Media Planning and BuyingPart 3: Effective Advertising MediaChapter 11

Chapter OutlineChapter Key PointsMedia Planning and BuyingThe Media PlanMedia ObjectivesMedia StrategiesA Sample Media Plan for Pizza HutMedia BuyingMedia Planning Changes and Challenges

Key PointsOutline 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 buyers

Media Planning and BuyingFragmentation of mainstream media 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 message

The Media PlanA written document that summarizes the objectives and strategies pertinent to the placement of a companys advertising messages

Media ResearchInformation SourcesClient informationMarket researchCompetitive advertisingMedia informationConsumer informationClient informationTargeted marketsPrevious promotions and their performanceProduct sales and distribution patternsBrand plansThe budget

Media ResearchMarket ResearchIndependently gathered information 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 competition

Media ResearchMedia InformationVarious media provide information about the size and makeup of their audiencesDesignated marketing areaConsumer InformationMedia planners use consumer information to locate the target audience within media markets

Media ObjectivesExposure and GRPsThe Reach ObjectiveThe Frequency ObjectiveEffective FrequencyGross impressionsThe sum of the audiences of al the media vehicles used during a certain time spanGross Ratings PointsMedia planners convert impressions to gross ratings points in order to compare the efficiency of media schedules

Media ObjectivesExposure and GRPsThe Reach ObjectiveThe Frequency ObjectiveEffective FrequencyThe percentage of the audience that is exposed at least once to the advertisers message during a specific time frameUnduplicated audiences

Media ObjectivesExposure and GRPsThe Reach ObjectiveThe Frequency ObjectiveEffective FrequencyEstimates the number of times the exposure is expected to happenAverage frequencyFrequency distribution

Media ObjectivesExposure and GRPsThe Reach ObjectiveThe Frequency ObjectiveEffective FrequencyCombines the reach and frequency elements into one factor

Media 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 frequency

Media StrategiesTarget audience strategiesMedia useGeographyConsumption patternsMedia mix selectionUsing a variety of media to get your message out to customersMedia selection is based on message needs

Media 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 determines media used

A 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 audiences

A Sample Media Plan for Pizza HutMedia Objectives and Aperture StrategiesMaintain top-of-mind awarenessBuild broad research for new products/big eventsEnsure important male targets are reached, and balance age 18-34 and 35-49 demographic deliveriesProvide option windows to address local needs

A Sample Media Plan for Pizza 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 plans

A Sample Media Plan for Pizza HutThe Flowchart: Scheduling and Budgeting AllocationUses graphics to show 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 month

Media BuyingBuying is a complicated processThe American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy

Providing 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 information

Media BuyingSelecting Media VehiclesChoose the best vehicles 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 rates

Media BuyingPreferred PositionsLocations in print media that offer readership advantagesPreferred positions often carry a premium surchargeExtra Support OffersValue-added media servicesContestsSpecial eventsMerchandising space at storesDisplaysTrade-directed newsletters

Media BuyingBilling and PaymentIt is the responsibility of the advertiser to make payments to various mediaThe agency is contractually obligated to pay the invoice on behalf of the clientMonitoring the BuyThe media buyer tracks the performance of the media plan as it is implemented, as well as afterwardPoorly performing vehicles must be replaced or costs must be modified

Media BuyingMake-GoodsA policy of compensating 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 plans

Media Planning Changes and ChallengesUnbundling media buying and planningOnline media buyingNew forms of media research needed