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Media Planning & Buying in the 21st Century

A 21ST CENTURY APPROACH

Media Planning & Buying for the 21st Century

Welcome to the Future!


Digital

Mobile

DVRs

Boomers

Virtual Screens

Hispanics

Social

Interactive IMC

Engagement

ROI

Metrics

EventsAsians

C3

Gen X

African Americans


INTRODUCTIONMEDIA DEFINED

CATEGORIES OF MEDIAFUNCTIONS OF MEDIA

ROLE OF MEDIACAVEAT-EMPTOR

Agenda


Introduction

Media is leading the way into the future of advertising and marketing communications

Everything is changing— Explosion of Media Options – No End in Sight Need for Integration and IMC Consumers More in Control than Ever Changing Face of American Client Expectations and Needs The Rise & Fall of Media Kingdoms

These trends affect the planning, buying & selling of media time and space

Effect of Change on Media Planning

The “new” media planning & buying model is about optimizing the right mix of communications against the advertiser’s marketing needs

Puts the marketing focus back into strategic media planning

All communication forms will be embraced based on the situation: traditional media, experiential, internet, non traditional/ambient

Engagement: The new media planning & buying is about going beyond audience and cost efficiency to measures of consumer engagement, e.g., including attention levels, ad exposure, involvement, communication, etc.


Definition of Media

In an IMC World:

Media are the Marketing Communications Channels Which Deliver Messages

to Target Audiences


More Definitions

Media Generic term applied to classes of media Plural – Television & Radio are media

Medium Refers to a single class of media Television is a medium

Media Vehicle The specific media carriers within a class of media Time Magazine is a media vehicle within the class of

magazines WXYZ –TV is a media vehicle within the class of television Idol is also a media vehicle within the class of television


Media Categories

1. Traditional Media The original analog media Television, Radio, Print

2. Digital Media Internet related interactive

3. Alternative/Ambient Media Specialized Media, e.g., Gas Station TV

4. Marketing Services Media “Below the Line” Media Direct marketing, trade & consumer promotion, etc.


Media Mission

Deliver Messages Right People Right Time Right Place Often Enough With Impact, and ROI, ROI, ROI!


MARKETING COMMUNICATION

Media is MarketingMarketing is MediaIntegral part of marketing

strategy & planRole is to help address

marketing problems & opportunities

Every stage of marketing objectives, strategy & plan can have media implications

Connect brands with target markets

Address communications issues such as awareness or purchase consideration

AddCreate integrated multi-

media/Cross media communications programs

Dual Role of Media


Media Functions

Planning Process of developing a strategic media plan Based on marketing situation, problems & opportunities End result is a “Media Plan” Done by “media planner”

Buying Process of negotiating the terms and conditions of media buys

with media sellers Terms usually include specific media vehicles, price, positioning,

merchandising support, etc. Done by “media buyer”

Selling Represent and sell media time and/or space to media planners,

buyers, and others affecting media use decisions. Done by “media sales reps”


Media Planners & Buyers

• Like investment advisors• Spend billions of dollars• Share responsibility for ROI or Wasted Dollars


The “Media Plan”


Art Science

Need for Creative Ideas

Creative Ideas can Add Value & Impact

Is Media the New Creative?

Examples-- Dunkin Donuts Use of Radio DJ

Lots of NumbersResearch CompaniesSyndicated ResearchAudience MeasurementEffectiveness MeasuresQuantitative AnalysisOptimization Models

Media as Art & Science


Message : the Creative Media: the Messenger

Creative Strategy Selling Proposition Support Brand Character

Creative Plan Rough Executions Print/Broadcast/Digital Client Approvals

Production of Materials Broadcast, Print, Digital

Media Strategy Target Audience Definitions Media Selection Geographic Areas Timing & Scheduling

Media Plan Media Vehicles Client Approvals

Execute Plan Negotiate Media Schedule Creative

Messages & Media


Number of Outlets Number of Messages

800 Television Stations500+ Cable Networks10,000 Radio Stations 20,000 Magazines6700 Newspapers400,000+ Outdoor

locations143 million + Websites

$700 Billion + Spent

Average ConsumerExposed to

Thousands of MessagesDaily

Breaking Through the Clutter


Caveat Emptor

“Let the buyer beware.”

As an “investment advisor,” you conduct due diligence, triple check key facts, and exercise caution. Remember, caveat emptor.

Would you buy an ad without due diligence from this seller?