Media Planning & Buying

Training – Sample Material

© 2010 EMM Group

1
Three Media Tenets
1. The media plan must be strategically aligned
with the brand’s communications strategy
to provide a consistent message and
allocate resources efficiently
2. The media plan should be developed in
response to marketing objectives in a
collaborative, logical sequence with other
functions sharing responsibility for
achieving objectives
3. The process used to develop the media
plan should apply the most appropriate tools
and tactics to achieve the goals determined
by the brand equity team in the Brand
Planning process

© 2010 EMM Group

2
Why Do We Need a Process for Managing Media?
We need a media management process to address
Significant changes in the media environment
Emergence of social networking, mobile and other such
powerful vehicles
Media fragmentation
Issues with the upfront buy
Powerful competitors
The need to meet marketing goals
Silo’d implementation of the current process
Accountability issues

© 2010 EMM Group

3
Innovation in Media – BMW Example

© 2010 EMM Group

4
What Comes First?
Creative First or Media?

© 2010 EMM Group

5
Media Plan Development – Process

To develop a media plan, you

Shortlist Select Detail

Set media Plan
media media media
objectives costs
vehicles mix plan

© 2010 EMM Group

6