Media Planning: Reaching Audiences
- The media mix
- Switching behaviour
- Vehicle selection
- Recency planning
- Media buying:the block plan and automation
- Media source effects
- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
- Those who wish to understand how brands create communications and engage audiences in brand conversations.
- Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
- Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.
Upon completion of this course, you will be able to understand:
- Principles associated with media planning and the impact of media and audience fragmentation.
- Various theories concerning different media and related switching behaviours.
- Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
- The concept of repetition and the debate concerning effective frequency and recency planning.
- Planning issues related to interactive media and scheduling.
- Media source effects as an importance factor in media selection, placement and timing.