Planning & Buying

in the 21st Century

JOMC 272

"I know that half of my advertising dollars are wasted, I just don’t know which half."

~ John Wanamaker

What are some ways that media dollars are wasted?

Five Concepts

From Louis M. Schultz (Forward).

Media is Creative.

Everything is media.

It's all about communication planning.

There is no distinction such as

Traditional Media


New Media.

Content is king.

How does your media use compare to that of your parents?

Planning | Buying | Selling

Which is more important? Why?

Why do you think more money is spent in promotion (trade & consumer) than for advertising and related communications?

Why do you think cable television has overtaken the traditional television networks in advertising expenditures?

How are consumers taking more control over their exposure to media content?

How does greater consumer control of advertising and media consumption affect media planning?

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