1. Media Planning & Buying 2

2. Class Objectives Identify the factors that influence media strategy and tactics Describe the different advertising schedules and their purposes Explain the role of the media buyer

3. Adimpressions Grossimpressions Gross ratingpoints(GRPs) Defining Media Objectives Message-Distribution Objectives AudienceSize MessageWeight AudienceAccumulation& Reach ExposureFrequency Continuity

4. Developing a Media Strategy: The Media Mix The 5 Ms Media Markets Mechanics Methodology Money Selecting & scheduling media to get the desired message weight, reach, frequency & continuity. The various targets of a media plan – the audiences How much to budget and where to allocate it All communi-cation vehicles available to a marketer, anything you can put your name on The details of buying each medium: air time, ad sizes, rates, production costs, etc.

6. Whole state or multiple neighboring states

7. Local media

8. Regional editions of national magazines

9. Spot radio, TV

11. City chosen as test market

13. Network TV & radio

14. National magazines & newspapers

16. National media

18. Brand Development Index Brand Development Index (BDI) indicates sales strength of a brand in a specific market. BDI = % of brand’s total U.S. sales in area x 100 % of total U.S. population in area Los Angeles makes up 1.58% of Brand X Shoes’ total U.S. sales. The city has 2% of the total U.S. population. BDI < 100 = poor brand development BDI > 100 = good brand development BDI = 1.58x 100 = 79 2

19. Category Development Index Category Development Index (CDI) indicates sales strength of a whole product category in a specific market. CDI = % of product category’s total U.S. sales in area x 100 % of total U.S. population in area If Los Angeles makes up 4.92% of total shoe category sales in the U.S., then… CDI < 100 = poor category sales CDI > 100 = good category sales CDI = 4.92x 100 = 246 2

20. What Do BDI & CDI Indicate? BDI and CDI help the media planner determine a media strategy for the market. Low brand sales, strong category: Problem or opportunity?

21. Competition& Budget Media Mix: Competition & Budgets Media, Mechanics & Methodology PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Who’s the competition? What media are they using? How much are they spending?

23. Literacy rates

25. Attention needed

27. MessageSize &Position Media Mix: Message Size & Positioning Media & Mechanics The nature of each medium and the advertiser’s message dictate the media to use and how often to use them. (Pros & Cons) PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MediaAvailability &Economics Media &Mood ofMessage

28. Impact of Ad Size, Color & Reach

29. BuyerPurchasePatterns Media Mix: Buyer Purchase Patterns All 5 M’s How, how often, when & where is product bought? PlanScope BrandDevelopment Market’sSalesPotential CategoryDevelopment DecisionFactors Competition& Budget MessageSize &Position MediaAvailability &Economics Media &Mood ofMessage

30. Campaign objectives & strategy Audience characteristics Exposure, attention & motivation Cost efficiency (CPM & CPP) Media Tactics Criteria for SelectingMedia Vehicles

31. Media Tactics Synergy of Mixed Media

33. Flighting: alternates periods of advertising with periods of no advertising

34. Pulsing: mixes continuous and flighting strategies, maintaining a low level of consistent advertising with period heavy pulsesScheduling Methods

35. Scheduling Patterns: Three ways to schedule the same number of GRPs

36. Role of the Print Media Buyer Media Buyers often specialize in one medium or another and are responsible for: Knowing the marketplace Negotiating the buy Monitoring performance