Marketing: Real People, Real Choices (9th Edition)
9th Edition
ISBN: 9780134292663
Author: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
Publisher: PEARSON
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Chapter 13, Problem 16QA
Summary Introduction
To define: the term Media planning and the way media planers use Reach, Frequency, Gross rating points, and Cost per thousand in developing effective media schedules.
Introduction:
Media Planning: The process of identification and selection of media outlets such as TV, magazines, radio stations, newspapers, websites, etc. for the delivery of the promotional messages to the prospective buyer and user of a product/service. The evaluation of all the media options and the implementation of the strategies for the campaigns to support the product/service is done by a media planner.
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Marketing: Real People, Real Choices (9th Edition)
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