Media Research, Planning Media Research, Planning and Buyingand Buying

Novrita Widiyastuti, S.SosNovrita Widiyastuti, S.Sos

Media research-ATLMedia research-ATL

To understand how many people buy specific To understand how many people buy specific newspaper and magazine-or more importantly, newspaper and magazine-or more importantly, how many read them and what types of people how many read them and what types of people they are-requires they are-requires media researchmedia research

For advertising agencies, media research is For advertising agencies, media research is important to establish the profile of who receives important to establish the profile of who receives the advertising message as well as the depth or the advertising message as well as the depth or penetration penetration in the market place.in the market place. This penetration This penetration is called coverage (print) or reach (broadcast).is called coverage (print) or reach (broadcast).

Media research-ATLMedia research-ATL

For media houses, the result of the For media houses, the result of the research allows them to set research allows them to set rates rates (costs) (costs) of advertising space and airtime, and of advertising space and airtime, and these are not only based on the size of the these are not only based on the size of the space or the duration of the airtime, but space or the duration of the airtime, but most importantly on how many people will most importantly on how many people will be exposed to the advertising message be exposed to the advertising message and their purchasing power to buy certain and their purchasing power to buy certain goods and services. goods and services.

Media research-ATLMedia research-ATL

The advertising agency and its client, the The advertising agency and its client, the advertiser, use media research to find the best advertiser, use media research to find the best media to target the desired market effectively.media to target the desired market effectively.

The media department of the advertising The media department of the advertising agencies can rely on the data to ensure that the agencies can rely on the data to ensure that the media that they plan to buy on behalf of their media that they plan to buy on behalf of their clients will get they message across the clients will get they message across the advertiser’s customer and consumersadvertiser’s customer and consumers

Independent Research Independent Research OrganizationOrganization

Independent research organizations are Independent research organizations are used to establish media data to assure used to establish media data to assure advertisers and advertising agencies that advertisers and advertising agencies that the research is accurate, valid and the research is accurate, valid and unbiased.unbiased.

Media PlanningMedia Planning

In addition media houses also provide In addition media houses also provide what is called what is called media kit. media kit. The media kit The media kit contains interpretation of data collected contains interpretation of data collected and analyzed by the independent media and analyzed by the independent media research organizationsresearch organizations

Media Kit/Media Profile/Rate CardMedia Kit/Media Profile/Rate Card

The typical contents would be:The typical contents would be:1.1. Circulation and readership figures (or viewing or Circulation and readership figures (or viewing or

listening figures)listening figures)2.2. Profile of readers (or viewers or listeners)Profile of readers (or viewers or listeners)3.3. Area of coverage (in geographic terms)Area of coverage (in geographic terms)4.4. An editorial schedule of subjects to be covered in An editorial schedule of subjects to be covered in

the publicationthe publication5.5. Advertising rates (including rates for special Advertising rates (including rates for special

positions or peak viewing times)positions or peak viewing times)6.6. Frequency (daily, weekly or monthly appearance)Frequency (daily, weekly or monthly appearance)7.7. Mechanical details (method of printing and Mechanical details (method of printing and

requirement for film for printed media)requirement for film for printed media)

The scope of media planningThe scope of media planning

• Media objective: what is to be achieved, Media objective: what is to be achieved, qualitative as well as quantitative qualitative as well as quantitative

• Media strategy: how is the best way to Media strategy: how is the best way to achieve the above objectiveachieve the above objective

• Media schedule: the implementation of Media schedule: the implementation of media strategy, when and where to place media strategy, when and where to place the advertisements and commercialsthe advertisements and commercials

• Media budget: costs required to place the Media budget: costs required to place the advertisements/commercials.advertisements/commercials.

Media Strategy:Media Strategy:

• Who to reach with the use of selected Who to reach with the use of selected mediamedia

• How manyHow many• How often (frequency)How often (frequency)• Effective reach needed to get your Effective reach needed to get your

message acrossmessage across

Media BriefMedia Brief

Media brief is a document prepared by the Media brief is a document prepared by the account handler which contains all account handler which contains all relevant information required by the media relevant information required by the media planner. planner.

Formula for comparing mediaFormula for comparing media

Cost per Thousand (CPM/CPT)Cost per Thousand (CPM/CPT)

Cost per Thousand =Cost per Thousand = Cost per SpaceCost per Space

Readership / 1000Readership / 1000

is used to compare the cost of different is used to compare the cost of different media, to determine which is more cost media, to determine which is more cost efficient. The elements are the costs for efficient. The elements are the costs for advertising space/airtime divided by 1000 advertising space/airtime divided by 1000 readers/audiencereaders/audience

Media BuyingMedia Buying

The media buying is the implementation of media The media buying is the implementation of media planning, meaning that after the approval of the planning, meaning that after the approval of the media schedule by the client, the media buyer is media schedule by the client, the media buyer is responsible to purchase space and or airtime for responsible to purchase space and or airtime for the advertisers. In doing this they have two the advertisers. In doing this they have two interests to achieve:interests to achieve:

1.1. For the advertiser: negotiates the best price For the advertiser: negotiates the best price (discounts)(discounts)

2.2. For the agency: finds opportunities to earn extra For the agency: finds opportunities to earn extra money (more discounts, flexible terms of payment)money (more discounts, flexible terms of payment)