chapter
15
Media Planning
and Buying
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
15-3
Chapter 15 Objectives
Describe how a media plan
helps accomplish objectives
Explain the importance of
creativity in media planning
Define reach and frequency
and debate the effectivefrequency controversy
Discuss how reach, frequency
and continuity are related
Calculate gross rating points
and cost per thousand
Describe the different
advertising schedules and
their purposes
Identify the factors that
influence media strategy
and tactics
Explain the role of
the media buyer
15-4
Media Planning:
Decisions and Issues
Which
media?
Where?
Volkswagen
used several
forms of media
to promote its
“Buy a new
Beetle, get an
iPod” campaign
What
time of
year?
How
often?
How to
integrate?
15-5
Media Planning:
Increasing Media Options
Challenges
More competitors
Rising costs
Media complexity
Greater audience fragmentation
More media options
15-6
Media Planning:
Increasing Media Options
U.S. ad
spending by
medium
15-7
Role of Media in
the Marketing Framework
Situation
Analysis
Marketing
Plan
Advertising
Plan
Set media objectives
Determine media strategy
Select media classes
Select media within classes
Broadcast
Print
Media use decisions
Other media
15-8
Defining Media Objectives
Message-Distribution Objectives
Audience
Size
Message
Weight
Audience
Accumulation
& Reach
Ad
impressions
Gross
impressions
Gross rating
points
(GRPs)
Exposure
Frequency
Continuity
15-9
Optimizing Reach,
Frequency & Continuity
Reach,
frequency and
continuity have
an inverse
relationship
15-10
Optimizing Reach,
Frequency & Continuity
Effective
Reach
Effective
Frequency
Ad response curve
[Pub: Please insert exh.15-9, Sshaped response curve, Essentials p.
420]
15-11
Developing a Media Strategy:
The Media Mix
The 5 Ms
Markets
Money
Media
Mechanics
Methodology
15-12
Developing a Media Strategy:
The Media Mix
Plan
Scope
Decision
Factors
Market’s
Sales
Potential
Brand
Development
Category
Development
15-13
Developing a Media Strategy:
The Media Mix
Brand
Development
Index and
Category
Development
Index
15-14
Developing a Media Strategy:
The Media Mix
Plan
Scope
Market’s
Sales
Potential
Decision
Factors
Media &
Mood of
Message
Brand
Development
Category
Development
Competition
& Budget
Media
Availability &
Economics
15-15
Developing Media Strategy:
The Media Mix
Right Between
the Ears ad
matches the
mood of the
radio comedy
show
15-16
Developing a Media Strategy:
The Media Mix
Plan
Scope
Message
Size &
Position
Market’s
Sales
Potential
Decision
Factors
Media &
Mood of
Message
Brand
Development
Category
Development
Competition
& Budget
Media
Availability &
Economics
15-17
Developing a Media Strategy:
The Media Mix
Color and size vs. reach and frequency
15-18
Developing a Media Strategy:
The Media Mix
Plan
Scope
Buyer
Purchase
Patterns
Message
Size &
Position
Market’s
Sales
Potential
Decision
Factors
Media &
Mood of
Message
Brand
Development
Category
Development
Competition
& Budget
Media
Availability &
Economics
15-19
Media Tactics
Criteria for Selecting
Media Vehicles
Campaign objectives & strategy
Audience characteristics
Exposure, attention & motivation
Synergy of Mixed Media
Cost efficiency (CPM & CPP)
Continuous
Scheduling Methods
Flighting
Pulsing
15-20
Media
Tactics
Three ways to
schedule the
same number of
GRPs
15-21
Media Tactics
Criteria for Selecting
Media Vehicles
Campaign objectives & strategy
Audience characteristics
Exposure, attention & motivation
Synergy of Mixed Media
Cost efficiency (CPM & CPP)
Continuous
Scheduling Methods
Flighting
Pulsing
Scheduling Software
15-22
Media Tactics
SRDS ad for its
Media Planning
System
15-23
Role of the Print Media Buyer
Requires a range of knowledge and abilities
Knowing the marketplace
Negotiating the buy
Monitoring performance