Required Resource
Weigold, M. F. & Arens, W. F. (2018). M: Advertising (3rd ed.). New York, NY: Irwin/McGraw-Hill.
Chapter 14: Media Planning and Buying
Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
The Media Planner
Chapter 14 of the text outlines factors associated with planning and buying media for advertising. For this discussion, summarize the role of the media planner in advertising. Then, select one of the factors below and discuss its role in the process of media planning, as well as how an organization can determine whether it has been used effectively.
Reach
Frequency
Continuity
Cost per thousand
In addition to the media planner, there are other prominent careers and roles in the advertising industry, including account executive, media buying, copywriting, production, and research. Using Ashford University’s Career Services (Links to an external site.)Links to an external site., the Internet, and this week’s lecture, select one that you believe would be the best fit for you and explain why, specifically noting the skills and knowledge that would be needed. (SEE ATTACHTMENT FOR THIS)
Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center
Environmentally-Friendly Packaging
As discussed in your textbook, product packaging is “not only the last ‘ad’ a consumer sees before purchasing the product, it is the only ‘ad’ the consumer sees when using the product” (p. 380). With that, there is also a growing concern among the public for environmentally-friendly packaging, making packaging an important point of consideration for advertisers. For this discussion, choose one of the following perspectives, and discuss the role it plays in the use of environmentally-friendly packaging, noting the benefits, challenges, and ethical aspects. Use the “Product Packaging” section in Chapter 15 of the textbook for support.
Consumers
Manufacturers
Marketing intermediaries (retailers/wholesalers)
Consumer advocacy groups
Government agencies
Finally, state your own opinions on the use of and regulations around environmentally-friendly packaging. Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.
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