Media Planning and
Buying
Part 3: Effective Advertising
Media
Chapter 11
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Key Points
 Outline the basic media concepts used by
planners and buyers
 Describe the types of information compiled by
media researchers
 Analyze how media planners set media
objectives
 List the key media strategy decisions
 Identify the responsibility of media buyers
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The Media Plan
 A written document that
summarizes the objectives and
strategies pertinent to the
placement of a company’s
advertising messages
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Media Planning and Buying
The Aperture Concept
 The 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
( Right Media + Right People + Right Time)
 To find the most effective ways to deliver
messages at every contact point – a point
where consumer connect with the brand and
respond to a brand message
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Central Role of Media Research
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Media Research
Information Sources
 Client information
 Market research
 Competitive advertising
 Media information
 Consumer information
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Media Research: Information Sources
 Client information
 Targeted markets
 Previous promotions and their
performance
 Product sales and distribution
patterns
 Brand plans
 The budget
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Media Research: Information Sources
Market Research
 Independently gathered information about
markets and product categories
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Media Research: Information Sources
Competitive Advertising
Media planners make decisions
based on the amount of competitive
traffic
- Share of voice
Measures the percentage of total
advertising spending by one brand
relative to the competition
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Media Research: Information Sources
Media Information
 Various media provide information
about the size and makeup of their
audiences
 Designated marketing area
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Media Research: Information Sources
Consumer Information
 Media planners use consumer information
to locate the target audience within media
markets
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Media Objectives
 The Reach
Objective
First&
Most
important
Principle
 The percentage of the
different audience
that is exposed at
least once the
advertiser’s message
during a specific time
frame
(how many audience can see your ad
message)
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Media Objectives
 The Frequency
Objective
 Estimates the
number of times the
exposure is expected
to happen
 Average frequency
 Frequency
distribution
(how often your ad.
message can be
seen)
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When REACH? When FREQUENCY?
Reach is suitable for: Introduce new product
Repositioning
Wide target market
Lower price and easy to find
Monopoly market
Sales promotion
Remind message
Frequency is suitable for: Small sales area
More competitors
Product need to be explained a lots
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Media Objectives
 Exposure and
GRPs
Impression=actual
exposure
-TV actual viewer =/=
reach
-RADIO actual
listener=/=reach
-MAGAZINE actual
reader =/= circulation
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
Gross impressions
 The sum of the audiences
of all the media vehicles
used during a certain time
span

Gross Ratings Points
 Media planners convert
impressions to gross
ratings points in order to
compare the efficiency of
media schedules
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What is Media Strategies?
 Media planners determine the most costeffective media mix that will reach the
target audience and satisfy the media
objectives
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Media Strategies
1. Delivering on the Objectives
 Strategies are designed to deliver on the
media objectives, to deliver the right level
of exposure in terms of reach and
frequency
- Reach or frequency objective or BOTH
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Media Strategies
2. Target Audience Strategies: finding way to
reach the target audience in the most efficient
way
-Media Use: what media the target is using
Media research
-Geography: location of the target audience (BKK,
suburb,nationwide)
-Consumption Pattern: heavy allocation of media
in strong sales areas than weak sales areas
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Media Strategies
3. Media mix selection Strategies
 Using a variety of media to get your
message out to customers send the
message more widely
 Different media tend to have different
audience profiles
 Generally, media selection is based on
message needs
e.g lot of info. magazine, internet
moving image T.V., internet
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Media Strategies
4. Cost Efficiency: CPM and CPP
=the process of measuring the target audience
size against the cost of the audience
- Cost Per Thousand(CPM):compare the media
on the basis of cost of ad. to expose thousand
audience
- Cost Per Point (CPP): compare the media on
the basis of rating points (simpler)
(best when used to compare w/n the same
medium)
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Example: CPM & CPP
 Cost per thousand
CPM = cost of message unit/gross impressions (expected target audience)
x 1,000
 Cost per point
CPP = cost of message unit/program or issue rating
(comparing media vehicles by relating the cost to the audience rating)
e.g. program A: 200000/10=20000 VS program B 200000/20=10000
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Media Strategies
5.Scheduling Strategies
 Timing Strategies
- Duration: How long? :
set the period of time e.g. 3 months, 6months, whole yea
- Continuity: How often?: the way the ad is spread
over the length
 depends on the budget, product usage e.g. shampoo
VS air-conditioner
LEAD TIME:
1) time allowed before the sales period (seasonal p/d)
2)production time needed to get ad into the medium
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Continuity Scheduling Strategies
1. Continuous strategy: spreads
continuously / match consumer use
cycle product usage
2. Pulsing strategy: intensify ad
before the open aperture and reduce
the ad (Periodic intensity)
3. Flighting strategy: It has the
periods of intense and period of no ad
(hiatus. (On-and off schedule)
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Continuity Scheduling Strategies
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Media Budget
- -Media planner begins and ends with the budget
BUDGET
MEDIA MIX
BUDGET ALLOCATION
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Media Planning and Buying
 Media planning
 The way advertisers identify and select media
options
 Media buying
 Identifying specific vehicles, negotiating the
costs to advertise in them, and handling billing
and payment
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Media Department
Media planner: makes the strategic decision in media plan
Media Buyer
: person who provide information to media planner,
select media, negotiating costs, monitoring the
media choices, evaluate the media choices,
handling billing and payment
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Media Buying
Media Planner
Provide Info to Media
Planner
Select Media Vehicle
Billing & Payment
Monitor the Payment
Post-Campaign Evaluation
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Media Buying
Providing inside info
 Media buyers are important information
sources for media planners
 Close enough to day-to-day changes in
media popularity and pricing to be a
constant source of inside information
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Media Buying
Selecting Media Vehicles
 Choose the best vehicles that fit the target
audience’s aperture
 The media planner lays out the direction;
the buyer is responsible for choosing
specific vehicles
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Basic Media Concepts
 Media vehicle
 A specific TV program, newspaper,
magazine, or radio station or program e.g.
AT TEN, แฟนพันธุ์แท้, Daily News, Hotwave
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Examples:
Medium: Single form of communication
Media Vehicle: specific program
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Media Buying
Negotiation
 Media buyers pursue special advantages for
clients
 Locate the desired vehicles and negotiate and
maintain satisfactory schedule and rates
Preferred Positions
 Locations in print media that offer readership
advantages
 Preferred positions often carry a premium
surcharge
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Media Buying
Extra Support Offers
 Value-added media services





Contests
Special events
Merchandising space at stores
Displays
Trade-directed newsletters
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Media Buying
Billing and Payment
 It is the responsibility of the advertiser to make
payments to various media
 The agency is contractually obligated to pay the
invoice on behalf of the client
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Media Buying
Monitoring the Buy
 The media buyer tracks the performance
of the media plan as it is implemented, as
well as afterward
 Poorly performing vehicles must be
replaced or costs must be modified
(check the feedback)
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Media Buying
Post-campaign Evaluation
 Once a campaign is completed, the
planner compares the plan’s
expectations and forecasts with what
actually happened
 Provides guidance for future media
plans
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Media Key Players
 Media salespeople
work for a medium
 Media reps are
people or companies
that sell space or
time for a variety of
media
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End of the Semester
2/2008
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