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Media Planning and Buying

Chapter 15
McGraw-Hill/I rwin
Copyright 2012 by The McGraw-Hill Companies, I nc. All rights reserved.
Learning Objectives
LO1: Describe how media planning has changed over
the past decades, and what has caused the change.

LO2: Discuss the important types of media objectives
and identify the terms that define strategies for
achieving these objectives.

LO3: Identify the factors that influence media strategy
and tactics.
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Learning Objectives
LO4: Describe the different types of advertising
strategies and the purpose for each.

LO5: Explain the role of the media buyer.
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Media Planning: Integrating
Science with Creativity
Media Planning
The process that directs ad messages to the right
people at the right place at the right time.
Where should we advertise?
Which media vehicles reach our target markets?
When should we concentrate our advertising?
How often should we run the advertising?
What opportunities exist for integrating our advertising
with other communication tools?

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Media Planning: Integrating
Science with Creativity
The Challenge
Buy & plan media so effectively
that the advertiser has an advantage
With greater complexity,
media decisions have
become more critical &
clients more demanding.



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Media Planning: Integrating
Science with Creativity
The Role of Media in the Marketing Framework
Situation
Analysis
Marketing Plan
Advertising
Plan
Set Media
Objectives
Determine
Media Strategy
Select Broad
Audiences
Select Media
within Classes
Media Use
Decisions
Print
Broadcast
Other Media
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Defining Media Objectives
Audience Objectives
Typically use Geodemographic to define the
audience
secondary research sources can facilitate this process
Select media vehicles according to how well the
message to the audience
that closely resembles the
desired customer
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Defining Media Objectives
Message-Distribution Objectives
Audience Size & Message Weight
research firms help estimate audience size
message weight is the size of the audience for a set of
ads or campaign
gross impressions = OTS*frequency
ratings can be less
cumbersome method

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Defining Media Objectives
Audience Accumulation & Reach
Reach: the number of different people exposed
Exposure Frequency
Frequency: the intensity
of the schedule
Continuity
The duration of an advertising
message over a given period of time



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Defining Media Objectives
Optimizing Reach, Frequency & Continuity
The art of media planning
reach, frequency, and continuity have inverse
relationships with each other
effective reach describes the quality of exposures
effective frequency is the number of times a person
must be exposed to a message before its effective



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Developing a Media Strategy:
The Media Mix
The Five Ms
Markets: targets of the media plan
Money: how much budget, where to allocate
Media: all communications vehicles available
Mechanics: time of broadcast, size of print
Methodology: overall strategy of media selection
and scheduling
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Developing a Media Strategy:
The Media Mix
Factors Influencing Media Strategy Decisions
Scope of the plan
location& target audience
Sales potential of different markets
brand development index indicates the sales strength of a brand
in a specific market
Competitive Strategies & Budget Decisions
competitors advertising
share of voice considerations

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Developing a Media Strategy:
The Media Mix
Nature of the Medium & Message Mood
How well a medium works
for the tone of the message
is important.
Some messages are simple
(Just do it) while others
have emotional or sensual
appeals.

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Media Tactics: Selecting &
Scheduling Media Vehicles
Cost Efficiency
The cost of reaching the target
audience through a particular
medium as opposed to the cost
of reaching the mediums total
circulation.
use target CPM (TCPM)
instead of simple CPM

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Media Tactics: Selecting &
Scheduling Media Vehicles
Scheduling Methods
Continuous: run steadily with little variation
Flighting: alternate periods of advertising and no
advertising
good for products with fluctuating demand
Pulsing: mixing continuous and flighting
Bursting: running an ad every half hour during prime
time
Blinking:
15-15

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