Media Planning and Programmatic Advertising Essentials
Media Planning Process
A. Briefing and Objectives
The goal is to identify growth drivers, with the objectives and KPIs as the results of this stage.
Three elements of the Business Analysis to achieve the goals:
- Client Briefing Analysis
- Analysis of Past Experiences
- Business Analysis – SWOT (Strengths, Weaknesses, Opportunities, and Threats)
It is important for the advertiser to define SMART objectives. You have to take into account the communication objectives that are:
- Knowledge (visibility)
- Attitude (engagement
Distribution Channel Strategies: Wholesale, Retail & Market Coverage
Strategy for Position and Role in the Distribution Channel:
- Wholesale: Self-cash and carry or wholesale (Makro), Rack-jobbers or wholesalers shelf.
- Retail-Convenience: (OPENCOR)-free establishments or Duty Free Shop (located in shopping areas or international seaports and airports).
- Other: Brokers, commission agents, traveling salespersons.
Commercial Formats:
- Independent: Independent retailers, independent wholesalers.
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Spatial Association:
- Shopping centers open (Terrace Center)
- Shopping center closed:
Mastering Public Relations: Strategy, Tactics & Fields
PR Fundamentals: Fields, Goals & Activities
Fields of Professional Practice
Public Relations (PR) operates across various domains, each with a specific focus and goals:
- Corporate Communication: Managing both internal and external messaging to ensure alignment with the organization’s vision and objectives.
- Crisis Communication: Preparing and executing strategies to protect and restore an organization’s reputation during crises.
- Media Relations: Building and maintaining strong relationships with
Adapting Business and Talent for the Digital Age
Business Context and Trends
External/Internal Factors: Variables impacting talent management include AI, big data, and automation, which reshape hiring and employee expectations. The COVID-19 pandemic also accelerated changes, increasing reliance on gig economy platforms (e.g., Upwork, Fiverr).
Talent Management Strategy: Aligning talent strategies with business goals is crucial to bridge digital skills gaps and adapt to socio-cultural and technological shifts.
Shift in Business Models
From Product
Read MoreKey Factors Influencing Consumer Choices and Behavior
Defining Consumer Behavior
Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants.
Theoretical Framework of Customer Behavior
The study draws upon disciplines such as:
- Anthropology
- Sociology
- Psychology
Factors Affecting Consumer Behavior
Internal Factors
- Personality
- Lifestyle
- Age
- Lifecycle Stage
Demographics
Five common demographic attributes influencing behavior:
- Age: As people
Decoding Consumer Behavior: Influences and Marketing Strategies
Consumer behavior is crucial for marketing professionals. To understand consumers, consider their everyday experiences. As companies and markets grow, marketing professionals can become detached from consumers. Many marketing decisions are based on market surveys to study buyers and their behavior: who, how, when, where, and why they buy.