By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Extra info for Advertising Media Sourcebook, 4th edition
Schedule maintenance. What happens if TV programs are preempted, if print materials don't arrive in time for printing, or if weather stops the radio station's transmission? Schedules have to be shifted, vehicles have to be replaced and substituted for. The buying function does not stop until the campaign is over and all affidavits and bills are accounted for. Success of media plans is fully dependent upon the skillful creation of advertising media schedules by buying departments. Similarly, reliable sources of data and information are essential in the execution of the campaign.
0 rating means one percent of women 25 to 49 in the area were part of a station's audience. "AQH" Share. The AQH Share is also a percentage reflecting the proportion of total listeners listening to a particular station. Thus, a 10 percent share for a station would mean its proportion of all who were listening. It does not reflect the audience size (1 of 10 and 1,000 of 10,000 are both 10 percent shares). Illustration Assume your firm is interested in this target audience, with particular emphasis on full-time employment.
Media plans must reflect knowledge of what competitors are doing. Page 4 Figure 1. Overview of the decision making process Page 5 Checklist Steps for the Media Decision Process To expand Figure 1, the following outline suggests a number of operations that may be used to fulfill each stage in the model operation. The checklist shown is intended to be optimal. Each marketing organization would tailor the list to its own specifications. Research Inputs _ Analyze the product or service to be advertised.
Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban