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 Advertising Budgeting, Media,and Media Planning
 
S
etting the Budget 
Percentage of 
S
alesPayout PlanCompetitive BudgetingThe Task or Objective Method
Whats the objective?
What type and how much media needed?
Can we afford it?
 Arbitrary
 Administering and Protecting the Budget 
The Advertising Budget 
 
Media Planning
Media Planning =
S
election +
S
chedulingFactors Influencing Media Planning Decisions
Target Market Profile
Looking at Brand/Product Dynamics
The Creative Execution
Budget Considerations and Media Deals
The Competitive
S
ituation
 Availability and Timing Considerations
Cost Efficiency (CPM =
Cost per thousand (CPM): cost of reaching 1,000 members of target audience with mediavehicle(s) or plan
.
)
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