The steps involved in media planning are market analysis, establishing the media objective, setting the strategy, implementation, and evaluation and follow-up.
Establishing a media objective involves determining a goal for the reach, cost, circulation, frequency, and penetration.
How effective is out-of-home advertising
In fact, OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online, according to the OAAA.
This means a creative, highly impactful visual campaign is more likely to get a brand message across.
Is TV advert above-the-line
Above the line advertising refers to advertising messages that are broadcast to ‘the masses’ without any sophisticated form of targeting.
These messages go out to large audiences via traditional offline media such as Tv ads, radio, newspapers, magazines and out of home billboards.
How is OOH advertising measured
Known as the before and after method, you simply look at sales figures before and after running the ad.
If sales increased, the likelihood is that the ad is working. Compare the cost of running the ad against how much additional profits were generated and you can calculate your return on investment (ROI).
What are the media types
Modern media comes in many different formats, including print media (books, magazines, newspapers), television, movies, video games, music, cell phones, various kinds of software, and the Internet.
Is OOH paid media
The most preferred way to run paid media campaigns, programmatic lays out an elaborate system to buy and sell media, which includes search ads, social ads, and outdoor channels – OOH and DOOH among others mentioned above.
How can I teach ATL skills?
- Make connections
- Create a learning toolkit
- Team them with the IB learner profile
- Reaching full potential
Is Internet above the line
Above The Line (or ATL) refers to conventional marketing techniques using mass media such as TV, Radio, Billboards or the Internet.
What does above-the-line include
Above-the-line costs include all costs above the gross profit, while below-the-line costs include costs below gross profit.
Above-the-line costs are often referred to as the cost of goods sold (COGS), while below-the-line is operating and interest expenses and taxes.
What is above the line and below the line
Below the Line – “Above the Line” refer to the income and expenses that a company incurs due to normal operations.
It is also the gross margin that a business earns. Whereas below the line is operating expenses, interest, and taxes.
Why Ogilvy is the best
Ogilvy was one of the pioneers of information-rich, “soft sell” ads that didn’t insult the intelligence of the prospect.
Ogilvy’s successful advertising campaigns demonstrate how to persuade prospects, influence readers, and create memorable, evergreen content.
Is PR above or below the line
than Above the line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front.
Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines.
Sources
https://www.lamar.com/products/wallscapes
https://push-ad.com/en/blog/atl-vs-btl-2/
https://www.smartinsights.com/marketing-planning/marketing-models/4cs-marketing-model/
