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CME 108 Media Planning and Buying Course Sample Materials Alm

CME 108 Media Planning and Buying Course Sample Materials Alm

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Published by chris8411

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Categories:Types, Research
Published by: chris8411 on Dec 13, 2010
Copyright:Attribution Non-commercial

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05/12/2014

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© 2010 EMM Group
Media Planning & Buying Media Planning & Buying 
 
Media Planning & Buying Media Planning & Buying 
TrainingTraining ±± Sample MaterialSample Material
 
TrainingTraining ±± Sample MaterialSample Material
1
 
2
© 2010 EMM Group
Thr 
ee Media
enets
Thr 
ee Media
enets
1.The media plan must bestrategically alignedwith the brand¶s communications strategyto provide a consistent message andallocate resources efficiently
2
.The media plan should be developed inresponse to marketing objectivesin acollaborative, logical sequence with other functions sharing responsibility for achieving objectives3.The process used to develop the mediaplan should applythe most appropriate toolsand tacticsto achieve the goals determinedby the brand equity team in the BrandPlanning process
 
3
© 
 
¡ ¢ ¡ 
 
£ ¤¤ 
 
¥ 
¦ § ¨ 
h
y Do
e Need a P 
ocess fo
Managing Media? 
h
y Do
e Need a P 
ocess fo
Managing Media? 
W
e need a media management process to address
Significant changes in the media environmentEmergence of social networking, mobile and other suchpowerful vehiclesMedia fragmentationIssues with the upfront buyPowerful competitorsThe need to meet marketing goalsSilo¶d implementation of the current processAccountability issues

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