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Media Planning & Buying

1. Out-of-home, direct mail, & specialty advertising; when do advertisers decide to use one or more of these media to either replace or complement print/electronic media? What factors must be considered?

2. How do advertisers plan a media advertising campaign? What factors must be considered in the planning? (Hint: reach, frequency, continuity, cost per thousand, etc.)

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Media Planning & Buying

1. Out-of-home, direct mail, & specialty advertising; when do advertisers decide to use one or more of these media to either replace or complement print/electronic media? What factors must be considered?
This question is an issue of Media planning. Media planning helps is assisting the organizations to choose right media mix for accomplishing their business objectives. Media planner's roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (Wikipedia)

As per Bnet, There are five things that one consider when choosing where to advertise:

? Target audience
? Comparative costs of reaching that audience through different media
? Timing of your campaign
? Creative opportunities
? Editorial stature

Let us consider each one of the media mediums:

Out to home advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. It is of four types: billboards, street furniture, transit, and alternative. ( Wikipedia)

Direct Mail.
Direct mail is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogs or other product literature with ordering opportunities; sales letters; and sales letters with brochures.

This matter's source is powerhomebiz.com.

Advantages
? It's targeted directly to those most likely to buy your product or service.
? Marketing message can be personalized, thus helping increase positive response.
? Effectiveness of response to the campaign can be easily measured.
? Superior control over the presentation of the advertising message.
? Active involvement - the ...

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