Media

Major steps in media selection:

1. Determining reach, frequency, impact, and engagement

2. Choosing among media types

3. Selecting media vehicles

   1. Impact

   2. Effectiveness

   3. Cost

      1. Cost comparison indicator: Means of comparing the costs of advertising in a specific medium in relation to the number of people reached

4. Scheduling media timing

   1. Seasonality

   2. Pattern of the advertising (EXAM)

      1. Continuous: Scheduling evenly

      2. Flighting: Ads run for set periods of time, alternating with no advertising

      3. Pulsing: Scheduling unevenly

Advertising Effectiveness

• Communication Effects

  • Is the ad communicating the message well?

• Sales and Profit

  • Comparison to past sales and profits under prior ad spending

  • Experimental test markets

  • Econometric modeling

  • Single source data