Media Planning and Buying

Wells, Moriarty, Burnett & Lwin - Xth Edition

ADVERTISING Principles and Effective IMC Practice 1

Media Planning and Buying

Part 3: Effective Advertising MediaChapter 11

Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2

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 decisionsIdentify 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



The Aperture ConceptThe 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


Central Role of Media Research


Media Research

Information SourcesClient informationMarket researchCompetitive advertisingMedia informationConsumer information


Media Research: Information Sources

Client informationTargeted marketsPrevious promotions and their

performanceProduct sales and distribution

patternsBrand plansThe budget


Market ResearchIndependently gathered information about

markets and product categories



Competitive AdvertisingMedia planners make decisions

based on the amount of competitive traffic

- Share of voiceMeasures the percentage of total

advertising spending by one brand relative to the competition



Media InformationVarious media provide information

about the size and makeup of their audiences

Designated marketing area



Consumer InformationMedia planners use consumer information

to locate the target audience within media markets



Media Objectives

The Reach Objective

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)

First&Most

important

Principle


Media Objectives

The Frequency Objective

Estimates the number of times the exposure is expected to happen Average frequency Frequency

distribution

(how often your ad. message can be seen)


Reach is suitable for: Introduce new productRepositioningWide target marketLower price and easy to findMonopoly marketSales promotion Remind message

Frequency is suitable for: Small sales areaMore competitorsProduct need to be explained a lots

When REACH? When FREQUENCY?


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


What is Media Strategies?

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


1. Delivering on the ObjectivesStrategies are designed to deliver on the

media objectives, to deliver the right level of exposure in terms of reach and frequency

- Reach or frequency objective or BOTH

Media Strategies


2. 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, suburb,nationwide)

-Consumption Pattern: heavy allocation of media in strong sales areas than weak sales areas

Media Strategies


Media Strategies

3. 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, media selection is based on message needs

e.g lot of info. magazine, internet moving image T.V., internet


Media Strategies

4. Cost Efficiency: CPM and CPP=the process of measuring the target audience

size against the cost of the audience- Cost Per Thousand(CPM):compare the media

on the basis of cost of ad. to expose thousand audience

- Cost Per Point (CPP): compare the media on the basis of rating points (simpler)

(best when used to compare w/n the same medium)


Example: CPM & CPP

Cost per thousand

CPM = cost of message unit/gross impressions (expected target audience) x 1,000

Cost per pointCPP = cost of message unit/program or issue rating

(comparing media vehicles by relating the cost to the audience rating)

e.g. program A: 200000/10=20000 VS program B 200000/20=10000


Media Strategies

5.Scheduling Strategies Timing Strategies

- Duration: How long? : set the period of time e.g. 3 months, 6months, whole yea- Continuity: How often?: the way the ad is spread

over the length depends on the budget, product usage e.g. 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


Continuity Scheduling Strategies

1. Continuous strategy: spreads continuously / match consumer use cycle product usage

2. Pulsing strategy: intensify ad before the open aperture and reduce the ad (Periodic intensity) 3. Flighting strategy: It has the periods of intense and period of no ad (hiatus. (On-and off schedule)


Continuity Scheduling Strategies


Media Budget

- -Media planner begins and ends with the budget

BUDGET

MEDIA MIX

BUDGET ALLOCATION



Media planning The way advertisers identify and select media

options

Media buying Identifying specific vehicles, negotiating the

costs to advertise in them, and handling billing and payment


: person who provide information to media planner, select media, negotiating costs, monitoring the media choices, evaluate the media choices, handling billing and payment

Media Department

Media planner: makes the strategic decision in media plan

Media Buyer


Media Buying

Provide Info to MediaPlanner

Select Media Vehicle

Monitor the Payment

Billing & Payment

Post-Campaign Evaluation

Media Planner


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


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


Basic Media Concepts

Media vehicle A specific TV program, newspaper,

magazine, or radio station or program e.g. AT TEN, แฟนพั�นธุ์��แท้, Daily News, Hotwave


Examples:

Medium: Single form of communicationMedia Vehicle: specific program


Media Buying

Negotiation Media buyers pursue special advantages for

clients Locate the desired vehicles and negotiate and

maintain satisfactory schedule and ratesPreferred Positions

Locations in print media that offer readership advantages

Preferred positions often carry a premium surcharge


Media Buying

Extra Support OffersValue-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 BuyThe 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


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

Wells, Moriarty, Burnett & Lwin - Xth Edition

ADVERTISING Principles and Effective IMC Practice 39

End of the Semester 2/2008

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Documents

Media Planning and Buying