Principles of Media Planning

Barbara Langbecker and Enza V. Chiodi

This paper covers the basics of formulating a campaign, from setting targets to selecting the media mix and frequency.

Principles of Media Planning

Barbara Langbecker and Enza V. ChiodiCreative Media PHD

At some point in the marketing process, the work has to change from research and strategizing to actually going out and promoting a product or service to potential customers.

One of the most potent tools to reach consumers is a media advertising campaign. When well conceived, a media campaign enables marketers to reach thousands of consumers simultaneously with a uniform, focused message.

The key concept, however, is “well-conceived.” Media advertising is a sophisticated tool. Especially today with the ever-growing assortment of specialty cable television channels...

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