SMC CH10

Media planning

Series of decisions involved in delivering promotional message to prospective consumers

Media objectives

Objectives formulated to organize a media plan

Media strategies

Plans of action designed to attain the media objectives

Medium

General category of available delivery systems

Reach

Measure of the number of different audience members exposed at least once to media vehicle in a specified period

Coverage

Potential audience that might receive message through a vehicle

Frequency

Number of times receiver is exposed to media vehicle in a specified period

Buying power index

potential of metro area, county, or city relative to U.S. as a whole

Brand development index

rate of product usage by geographic area into decision process

Category development index

potential for development of total product category and not specific brands

high CDI high BDI

high market share good market potential

high CDI low BDI

low market share good market potential

high BDI low CDI

high market share monitor for sales decline

low BDI low CDI

low market share poor market potential