Hegemony of Media Planning ; In Advertising

Subject Areas : Futurology

بهروز Kafi ¹ (ندارد)
کامبیز Heidarzadeh ² (ندارد)

Received: 2015-01-26 Accepted : 2015-01-26 Published : 2003-11-22

Keywords: Media Planning, Brand Development Index (BDI, Reach, Frequency Category Developme, Cost per Thousand (CPM), Gross Impressions, Gross Rating Points (GRP),

Abstract :

Media  planning  directs  the  advertising  message  to  the  right  people  at  the  right  time . It  involves  many  decisions ; where  to  advertise  and  when , which  media  to use , and  how  often  to  use  them. Media   planners  need  both  financial  skills  and  creativity. The  media  are  the  carriers  of messages  to  the target  audience . The  correct  selection  of  media  requires  a  sound  understanding  of  the  media  and  a  sound  appreciation  of  target  audiences , Unless  both  are  identified  correctly , bridge cannot  be  built  between  the  brand  and  the  consumer , the  organization  and  its  target  audiences . Good  media  implementation  is  central  to  the  role  of  marketing  communications.