Chapter 8 Media Planning and Buying

1
Chapter 8Media Planning and Buying

• Media Planning
• Medium
• Media Mix
• Media Vehicle
• The aperture concept

2
Sources of Information for Media Planning
3
Setting Media Objectives

• Finding target audiences in media opportunities
• Sales geography
• Timing
• Duration how long to advertise?
• Schedule and the advertising budget
• Consumer use cycles
• Competitive advertising

4
Developing Media Strategies

• Target audience strategies new technology of
  measurement
• Retail scanners
• Database developments
• Marketing mix modeling
• Internet audience measurement

5
Developing Media Strategies

• Geographic strategies
• allocating media weight
• Timing and duration strategies
• Continuity, pulsing, flighting, carryover
• Size and length strategies
• Is more going to be better?

6
Media Selection Procedures

• Audience measures used in media planning
• Gross impressions
• Gross rating points
• Reach and media planning
• Frequency and effective frequency
• Efficiency

7
Media Selection Procedures

• Cost efficiency as a planning dimension
• Cost per thousand
• How to calculate CPMs
• Cost per rating
• Selecting and buying acceptable media

8
Media Buying Functions

• Providing information to the media planner
• Selecting media vehicles
• Negotiating media prices/authorizing the buys
• Monitoring vehicle performance
• Post-campaign analysis
• Billing and payment

9
Media BuyersAbility to Negotiate

• Vehicle performance
• Unit costs
• Preferred positions
• Extra support offers

10
Changes in Media Buying

• Media buying services
• Online media buying
• Global media buying
• Maintaining plan performance