Media Planning and Buying

THE CREATION OF MEDIA PLANS

Information SourcesThe Media Plan

Information SourcesClient InformationMarket ResearchCompetitive Advertising

ExpendituresMedia KitsMedia Coverage AreaConsumer Behavior Reports

Client Information

Market Research

Competitive Advertising Expenditures

Media Kits

Media Coverage Area

Consumer Behavior Reports

The Media Plan…A written document summarizing the

objectives and strategies that guide how media $$ will be spend.

KEY STEPS IN MEDIA PLANNING

Step 1: Target Audience

Step 2: Communication and Media Objectives

The Reach ObjectiveThe Frequency Objective

Reach…The percent of people exposed to a brand message one or more times within a specified period of time is called reach.

Frequency…The average number of times people are exposed to a brand message within a specified period of time is called frequency.

Step 3: Media Strategies

Reach and Frequency StrategiesMedia Mix StrategiesGeographical StrategiesScheduling StrategiesSize and Position Strategies

Reach and Frequency Strategies

Media Mix Strategies

Geographical Strategies

Scheduling Strategies

Timing StrategiesDuration StrategiesContinuity Strategies

Step 4: Media Metrics and Analytics

THE BIG PICTURE • IMC & Contact Point Planning• Global Media Planning

IMC & Contact Point Planning

Global Media Planning

MEDIA BUYINGMedia Buying ComplexitiesMedia Planning & Buying Trends

Media Buying Complexities

Media Buying Complexities

Media Buying Complexities

Media Buying Complexities

Media Buying Complexities

Media Buying Complexities

Media Buying Complexities

Media Planning and Buying Trends• Unbundling Media Buying and

Planning• Online Media Buying• New Forms of Media Research