Avaliação merchandising

Media Planning & Buying

Traditional Media (Radio, TV, Print, Magazines, Newspaper) -

Dayparts - is the practice of dividing the day into several parts, during each of which a different type of radio programming or television programming apropos for that time is aired. Programs are most often geared toward a particular demographic, and what the target audience typically engages in at that time.

Adoption Rate – occurs over a period of time after exposure to communication channels for people in a specific demographic.
Knowledge - In this stage the individual is first exposed to an innovation but lacks information about the innovation. During this stage of the process the individual has not been inspired to find more information about the innovation.
Persuasion - In this stage the individual is interested in the innovation and actively seeks information/detail about the innovation.
Decision - In this stage the individual takes the concept of the innovation and weighs the advantages/disadvantages of using the innovation and decides whether to adopt or reject the innovation. Due to the individualistic nature of this stage it is the most difficult stage to acquire empirical evidence.
Implementation - In this stage the individual employs the innovation to a varying degree depending on the situation. During this stage the individual determines the usefulness of the innovation and may search for further information about it.
Confirmation - Although the name of this stage may be misleading, in this stage the individual finalizes their decision to continue using the innovation and may use the innovation to its fullest potential.

Syndicated –syndicated tv supplies programming to stations and to some cable networks. (ABC, CBS, NBC – major networks in USA). It is common in countries where television is scheduled by networks with local independent affiliates, particularly in the United States. In the rest of the world, however, most countries have