Media Planning and Buying: Part 3: Effective Advertising Media

Media Planning and Buying
Part 3: Effective Advertising Media Chapter 11
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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 decisions Identify the responsibility of media buyers
1-2
The Media Plan
A written document that summarizes the objectives and strategies pertinent to the placement of a companys advertising messages
1-3

The Aperture Concept The 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
1-4
Central Role of Media Research
1-5
Media Research
Information Sources Client information Market research Competitive advertising Media information Consumer information
1-6
Media Research: Information Sources

Client information Targeted markets Previous promotions and their performance Product sales and distribution patterns Brand plans The budget
1-7

Market Research Independently gathered information about markets and product categories
1-8
Competitive Advertising Media planners make decisions based on the amount of competitive traffic - Share of voice
Measures the percentage of total advertising spending by one brand relative to the competition
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-9

Media Information Various media provide information about the size and makeup of their audiences Designated marketing area
1-10

Consumer Information Media planners use consumer information to locate the target audience within media markets
1-11
Media Objectives
The Reach Objective
First& Most important Principle
The percentage of the different audience that is exposed at least once the advertisers message during a specific time frame
(how many audience can see your ad message)
1-12
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)
1-13
When REACH? When FREQUENCY?
Reach is suitable for: Introduce new product Repositioning Wide target market Lower price and easy to find Monopoly market Sales promotion Remind message Frequency is suitable for: Small sales area More competitors Product need to be explained a lots
1-14
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
1-15
What is Media Strategies?

Media planners determine the most costeffective media mix that will reach the target audience and satisfy the media objectives
1-16
Media Strategies
1. Delivering on the Objectives Strategies 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
1-17
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
1-18
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)
1-20
Example: CPM & CPP

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

CPP = 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
1-24
Media Budget
- -Media planner begins and ends with the budget
BUDGET
MEDIA MIX
BUDGET ALLOCATION
1-25

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
1-26
Media Department
Media planner: makes the strategic decision in media plan Media Buyer : person who provide information to media planner, select media, negotiating costs, monitoring the media choices, evaluate the media choices, handling billing and payment
1-27
Media Buying
Media Planner
Provide Info to Media Planner
Select Media Vehicle
Billing & Payment
Monitor the Payment
Post-Campaign Evaluation
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
1-29
Media Buying
Selecting Media Vehicles Choose the best vehicles that fit the target audiences aperture The media planner lays out the direction; the buyer is responsible for choosing specific vehicles
1-30
Basic Media Concepts

Media vehicle
A specific TV program, newspaper, magazine, or radio station or program e.g. AT TEN, , Daily News, Hotwave
1-31
Examples:
Medium: Single form of communication Media Vehicle: specific program
1-32
Media Buying
Negotiation Media buyers pursue special advantages for clients Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates Preferred Positions Locations in print media that offer readership advantages Preferred positions often carry a premium surcharge
1-33
Media Buying
Extra Support Offers Value-added media services
Contests Special events Merchandising space at stores Displays Trade-directed newsletters
1-34
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
1-35
Media Buying
Monitoring the Buy The 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)
1-36
Media Buying
Post-campaign Evaluation Once a campaign is completed, the planner compares the plans expectations and forecasts with what actually happened Provides guidance for future media plans
1-37
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
1-38
End of the Semester 2/2008
39

Media Planning and Buying: Part 3: Effective Advertising Media

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Media Planning and Buying

Part 3: Effective Advertising Media Chapter 11

Wells, Moriarty, Burnett & Lwin - Xth Edition

ADVERTISING Principles and Effective IMC Practice

Wells, Moriarty, Burnett & Lwin - Xth Edition

ADVERTISING Principles and Effective IMC Practice

The Media Plan

Wells, Moriarty, Burnett & Lwin - Xth Edition

ADVERTISING Principles and Effective IMC Practice