Unit 29 - Internet security Unit 33 - Media strategy

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Presentation transcript:

Unit 29 - Internet security Unit 33 - Media strategy BUSINESS VOCABULARY IN USE ADVANCED Unit 29 - Internet security PROFESSIONAL ENGLISH IN USE MARKETING Unit 33 - Media strategy

Media strategy  media strategy media planning media buying Any idea? 2

Media strategy – explain the idea I can still remember quite well that... 3

Media strategy ... List the main tasks of a media strategy recommends how to deliver brand messages finds ways how to serve best the brand‘s communication objectives

Media strategy .... identifies the right target audience finds out the best media mix – the ideal combination of media types, i.e. press, outdoor, the Internet

Media strategy  media strategy media planning media buying Any idea? 18

Media planning r ...mm..ds communication channels recommends includes MEDIA STRATEGY Media planning I can still remember quite well that the media plan ... r ...mm..ds communication channels recommends includes i ...ud.. media schedule m ..t r..p..t the media budget must respect m ..t r..p..t the media objectives must respect 19

the brand communicates MEDIA STRATEGY Flighting patterns I can still remember quite well that... Flighting patterns are periods when: the brand is active the brand communicates 22

The brand communicates... MEDIA STRATEGY The brand communicates... I have never seen anything like that... http://you.video.sina.com.cn/b/23560644-1605629437.html 23

Media strategy  media strategy media planning media buying Any idea? 27

Define the roles of a media buyer MEDIA STRATEGY Define the roles of a media buyer Heaven help me! makes the media booking reserves space in magazines reserves airtime uses software to optimise media plans 28

Study the differences between BrE and AmE MEDIA STRATEGY Study the differences between BrE and AmE optimise optimize 29

Tricky plurals medium media sg. pl. It‘s not a problem! MEDIA STRATEGY 30

What does the abbreviation stand for? MEDIA STRATEGY What does the abbreviation stand for? CPM = is frequently used in advertising to represent cost per mille (thousand). When used in online advertising it relates to the Cost per (thousand) impressions. CPM = Cost per thousand CPM = ??? It must be a mistake! ... I had no idea... Cool expression! ...in the CR = CPT is used 31

How are media objective defined? MEDIA STRATEGY How are media objective defined? impressions = the number of times an ad is seen reach (coverage) = the percentage of the target audience exposed to an advertisement in a given time period time span (frequency) = the average number of times a member of the target audience is exposed to an ad in a given time period 32

MEDIA STRATEGY Thank you! 

Write 100 words covering the topic: MEDIA STRATEGY Writing Write 100 words covering the topic: Think about advertising and communication campaigns you have seen recently and choose one ‚award-winning‘ commercial or campaign. Give some reasons why. . 38

MEDIA STRATEGY Home assignment Page 73 Exercises 33.1 – 33.3 39