Author Question: List the steps in the media strategy process, and briefly describe the first ... (Read 143 times)

LaDunn · **on:** Jun 29, 2018

List the steps in the media strategy process, and briefly describe the first two.

Question 2

Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster?
a. inner-ring suburbanites
b. individuals earning around 57,000
c. blue-collar workers
d. aging homes
e. single parents

owenfalvey · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

1 . Select the target audience. Segment target audiences based on behavioral data, geographics, demographics, and/or lifestyle/psychographics. Product usage information (buyographics) generally provides the most meaningful basis for determining which target audience(s) should be pinpointed for receiving an advertising message. Geographic, demographic, and psychographic considerations are typically combined to define the target audience.
2 . Specify media objectives. The primary objectives are: (1) reach, (2) frequency, (3) weight, (4) continuity, (5) recency, and (6) cost.
3 . Selecting media categories and vehicles.
4 . Buying media.

Answer to Question 2

b