(6d) The media-planning process culminates in the scheduling and purchase of a mix of media vehicles expected to deliver the advertiser’s message to specific target audiences at precisely the right time to affect their consumption decisions. Although media planning is a methodical process, it cannot be reduced to computer decision-making models and statistical measurements; data quality and human and personal factors prohibit media planning from being an exact science.
Discuss the following:
Before he can make final decisions on where to place ads and how to display promotions for a new bottled water, a media planner has to decide which broad categories to use, such as television, radio, magazines, newspapers, Internet sites, etc. He zeroes in on using television and the Internet.
- How might the increased popularity of social networking sites, such as Facebook, influence his media planning?
- How would running an ad during American Idol or the Super Bowl be an effective media planning strategy?
