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Vega Orbit
Media Efficiency in Building Brand Module
Assignment 1: Individual Assignment
Tyla Dorning
Student No. 505
Vega Orbit
Media Efficiency in Building Brand Module
Assignment 1: Individual Assignment
Tyla Dorning
Student No. 505
Session 1 & 2
a) Below the line: any advertising or promotional activity outside conventional mass media; may include direct mail, pamphlets, point of purchase / sales material, competitions, give-aways etc; often abbreviated as BTL advertising.
b) Media Clutter: The effect produced by multitude of advertisements within a medium, excessive amounts of advertising carried by media vehicles, both print & broadcast; term refers both to the total amount of advertising time and space to its scheduling e.g. long strings of consecutive commercials for broadcasting and solid blanks of advertising in print, inevitably media clutter as a detrimental effect on noting.
c) Inter-media: Is a decision about media classes. This is a selection of whether to use television, magazines, radio, outdoor or some other medium. This decision pertains to the selection of one media type in preference to another e.g. magazines vs. radio, or television vs. weekly newspapers. This can very often take the form of a process of eliminating those media which are considered unsuitable, but is more often a creative process which involves the selection of media which most obviously match the stated marketing, advertising and media objectives.
d) Intra-media: Is a comparing and selecting the best media vehicles using pre-determined criteria which will differ between mediums. What is the result? If magazines, list of titles.
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