Media Planning and Buying

Media Planning and Buying

•      Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative

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

The Media Plan

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

Media Research

Information Sources

•      Client information

•      Market research

•      Competitive advertising

•      Media information

•      Consumer information

Client information

•      Targeted markets

•      Previous promotions and their performance

•      Product sales and distribution patterns

•      Brand plans

•      The budget

Media Research

Market Research

•      Independently gathered information about markets and product categories

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

Media Research

Media Information

•      Various media provide information about the size and makeup of their audiences

•      Designated marketing area

Consumer Information

•      Media planners use consumer information to locate the target audience within media markets

Media Objectives

•     Exposure and GRPs

•     The Reach Objective

•     The Frequency Objective

•      Gross impressions

–    The sum of the audiences of al 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

Media Objectives

•     Exposure and GRPs

•     The Reach Objective

•     The Frequency Objective

•      The percentage of the audience that is exposed at least once to the advertiser’s message during a specific time frame

•      Unduplicated audiences

Media Objectives

•     Exposure and GRPs

•     The Reach Objective

•     The Frequency Objective

•      Estimates the number of times the exposure is expected to happen

–    Average frequency

–    Frequency distribution

Media Strategies

•      Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives

•      Strategies are designed to deliver on the media objectives, to deliver the right level of exposure in terms of reach and frequency

Media Strategies

Target audience strategies

•      Media use

•      Geography

•      Consumption patterns

Media mix selection

•      Using a variety of media to get your message out to customers

•      Media selection is based on message needs

Media Strategies

Cost Efficiency

•      Cost per thousand

–    CPM = cost of message unit/gross impressions x 1,000

•      Cost per point

–    CPP = cost of message unit/program or issue rating

Scheduling Strategies

•      Timing strategies

–    Duration: How long

–    Continuity: How often

•      The media budget

–    An initial assessment of the amount of money available determines media used

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

Negotiation

•      Media buyers pursue special advantages for clients

•      Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates

Media Buying

Preferred Positions

•      Locations in print media  that offer readership advantages

•      Preferred positions often carry a premium surcharge

Extra Support Offers

•      Value-added media services

–    Contests

–    Special events

–    Merchandising space at stores

–    Displays

–    Trade-directed newsletters

Media Buying

Make-Goods

•      A policy of compensating for missed positions or errors in handling the message presentation

•      Ensure that the advertiser is compensated appropriately when they occur

Post-campaign Eval

•      Once a campaign is completed, the planner compares the plan’s expectations and forecasts with what actually happened

•      Provides guidance for future media plans

Media Planning Changes and Challenges

•      Unbundling media buying and planning

•      Online media buying

•      New forms of media research needed

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