Presentation_danang (611-616) Komunikasi

Media selection is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

1. Jeffry Dwi Saputra (9116202303) Achmad Saifuddin (9116202301) Ade Rochmanu (9116202316) Novrizal Putra A (9116202318) Danang Sukmo (9116202) Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

2. Place Advertising Options Television Ads Print Ads Radio Ads

3. Legal and Social Issues To break through clutter, some advertisers believe they have to push the boundaries of what advertising consumers are used to seeing . Advertisers must not make false claims, use false demonstrations, or create ads with the capacity to deceive, even if no one is actually deceived.

4. Choosing Media Reach, Frequency, and Impact Media selection is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. • Reach (R). The number of different persons or households exposed to a particular media schedule at least once during a specified time period • Frequency (F). The number of times within the specified time period that an average person or household is exposed to the message • Impact (I). The qualitative value of an exposure through a given medium (thus, a food ad should have a higher impact in Bon Appetit than in Fortune magazine)

5. Choosing Media Reach, Frequency, and Impact • Total number of exposures (E). This is the reach times the average frequency; that is, E = R × F, also called the gross rating points (GRP). If a given media schedule reaches 80 percent of homes with an average exposure frequency of 3, the media schedule has a GRP of 240 (80 × 3). If another media schedule has a GRP of 300, it has more weight, but we cannot tell how this weight breaks down into reach and frequency. • Weighted number of exposures (WE). This is the reach times average frequency times average impact, that is WE = R × F × I .