chapter fifteen Media Planning and Buying McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

15-2 Objectives_1  Describe how a media plan helps accomplish a company’s marketing and advertising objectives  Explain the importance of creativity in media planning  Define reach and frequency and debate the issues surrounding the concept of effective frequency

15-3 Objectives_2  Discuss how reach, frequency, and continuity are related  Calculate gross rating points and cost per thousand  Identify the factors that influence media strategy and tactics  Describe different types of advertising schedules and the purpose for each  Explain the role of the media buyer

15-4 The Purpose of Media Planning To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time

15-5 Media Planning Decisions  Where should we advertise?  Which media vehicles should we use?  When during the year should we concentrate our advertising?  How often should we run the advertising?  What opportunities are there to integrate our media advertising with other communication tools?

15-6 Exhibit 15-1 U.S. Ad Spending by Medium

15-7 Media Challenges  Increasing media options  Increasing audience fragmentation  Increasing costs  Increasing complexity in media buying and selling  Increasing competition

15-8 The Media Planning Framework Setting media objectives Determining media strategy Selecting media classes Selecting media within classes Making media use decisions

15-9 Sample Media Objectives: Econo Foods  To target large families with emphasis on the family’s food purchaser  To concentrate the greatest weight in urban areas  To provide extra weight during the introductory period and then continuity throughout the year  To deliver impressions to every region in relation to regional food store sales

15-10 Message Distribution Objectives Audience Size and Message Weight Exposure Frequency Accumulation and Reach Continuity

15-11 Optimizing Reach, Frequency, and Continuity Reach, frequency, and continuity have an inverse relationship. In this example, an advertiser can reach 6,000 people at once, 3,000 people 5.5 times, or 1,000 people 9 times.

15-12 Advertising Response Curve The S-shaped curve suggests that at a low frequency there is little response. Once the threshold is crossed, there is a dramatic response. But once saturation occurs, response slows or declines

15-13 The 5 Ms in Media Strategy Markets MechanicsMoney MediaMethodology

15-14 Factors Influencing Media Strategy  Scope  Sales potential  Competitive strategies  Budget considerations  Media availability  Nature of specific medium  Message mood  Message size, length, and position  Buyer purchase patterns

15-15 Exhibit  A comparison of the BDI and CDI indicates which markets may respond best to advertising  When BDI and CDI are both high, advertising will work best

15-16 Criteria for Selecting Specific Media Vehicles  Overall campaign objectives and strategy  Characteristics of media vehicle’s audience  Exposure, attention, and motivation value of media vehicles  Cost efficiency of media vehicles

15-17 Five Factors that Affect the Probability of Ad Exposure  The senses used to perceive messages from the medium  How much and what kind of attention the medium requires  Whether the medium is an information source or a diversion  Whether the medium or program aims at a general or specialized audience  The placement of the ad in the vehicle

15-18 Six Factors Increase Attention Value Audience involvement Specialization Extent of competition Quality of reproduction Audience familiarity Timeliness of exposure

15-19 Considering Cost Efficiencies  What is the CPM for each vehicle?  What is the TCPM for each vehicle?  What is the CPP for each vehicle?  How much of the vehicle’s audience matches the target market?  Can the vehicle satisfy the campaign’s objectives?  Does the vehicle offer attention, exposure, and motivation value?

15-20 Reasons for Using Mixed Media  To reach more people  To provide repeat exposure  To extend the creative effectiveness of the campaign  To deliver supplementary materials (like coupons)  To produce synergy

15-21 Scheduling Media Primary schedules  Continuous  Flighting  Pulsing Additional patterns  Bursting  Roadblocking  Blinking

15-22 Key Skills of Media Buyers Know the marketplace Negotiate the buy Monitor performance

15-23 Key Terms_1  Advertising impression  Advertising response curve  Attention value  Audience objectives  Blinking  Brand development index (BDI)  Bursting  Category development index (CDI)  Circulation  Continuity  Continuous schedule

15-24 Key Terms_2  Cost efficiency  Cost per point (CPP)  Cost per thousand (CPM)  Distribution objectives  Effective frequency  Effective reach  Exposure value  Five Ms  Flighting  Frequency  Gross impression  Gross rating point

15-25 Key Terms_3  Markets  Mechanics  Media  Media buyer  Media planning  Media vehicles  Message weight  Methodology  Mixed-media approach  Money  Motivation value  Opportunity to see (OTS)  Pass-along rate

15-26 Key Terms_4  Pulsing  Rating  Reach  Readers per copy (RPC)  Roadblocking  Synergy  Target CPM  Television household  Wearout