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Media Planning Buying Handout 2 Per Page Spring 2009
1. Media Planning and Buying
M. Larry Litwin, APR, Fellow PRSA
[Portions from Advertising Principles & Practices by Wells]
11-1
Taken from…
11-2
1
2. Advertising Principles & Practices
• William Wells
• John Burnett
• Sandra Moriarty
11-3
Portions taken from…
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2
3. You enter to learn
You leave to serve
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11-6
3
4. PR Is...
• “This is who we are;
• What we think about ourselves;
• What we want to do; and
• Why we deserve your support.”
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Five Major Media
• Print
• Broadcast
• Internet
• Face-to-Face
• Special Events
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4
5. Defining Modern Advertising
• Paid persuasive
communication
• Uses
nonpersonal
mass media to
reach broad
audiences
• Connects an
identified
sponsor with a
target audience
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Six Basic Components
1. Paid
2. Non-personal communication
3. Sponsor is identified
4. Using mass media
5. Tries to persuade or influence
6. Reaches large audience
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5
6. Advertising Defined
Paid, non-personal
communication from an
identified sponsor, using mass
media to persuade or influence
an audience.
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Public Relations 101
• Management and counseling function
• Enables organizations to build and
maintain relationships
• Through an understanding of audience
attitudes, opinions and values
• Planned, deliberate and two-way
• Conscience of organization
• Overseer of brand/reputation
• Relationship management
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7. Advertising 101
• Paid
• Non-personal communication
• From identified sponsor
• Using mass media
• To persuade or influence
• Audience
(Paid – Controlled)
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Marketing 101
Determine what people need (and
want) and give it to them.
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8. Marketing
• The exchange of goods and
services from manufacturer to
consumer.
• Strategies that employ the
various elements of the
marketing mix to achieve
marketing objectives.
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Marketing Mix – IMC
• A plan that identifies the most
effective combination of
promotional activities (IMC).
• The goal is to achieve synergy.
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9. Media Mix Selection
• Using a variety of
media to get your
message out to
customers
• Media selection is
based on message
needs
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Synergy’s Parts
• Advertising • Product itself*
• (Sales) Promotion* • Packaging*
• Public Relations* • Policy*
• Direct Marketing • Politics*
• Cause Marketing • Mind Share
• Sponsorship (Brainstorming –
(Partnering) Intellectual
Marketing
Property)
• Positioning (Place)*
• Brand Identity
• Personal Selling*
• Interactive
• Price*
* Litwin’s 9 Ps of Marketing
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9
10. M A C T ria d
M
+P+T
A C
M = M e s s a g e A = A u d ie n ce C = C h a n n e l
P = P u rp o se T = T im in g
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MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper
channel at the best possible time.
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11. Advertising is Synergy
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Execution
• Effective ads
adhere to the
highest production
values in the
industry
• Clients demand
the best
production the
budget allows
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11
12. The Functions of
Marketing
• Builds awareness of products and
brands
• Creates a brand image
• Provides product and brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand
experiences
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Full-Service Agency
Major Functions
• Account Management
• Creative Services
• Research
• Media Planning and Buying
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12
13. Federal Trade
Commission
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11 Types of Advertising
• Brand
• Retail or Local
• Directory
• Direct-Response
• Business-to-Business
• Corporate
• Institutional (Product)
• Recruitment
• Political
• Issue (Advocacy)
• Public Service
(Charity/Non-profit)
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13
15. What Makes an Ad Effective?
1. Gets your attention
2. Delivers the
message
3. Creates an
impression for a
product or brand
4. Influences people
to respond
5. Separates the
product or brand
from the
competition
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Key Players
• Advertiser
• Agency
• Media
• Supplier/Vendor
• Target Audiences
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16. Why Hire an Agency?
Hiring an agency can result in
several benefits:
• Offer objective advice
• Draw on the collective experience
and training of its staff
• Provide people and management
skills to accomplish advertising
objectives
• Provide supportive environment for
professional advice 11-31
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.
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17. Aperture Concept in
Media Planning
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The Media
Plan
• A written
document that
summarizes the
objectives and
strategies
pertinent to the
placement of a
company’s
advertising
messages.
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19. The Central Role of
Media Research
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Media Objectives
• Exposure
• Gross Ratings
Points
• Reach
• Frequency
– Average frequency
– Frequency
distribution
– Effective
frequency
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20. Media Strategies
• Strategies are designed to deliver
on the media objectives, to deliver
the right level of exposure in
terms of reach and frequency
[Superior tactics cannot overcome
a bad (business) strategy]
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Target Audience Strategies
• Media use
• Geography
• Consumption
patterns
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21. Changes In Consumer Media Use
(2001-2003)
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WF of R: Buying Space and Time
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22. Consumer
Attitudes and
Advertising
Spending
Figure 11.5
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Cost Efficiency
Cost per thousand (CPM)
Cost of message unit x 1,000
Gross Impressions
Cost per point (CPP)
Cost of message unit
Program or issue rating
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23. Scheduling Strategies
• Timing strategies
– Duration: How long
– Continuity: How often
The Continuity Strategies of Pulsing and Flighting
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Media Buying
• Buying is a complicated process
• The American Association of
Advertising Agencies (AAAA) lists
no fewer than 21 elements in the
authorization for a media buy
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24. Six Major Functions of a
Media Buyer
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Media Planning Changes and
Challenges
• Unbundling media
buying and
planning
• Online media
buying
• New forms of
media research
needed
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25. How Media Planning Fits
in the Advertising Process
• Media planners have two main roles:
– Analyzing the market, and
– Evaluating media channel effectiveness.
• Media planning is the process of
determining how to use time and space to
achieve marketing objectives.
• One of these objectives is always to place
the advertising message before a target
audience using some type of media.
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The Media Planning Process
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26. Sources of Information in
Media Planning
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Setting Media Objectives
The Basic Goals That Direct Media Strategy Typically
Focus on:
Whom to Advertise To
Which Geographic Areas to Cover
When to Advertise
What the Duration of the Campaign Should Be
What the Size or Length of the Ad Should Be
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27. Finding Target Audiences and
Sales Geography
• Two major challenges face media
planners searching for target audiences:
– Discrepancies between the language of
internal strategic research, and
– Lack of reliable audience research for new
media for advertising and sales promotion.
• Sales geography is an important part of
many advertising plans:
– Sales are rarely consistent across
geographic boundaries.
– Affects which markets to advertise in and
how much money to allocate to each
geographic region.
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Timing and Duration
• Media planners might have to juggle a number
of variables to make correct timing decisions:
– How often is product bought?
– Whether it is used more in some months than in
others?
– Timing decisions relate to factors such as
seasonality, holidays, days of the week, and time of
day.
• Duration (how long to advertise) depends on:
– Schedule and advertising budget,
– Consumer use cycle, and
– Competitive strategies.
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28. Developing Media Strategies
Target Market Strategies: New
Technology of Measurement
Retail Scanners • Cash register scanners
• List of customers and their
Database Developments various characteristics, stored
electronically.
• Determining the precise impact
Marketing Mix Modeling of the media plan on product
sales.
Internet Audience • Who’s online and which sites
they are visiting may be
Measurement Problems determined by number of hits,
unique visitors, visitors, or page
impressions.
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Geographic Strategies:
Allocating Media Weight
• Try to balance sales with advertising
investment market by market.
• Can help local business fight the power
of national corporations by saturating
community with advertising from local
companies.
• Planner’s ideal advertising allocation
provides enough budget to meet each
area’s sales objectives.
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29. Timing and Duration
Strategies
Continuity
$ Spent Option
Campaign Time
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Media Selection Procedures
Reach
Number of Different
People Exposed to the
Message
Frequency Factors to Consider
Degree of Exposure
When Selecting
Repetition
Advertising Media
Cost Per Thousand
Efficiency of Selected
Vehicles
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30. Audience Measures Used
in Media Planning
Impressions
Measure of the Size of the Audience
Gross Impressions
Gross Values
Audiences of All Media
Number of People Viewing
Vehicles Used in a Time Spot
Rating
Percentage of Exposure
Gross Rating Point
Divide the Total Number of Impressions by Size
of Target Population and Multiply by 100.
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Reach, Frequency and
Media Planning
Reach Frequency
% of the Target Number of Times the
Population Exposed Target Population
At Least Once to Is Exposed to the
the Advertising Advertising
Message During a Message During a
Specific Time Specific Time
Frame. Frame.
Methods Include:
Average Frequency
Frequency Distribution
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31. Combining Reach and
Frequency Goals
• Reach of an audience is not sufficient
measure of an advertising’s schedule’s
strength.
• For anyone to be considered part of the
reached audience, he or she must have
been exposed more than once.
• This theory combines reach and
frequency elements into one factor
known as effective frequency.
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How to Calculate CPMs
• Magazines. An issue of You magazine
has 10,460,000 readers who could be
considered a target audience. The
advertising unit is a four-color page and
its rate is $42,000. The CPM is:
CPM = Cost of page or fractional page unit x 1,000
Target audience readers
= $42,000 x 1,000 = $4.02
10,460,000
Media planners try to select the media
that will expose the largest target
audience for the lowest possible cost.
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32. Media Buyers’ Special Skills
• Negotiation: Art of • Maintaining Plan
a Buyer Performance
– Vehicle – Monitoring
Performance Audience Research
– Unit Costs – Scheduling and
– Preferred Positions Technical
– Extra Support Problems
• Program
Offers
Preemptions
• Missed Closings
• Technical problems
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Staging a Media Plan
A Media Plan is a Written Document that
Summarizes the Recommended Objectives,
Strategies, and Tactics Pertinent to the Placement of
a Company’s Advertising Messages.
Background and Discusses Media Options, Opportunities
Situation Analysis and Target Audience.
Media Objectives & Goal or Task that Media Can Accomplish
Aperture Opportunities Based on Aperture Opportunities.
Strategy: Explains Why a Single Medium or Set of
Selection of Media Media is Appropriate.
Media Buyers Convert Objectives and
Flow Chart Scheduling
Select, Negotiate, & Contract for Media
& Budgeting Space.
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33. A Sample Media Plan for
Pizza Hut
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A Sample Media Plan for
Pizza Hut
• Situation and Consumer Analysis
• Media Objectives and Aperture
Strategies
• The Media Mix
• The Flowchart: Scheduling and
Budgeting Allocation
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34. A Sample Media Plan for
Pizza Hut
Pizza Hut Media Plan
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A Sample
Media Plan
for Pizza Hut
Pizza Hut TV and Internet
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Media Strategies
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