media planning and behaviour

소개글

meida planning and behaviour 에 관한 분석과 이론을 포함한 파워 포인트 입니다.
내용 충실하며 좋은 점수 받은 자료이며 리포트 자료도 있습니다.

목차

Introduction
Media Switching Behaviour
Switching Behaviour
Vehicle Selection

본문내용

Introduction
Media plan is to devise an optimum route for the delivery of the promotional message.
Media planner has to deliver advertising messages through a selection of media that match the viewing and/or reading habits of the target audience at the lowest possible cost.
In order get an effective media plan, there are three sets of decisions need to be made about the choice of media, vehicles, and schedules

Media Richness Theory (MRT)
Daft and Lengel (1984)
Researchers Daft and Lengel (1984) proposed that communication media have varying capacities for resolving ambiguity, negotiating varying interpretations, and facilitating understanding.

참고 자료

없음