Media planning and analysis

Textbook (chapter)

Sassenberg, Anne-Marie. 2021. "Media planning and analysis." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Shimp, Terence A. and Andrews, J. Craig (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 159-189
Chapter Title

Media planning and analysis

Book Chapter CategoryTextbook (chapter)
ERA Publisher ID1464
Book TitleIntegrated Marketing Communications
Authors
AuthorSassenberg, Anne-Marie
EditorsLuck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Shimp, Terence A. and Andrews, J. Craig
Edition6th Asia-Pacific ed.
Page Range159-189
Chapter Number6
Number of Pages31
Year2021
PublisherCengage Learning Australia
Cengage Learning
Place of PublicationAustralia
ISBN9780170443005
Web Address (URL)https://au.cengage.com/c/isbn/9780170443005/
Abstract

Several of the preceding chapters have discussed the various aspects of managing integrated marketing communications, while the chapters in Part 3 consider the media channels and integrated marketing communications (IMC) elements utilised in integrated marketing communications. This chapter focuses on how to develop a media strategy for the marketing communication program, and provides an overview of media planning, followed by the development of the media strategy. A reconciliation of opposing views about optimising reach is included at the conclusion of the chapter.

KeywordsMedia planning process, media strategy, three-exposure hypothesis, scheduling, recency principle, gross rating points
ANZSRC Field of Research 2020350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
350608. Marketing theory
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Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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