Chapter 8 Media Planning and Buying

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Presentation transcript:

Chapter 8 Media Planning and Buying Medium Media Mix Media Vehicle The aperture concept

Sources of Information for Media Planning

Setting Media Objectives Finding target audiences in media opportunities Sales geography Timing Duration: how long to advertise? Schedule and the advertising budget Consumer use cycles Competitive advertising

Developing Media Strategies Target audience strategies: new technology of measurement Retail scanners Database developments Marketing mix modeling Internet audience measurement

Developing Media Strategies Geographic strategies allocating media weight Timing and duration strategies Continuity, pulsing, flighting, carryover Size and length strategies Is more going to be better?

Media Selection Procedures Audience measures used in media planning Gross impressions Gross rating points Reach and media planning Frequency and effective frequency Efficiency

Media Selection Procedures Cost efficiency as a planning dimension Cost per thousand How to calculate CPMs Cost per rating Selecting and buying acceptable media

Media Buying Functions Providing information to the media planner Selecting media vehicles Negotiating media prices/authorizing the buys Monitoring vehicle performance Post-campaign analysis Billing and payment

Media Buyers’ Ability to Negotiate Vehicle performance Unit costs Preferred positions Extra support offers

Changes in Media Buying Media buying services Online media buying Global media buying Maintaining plan performance

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