Media planning and analysis

Sassenberg, Anne-Marie ORCID: https://orcid.org/0000-0003-3404-3570 (2021) Media planning and analysis. In: Integrated Marketing Communications. Cengage Learning Australia, Australia, pp. 159-189. ISBN 9780170443005


Abstract

Several of the preceding chapters have discussed the various aspects of managing integrated marketing communications, while the chapters in Part 3 consider the media channels and integrated marketing communications (IMC) elements utilised in integrated marketing communications. This chapter focuses on how to develop a media strategy for the marketing communication program, and provides an overview of media planning, followed by the development of the media strategy. A reconciliation of opposing views about optimising reach is included at the conclusion of the chapter.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 26 May 2022 23:58
Last Modified: 23 Jun 2022 03:53
Uncontrolled Keywords: Media planning process, media strategy, three-exposure hypothesis, scheduling, recency principle, gross rating points
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory
Socio-Economic Objectives (2020): 22 INFORMATION AND COMMUNICATION SERVICES > 2201 Communication technologies, systems and services > 220199 Communication technologies, systems and services not elsewhere classified
15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management
15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing
URI: http://eprints.usq.edu.au/id/eprint/48585

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