Good Afternoon

Media Planning and

Buying
 Review
CREATIVE TACTICS: IMPLEMENTATION & EVALUATION
 OBJECTIVES

1 3
Terminology Media Strategies
Define the key Describe how to develop
terminology in media and implement media
planning strategies

2 4
Media Plan Media
Compare the
Explain how to develop a
characteristics of various
media plan
media
 MEDIA TERMS AND CONCEPTS

MEDIA PLANNING MEDIA STRATEGY

A series of decisions Decisions on HOW
involving the delivery the media objectives
of messages to can be attained
audiences

MEDIUM
MEDIA OBJECTIVES
General categories of
WHAT are the goals to
delivery systems, such
be attained by the
as TV, print, internet,
media strategy and
radio
program
 MEDIA TERMS AND CONCEPTS
The potential
The specific audience that
carrier within a might receive
MEDIA medium COVERAGE
the message
VEHICLE category such through the
as “GQ” or vehicle
“Glee”

Number of Number of

NEWS
different times the
REACH audience receiver is FREQUENCY
members exposed to
exposed at the media
least once in vehicle in a
a time period time period
MEDIA CHANNEL MEDIA VEHICLE
 MEDIA PLAN

Guides media selection

Aims to find a combination of

media to communicate message
In the most effective manner
To the largest number of
potential customers
At the lowest cost
 Media Planning
➔ Getting the right message…
◆ …in front of the right person…
● …at the right time…
○ …with the right amount of money…
◆ …to generate the right response.
THE COMMUNICATIONS MODEL
DEVELOPING THE MEDIA PLAN
 MEDIA PLANNING DIFFICULTIES

DIFFICULTY MEASURING
EFFECTIVENESS 1

1 2
LACK OF INFORMATION 2
3 4
INCONSISTENT TERMINOLOGiES 3
TIME PRESSURE 4
 DEVELOPING A MEDIA PLAN

Establish Implement
media media
objectives strategy

Analyze Develop Evaluate

the media performance
market strategy
MEDIA OBJECTIVES
 DEVELOPING MEDIA STRATEGIES
Criteria to consider during plan development
Media Mix Recency

Target Market Creative Aspects

Coverage & Mood

Geographic Flexibillity
Coverage

Scheduling Budget

Reach &
Frequency
 THE MEDIA MIX
Selection considerations

Objectives
sought Budget

Product or Individual
service preferences
characteristics
TARGET AUDIENCE COVERAGE
GEOGRAPHIC COVERAGE
● Where do the majority of your sales come from? Is there a natural
need for your product or service in certain regions?
● What is the opportunity for growth? Are there markets where the
category has potential but it remains underdeveloped?
● Where is the competition strong? Do we want to compete?
● What is your budget?
○ National media (network) is more efficient than regional or local media (spot) but
requires more out-of-pocket costs
● Answer = National, Regional, or Local
● Selecting local markets: (Sales/Population)x 100
 SCHEDULING
Timing promotional efforts such that they coincide with
the highest potential buying times
Regular pattern of advertising
without gaps or
non-advertising periods
C
Involves intermittent periods of
CONTINUITY advertising and
non-advertising
F
FLIGHTING
Maintains continuity, but

PULSING
promotional efforts at stepped
up at times
P
SCHEDULING METHODS
SCHEDULING
DUPLICATED/UNDUPLICATED REACH
 REACH VS. FREQUENCY

BUDGET TRADE OFF

CONSTRAINTS REACH VS. OPTIMAL
ACHIEVING
FREQUENCY FREQUENCY
AWARENESS FOR
NEW BRANDS ANYWHERE
Message to be seen by more people
Message to be seen by fewer people, REQUIRES A LOT BETWEEN 3 - 10
but more often OF REACH EXPOSURES
 RATINGS POINTS

Measure of potential
PROGRAM reach in the broadcast
RATING industry; % of HH
watching

GROSS GRP = Reach x Frequency

RATINGS Need at least 2500 GRPs
POINTS to be effective

TARGET Number of people in the primary

target audience the media buy will
RATINGS reach, and the number of times
POINTS Does not include waste coverage
BUILDING A MEDIA PLAN
EFFECTIVE REACH
MARKETING FACTORS DETERMINING FREQUENCY
MESSAGE FACTORS DETERMINING FREQUENCY
 MEDIA FACTORS DETERMINING FREQUENCY

Scheduling Clutter

Repeat
Attentiveness
Exposure

Number of Editorial
Media Used Environment
 CREATIVE ASPECTS & MOOD

CREATIVE ASPECTS MOOD

Media and vehicle image
Media may drive Media and creative
can carry over to the
strategy, or strategy may departments must work Media can drive mood
message placed within
drive media closely together
them
FLEXIBILITY IN MEDIA PLANNING STRATEGIES

MARKET OPPORTUNITIES 1
MARKET THREATS 2

AVAILABILITY OF MEDIA 3
CHANGES IN MEDIA OR
MEDIA VEHICLE 4
 BUDGET CONSIDERATIONS

ABSOLUTE COST RELATIVE COST

● Relationship between
One page ad in full
price paid and size of
color in a newspaper
audience
is Php xxx
(circulation)
● Used to determine
which vehicle is the
more cost effective
option
● Measured via CPM
(cost per thousand)
DETERMINING RELATIVE COSTS OF MEDIA
Cost per thousand (CPM)

Cost per ratings point (CPRP)

Daily inch rate

EXAMPLE OF CPM CALCULATION
 MEDIA CHARACTERISTICS: TELEVISION

Advantages Disadvantages
● Mass coverage and
high reach ● Low selectivity
● Impact of sight, ● Short message life
sound, and motion ● High absolute cost
● High prestige ● High production cost
● Low cost per ● Clutter
exposure
● Attention getting
● Favorable image
MEDIA CHARACTERISTICS: RADIO

ADVANTAGES DISADVANTAGES

● Local coverage ● Audio only

● Low cost ● Clutter
● High frequency ● Low
● Flexible attention-getting
● Low production cost ● Fleeting message
● Well-segmented
audience
 MEDIA CHARACTERISTICS: MAGAZINES

ADVANTAGES DISADVANTAGES

● Segmentation potential
● Quality reproduction ● Long lead time for
● High information ad placement
content ● Visual only
● Longevity ● Lack of flexibility
● Multiple readers
 MEDIA CHARACTERISTICS: NEWSPAPERS
Advantages Disadvantages

● High coverage and low

● Short life and poor
cost
reproduction quality
● Short lead time for placing
● Clutter
ads
● Low-attention-getting
● Ads can be placed in
capabilities
interest sections
● Selective exposure
● Timely (current ads)
● Reader controls exposure
● Can be used for coupons
MEDIA CHARACTERISTICS: OUTDOOR

ADVANTAGES DISADVANTAGES

● Location ● Short ads

specific ● Poor image
● High repetition ● Local
● Easily noticed restrictions
● Short exposure
time
 MEDIA CHARACTERISTICS: DIRECT MAIL

ADVANTAGES DISADVANTAGES
● High selectivity ● High cost per
● Reader controls contact
exposure ● Poor image
● High information (junk mail)
content ● Clutter
● Enables repeat
exposure
MEDIA CHARACTERISTICS: DIGITAL/INTERACTIVE

Advantages Disadvantages
User selects information Privacy concerns
User attention and Potential for deception
involvement Clutter
Interactive relationship Lack of measurement
Direct selling potential techniques
Flexible message platform Limited reach
MEDIA CHANNEL ANALYSIS
EVALUATION AND FOLLOW-UP

How well did these strategies

achieve the media objectives? 1

How well did the media plan contribute

to attaining the overall marketing and 2
communications objectives?

Use again, or analyze flaws 3

 ANNOUNCEMENTS
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REVIEW 11 OCTOBER 2022

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