Media Planning and Strategy How do I Effectively Use Mass Media to Deliver My Message? Media Planning Purpose: to conceive, analyze, and select channels of communication that will direct the advertising message to the right people in the right place at the right time!
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How do I Effectively Use Mass Media to Deliver My Message?
Why Should I Spend My Money Here?
Panels are silk screened - ranging in size from 6’2” by 12’’2” to 12’3” by 24’6”
Painteds- directly painted and leased for 1-3 years
Broad reach/high frequency
Can be a last reminder for products like fast food, shopping venues, etc.
product identification is easy!Billboards
advertising runs steadily throughout the campaign period
used for products purchased regularly
alternates periods of advertising with periods of no advertising
used for products with fluctuating demand (tax help, seasonal products)
mixes continuous and flighting strategies
low level maintained all year, periodic pulsesContinuity Patterns