The choice of media

Date of publication: August 1, 1967

Abstract:

In Section One of this article, entitled "The context of the advertising campaign" we shall show how advertising decisions form part of a series of decisions which may be set forth in the form of a "decision tree", which will make it possible to define the nature of the advertising plan. Finally, we shall explain the aims of the media plan. In the Section Two, entitled "The main categories of media and the demands of a media plan", we shall examine systematically the characteristics of the main categories of media in relation to the objectives mentioned earlier, these characteristics being the coverage of a target population, the possibility of communication between the various parts of the message, and the accessibility of media. We shall then be ready to describe in Section Three, entitled "The choice of a media plan", the methodology in question, and, finally, to show how advertising campaigns can be checked.

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