ࡱ> Root EntryRoot Entry F{Fk&Data b1Table6yWMacros {Fk@/{Fk5y4  !"#$%&()*+,-./0123jk789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`acdefghimlnopqrstuvwxz{|}~CompObjjObjectPool@/{Fk@/{FkWordDocument')MSDigSig(Author)$8SummaryInformation( ('DocumentSummaryInformation8VBA{Fk{FkPROJECT   !"#$%&'()*+,-./0123456789:<=>?@ABCDEFGHIJKLMOQRTVWXY[\^_`abcdefghijklmnopqrtuvwxyz{|}~՜.+,D՜.+,T px  /* Media Planning Checklist Title 8@ _PID_HLINKSA`9lmsbp://-r:1A50C563/Oh+'0& 4@ \ h t Media Planning Checklist0ediMicrosoft Corporationsticr med_plan.dotporMicrosoft Corporationst9crMicrosoft Word 9.0o@@:Eg@Ned@̵GD%VT$m  &WordMicrosoft Word   @Times New Roman*wgw9 ] - 2  05/19/98   2 w 5 '@"Tahoma( !w*wgw( - - !6-   2    - - ' - !6-  /2  Media Planning Checklist       2 M   - - ' - !l-  - !lI - - !-- !-- !-- !_ -- !_ -- !l-- !l_ -@"Tahoma !w*wgw -- 2 $ ?n# 2 $ n(-/2 = Coverage and selectivity      2 = o '@"TahomaG !w*wgwG -d2 =b; Are enough of my prospects being exposed to my ad campaign?              2 =  ' 2 ob  '- !4-- !4-- !4-- !4-- !4K-- !4M-- !4^ -- !d6-- !d6K-- !d6^ -- 2  ?# 2  (-2  Timi  %2 ? ng and scheduling    2 n g '-2 b] Can I reach prospects when they will be most receptive to my message? When they will be most                      '12 b interested in my product?         2  n ' 2 b n '- !-- !-- !K-- !M-- !^ -- !-- !K-- !^ -- 2 " ?n# 2 " n(-,2 ; Audience compatibility     2 ;t u '-S2 ;b0 Does the media I have chosen enhance my message?        2 ;h u ' 2 mb u '- !2-- !2-- !2K-- !2M-- !2^ -- !e4-- !e4K-- !e4^ -- 2  ?u# 2  u(-2   Frequency 2  r '-=2 b! Am I reaching them often enough? n      :2 e Or am I reaching them too much??      2 P r ' 2 b r '- !-- !-- !K-- !M-- !^ -- !d-- !dK-- !d^ -- 2  ?r# 2  r(-2   Media mix    2  e '-n2 bB Have I found the right mix to create the right amount of exposure?               2 + e ' 2 :b e '- !-- !-- !K-- !M-- !^ -- !d-- !dK-- !d^ -- 2 U ?e# 2 U e(-2 n Costs  2 nR o '-)2 nb Is my media mix cost      2 n -s y2 nI efficient? Could I accomplish the same goals with a different media plan?                2 n s ' 2 b s '- !e-- !e-- !eK-- !eM-- !e^ -- !dg-- !dgK-- !dg^ -- 2  ?s# 2  s(-"2  The competition     2  h '-/2 b Am I outspent by my comp     y2 I etition? How can I differentiate myself and be heard through the clutter?                     2   m ' 2 b m '- !-- !-- !K-- !M-- !^ -- !d-- !dK-- !d^ -- 2 ! ?m# 2 ! m(-2 :  Alternatives   2 : l '-2 :bZ Now that I have answered all these questions, does it change my ideas about the media mix?                  2 : l ' 2 lb l '- !1-- !1-- !1K-- !1M-- !1^ -- !d3-- !-- !-- !-- !d3K-- !K-- !M-- !d3^ -- !^ -- !^ -- 2  lSystem    -                           0- *H 010 *H 0g +7Y0W03 +70%7)O•0 0 *H  ^<mn}j?00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  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