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Advertising Strategy Lecture 7
 

Advertising Strategy Lecture 7

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Introduction to media planning...

Introduction to media planning...

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    Advertising Strategy Lecture 7 Advertising Strategy Lecture 7 Presentation Transcript

    • 7
    • …plus the new and emerging digital variations of the more traditional media…as well as where (vehicle and position) and when (schedule) the advert will run
    • 816 radio stations 25.7 million facebook users, 5.8 million twitter users
    • Yeshin, 2006
    • Visual Content Time to Process Message FrequencyTV Yes Short HighRadio No Short HighNewspapers Limitations Long HighMagazines Yes Long LimitationsPosters Yes Long LimitationsInternet Yes Long HighDirect Mail Yes Long Low
    • Brand Brand Low Involvement High Involvement Awareness Awareness Recognition Recall Informational Transformational Informational TransformationalTV Yes Yes Yes Yes No NoRadio No Yes Yes No No NoNewspapers Limitations Yes Yes Limitations Yes LimitationsMagazines Yes Limitations Yes Limitations Yes YesPosters Yes Limitations Yes Limitations Limitations YesInternet Yes Yes Yes Yes Yes YesDirect Mail Yes Limitations Yes Limitations Yes Yes
    • http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf
    • Consumers are hyper-connected via the internet
    • Fletcher, W. (2010) Advertising: a very short introduction. Oxford: OxfordUniversity Press.Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,Oxford University Press.Yeshin, T. (2006). Advertising. London: Thomsonhttp://m.campaignlive.co.uk/article/1059790/Biggest-Brands-Top-100-advertisers-2011http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf