On-Line Media Planning and On-Line Media Common Measurement Currencies

On-Line Media Planning and On-Line Media Common Measurement Currencies

Bilgen Basal (Yeditepe University, Turkey)
DOI: 10.4018/978-1-5225-1793-1.ch039
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Abstract

This chapter examines on-line media planning techniques and the common on-line measurement metrics, which are used in evaluating the effectiveness of an advertising campaign. It uses highly accessible and scalable Web-based and mobile communication techniques, which turn communication into interactive dialogue as opposed to traditional media. On-line media planning is analyzed in four different dimensions, such as on-line display advertising, performance marketing, social media marketing, and mobile advertising. In addition to this, the meanings and the implications of some concepts such as on-page and off-page search engine optimization and search engine marketing, impression, cost per thousand impressions, also click through rate, pay per click, cost per lead. Please note that conversion and engagement rates are also investigated in this chapter. Social media tools in building the social media strategy such as Facebook social graph, custom audiences, lookalike audiences, interest analysis, and Google analytics also receive special attention.
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On-Line Media Planning

Media Planning is the process of communicating an advertising message of a certain product or service with its prospective target audience. According to Jack Z. Sissors and Roger B. Baron (2010), this process includes many complicated strategic questions such as:

  • Who is my target audience?

  • What are their demographic and psychographic specifications?

  • How many prospective target audiences do I need to communicate with?

  • In which medium and vehicles should my advertising message appear?

  • How many times should my prospects see my advertising message during the campaign period?

  • When is the best time to communicate with my target audience?

  • What is the most efficient campaign length?

  • Where (in which markets) should my advertising be placed?

  • How much budget do I need to allocate for each medium?

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