Advertising and Public Relations · M2 · read-chapter
Unit 3.5 · Media planning
M2 notes pp20–33
- Media, media vehicle and media planning
- Functions and importance of media planning
- Wave, dominance and concentration strategies
- Developing and evaluating the media plan
- The five Ms of the media mix
- Criteria for selecting a media strategy
- Continuous, flighting and pulsing schedules
- Reach, coverage, frequency and effective reach
- Gross impressions, rating and GRP
- Audience index, BDI and CDI
- Digital media planning: audience, journey and measurement
- Why media planning has become complex