Essential Concepts and Metrics in Advertising Media Planning
The Core Function of Media Planning in Advertising
Media planning involves determining the most effective way to deliver advertising messages to the right audience through the right media channels.
Key Functions of Media Planning
- Identifying target audience based on demographic, psychographic, and behavioral factors.
- Selecting appropriate media channels such as TV, print, digital, or outdoor.
- Deciding on timing and frequency to maximize impact.
- Allocating budget effectively across media platforms.
- Maximizing
Consumer Behavior: Definitions, Attention, and Data Ethics
Definitions of Consumer Behavior
Consumer behavior is defined in various ways by social scientists and marketers:
- Definition 1: It is the study of individuals, groups, or organizations and all the activities associated with the purchase, use, and disposal of goods and services, and how consumers’ emotions, attitudes, and preferences affect buying behavior.
- Definition 2: It is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas,
Facebook and Twitter: Facts, Features, and Marketing Strategies
Facebook: Key Facts and History
Foundation Date: Cambridge, Massachusetts, 2004
Headquarters: Menlo Park, California
Founders: Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Chris Hughes, Dustin Moskovitz
Employees (March 2013): 4,900
Users (March 2013): 1.11 billion
Available: Multilingual (70 languages)
History
In February 2004, five students from Harvard University created the first Facebook platform as a way to connect with other students. The project became so popular that in a couple of months
Read MoreStrategic Global Marketing & PR: Industry Insights
Global Marketing & Business Fundamentals
Company Growth & Market Advantage
As companies recognize and embrace new concepts, their market advantage generally increases.
Promotional Mix Elements
Advertising, public relations, and other forms of communication are key components of the Promotion mix.
Global Company Marketing Advantage
A global company possesses a critical marketing advantage due to its extensive reach and scale.
Leading Product Category & Brand Example
An example of a leading product
Maximizing Customer Value: Strategies & Data Insights
Customer Relationship Management Strategies
Customer Satisfaction Programs
To satisfy customers better than the competition, we can establish three categories of programs:
- Service Programs to Customers: Through these, the company develops criteria and guarantees of excellence in all customer contacts and interactions.
- Fidelity Programs: A way to retain satisfied customers by working on incentives and rewards for repeat purchases.
- One-to-One Marketing Programs: Based on the personalized adaptation of
Understanding Advertising & Marketing Essentials
What is Advertising?
Advertising is a form of communication used in marketing to persuade or influence an audience to buy a product, use a service, or support an idea. It appears on TV, the internet, radio, billboards, magazines, and other media.
What is Marketing?
Marketing is the set of strategies and actions that businesses use to bring their products or services to consumers. The goal is to understand consumer needs and offer solutions that lead to sales and customer loyalty. Marketing is based
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