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- W3048804930 abstract "Chapter overview This chapter is about media planning and budgeting in advertising. It is also about dollars and ‘sense’ (not cents), recognising that up to 90% of the advertising budget can be spent on media. Many industries spend as much as one-third of their profit (not revenue) on media and promotions. This means that a media plan that is not well thought out and executed will affect the company’s bottom line very quickly. Although this chapter is principally about media planning and budgeting, it is also about communication objectives and consumer behaviour. This is because unless we first determine what we want to achieve in our communications, we will not be able to know if we have achieved it. And if we do not understand where and when consumers buy our product or service, we will not be able to place and time our advertisement to best influence them as well. If we understand these, then we can decide on the most cost-effective channel, the best time and the ideal frequency to reach them. Each of these decisions has implications for the budget and so media planning and budgeting is quite a complex exercise. Much of it rests on the assumptions we make about the consumers’ susceptibility to media effects. In this chapter, you will gain a good appreciation of these issues." @default.
- W3048804930 created "2020-08-18" @default.
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- W3048804930 date "2014-01-02" @default.
- W3048804930 modified "2023-09-23" @default.
- W3048804930 title "Media planning and budgeting in advertising" @default.
- W3048804930 doi "https://doi.org/10.1017/cbo9781107415195.004" @default.
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