Материал: Making the media in Internet

What to Measure

Because of the hierarchical nature of the media effects, the effectiveness of media planning should be measured with multiple indictors. The first measure is the actual execution of scheduled media placements. Did the ads appear in the media vehicles in agreed-upon terms? Media buyers look at "tear-sheets" - copies of the ads as they have appeared in print media - for verification purposes. For electronic media, media buyers examine the ratings of the programs in which commercials were inserted to make sure the programs delivered the promised ratings. If the actual program ratings are significantly lower than what the advertiser paid for, the media usually "make good" for the difference in ratings by running additional commercials without charge.additional measures can be made of the target audience, such as:

Brand awareness - how many of the target audience are aware of the advertised brand?

Comprehension - does the target audience understand the advertised brand? Is there any miscomprehension?

Conviction - is the target audience convinced by ads? How do they like the advertised brands?

Action - how many of the target audience have purchased the advertised brand as a result of the media campaign?measured results of brand awareness, comprehension, conviction and action are often a function of both advertising creative and media planning. Even effective media planning may not generate anticipated cognitive, affective and conative responses if the ads are poorly created and not appealing to the target audience. On the other hand, ineffective media planning may be disguised when the ads are highly creative and brilliant. Thus, these measures should be reviewed by both creative directors and media planners to make accurate assessments of the effectiveness of the media plan.

2.5 Example of media plan

Company: Oriflame

Brand: Wonder Lash Mascara & Lipstick: October, 2007

Sites

Prices

Timing

Cost estimate

Forecast

Conclusion

So, advertising on the World Wide Web has many advantages and disadvantages. Having online advertisement, allowing your advertisement to be viewed globally all around the world, takes your business to a whole new level targeting much more audience. Its low cost, offers small business to invest in online marketing cutting down in initial cost of marketing. Internet’s vast scope also allows every day users to experience more services provided by business and makes it a convenient places for shoppers. It allows people get more time out of their life, that other traditional shopping methods such as driving to a store to pay bills. With the help of the internet, it has helped us humans in many ways. There would most importantly always be disadvantages, but most importantly in my opinion, the advantages outweigh the disadvantages. The World Wide Web is always be developing and in this instance it would create a even better place for online advertisement. It proves to be the foremost advertisement method along all other media, and guarantees results everytime.my course work I described the media planning process, starting from establishing media objectives through to developing media strategies and tactics and finally evaluating the effectiveness of the media plan.

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