Advertising 6

Media planning

is the process of deciding how an advertising message will reach its intended audience.

Media buying

is the process of purchasing advertising space, time, impressions, or placements from media companies and advertising platforms.

Digital advertising

allows advertisers to reach more specifically defined audiences and measure campaign performance.

Search advertising

allows businesses to show advertisements when consumers search for particular products or services.

Reach

refers to the number or percentage of different people in the target audience who are exposed to an advertisement.

Frequency

refers to how many times, on average, members of the target audience see the advertisement.

Media scheduling

determines when advertisements will appear.

Continuous Scheduling

Advertising runs regularly throughout the campaign period.

Flighting

Advertising appears during certain periods and then stops temporarily.

Pulsing

combines continuous advertising with periods of heavier advertising.

Media Budgeting

Companies must determine how much money they can spend on advertising.

Cost Per Thousand Impressions

refers to the cost of delivering 1,000 advertising impressions.

Cost Per Click

means the advertiser pays based on clicks.

Cost Per Action

measures the cost of obtaining a desired action.

impression

is counted when an advertisement is displayed.

Click-Through Rate

measures the percentage of impressions that generate clicks.

media mix

is the combination of different media channels used in one campaign.

Digital Media Buying

Digital advertisements may be purchased through platforms such as search engines and social media advertising systems.

Optimization

means improving the campaign based on its actual performance.