Media Planning and Buying


Key Points
 Outline the basic media concepts used by planners and buyers  Describe the types of information compiled by media researchers  Analyze how media planners set media objectives  List the key media strategy decisions  Identify the responsibility of media buyers


The Media Plan

 A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages


Media Expenditures to Reach $1 Trillion .

Media Terminology Media Planning Media Objectives Media Strategy A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained Various categories of delivery systems. including broadcast and print media Either radio or television network or local station broadcasts Media Broadcast Media .

such as newspapers. direct mail. etc. magazines. The specific carrier within a medium category Reach Number of different audience members exposed at least once in a time period The potential of audience that might receive the message through the vehicle Number of times the receiver is exposed to the media vehicle in a time period Coverage Frequency .Media Terminology Print Media Media Vehicle Publications. outdoor.

Developing the Media Plan Situation analysis Marketing strategy plan Creative strategy plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within class Media use decision — broadcast Media use decision — print Media use decision — other media .

Media Planning Difficulties Measurement Problems Lack of Information Problems in Media Planning Time Pressure Inconsistent Terms .

Developing a Media Plan Analyze the market Establish media objectives Develop media strategy Implement media strategy Evaluate performance .

Media Planning and Buying The Aperture Concept  The goal of the media planner is to expose the target audience to the message at the critical point when the consumer is receptive to the brand message ( Right Media + Right People + Right Time)  To find the most effective ways to deliver messages at every contact point – a point where consumer connect with the brand and respond to a brand message 1-10 .

Central Role of Media Research 1-11 .

Media Research Information Sources  Client information  Market research  Competitive advertising  Media information  Consumer information 1-12 .

Media Research: Information Sources  Client information  Targeted markets  Previous promotions and their performance  Product sales and distribution patterns  Brand plans  The budget 1-13 .

Media Research: Information Sources Market Research  Independently gathered information about markets and product categories 1-14 .

Media Research: Information Sources Competitive Advertising Media planners make decisions based on the amount of competitive traffic .Share of voice Measures the percentage of total advertising spending by one brand relative to the competition 1-15 .

Media Research: Information Sources Media Information  Various media provide information about the size and makeup of their audiences  Designated marketing area 1-16 .

Media Research: Information Sources Consumer Information  Media planners use consumer information to locate the target audience within media markets 1-17 .

Media Objectives  The Reach Objective First& Most important Principle  The percentage of the different audience that is exposed at least once the advertiser’s message during a specific time frame (how many audience can see your ad message) 1-18 .

message can be seen) 1-19 .Media Objectives  The Frequency Objective  Estimates the number of times the exposure is expected to happen  Average frequency  Frequency distribution (how often your ad.

When REACH? When FREQUENCY? Reach is suitable for: Introduce new product Repositioning Wide target market Lower price and easy to find Monopoly market Sales promotion Remind message Frequency is suitable for: Small sales area More competitors Product need to be explained a lots 1-20 .

Media Objectives  Exposure and GRPs  Gross impressions  The sum of the audiences of all the media vehicles used during a certain time span Gross Ratings Points  Media planners convert impressions to gross ratings points in order to compare the efficiency of media schedules  Impression=actual exposure -TV actual viewer =/= reach -RADIO actual listener=/=reach -MAGAZINE actual reader =/= circulation 1-21 .

What is Media Strategies?  Media planners determine the most costeffective media mix that will reach the target audience and satisfy the media objectives 1-22 .

Three Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec .

Media Strategies 1.Reach or frequency objective or BOTH 1-24 . to deliver the right level of exposure in terms of reach and frequency . Delivering on the Objectives  Strategies are designed to deliver on the media objectives.

nationwide) -Consumption Pattern: heavy allocation of media in strong sales areas than weak sales areas 1-25 . suburb. Target Audience Strategies: finding way to reach the target audience in the most efficient way -Media Use: what media the target is using Media research -Geography: location of the target audience (BKK.Media Strategies 2.

internet moving image T.Media Strategies 3.V. Media mix selection Strategies  Using a variety of media to get your message out to customers send the message more widely  Different media tend to have different audience profiles  Generally.g lot of info. internet 1-26 . magazine.. media selection is based on message needs e.

Cost Efficiency: CPM and CPP =the process of measuring the target audience size against the cost of the audience . to expose thousand audience .Media Strategies 4.Cost Per Point (CPP): compare the media on the basis of rating points (simpler) (best when used to compare w/n the same medium) 1-27 .Cost Per Thousand(CPM):compare the media on the basis of cost of ad.

Example: CPM & CPP  Cost per thousand CPM = cost of message unit/gross impressions (expected target audience) x 1.g.000  Cost per point CPP = cost of message unit/program or issue rating (comparing media vehicles by relating the cost to the audience rating) e. program A: 200000/10=20000 VS program B 200000/20=10000 1-28 .

Duration: How long? : set the period of time e.g. whole yea . 3 months.g.Media Strategies 5.Continuity: How often?: the way the ad is spread over the length  depends on the budget. 6months. product usage e. shampoo VS air-conditioner LEAD TIME: 1) time allowed before the sales period (seasonal p/d) 2)production time needed to get ad into the medium ADVERTISING Principles and Effective IMC Practice 1-29 .Scheduling Strategies  Timing Strategies .

Continuous strategy: spreads continuously / match consumer use cycle product usage 2. Flighting strategy: It has the periods of intense and period of no ad (hiatus. (On-and off schedule) ADVERTISING Principles and Effective IMC Practice 1-30 .Continuity Scheduling Strategies 1. Pulsing strategy: intensify ad before the open aperture and reduce the ad (Periodic intensity) 3.

Continuity Scheduling Strategies 1-31 .

Graph of Effective Reach .

Marketing Factors Determining Frequency Marketing Factors Brand Loyalty Brand Share Usage Cycle Brand History Share of Voice Purchase Cycles Target Group .

Message Factors Determining Frequency Message or Creative Factors Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units .

Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units .Message Factors Determining Frequency Message or Creative Factors Message Complexity Message Uniqueness New Vs.

Media Factors Determining Frequency Clutter Scheduling Repeat Exposure Media Factors Attentiveness Editorial Environment Number of Media Used .

Media Factors Determining Frequency Clutter Scheduling Repeat Exposure Media Factors Attentiveness Editorial Environment Number of Media Used .

Flexibility in Media Planning Strategies Market opportunities Market threats Flexibility Changes in media or media vehicle Availability of media .

-Media planner begins and ends with the budget BUDGET MEDIA MIX BUDGET ALLOCATION 1-39 .Media Budget .

negotiating the costs to advertise in them. and handling billing and payment 1-40 .Media Planning and Buying  Media planning  The way advertisers identify and select media options  Media buying  Identifying specific vehicles.

monitoring the media choices.Media Department Media planner: makes the strategic decision in media plan Media Buyer : person who provide information to media planner. negotiating costs. select media. evaluate the media choices. handling billing and payment 1-41 .

Media Buying Media Planner Provide Info to Media Planner Select Media Vehicle Billing & Payment Monitor the Payment Post-Campaign Evaluation 1-42 .

Media Buying Providing inside info  Media buyers are important information sources for media planners  Close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information 1-43 .

Media Buying Selecting Media Vehicles  Choose the best vehicles that fit the target audience’s aperture  The media planner lays out the direction. the buyer is responsible for choosing specific vehicles 1-44 .

magazine. AT TEN.Basic Media Concepts  Media vehicle  A specific TV program. แฟนพันธุ์แท้. or radio station or program e.g. newspaper. Hotwave 1-45 . Daily News.

Examples: Medium: Single form of communication Media Vehicle: specific program 1-46 .

Media Buying Negotiation  Media buyers pursue special advantages for clients  Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates Preferred Positions  Locations in print media that offer readership advantages  Preferred positions often carry a premium surcharge 1-47 .

Media Buying
Extra Support Offers  Value-added media services
     Contests Special events Merchandising space at stores Displays Trade-directed newsletters


Media Buying
Billing and Payment  It is the responsibility of the advertiser to make payments to various media  The agency is contractually obligated to pay the invoice on behalf of the client


Media Buying
Monitoring the Buy  The media buyer tracks the performance of the media plan as it is implemented, as well as afterward  Poorly performing vehicles must be replaced or costs must be modified (check the feedback)


Media Buying Post-campaign Evaluation  Once a campaign is completed. the planner compares the plan’s expectations and forecasts with what actually happened  Provides guidance for future media plans 1-51 .

Media Key Players  Media salespeople work for a medium  Media reps are people or companies that sell space or time for a variety of media 1-52 .

000 Circulation .Determining Relative Cost of Print Media Cost per thousand (CPM) CPM = Cost of ad space (absolute cost) X 1.

Determining Relative Cost of Broadcast Media Cost per rating point (CPRP) Cost of commercial time Program rating CPRP = .

Evaluation and Follow-Up How well did these strategies achieve the media objectives? How well did the media plan contribute to attaining the overall marketing and communications objectives? Use again. or analyze flaws .

Super bowl ads .

motion Low selectivity High prestige Low cost per exposure Attention getting Favorable image Short message life High absolute cost High production cost Clutter . sound.Television Pros and Cons Advantages Mass coverage High reach Disadvantages Sight.

Radio Pros and Cons Advantages Local coverage Low cost Disadvantages High frequency Audio only Flexible Low production cost Clutter Low attention getting Fleeting message Well-segmented audience .

Magazine Pros and Cons Advantages Segmentation potential Quality reproduction High information content Longevity Multiple readers Disadvantages Long lead time for ad placement Visual only Lack of flexibility .

Newspaper Pros and Cons Advantages High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons Disadvantages Short life Clutter Low attention getting Poor reproduction quality Selective reader exposure .

Outdoor Pros and Cons Disadvantages Short exposure time Short ads Advantages Location specific Poor image Local restrictions High repetition Easily noticed .

Direct Mail Pros and Cons Advantages High selectivity Reader controls exposure Disadvantages High information content Repeat exposure opportunities High cost per contact Poor image (junk mail) Clutter .

Internet Pros and Cons Advantages User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform Disadvantages Limited creative capability Websnarl Technology limitations Few measurement techniques Limited reach .

Sign up to vote on this title
UsefulNot useful