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Advertising Strategy and Media Planning Lecture 8
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Advertising Strategy and Media Planning Lecture 8

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...introduction to key media planning concepts

...introduction to key media planning concepts

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  • 1. 8
  • 2. Percy and Elliott, 2009
  • 3. Makes attitudes more accessible and increases confidence in that attitude
  • 4. A Radio B C TV
  • 5. Adapted from Yeshin, 2006
  • 6. 20 15 10 5 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
  • 7. Participation-led… focuses on dialogue, experience and conversation
  • 8. Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing. Kate Cox and Denise Turner, (September 2011) New models of integration: Plugging the advertising effectiveness gap. Warc Exclusive, Advertising Research. De Pelsmaker, P., Geuens, M. and Van den Bergh, J. (2006) Marketing Communications: A European Perspective. Harlow: FT Prentice Hall Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford University Press. Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford, Oxford University Press. Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage. Yeshin, T. (2006). Advertising. London, Thomson