The purpose of this study is to target the efforts of Toyota Motor Thailand to create an effective advertising plan for the Camry.

Avui dia, el món publicitari està vivint una sèrie de canvis trascendentals. Aquests vénen donats, principalment, per dos motius: l’auge de les noves tecnologies i la greu crisi econòmica que estem patint a nivell mundial. Aquesta recerca té com a objectiu conèixer els Joves Adults (JA) com a target publicitari, de la planificació de mitjans i com a consumidors de béns i serveis. Hem volgut centrar la tesi en els JA en general i veure quines diferències i similituds hi ha entre els JA urbans i aquells que viuen en ciutats de menys de 50.000 habitants (JAR). Trobem necessària fer aquesta distinció, ja que hem pogut constatar que la majoria d’estudis recents sobre publicitat i/o mitjans es centren massa en les grans ciutats o capitals. Creiem que estudiar com són aquest JA de ciutats més petites, individus que representen gairebé la meitat (47%) dels JA espanyols, és indispensable per tal de comprendre el col•lectiu de la manera més completa possible. Per fer l’estudi del cas, contraposem les dades quantitatives extretes d’AIMC Marcas per ambdós targets, els JAU i els JAR de i les complementem amb un estudi qualitatiu. Aquest es basa en entrevistes en profunditat entre els JA, així com un panell Delphi per tal d'aprofundir en les opinions de diferents professionals de la planificació de mitjans de les principals agències de l'estat. / Hoy en día, el mundo publicitario está viviendo una serie de cambios trascendentales. Estos vienen dados, principalmente, por dos motivos: el auge de las nuevas tecnologías y la grave crisis económica que estamos sufriendo a nivel mundial. Esta investigación tiene como objetivo conocer los Jóvenes Adultos (JA) como target publicitario, de la planificación de medios y como consumidores de bienes y servicios. Hemos querido centrar la tesis en los JA en general y ver qué diferencias y similitudes hay entre los JA urbanos y aquellos que viven en ciudades de menos de 50.000 habitantes (JAR). Encontramos necesaria hacer esta distinción, ya que hemos podido constatar que la mayoría de estudios recientes sobre publicidad y/o medios se centran demasiado en las grandes ciudades o capitales. Creemos que estudiar cómo son estos JA de ciudades más pequeñas, individuos que representan casi la mitad (47%) de los JA españoles, es indispensable para comprender el colectivo de la manera más completa posible. Para hacer el estudio del caso, contraponemos los datos cuantitativos extraídos de AIMC Marcas para ambos targets, los JAU y los JAR y los complementamos con un estudio cualitativo. Este se basa en entrevistas en profundidad entre los JA, así como un panel Delphi para profundizar en las opiniones de diferentes profesionales de la planificación de medios de las principales agencias del estado.

This research study put together was based on whether marketing media strategies have an effect on consumption.The purpose of this investigation would provide alternate methods of improving product advertising and client service in the consumer market, as well as influencing the advertising and marketing industry.Marketing media strategies provides a series of tactical actions, which are applied during strategy sales of the product and create awareness in the market amongst the consumer. This will provide an organization with an opportunity to concentrate on the scarce amount of resources and energies available,to apply the best approachfor utilizing these resources, to efficiently target the consumer market. The research approach utilised is the quantitative method, which involves a non-probability sampling technique and a descriptive research type. The research tool implemented is a questionnaire, which consists of two sections, a profile of the participant and the survey section. The survey section explores the perceptions of these participants relating to the awareness of the marketing media strategies and how consumers perceive brands and media consumption in the market currently. Questionnaires were selected based on a high response rate when distributed to respondents. It also provides a possibility of anonymity because the respondent’s names are not required on the completed questionnaires. This research tool wasdistributed in Gauteng and Kwa-Zulu Natal to random consumers,media and marketing strategists and people in different professions. The method in which the questionnaire was distributed provides an insight on how people in the market perceive advertising of brands and influences their consumption. A consumer’s insight on advertising would be based on a shopper influence compared to a professional individual who would create a strategic insight. Information in this study was collected from primary and secondary sources, which consist of books, internet sources and past dissertations. From the findings which were collected during this study, it concludes that marketing media strategies play an instrumental role in consumption. These strategies provide a foundation for brands that are advertising and competing in the market, by tactically targeting the consumer market. Consumers’ value advertising in the market, as it provides a guideline before a purchase decision is made. Advertising also serves as a direct method of communicating the emotional and functional benefits of brands and products. Individuals make purchase decisions, which would improve their lifestyle based on emotions; therefore marketing media strategies serve as an awareness mechanism in the market, and drive education to the consumer about the product. The outcome of this study will serve as a guideline for future marketing and media strategists. The key findings gathered during this study states marketing media strategies play a substantial role in brand life and consumption; it allows organizations to focus more on limited resources and energies available and to utilize these resources to their best ability to gain competitive advantage and drive sales in the market which contributes to a higher share of volume and market leadership. The main reasons for executing marketing media strategies in the market is based on developing relationships between the consumer and the brand, which is essentially to expand on repeat purchase from new acquisitions and current consume. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.

No description available.

本研究以Ha & McCann(2008)從資訊環境、廣告操縱和思考出發點等差異所提出的整合性分析架構，以及Dentsu(2006)提出媒體企畫從AIDMA模式轉化為AISAS的論點，探討新科技環境帶來媒體企畫思維和架構改變的同時，國內媒體代理商如何為廣告主擬定媒體企畫？策略為何？影響因素為何？又如何在資源有限又須更有效地觸達日趨複雜的消費者前提下，認知行銷環境上的變化？本文研究對象為台灣地區綜合媒體代理商之資深媒體企畫、購買及研究人員，主要採取量化的問卷調查，並以質性研究之深度訪談做為輔助。問卷調查採分層方式進行樣本配置，共發出102份問卷，回收101份，回收率為99%。統計分析方式包括描述性次數分配、T檢定、因素分析、相關分析和迴歸分析。 研究發現主要包括以下四個部分： 1.媒體企畫思維將轉向為以「電視」為主的傳統媒體，和以「網路」為主的新媒體之「雙核心」式的跨媒體企畫思維。 2.數位時代的廣告媒體企畫不以單一媒體為企畫重心。傳播媒體必須能與其他媒體有效整合，或擁有獨特傳播功能，才能保有優勢。 3.關於媒體企畫所需求的測量指標，仍以與廣告曝光相關的量化指標需求度較高，但需加上消費者對廣告活動的回饋情形，才能完整瞭解廣告效果。 4.媒體代理商仍傾向以透過媒體虛擬形塑出的集體社群進行傳播，並引導社群間的互動、分享，以及消費者對廣告活動的涉入。媒體代理商所需求的消費者資訊仍以集體社群為主，而非個人化的資訊尋求行為。 / The media scenario has become so complex that the information for media selection and planning is specific to the target, for a sophisticated segmentation of the media in relation to a segmented target, a specific combination, distribution and designing of advertisements in the media. This study explores how media agencies frame media planning packages for advertisers in the new era, changing media planning and implementation due to the new technology environment. It examines what are the influencing factors for media planning and buying agencies’ strategy. How do they cognize the change of marketing environment with the premise of limited resources and the necessity of effectively reaching increasingly complex consumers? The study is based on two theoretical contentions. One is an integrated model that Ha & McCann (2008) raised from the divergence of information processing, consumer or advertiser control, and media or consumer-centered strategies. The other that Dentsu (2006) raised is media planning has changed from AIDMA model to AISAS model. Subjects of the thesis consisted of senior media planners, buyers, and researchers of media agencies. The study adopts mainly quantifiable investigation and qualitative in-depth interviews as an auxiliary source. The sampling for quantifiable investigation adopts stratified sampling. The study was sent out to 102 respondents in total and received 101 returns; the response rate is 99%. The main findings are as follows: 1.Media buyers will change their planning and designing due to various reasons when making media mix decision. Television remains a significant medium for integrated communication, while the internet can be a first communication strategy to reach alternative audiences. 2.While emphasis on different audiences in the digital era, media planners tend to focus on multimedia strategies. For traditional media, it can remain advantageous position if the planners integrated effectively with new media with different effects. 3.Media planners tend to use quantifiable advertisement criteria as measurement before they make decisions. They also use various consumer service feedback to create advertisement campaigns for help understand whole advertising effect. The quantitative and iterative nature of media planning makes it an attractive tool for media planning. 4.Media agencies still tend to conduct interviews and collect information from wide variety of community groups. The growing trend of interactive media needs to engage with community groups for further information for interactive marketing strategies.

This thesis summarizes current knowledge of the media planning process. It is focused on the application of theoretical knowledge to practical techniques of regional firms' decisions making about their promotions. Practical part of this thesis analyses the specific potential advertising carriers operating in the Vysocina region. The emphasis is put on finding the carrier's unit which has the same effect for the selected target groups. The output of this thesis is a broader assessment of the advertising market of the Vysocina region and a recommendation for choosing the most appropriate advertising carrier. The most important outcome and significance is the unitary quantification of media indicators' results for media goals' achievement.

The thesis Media strategy trends with focus on the Czech Republic provides the reader with a comprehensive overview of the use of media in marketing communications and trends in this area, complemented with future perspectives. The thesis aims to analyze the current trends in media strategies, to determine whether the new media share in the mediamix will continue to grow and also to compare global and local distinctions in this area.

The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements. / Economics / M.Com (Business Economics)

The objective of this study is to establish the media usage and preference of consumers in the Transkei. The results are of special significance to media planners and advertisers in so far as they will assist in the media selection process. This in turn will form the basis of improved marketing communication between media planners and advertisers on the one hand and Transkeian consumers on the other. The media types investigated were newspapers, magazines, television and radio. The results indicated that three newspapers (Daily Dispatch, Intsimbi and Imvo), three magazines (!bona, Pace and Orum), one television channel {TV 2 - now CCV-TV) and one radio station (Radio Transkei) are extremely popular among the majority of Transkeians. The research results also indicated that the following topics are very popular in all the media types: local news, sport, education and arts/cultural articles. The results further indicated that Transkeians are generally favourably inclined towards advertisements. / Economics / M.Com (Business Economics)