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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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15CHAPTER

Effective Use of Advertising Media

In a television station, on-air is the first and most important medium at your disposal. But, you will use also the various outside (or external) media at your disposal to spread the branding message. Again, to ensure efficient use of the resources you have, you must be able to evaluate their effectiveness.

Use the Batten-McDowell Media Efficiency Profile (BMMEP) to determine how effective a given medium will be in terms of what to accomplish. This simple profiling procedure evaluates the media on these points:

image   Geographic reach–How deeply into your marketplace does this medium reach?

   Demographic ...

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