8. http://lynietumabini1.blogspot.com
Finding the most cost-effective media
RIFE
• Reach – no. of different persons exposed to
particular media schedule.
• Impact – qualitative value of exposure
• Frequency – no. of times exposed to the
message
• Exposure = reach x frequency
Media Selection
13. http://lynietumabini1.blogspot.com
Broadening and deepening a company
or brand’s relationship with the target
market
•Choosing events
•Designing sponsorship program
•Measuring sponsorship activities
Supply-side
Demand-side
Concept #3
EVENTS AND EXPERIENCES