[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-243952-105":53,"doc-detail-243952-en":126},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":119,"head_meta":121,"extra_data":123,"updated_unix":125},105,"en","media-planning-and-buying-11","Media Planning and Buying - 11","","Media Planning and Buying section explains foundational concepts of advertising, marketing, and public relations, emphasizing how paid, non-personal mass communication from an identified sponsor persuades or influences a target audience. The material defines major media categories, lists core components of advertising, and connects marketing strategy to the marketing mix and integrated marketing communications (IMC). It also presents synergy parts, the MAC triad (message, audience, channel, purpose, timing), and outlines functions of marketing, agency roles, advertising types, and common advertising mechanisms.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/media-planning-and-buying-11/243952/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/media-planning-and-buying-11/243952.png","ImageObject",442,249,{"name":88,"@type":89},"วิน","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-21","2026-09-12",true,{"@type":98,"interactionType":99,"userInteractionCount":25},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What is the definition of advertising in this material?","Question",{"text":108,"@type":109},"Advertising is paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"How does the marketing mix relate to IMC and synergy?",{"text":113,"@type":109},"The marketing mix selection uses promotional activities to achieve synergy, with IMC aiming for the most effective combination of promotions.",{"name":115,"@type":106,"acceptedAnswer":116},"What is included in Litwin’s MAC triad framework?",{"text":117,"@type":109},"The MAC triad uses Message, Audience, and Channel, along with Purpose and Timing to guide execution.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},243952,1791716877,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":25,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},2336475104736,"https://ap-avatar.wpscdn.com/avatar/22000c4c5e0e5b17e70?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786591360781797222","Media Planning and Buying  \nM . Larry Litwin, APR, Fellow PRSA [Portions from Advertising Principles & Practices]  \n11-1  \n\n| Taken from… |  | |\n| --- | --- | --- |\n| | |  |\n\n11-3  \nAdvertising  \nPrinciples &  \nPractices  \n• William Wells  \n• John Burnett  \n• Sandra Moriarty  \n11-4  \nFive  \nMajor Media  \n• Print  \n• Broadcast  \n• Internet  \n• Face-to-Face  \n• Special Events  \nDefining Modern Advertising  \n• Paid persuasive communication  \n• Uses non personal mass media to reach broad audiences  \n• Connects an identified sponsor with a target audience  \n11-5  \nSix Basic Components  \n1 . Paid  \n2 . Non-personal communication  \n3 . Sponsor is identified  \n4 . Using mass media  \n5 . Tries to persuade or influence  \n6 . Reaches large audience  \n11-6  \nAdvertising Defined  \nPaid, non-personal communication from an identified sponsor, using mass media to persuade or influence an audience.  \n11-7  \nPublic Relations 101  \n• Management and counseling function  \n• Enables organizations to build and maintain relationships  \n• Through an understanding of audience attitudes, opinions and values  \n• Planned, deliberate and two-way  \n• Conscience of organization  \n• Overseer of brand/reputation  \n• Relationship management   \n11-8  \nAdvertising 101  \n• Paid  \n• Non-personal communication  \n• From identified sponsor  \n• Using mass media  \n• To persuade or influence  \n• Audience  \n(Paid – Controlled)  \n11-9  \nMarketing 101  \nDetermine what people need (and want) and give it to them.  \n11-10  \nMarketing  \n• The exchange of goods and services from manufacturer to consumer .  \n• Strategies that employ the  \nvarious elements of the marketing mix to achieve marketing objectives.   \n11-11  \nMarketing Mix – IMC  \n• A plan that identifies the most effective combination of promotional activities (IMC) .  \n• The goal is to achieve synergy.  \n11-12  \nMedia Mix Selection  \n• Using a variety of media to get yourmessage out to customers  \n• Media selection is based on message needs  \n11-13  \nSynergy’s Parts  \n• Advertising  \n• (Sales) Promotion *  \n• Public Relations *  \n• Direct Marketing  \n• Cause Marketing  \n• Sponsorship (Partnering) Marketing  \n• Positioning (Place) *  \n• Personal Selling *  \n• Price*  \n• Product itself*  \n• Packaging*  \n• Policy*  \n• Politics*  \n• Mind Share (Brainstorming –  \nIntellectual Property)  \n• Brand Identity  \n• Interactive  \n* Litwin’s 9 Ps of Marketing  \n11-14  \nMAC T riad  \nM  \n+P +TA ~~ ~~ C  \nM = M essage A = A udience C = Channel  \nP= Purpose T = Tim ing  \n| Execution |  |\n| --- | --- |\n| | • Effective ads adhere to the highest production values in the industry\u003Cbr>• Clients demand\u003Cbr>the best production the budget allows\u003Cbr>\u003Cbr>\u003Cbr>11-16\u003Cbr>\u003Cbr>\u003Cbr>\u003Cbr>\u003Cbr>\u003Cbr>\u003Cbr>|\n\nThe Functions of Marketing  \n• Builds awareness of products and brands  \n• Creates a brand image  \n• Provides product and brand information  \n• Persuades people  \n• Provides incentives to take action  \n• Provides brand reminders  \n• Reinforces past purchases and brand experiences  \n11-17  \nFull-Service Agency Major Functions  \n• Account Management  \n• Creative Services  \n• Research  \n• Media Planning and Buying  \n11-18  \n11 Types of Advertising  \n• Brand  \n• Retail or Local  \n• Directory  \n• Direct-Response  \n• Business-to-Business  \n• Corporate  \n• Institutional (Product)  \n• Recruitment  \n• Political  \n• Issue (Advocacy)  \n• Public Service (Charity/Non-profit)  \n11-19  \n24 Advertising Mechanisms or Techniques  \n• Co-op  \n• Per Inquiry  \n• Tie-in  \n• Piggyback  \n• Competitor  \n• Product Placement  \n• Silent Publicity  \n• Advertorial  \n• Infomercial  \n• Endorsement  \n• Testimonial  \n• Informational  \n11-20","cbCairkooQwiUjDJ","https://ap.wps.com/l/cbCairkooQwiUjDJ","pdf",5877447,68,"English","# Advertising\n## Five Major Media\n## Six Basic Components\n## Advertising Defined\n## Advertising 101\n# Marketing\n## Marketing 101\n## Marketing Mix – IMC\n## Media Mix Selection\n## Synergy’s Parts\n## MAC Triad\n# The Functions of Marketing\n# Full-Service Agency Major Functions\n# Types of Advertising\n## 11 Types of Advertising\n# Advertising Mechanisms or Techniques","[{\"question\":\"What is the definition of advertising in this material?\",\"answer\":\"Advertising is paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience.\"},{\"question\":\"How does the marketing mix relate to IMC and synergy?\",\"answer\":\"The marketing mix selection uses promotional activities to achieve synergy, with IMC aiming for the most effective combination of promotions.\"},{\"question\":\"What is included in Litwin’s MAC triad framework?\",\"answer\":\"The MAC triad uses Message, Audience, and Channel, along with Purpose and Timing to guide execution.\"}]","Media Planning and Buying - 11 | PDF",1789210259,24]