they are willing to spend on advertising and allocate it effectively across different media channels. The budget should be based on factors such as the size of the target audience, the competitive landscape, and the cost of advertising in each channel. For example, a company with a limited budget may choose to focus on cost-effective channels such as email marketing and social media advertising.Selecting the appropriate media channels is crucial for reaching the target audience and achieving the desired results. Marketers need to consider factors such as the reach, frequency, and impact of each channel. They should also consider the message they are trying to convey and the target audience's media consumption habits. For instance,if a company wants to build brand awareness, they may choose to use mass media channels such as television and print advertising.Finally, it is essential to evaluate the effectiveness of the media plan. This involves tracking key metrics such as reach, frequency, engagement, and conversions. Marketers can use these metrics to determine whether the campaign is meeting its objectives and make adjustments as needed. For example, if a company sees that their advertising campaign is not reaching the desired number of people, they may adjust their media mix or increase their budget.中文回答：作为一名营销人员，我擅长制定有效的媒体计划，以配合品牌目标并定位特定受众。
传媒经济学教程(第二版)传媒生产
三､结构性控制:新闻生产流程
(一)传统生产流程
传统的传媒生产流程遵循亚当·斯密劳动分工的观点,倾向于把工作分解成若干极其简单的
任务,然后交由专门人员去完成｡
传媒传统生产流程的重要价值体现在以下几个方面:
第一,劳动分工带来效率提升｡
第二,传统生产流程将复杂的生产活动细分为一系列标准化劳动并明确规定每一细分工种的
略，又通过深度访谈方式，汇总了国内新闻工作者一系列
的 “隐藏文本”，如 “时空转换策略”“责任转移策略”“报道事
实策略”“合纵连横策略” “反客为主策略”及 “钻研漏洞策略”
等
二､群体层面的新闻生产研究
(二)内化视角:新闻常规
进入21世纪以来,新闻生产社会学发生转向,主要体现在两个方面:
第一,新闻生产社会学内部的转向｡
中重复出现的习惯性社会实践。
“对于传媒组织，常规是一套控制机制，以促使媒介工作 者达到组织的预期目标；对于
传媒内容生产者，常规是他们工作时所依循的脉络。”
不少新闻常规虽然出现在新闻教科书中，成为在校学生可以学习的 “显性知识”，但其
最初 的存在形态却是新闻实践过程中隐含的 “默会知识”。新闻专业学生在校学习的这些
的，编辑是重要的 “把关人”，他们的个人偏好等主观因素在新闻选择中扮演着重要角色，同 时
“无形”环境亦会影响编辑的把关行为。
二､群体层面的新闻生产研究
群体层面的非正式约束研究将目光转向特定结构中人与人之间的功能互动｡20世纪50年代和70
年代,新闻编辑部里的生产机制曾引起研究者较大的热情,研究者特别关心的一个重要问题是,“在
第二,新闻生产社会学拓展为媒介生产社会学｡
(1)研究的行业类别由新闻业扩展到流行音乐､图书出版､新媒体等非新闻类行业｡(2)研究的生产场域由线下
北师大版高中英语选择性必修2 UNIT 6 Period 4
课前自主预习
课堂新知讲练
语言时空
随堂知能小练
课时作业
英语 选择性 必修第二册 配北师大版
UNIT 6 THE MEDIA
( )5．What’s the main idea of the text? A．The advertising skills. B．The effects of advertising. C．With the development of the society，the advertising changes a lot. D．The kinds of advertising. 【答案】1-5 CDADC
2．(P58)But then they realised that it might not be suitable for a marketplace _________________________ (在市场，产品和服 务) are in direct competition with each other. (定语从句)
that has never been seen before.
课前自主预习
课堂新知讲练
语言时空
随堂知能小练
课时作业
英语 选择性 必修第二册 配北师大版
UNIT 6 THE MEDIA
(
பைடு நூலகம்
)5 ． Producing public advertisements which are
mentioned in the text is free.
n. 赞助商；资助者
课前自主预习
课堂新知讲练
语言时空
随堂知能小练
课时作业
英语 选择性 必修第二册 配北师大版
UNIT 6 THE MEDIA
Unit+1+The+mass+media+Extended+牛津译林版(2020)选择性必修第二册
Step1：Video time Guess what the video is about?
It’s an advertisement
Discussion Have you ever purchased a product or service after seeing the advertisement promoting it? Why or why not?
Para 3
Why does a company usually use mass media to advertise a
product or service? an advertisement placed on website / TV
a huge number of people know it
[Para.4] _____Sl_o_g_a_ns_ቤተ መጻሕፍቲ ባይዱ______
[Para.5] _B_r_a_n_d_a_m__b_a_s_s_a_d_o_rs
[Para.6] P_r_o_d_u_c_ti_on__p_l_a_ce_m__e_nt
Careful reading
Choose the best answer.
___b_y _a_d_ve_r_t_is_er_s__________
Part 4 [Para. ___7___] Future development
[Para.2] History
[Para.3] __R__ea_s_o_n_s_fo_r_a_d_v_e_r_tising ___o_n__m_a_s_s _m_e_d_ia______
(2)What is the relationship between advertising and the mass media? A. Old newspapers had a negative effect on advertisements. B. Smartphone apps make the biggest difference to advertisements. C. Advertisements promoted the development of the mass media. D. Advertisements are growing hand in hand with the mass media.
北师大版高中英语学案选择性必修第二册精品课件 UNIT 6 THE MEDIA Section C
3.What’s the faults of the film Beauty and the Beast? B A.The striking use of light. B.The lovers flying at the end. C.The moving painting. D.The voice of Beauty’s father. 4.What will the writer do at last? D A.To write the content of the film. B.To make a moving painting. C.To judge a book by its cover. D.To recommend the film for the whole family.
that Max can get rid of the problem.She expects Max to consider
10. what she has written seriously.
Activity 7 长难句分析
1.One day,Beauty’s father gets lost in the forest,but finds a strange
In her opinion,Max seems to be checking his phone all the time,even when they 2. are having (have) a family meal.His phone is like a drug,which makes Max fail 3. to put (put) it down.If she ask him to leave his phone at home,he may sulk and get 4. anxious (anxiety).It seems that Max never relaxes,always in a state of being 5. on alert.
Chapter 2 Media Planning Essentials
Selective coverage plan
attempts to reach target பைடு நூலகம்arket regardless of geographic location.
7-13
Best Time to Reach Target
Even schedule Skip schedule Pulse schedule Seasonal schedule
7-9
Media Strategies
Numerous factors are considered for achieving objectives: Target Market
Shotgun Profile Matching Rifle
Nature of Advertising Message
Continued…
7-11
Continuous Spending versus Flighting
7-12
Market Coverage
National coverage
requires media coverage wherever product is available.
Regional coverage
7-7
The Media Plan
Document that outlines all relevant details including:
How a client’s budget will be spent Clearly defined objectives Rationalized strategies Precise execution details
Continued…
高中英语新教材译林选修二课件The Mass Media Grammar and Usage
The application of consumer psychology in advertising
• Understanding Consumer Needs and Desires: Analyzing consumer needs, wants, and desires to create advertising that resonates with the target audience
高中英语新教材译林选修二课件 The Mass Media Grammar and Usage
汇报人：XX 2024-02-04
contents
目录
• Media Overview and Classification • The use of grammar in news
reporting • The use of grammar in advertising • The use of grammar in social
Including a clear and competing call to action that resources the audience to take the next step, such as visiting a website or making a purchase
Understanding how to integrate visuals and text effectively to create a cohesive and impactful ad
signage)
New media encompasses digital and online platforms such as social
教师用书mass media传媒英语词汇解释、课文及课后翻译(中传研究生用)Unit_2
Unit 2N ewspaperContents:➢Keys for Exercises➢Translation➢Supplementary ReadingPart One Keys for ExercisesI.Please answer the following questions based on the article：1. Not paid subscription，but profit from ad.2. If the newspaper gives a satisfactory account of that which we think we know，our business，our church，our party，it is fairly certain to be immune from violent criticism by us.3. Beyond experience: international and national news; within experience: local news.4. Weekly ，alternative paper，，religious paper，general newspaper，specialized paper etc.5. A variety of features.6. Through news agencies.7. Go outside the field of general news and to the dazzling levels of society，to scandal ，and crime，to sports，pictures，actresses, advice to the lovelorn, highschool notes, women’s pages, buyer’s pages, cooking receipts, chess, whist, gardening comic strips, thundering partisanships. 8. Triangle relationship: newspaper depend upon indirect taxation levied by his advertisers upon his readers, the patronage of the advertisers depends upon the editor’s skill in holding together an effective group pf customers.9. Signed correspondents，executives，men with a knack and flavor of their own.II. TranslationA.Translate the following paragraph into Chinese.1. 对于期刊的出版发行来说，最接近协议的做法便是在一定时间内的预定，但我相信，这对一家大都市的日报来说并非重要的经济因素。
media 英语作文
The media plays a pivotal role in shaping our perceptions,informing our decisions, and connecting us to the world.Here are some key points to consider when writing an essay on the media in English:1.Introduction to Media:Begin by defining what media encompasses,including television,radio,newspapers,magazines,and the internet.Discuss the evolution of media from traditional forms to digital platforms.2.Impact on Society:Explore how media influences public opinion,social norms,and cultural values.Discuss both positive and negative impacts,such as raising awareness on important issues and perpetuating stereotypes.3.Role in Democracy:Discuss the medias role as the fourth estate,its responsibility to keep the public informed,and its function in holding governments and institutions accountable.4.Media Bias:Address the issue of bias in media reporting.Explain how personal, political,or corporate interests can influence the way news is presented.5.The Rise of Social Media:Discuss the impact of social media on traditional media and its role in the dissemination of news and information.Include the benefits,such as instant updates,and the challenges,such as the spread of misinformation.6.Media Literacy:Emphasize the importance of media literacy,which is the ability to access,analyze,evaluate,and create media in a variety of forms.Discuss how it helps individuals to be critical consumers of media.7.Ethical Considerations:Discuss ethical dilemmas faced by journalists and media organizations,such as the balance between freedom of speech and the right to privacy.8.The Future of Media:Speculate on the future of media,considering technological advancements like artificial intelligence,virtual reality,and the potential for personalized news feeds.9.Conclusion:Summarize the main points and reiterate the significance of media in modern society.Encourage readers to consider their own relationship with media and the responsibility they have in shaping its future.Remember to use clear,concise language and provide examples to support your arguments.Additionally,ensure that your essay is wellstructured with a clearintroduction,body paragraphs for each main point,and a conclusion that ties everything together.。
曼昆经济学原理英文版文案加习题答案19章
WHAT’S NEW IN THE S EVENTH EDITION:There is a new In the News feature on "Higher Education as an Investment" and values and tables have been updated.LEARNING OBJECTIVES:By the end of this chapter, students should understand:how wages compensate for differences in job characteristics.the human-capital and signaling theories of education.why a few superstars earn tremendous incomes in some occupations.why wages rise above the level that balances supply and demand.why it is difficult to measure the impact of discrimination on wages.when market forces can and cannot provide a natural remedy for discrimination.LEARNING OBJECTIVES:Chapter 19 is the second chapter in a three-chapter sequence that addresses the economics of labor markets. Chapter 18 developed the markets for the factors of production. Chapter 19 goes beyond the supply-and-demand models developed in Chapter 18 to help explain the wide variation in wages we find in the economy. Chapter 20 addresses the distribution of income and the role the government can play in altering the distribution of income.The purpose of Chapter 19 is to extend the basic neoclassical theory of the labor market that was developed in Chapter 18. Neoclassical theory argues that wages depend on the supply and demand for labor and that labor demand depends on the value of the marginal productivity of labor. To address the wide variation in the wages that occurs in the real world, it is important to examine more precisely what determines the supply and demand for various types of labor.340Chapter 19/Earnings and Discrimination ❖341 KEY POINTS:∙ Workers earn different wages for many reasons. To some extent, wage differentials compensate workers for job attributes. Other things equal, workers in hard, unpleasant jobs are paid more than workers in easy, pleasant jobs.∙ Workers with more human capital get paid more than workers with less human capital. The return to accumulating human capital is high and has increased over the past several decades.∙ Although years of education, experience, and job characteristics affect earnings as theory predicts, there is much variation in earnings that cannot be explained by things that economists can measure.The unexplained variation in earnings is largely attributable to natural ability, effort, and chance.∙ Some economists have suggested that more educated workers earn higher wages not because education raises productivity but because workers with high natural ability use education as a way to signal their high ability to employers. If this signaling theory were correct, then increasing theeducational attainment of all workers would not raise the overall level of wages.∙ Wages are sometimes pushed above the level that brings supply and demand into balance. Three reasons for above-equilibrium wages are minimum-wage laws, unions, and efficiency wages.∙ Some differences in earnings are attributable to discrimination on the basis of race, sex, or other factors. Measuring the amount of discrimination is difficult, however, because one must correct for differences in human capital and job characteristics.∙ Competitive markets tend to limit the impact of discrimination on wages. If the wages of a group of workers are lower than those of another group for reasons not related to marginal productivity, then nondiscriminatory firms will be more profitable than discriminatory firms. Profit-maximizing behavior, therefore, can reduce discriminatory wage differentials. Discrimination persists in competitive markets, however, if customers are willing to pay more to discriminatory firms or if the government passes laws requiring firms to discriminate.CHAPTER OUTLINE:I. Some Determinants of Equilibrium WagesA. Compensating Differentials1. Definition of compensating differential: a difference in wages that arises to offsetthe nonmonetary characteristics of different jobs.342 ❖ Chapter 19/Earnings and Discrimination2. Jobs that are easy, fun, or safe will pay lower wages than jobs that are difficult, dull, ordangerous.B. Human Capital1. Definition of human capital: the accumulation of investments in people, such as education and on-the-job training.2. Workers with more human capital earn more on average than those with less human capital.3. Firms are willing to pay more for highly educated workers because highly educated workers have higher marginal products.4. Case Study: The Increasing Value of Skillsa. Table 1 compares the average earnings of college graduates with the average earnings of high school graduates with no additional education.b. We can see that there has been an increase in this difference over time.c. One possible reason that this has occurred is that international trade has changed the relative demand for skilled and unskilled labor.d. Another possible reason is that changes in technology have changed the relative demand for skilled and unskilled workers.5. In the News: Higher Education as an Investment a. In light of increasing costs of attending college, some people question the returns tocollege attendance relative to other investments.b. This article from The Hamilton Project at The Brooking Institution confirms the value ofattending college.C. Ability, Effort, and Chance1. Because of heredity and upbringing, people differ in their physical and mental attributes. This will affect their productivity level and therefore their wage.2. People also differ in their level of effort. Those who work hard are more productive and earn a higher wage.3. Chance also plays a role in determining wages.4. Case Study: The Benefits of BeautyChapter 19/Earnings and Discrimination ❖343a. Daniel Hamermesh and Jeff Biddle used data from surveys conducted in the UnitedStates and Canada to try to determine how wages are affected by physical appearance.b. They found that people who are considered to be more attractive than average earned5% more than people of average looks. People of average looks earn 5% to 10% morethan people considered to be less attractive than average.c. One possible reason for this is that good looks are important for workers who have closedealings with the public.d. Another possible reason is that a person who is successful in making him or herselfattractive may be equally successful in other tasks.e. A third possible reason for this difference in the wages is discrimination.D. An Alternative View of Education: Signaling1. Some economists have suggested that firms may use education as a way to sort high-abilityworkers from low-ability workers.2. This implies that when people earn a college degree, they do not become more productive,but instead signal their high ability to prospective employers.3. This occurs because it is easier for high-ability people to get college degrees; therefore, morehigh-ability people get college degrees.E. The Superstar Phenomenon1. Superstars arise in markets that have two characteristics.a. Every customer in the market wants to enjoy the good supplied by the best producer.b. The good is produced with a technology that makes it possible for the best producer tosupply every customer at a low cost.2. This is why we see superstars in some markets (entertainment, professional sports) and notin others (plumbing, carpentry).F. Above-Equilibrium Wages: Minimum-Wage Laws, Unions, and Efficiency Wages1. For some workers, wages are set above the level that brings supply and demand into balance.2. There are three reasons why this may be the case.a. Minimum-wage laws that generally apply to the least skilled and least experiencedworkers.b. Definition of union: a worker association that bargains with employers overwages and working conditions.c. Definition of strike: the organized withdrawal of labor from a firm by a union.344 ❖Chapter 19/Earnings and Discriminationd. Definition of efficiency wages: above-equilibrium wages paid by firms toincrease worker productivity.e. These higher wages often reduce worker turnover, increase worker effort, and raise thequality of workers who apply for jobs at the firm.3. Above-equilibrium wages raise the quantity of labor supplied and lower the quantitydemanded, creating a surplus of labor.II. The Economics of DiscriminationA. Definition of discrimination: the offering of different opportunities to similarindividuals who differ only by race, ethnic group, sex, age, or other personalcharacteristics.B. Measuring Labor-Market Discrimination1. Table 2 reports median annual earnings by race and gender for 2011.a. The median black man was paid 21% less than the median white man.b. The median black woman was paid 11% less than the median white woman.c. The median white woman was paid 25% less than the median white man.d. The median black woman was paid 15% less than the median black man.groups can be attributed to discrimination.a. For example, the quantity of education often differs between blacks and whites.b. It is also likely that the quality of education may differ as well.c. Women generally have less labor market experience than men.d. It may also be true that women take more pleasant jobs than men, leading to acompensating wage differential.3. Because the differences in median earnings among groups in part reflect differences inhuman capital and job characteristics, they do not by themselves say anything about howmuch discrimination there is in the labor market.4. Case Study: Is Emily More Employable than Lakisha?a. Economists Marianne Bertrand and Sendhil Mullainatham answered more than 1,300help-wanted ads run in Boston and Chicago newspapers by sending in nearly 5,000 fakeresumes.Chapter 19/Earnings and Discrimination ❖345b. Half of the resumes had names that were common in the African-American community,while the other half had names that were more common among the white population.Otherwise, the resumes were similar.c. Job applicants with “white” names received about 50% more calls from interestedemployers than applicants with “African-American” names.C. Discrimination by Employers1. It may be incorrect to blame employers for discrimination because each firm has a profitmotive.2. Example: Two types of people, blondes and brunettes. Both groups have the same skills,experience, and work ethic. But employers prefer to hire brunettes.a. This implies that the demand for blondes is lower than it otherwise would be.b. This also means that blondes will earn a lower wage than brunettes.3. In this economy, there is an easy way for a firm to beat out its competitors: hire all blondes.a. This firm would pay lower wages and therefore have lower costs.b. Over time, we would expect more firms to follow this example.c. The existing firms still hiring brunettes would be forced out of business due to theirhigher labor costs.d. The demand for blondes increases (increasing the wage that blondes earn), while thedemand for brunettes falls (decreasing the wage that brunettes earn). This will continueuntil the wages of the two groups are equal.4. Businesses that care about earning a profit are at an advantage when competing againstthose that also care about discriminating.5. Case Study: Segregated Streetcars and the Profit Motivea. Studies of the streetcar industry suggest that streetcars were never segregated until thefirms were required to do so by law.b. In fact, many firms that ran the streetcars protested these laws because of the increasein the firms' costs from the law (which meant lower profits).D. Discrimination by Customers and Governments1. Customer preferences may limit the ability of the profit motive to eliminate discriminatorywage differentials.a. If customers do not care whether they are being waited on by a blonde or a brunette,the profit motive will work and both groups will eventually be earning the same wage.b. If customers prefer brunettes, the entry of firms that hire blondes will not succeed ineliminating the wage differential between blondes and brunettes.346 ❖Chapter 19/Earnings and Discrimination2. Also, if the government mandates discriminatory practices, then the wage differentialsbetween the groups will continue to exist.3. Case Study: Discrimination in Sportsa. Studies of sports teams suggest that racial discrimination is common and that much ofthe blame lies with the customers.b. One study found that black basketball players earned 20% less than white players ofcomparable ability did. Attendance at basketball games was also higher for teams with alarger proportion of white players. So even if the team owners cared only about profit,the customer discrimination makes hiring black players less profitable than white players.c. The same situation was found in baseball in the 1960s, but more recent studies suggestthat the wage differential in baseball no longer exists.d. Even the value of baseball cards has been affected by discrimination. A 1990 study foundthat the cards of black hitters sold for 10% less than the cards of comparable whitehitters. The cards of black pitchers sold for 13% less than the cards of comparable whitepitchers.E. In the News: Gender Differences1. Economic research is shedding light on why men and women often choose different careerpaths.2. This article from The New York Times describes experimental research aimed at explainingwhy females are less likely to choose occupations that involve high levels of competition.Chapter 19/Earnings and Discrimination ❖347348 ❖Chapter 19/Earnings and DiscriminationSOLUTIONS TO TEXT PROBLEMS:Quick Quizzes1. A compensating differential is a difference in wages that arises to offset the nonmonetarycharacteristics of different jobs. Examples include coal miners who earn extra wages tocompensate them for dangerous working conditions, workers on the night shift who get paidmore than day-shift workers, and professors who are paid less than lawyers and doctors.More educated workers earn more than less educated workers because they are moreproductive, so employers are willing to pay them more, and because more education maysignal greater innate ability.2. It is hard to establish whether a group of workers is being discriminated against becausethere are many reasons other than discrimination for wages to differ across workers, such asdifferences in human capital and job characteristics.Profit-maximizing firms tend to eliminate discriminatory wage differentials because if someset of workers were being discriminated against, it would be in the interest of profit-maximizing firms to hire those workers with lower wages. But that, in turn, would raise thewages of those workers until the wages of all similar workers were equal.A discriminatory wage differential might persist if customers are willing to pay to maintain thediscriminatory practice or if the government mandates it.Questions for Review1. Coal miners are paid more than other workers with similar amounts of education becausetheir higher wage compensates them for the dirty and dangerous nature of coal mining, aswell as their long-term health problems. As a result, they earn a sizable compensatingdifferential.2. Education is a type of capital because it represents an expenditure of resources at one pointin time to raise productivity in the future.3. Education might raise a worker's wage without raising the worker's productivity if educationworks as a signal that the worker has high ability.4. The conditions that lead to highly-compensated superstars are: (1) every customer wants toenjoy the good supplied by the best producer; and (2) the good is produced with atechnology that makes it possible for the best producer to supply every customer at a lowcost. Because one dentist could not supply every customer, you would not expect to seesuperstars in dentistry. But because copies of music can be made at low cost, you wouldexpect to see superstars in music.5. A worker’s wage might be above the level that balances supply and demand be cause: (1)minimum-wage laws raise wages above the levels that some workers would earn in anunregulated labor market; (2) unions may have market power to raise wages above theirequilibrium levels; and (3) a firm may find it profitable to pay an efficiency wage, whichexceeds the equilibrium wage, because doing so raises productivity.Chapter 19/Earnings and Discrimination ❖3496. Deciding whether a group of workers has a lower wage because of discrimination is difficultbecause people differ in other attributes, such as the amount of education they have, theamount of experience they have, and the possibility of compensating differentials.7. The forces of economic competition tend to ameliorate discrimination on the basis of race,because business owners who care only about making profit are at an advantage whencompeting against those who also care about discriminating.8. Discrimination can persist in a competitive market if customers have a preference fordiscrimination. For example, if customers prefer blonde waiters to brunettes, restaurants willprefer to hire blonde waiters and they will discriminate against brunettes.Quick Check Multiple Choice1. b2. a3. d4. c5. c6. aProblems and Applications1. a. The opportunity cost of taking a job as a summer intern that pays little or nothing is thewage that the student could earn at an alternative job.b. Despite the low wages, students are willing to take internships because an internshipmight help them land a permanent job with the firm or the government later. Also, theinternship enhances the student's resume. Finally, the student may gain valuable on-the-job training.c. You would expect that students who were interns earn higher incomes later in life.2. The single minimum wage might distort the labor market for teenage workers more than foradult workers because: (1) teenagers have a lower value of marginal product, so it is morelikely that the minimum wage will be above their value of marginal product; and (2) thedemand for teenage labor is more elastic than for adult labor, so the minimum-wage lawdistorts the market more. The minimum wage affects those individuals who are least skilledand least experienced and these characteristics generally apply to teenagers.3. People with more experience usually have had more on-the-job training than others with thesame formal education but less experience. Such training increases the value of the marginalproduct of their labor. Job tenure is also valuable, because people gain job-specificknowledge or a specialization in knowledge that is useful to the firm.4. a. Economics professors may receive higher salaries than professors in some other fieldsbecause they have better opportunities outside academia. For example, they could findjobs in the private sector or the government.b. Differences in teaching loads can make up for lower pay. If professors in all fields arepaid the same, the pay level is probably below what economics professors could earn350 ❖ Chapter 19/Earnings and Discrimination© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. elsewhere. To attract economics professors, the university would have to offer themsome other compensation, such as a lower teaching load.5. Under the signaling theory, you would rather have the degree and not attend the university. But under the human-capital theory, you would rather attend, even though doing so wouldbe a secret.6. The development of recording devices led to a superstar phenomenon in which the bestmusicians were paid significantly more than average musicians because they could supply every customer at low cost. So the incomes of the best musicians rose and the income of the average musician fell.7. a. People respond to incentives. Merit pay provides an incentive for teachers to workharder.b. Teachers whose classes do not perform well may be opposed to a system of merit pay. Also, some teachers may not want to work harder to receive higher pay.c. A large challenge would be to accurately measure the teachers’ performance.d. Because incentives matter, it should be able to secure better teachers by offering higher wages.8. Yes, his behavior is profit maximizing. He is hiring labor at a lower cost. You might claim thatAlan is despicable because he is discriminating against men. Some might claim that Alan was admirable, though, because he is maximizing profit and giving women a better opportunity to find a job. If more employers were like Alan, the wage differential between men and women would shrink, as employers would be competing for female workers, so women would have as many job options as men. Ultimately, the wage differential could disappear. Other firms at the time may not have followed his strategy because their customers may have preferred male consultants.9. If brunette workers do not like working with blonde workers, a blonde worker's marginal product of labor is likely to be lower, because the firm's output will not be as high comparedto the case if the firm had a brunette worker instead. Thus, firms might find that blonde workers are not worth as much and may reduce their wages relative to brunette workers. A profit-maximizing entrepreneur could create a firm using all blonde workers, so there would be no frictions between brunette and blonde workers. If there were many such entrepreneurs, the wage differential between brunette and blonde workers would disappear over time.。
广告学精品课件 (11)
Program Survivor Lost American Idol 24
Calculating Targeted GRPs – Plan A
HH Rating 6 7 9 4 Targeted Rating 3 3 1 3 Insertions 8 8 8 8 Total GRPs 24 24 8 24 80
11-4
• Traditionally, advertising agencies develop media plans. • Lately, media buying companies have assumed planning roles. • Agencies have spun off media function as separate companies. • Some media planning is done by companies in-house. • Specialized “new media” agencies have emerged.
11-6
• Competitive Advertising • Media Usage Profiles
• Media Coverage Area
• Consumer Information
11-7
• Media Plan: a written document summarizing the objectives and strategies pertinent for placing a company’s brand messages. • Goal: finding the most efficient and effective ways to deliver messages to a targeted audience.
媒介策划英语面试题目(3篇)
第1篇一、个人基本信息1. Please introduce yourself briefly.2. Where are you from and what is your hometown like?3. What is your major and what do you like most about it?4. What is your graduation date and what are your plans after graduation?二、专业知识1. What is media planning and what are its main tasks?2. Can you explain the difference between media planning and media buying?3. What are the key factors to consider when selecting media channelsfor a campaign?4. How do you ensure the effectiveness of a media plan?5. What are the latest trends in media planning?三、案例分析1. Describe a successful media campaign you have worked on. What made it successful?2. Analyze a media campaign that failed. What went wrong and what could have been done differently?3. Suppose you are planning a media campaign for a new smartphone. What channels would you choose and why?4. How would you create a media plan for a non-profit organization to raise awareness of a social issue?5. Discuss the role of digital media in today's media planning.四、团队协作与沟通1. Describe a time when you worked in a team on a media planning project. What was your role and how did you contribute to the team's success?2. How do you handle conflicts within a team?3. What are your communication skills and how do you ensure that your team members understand each other?4. How do you prioritize tasks when working under tight deadlines?5. What is your approach to leadership and how do you motivate your team members?五、实践经验与能力1. What is your relevant work experience in media planning or related fields?2. What skills do you believe are essential for a successful media planner?3. How do you keep up with the latest industry trends and technologies?4. Can you provide an example of a time when you used creative problem-solving skills to overcome a challenge in your work?5. How do you evaluate the effectiveness of a media plan and make adjustments if necessary?六、职业规划与展望1. What are your short-term and long-term career goals in media planning?2. How do you see the media industry evolving in the next few years?3. What are your plans for further education or professional development in the field of media planning?4. Why do you want to work in this industry?5. What motivates you to excel in your career?七、附加问题1. How do you prioritize between creativity and effectiveness in media planning?2. What is your approach to risk management in media planning?3. How do you handle feedback from clients or stakeholders?4. Can you provide an example of a time when you had to adapt to a new or unfamiliar situation in your work?5. What is your preferred communication style and how do you ensure that your message is understood by others?以上题目涵盖了媒介策划专业的基本知识和技能，以及团队协作、沟通、实践经验等方面。
media plan
I choose our hometown city of a real estate project for example, because I was working there practised, so familiarMesh recordedFirst, make imperial scene of real estate project media objectivesTwo, make imperial scene media strategy1, media object class Settings2, media administrant rational strategy3, media analysis choice5, media mix result target6, media stroke setting7, strategy to prioritiesThird, make imperial scene media executive plan and budgetFour, make imperial scene media program evaluationmake imperial scene advertising media planFirst, make imperial scene media objectivesEstablish the make imperial scenes on the product brand, form "make imperial scenes on brand consumer group.Second, the royal make scenes on media strategymedia object class SettingsSecond-ranking heavy grade objects:With the city in income are buying the potential whicheverSecond-ranking light level objects:To buy a house, but the crowd of economic strength relative lack of complementary2, media administrant rational strategymedia object class SettingsSecond-ranking heavy grade objects:With high earners urban primarilySecond-ranking light level objects:The income, but has a strong desire to buy a house of complementarymedia administrant rational strategySecond-ranking heavy grade areas:Ganzhou city city centreSecond-ranking light level area:Ganzhou city near the city center counties and county-level complementarymedia analysis and choice (category select)(1), media characteristics were analyzedSecond-ranking TV media: transfer speed, covers noodles wide, creative bearing capacity is strong, interference degree is high, passively accept.Second-ranking broadcast media: rural coverage ability strong, speed, creative wallop low, family by television replace and sexual functionInto personal media, but as TV media communication impression deepened in the media.Second-ranking newspaper media: voluntarily accept, caring degree is high, authoritativeness of strong, information big load and the audience higher education.Second-ranking magazine media: beautifully printed, pertinence, voluntarily accepted, spread speed.Second-ranking outdoor media: huge impact, regional strong, passively accept, information capacity with small.Second-ranking POP media: simple, lively, have warned consumers recognize brand purchase function, only in stores display function.Second-ranking DM media: pertinence, direct response effect, accepting object less, and great enterprise image discrepant.(2), influence make imperial scene brand media choices of the factor analysisSecond-ranking category care thereliability analysisDue to make imperial scene is facing the city high earners mainly of real estate project, so to build brand of affinity and appeal.Second-ranking category correlation analysisMedia vehicle content and the correlation of commodity is taller, in advertising information dissemination on are more value. Make this is high earners for royal build of real estate project, select the sheet of newspaper columns, prime-time TV, and noon everybody go home to have a meal programs, obtain correlation effect is better.Second-ranking brand image and character analysisMake the landscape of the Augustan brand image and sovereign, peace, the identity characteristics, the media choose sedate sex, authoritativeness and higher education leading media, the editors and advertising environment better, to enhance the aptness advertisement effect of output.Second-ranking consumption habits analysisMake imperial city landscape is designed for high earners made of real estate project, with the family party period in television advertisements perceptual appeals, to consumer's persuade effect is better, in TV commercial TV commercials, target audience accept the pertinence stronger.Second-ranking competitive situation analysisMake imperial scene is dwelling commencements, open up a new prospect for rapid, from competitors and in time and space, the media type is used on "following circular" three-dimensional sex media solution strategy, namely arrange various media to follow the way of persuasion, anytime, anywhere can more enhance the effective arrival rate and the audience contact frequency.(3), media choicesSecond-ranking waves media:Purpose - rapid diffusion product well-knownness, establish brand imageRequirements -- this product target consumers ratings high, the target area coverage, wills and tall. ProgramLocal media, first-class in prime time TV andLate at night time TV, radio, avoid exposing television schedules.Second-ranking plane media:Purpose - detailed introduction product function, increase brand awarenessRequirements -- with local sedate sex, authority and education introductory stronger newspaper media is given priority to, choose to sendDo large quantity, the target area coverage, and this product correlation strong local first-class media.Eye, etc.Second-ranking other media:Purpose - to compensate for waves, plane advertisement covers neutral, deepen and strengthening waves, plane advertisement effect,Promote consumers recognize card purchases.media mix result targetSecond-ranking heavy grade areas:Waves - 50% (arrival rate),Flat - 20 million copies (circulation),Other - 10% (effective arrival rate), 50% (contact population rate)Second-ranking light level area:Waves - 40% (arrival rate),Flat - 5 million copies (circulation),Other - 5% (effective arrival rate), 20% (contact population rate)Comprehensive - 8 (family), exposure frequency 30% (contact population rate)Second-ranking combination goal:Waves -- not less than 45% (arrival rate), no less than 80 (contact rate), no less than 36 (CPP)Flat - 25 million copies (circulation) and 6.6 (circulated frequency), 1.65 million (reading population --Every publication times than 4% (repeated reading population average growth rate)Other - 8% (effective arrival rate), 35% (contact population rate)Comprehensive - 9 (family), 50% exposure frequency (contact population rate)media stroke settingMedia schedule a one-year, monthly divided four weeks time periods, broughtto 55 weeks period, the whole is divided into two phases:Took the first stage (2010 early may - 2010 November)Continuous type: weekly exposed to continuous manner, in order to achieve quick and wide media communication efficiency, rapid diffusion awareness of the product amongst the public purposes.Took the second stage (December 2010-2011 February)Pulsing: this stage 28 weeks (pulsation) continued uncovered; the density of each advertising band set according to the specific circumstances, in order to achieve a precise and accurate media accept efficiency, vigorously promote the brand awareness purposes.strategy to prioritiesThis media solution on the aim of "establishing make imperial scene product brand, form make imperial n&z" : the first scene brand。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Regional coverage
Key-market plan
Selective coverage plan
7-13
BEST TIME TO REACH TARGET
Even schedule
P60 FIG 2-8
Skip schedule
Pulse schedule
Seasonal schedule
7-17
பைடு நூலகம்
MEDIA STRATEGIES
Budget
Concentrated media strategy
To maximize scarce media dollars, media planners often recommend a primary medium that effectively reaches a target market. strategy allows the advertiser to reach the same target market in different environments (rural v urban)
P 47 Figure 2-3
7-9
MEDIA STRATEGIES
Numerous factors are considered for achieving objectives: Target Market p49
Shotgun Profile Matching see fig 2-4 p50 Rifle see fig 2-5 p51
Nature of Advertising Message*
Factual message
Print media TV and radio Combination of media - contests Outdoor advertising
Emotional message
Promotional message
Large Budget
Flexible strategy
Media Mix: Primary & Secondary Media
7-19
To be Continued
FRIDAY
COMPETITOR MEDIA STRATEGIES
What the competition does can help planners recommend a media direction for their own product Analyze competitors media use and expenditure patterns Decide whether to follow a similar pattern or recommend unique direction
7-20
MEDIA EXECUTION
Fine tuning the strategy and translating it into specific action plans.
Media Selection Process
7-21
COST PER THOUSAND (CPM)
Cost incurred in delivering a message to one thousand individuals.
7-6
MEDIA PLANNING PROCESS
P44
Client provides background information to agency in the form of a media brief containing:
Market Profile Product Media Profile Competitor Media Usage Target Market Profile Media Objectives Media Budget*
CHAPTER 2
Media Planning Essentials
7-2
LEARNING OBJECTIVES
Assess roles & responsibilities of both client and agency in media planning Differentiate among media objectives, media strategies and media execution Use media planning terminology
requires media coverage wherever product is available. equitable allocation so that all regions benefit. time and space are purchased in urban markets that have been identified as priorities attempts to reach target market regardless of geographic location.
Assorted media strategy
7-18
BUDGET INFLUENCE ON MEDIA STRATEGIES
Small Budget
Limited strategy
Selective Media Usage
Reach Frequency Continuity Market Coverage Timing Competition Media Usage Type (Choice) of Media
Efficiency in media planning can be loosely defined as gaining maximum impact or exposure at minimum cost to the client.
7-5
DIGITAL MEDIA PLANNING
Are there any differences? More about consumer involvement; the consumer controls when he or she sees the message. Mobile communications, like cell phones and other personal electronic devices, remain in the experimental stage. Digital media strategy focuses on timing and engagement, rather than reach and frequency.
Continued…
7-3
LEARNING OBJECTIVES (CONT.)
Describe the steps involved in the media selection process Identify the factors affecting the size of an advertising budget Describe the methods of determining the size of an advertising budget
The formula for calculating CPM is as follows: Unit Cost of Message Circulation (000)
CPM =
7-22
MEDIA SCHEDULING AND BUDGETING
Media schedule is normally presented in a calendar format, often referred to as a blocking chart. Outlined in one or two pages: Media usage Market coverage Weight levels GRPs Reach Frequency Timing
Continuous vs flighting*
Engagement – degree of involvement Flexibility
Fig 2-7 p56
7-11
CONTINUOUS SPENDING VERSUS FLIGHTING
7-12
MARKET COVERAGE
National coverage
7-23
MEDIA BUYING
Once the media plan is approved, the media buyer negotiates the buy with media representatives to obtain the most effective and efficient buy within the guidelines of the plan. User-friendly software developed by BBM Bureau of Measurement, Nielsen Media Research, etc. lets media buyers makes reasoned and detailed decisions.
7-10
Brand-name awareness
REACH/FREQUENCY/CONTINUITY
P52
Reach: how many?
unduplicated/unique