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1、Media Planning and BuyingPart 3:Effective Advertising MediaChapter 111Chapter OutlineI.Chapter Key PointsII.Media Planning and BuyingIII.The Media PlanIV.Media ObjectivesV.Media StrategiesVI.A Sample Media Plan for Pizza HutVII.Media BuyingVIII.Media Planning Changes and Challenges2Key PointsOutline
2、 the basic media concepts used by planners and buyersDescribe the types of information compiled by media researchersAnalyze how media planners set media objectivesList the key media strategy decisionsIdentify the responsibility of media buyers3Media Planning and BuyingFragmentation of mainstream med
3、ia and proliferation of new media have made media buying and planning more challenging and more creativeThe 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 message4Media ResearchInformatio
4、n SourcesClient informationMarket researchCompetitive advertisingMedia informationConsumer informationClient informationTargeted marketsPrevious promotions and their performanceProduct sales and distribution patternsBrand plansThe budget6Media ResearchMarket ResearchIndependently gathered informatio
5、n about markets and product categoriesCompetitive AdvertisingMedia planners make decisions based on the amount of competitive trafficShare of voiceMeasures the percentage of total advertising spending by one brand relative to the competition7Media ResearchMedia InformationVarious media provide infor
6、mation about the size and makeup of their audiencesDesignated marketing areaConsumer InformationMedia planners use consumer information to locate the target audience within media markets8Media ObjectivesExposure and GRPsThe Reach ObjectiveThe Frequency ObjectiveEffective FrequencyThe percentage of t
7、he audience that is exposed at least once to the advertisers message during a specific time frameUnduplicated audiences10Media ObjectivesExposure and GRPsThe Reach ObjectiveThe Frequency ObjectiveEffective FrequencyEstimates the number of times the exposure is expected to happenAverage frequencyFreq
8、uency distribution11Media StrategiesMedia planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectivesStrategies are designed to deliver on the media objectives,to deliver the right level of exposure in terms of reach and frequency13Media
9、StrategiesCost EfficiencyCost per thousandCPM=cost of message unit/gross impressions x 1,000Cost per pointCPP=cost of message unit/program or issue ratingScheduling StrategiesTiming strategiesDuration:How longContinuity:How oftenThe media budgetAn initial assessment of the amount of money available
10、determines media used15A Sample Media Plan for Pizza HutSituation and Consumer AnalysisDiscusses media options and opportunities to narrowly target consumers using niche channels and programsDescribes target audiences,psychographics,and best way to reach these audiences16A Sample Media Plan for Pizz
11、a HutThe Media MixEstablish a Pizza Hut presenceCreate highly visible launch platforms for Big New Yorker and Star Wars eventReach heavy pizza user targetIntegrate national and local media plans18A Sample Media Plan for Pizza HutThe Flowchart:Scheduling and Budgeting AllocationUses graphics to show
12、the month-by-month placement of messagesDetail the anticipated impact through forecasted levels of GRPsIllustrate how the campaign budget is allocated by medium and by month19Media BuyingBuying is a complicated processThe American Association of Advertising Agencies(AAAA)lists no fewer than 21 eleme
13、nts in the authorization for a media buyProviding inside infoMedia buyers are important information sources for media plannersClose enough to day-to-day changes in media popularity and pricing to be a constant source of inside information20Media BuyingSelecting Media VehiclesChoose the best vehicles
14、 that fit the target audiences apertureThe media planner lays out the direction;the buyer is responsible for choosing specific vehiclesNegotiationMedia buyers pursue special advantages for clientsLocate the desired vehicles and negotiate and maintain satisfactory schedule and rates21Media BuyingPref
15、erred PositionsLocations in print media that offer readership advantagesPreferred positions often carry a premium surchargeExtra Support OffersValue-added media servicesContestsSpecial eventsMerchandising space at storesDisplaysTrade-directed newsletters22Media BuyingMake-GoodsA policy of compensati
16、ng for missed positions or errors in handling the message presentationEnsure that the advertiser is compensated appropriately when they occurPost-campaign EvalOnce a campaign is completed,the planner compares the plans expectations and forecasts with what actually happenedProvides guidance for future media plans24Media Planning Changes and ChallengesUnbundling media buying and planningOnline media buyingNew forms of media research needed25