By Jim Surmanek
Introduce scholars to the options and methods at the back of each profitable media plan whereas educating them how one can positioned media instruments and strategies to exploit successfully. This easy-to-read textual content covers terminology, platforms, and methods. The dynamics of media making plans are highlighted, from the formula of advertisements goals throughout the strategic use of media to complete targets.
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Extra resources for Introduction to Advertising Media: Research, Planning, and Buying
But what of quality and effectiveness? Let's step back and confirm why media vehicles are used in the first place. Clearly, the most important ingredient in an advertising plan is the advertising. Without the creative product there is no plan. Without a creative message to consumers, there is no advertising. At the hub of the entire advertising process is the creative message. All forces concentrate on and contribute to * Although there are media that do not rely on advertiser support, none is part of an advertiser's considered set and therefore none is pertinent to this exploration of media selection.
We also explain the thought processes of a media planner in analyzing quantitative and qualitative information about media. Some might argue that a powerful creative message, brilliantly executed, can produce consumer awareness and stimulate sales. A further argument is that the media vehicles carrying that message are of little or no importance, because the advertising itself is just that good. It can also be safely argued that an ineffective, poorly produced advertising message stands little or no chance of convincing consumers to buy, regardless of the general effectiveness of the selected media in which the advertising appears.
The larger national magazines often offer opportunities for purchasing less than national circulation in predetermined geographic areas (for example, the Northeast, or the state of Florida, or the Chicago Metropolitan Area). Additionally many magazines circulate only in defined areas, such as Sunset on the West Coast, or various local magazines designated only for specific cities. Some national magazines also offer demographic editions whereby an advertiser can buy space that runs only in copies directed to particular audiencesdoctors, businesspeople, upper income groups, etc.
Introduction to Advertising Media: Research, Planning, and Buying by Jim Surmanek