Summary
Mediaplanning samenvatting hoorcolleges en werkcolleges (Creative Business)
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- Institution
Samenvatting van de hoor- en werkcolleges van het vak Mediaplanning. Creative Business - jaar 2 - specialisatie Marketing.
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By: joellelotte • 2 year ago
By: jazzlinarentsen • 1 year ago
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Mediaplanning samenvattingInhoudsopgave
Kennisclip 2- Medialandschap.............................................................................................................................. 2
Kennisclip 3 – Mediabranche .......................................................................................................................... 5
Werkcollege 1................................................................................................................................................. 7
Kennisclip 4 – TV spot ................................................................................................................................... 13
Kennisclip 5 – TV non spot ............................................................................................................................ 15
Kennisclip 6 – Radio ...................................................................................................................................... 16
Werkcollege 2 – Mediastrategie ................................................................................................................... 18
Kennisclip 7 – Bioscoop................................................................................................................................. 25
Kennisclip 8 – Out of home ........................................................................................................................... 27
Werkcollege 3 – Mediatactiek....................................................................................................................... 31
Kennisclip 9 – tijdschriften ............................................................................................................................ 36
Kennisclip 10 – dagbladen ............................................................................................................................ 39
Kennisclip 11 – online media ........................................................................................................................ 42
Werkcollege 4 – Rekenen ............................................................................................................................. 47
,Kennisclip 2- Medialandschap
Rol media in (marketing)communicatieplan:
Stappen in communicatieplan
• Onderzoek (consument, product/merk, markt/concurrentie)
• (marketing)communicatiedoelgroep
• (marketing)communicatiedoelstelling
• (marketing)communicatiestrategie (positionering)
• (Marketing)communicatiemix – instrumenten
• Creatieve ontwikkeling en MEDIAKEUZE
• Budget
• Uitvoering
, • evaluatie
Belangrijke spelers in de mediabranche:
Taken mediabureau
• intermediair tussen adverteerder en exploitant
• mediastrategie
• mediaplanning
• inkoop en onderhandelen
• facturering
• evaluatie campagnes (op basis van bereik maar bv ook sales)
• media-onderzoek (bv effectmetingen)
Media-advies naast Bought ook Owned en Earned
Het belang van mediaplanning
Media verandert door de jaren heen. Als je kijkt naar 1950 waren er ongeveer 50 reclameboodschappen per
dag, een beperkt aantal media en alleen lineair.
Als je kijkt naar nu in 2021 is er ontzettend veel media; duizenden (reclame)boodschappen per dag, zeer veel
media, lineair & interactief. Het is dus belangrijk om mee te gaan met de tijd.
, Hoe zorgen we dat onze reclameboodschap bij de paar hoort die impact heeft?
® onder andere door de inzet van juiste inzet en passend creatieve concept.
De tijdsbesteding van media per doelgroep
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