By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Extra resources for Advertising Media Sourcebook, 4th edition
On loan to its subscribers for their exclusive and confidential use pursuant to a written agreement with Mediamark Research Inc. Page 14 Source 2 Survey of Buying Power Research Company Sales and Marketing Management magazine Description This is a traditional source for statewide demographic and sties figures. The data axe compiled from federal and state census work. This data is updated yearly and the magazine publishes the Survey each fall. Function This data is best used for geographic comparisons of markets.
_ Check back to marketing, advertising, and media objectives to be certain that all objectives can be met with these plans. _Write an executive summary or overview that will go at the beginning of the media plan. Tactics _ Outline specific goals and uses for each medium to be used. _ Consider cost efficiencies of each medium. _ Select specific media vehicles. _ Rank the vehicles in terms of their order of importance and applicability. _ Relate the rankings to the desired media, group, and market characteristics.
_ Determine the target market. _ Establish geographic and numerical size of the target market. _ Outline specific characteristics of the target market. _ Attempt to determine the types of media to be used in the campaign. _ Rank the media in terms of their order of importance. _ Relate the rankings to the desired media, group, and market characteristics. _ Rate the relative importance of the various media considerations. _ Begin to eliminate some media that do not meet criteria. _ Rate the media in terms of their contributions to the marketing, advertising, and media objectives.