Media Plan

THE MEDIA PLAN

Market Intelligence

Statistical data
Syndicated media research (ie., AGB, Nielson)
Media consumption/ Audience profile research (ie, MLI)
Market research
Special events and seasonal considerations
Local market knowledge

Media Objectives

Who do we want to reach?
How many people do we want to (Reach)?
How many times do we want to talk to them (Frequency)?
What flight pattern is required?
What environment is most compatible to:
The target
The creative message
Are any media vehicles more cost efficient than others?

Media Selection

Which media vehicles will provide the reach required?
Which will provide the frequency?
Which will best provide the creative requirements?
Which best cover the geographic areas to be targeted with minimal waste?

Media Strategy

Ad/ commercial sizes to be used
Days/dayparts within each purchase cycle
Program/editorial environments to be selected

Media Budget

Estimated costs/ activity over advertising year

MIDTERM EXAM

1. Jingles are a popular creative form in radio advertising. Even so, there are probably more jingles that you don't want to hear again than ones that you do. Identify two short musical bits that you really dislike. Consider the reasons why you do not like them. Write an analysis of why these jingles don't work and what might be done to make them more effective. (60%)

2. Find two banner ads on the Web that you think can be improved. What recommendations would you make? (40%)