Research & Media Choice

[abhishreshthaa]

Research

 What data is available on the past performance of the advertising?

 What evidence exists of the effectiveness of given advertisements in different media in the markets under discussion?

 What agency or client data is available on concept testing, image testing, post testing?

 What market or creative research is planned? What pre- and post-campaign evaluation is planned?

 Can media evaluation be built into the research?



Media choice

 What is to be the main media group (is there to a main medium)?

 What would be the result of spending the entire budget in the main media group?

 Would it weaken the campaign seriously to spend less?

 Would a campaign in this media group alone leave serious gaps?

 Should other media groups be used- at what level of expenditure?

 What criteria are to be used in constructing schedules?