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Practical Application: Making Advertising Media Choices

Instructor: Mary Matthiesen-Jones

Mary has worked around the world for over 30 years in international business, advertising, and market research. She has a Master's degree in International Management and has taught University undergraduate and graduate level courses .

Advertisers today have a wide range of options to choose from when deciding where to promote their products and services. Use these scenarios to apply your knowledge of how to go about making the best media choices.

Getting the Most Bang for Advertising Bucks

Almost no company has unlimited advertising funds. As part of an effective marketing strategy, advertisers must make choices as to which media vehicles to select to maximize the impact of their advertising dollars.

When planning a spending strategy, advertisers consider four basic factors:

  1. Objective - What do they want the advertising to achieve?
  2. Reach - How many of the targeted consumers does the advertising reach?
  3. Frequency - How often does the advertising reach their target consumers over a specific period of time?
  4. Duration - How long does the advertising need to run?

Two Advertising Scenarios

Consider these two scenarios and their possible advertising options.

Fred's Wine & Cheese

Fred's Wine & Cheese is a store that specializes in selling a wide range of wines, artisanal cheeses, and chocolates. Ninety percent of their sales are from walk-in traffic to the store, with only ten percent from online customers. Their sales are heavy around holiday periods.

They want to build year-round sales and increase their online sales. They have a limited budget so they plan their spending quarter by quarter. How much they have to spend each quarter depends on their prior quarter sales.

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