tailieunhanh - Tài liệu truyền thông - Chap11 - Quảng cáo Truyền thông - Kế hoạch và Phân tích

1. Mô tả những yếu tố chính được sử dụng trong phân đoạn mục tiêu khán giả cho các phương tiện truyền thông lập kế hoạch. 2. Giải thích ý nghĩa của tiếp cận, tần số, tổng mức điểm, điểm đánh giá mục tiêu, đạt hiệu quả, và khác khái niệm phương tiện truyền thông. | Advertising Media: Planning and Analysis CHAPTER 11 Describe the major factors used in segmenting target audiences for media planning purposes. Explain the meaning of reach, frequency, gross rating points, target rating points, effective reach, and other media concepts. Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection. Describe the use of the efficiency index procedure for media selection. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 11– 11– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Distinguish the differences among three forms of advertising allocation: continuous, pulsed, and flighted schedules. Explain the principle of recency and its implications for allocating advertising expenditures over time. Perform cost-per-thousand calculations. Review actual media plans. Chapter Objectives (cont’d) After reading . | Advertising Media: Planning and Analysis CHAPTER 11 Describe the major factors used in segmenting target audiences for media planning purposes. Explain the meaning of reach, frequency, gross rating points, target rating points, effective reach, and other media concepts. Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection. Describe the use of the efficiency index procedure for media selection. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 11– 11– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Distinguish the differences among three forms of advertising allocation: continuous, pulsed, and flighted schedules. Explain the principle of recency and its implications for allocating advertising expenditures over time. Perform cost-per-thousand calculations. Review actual media plans. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 11– 11– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Media versus Vehicles Media General communication methods that carry advertising messages Examples: television, newspapers, and Internet Vehicles The specific broadcast programs or print choices in which advertisements are placed Example: the American Idol program Each medium and vehicle has a unique set of characteristics and virtues 11– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Messages and Media: A Hand-In-Glove Reaction Advertising message and media considerations are inextricably related—creatives and media specialists must team up to design ads Choice of media and vehicles requires a variety of decisions General media categories Specific vehicles Marcom budget allocations 11– © 2010 South-Western, a part of Cengage Learning. All rights reserved. .