Chapter 8 Media Planning and Buying Media: still big business Setting media objectives Developing media strategies Media selection procedures Media buying.

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Presentation transcript:

Chapter 8 Media Planning and Buying Media: still big business Setting media objectives Developing media strategies Media selection procedures Media buying functions Media buyer’s special skills Global media buying Staging a media plan Outline

Chapter 8: Media Planning and Buying2 Media consolidation: a new perspective The aperture concept in media planning Media planning information sources Media: Still Big Business

Chapter 8: Media Planning and Buying3 Setting Media Objectives Finding target audiences in media opportunities Sales geography Timing

Chapter 8: Media Planning and Buying4 Setting Media Objectives Duration: how long to advertise? Schedule and the advertising budget Consumer use cycles Competitive advertising

Chapter 8: Media Planning and Buying5 Developing Media Strategies Target audience strategies: new technology of measurement –Retail scanners –Database developments –Marketing mix modeling –Internet audience measurement

Chapter 8: Media Planning and Buying6 Developing Media Strategies Geographic strategies: allocating media weight Timing and duration strategies Size and length strategies

Chapter 8: Media Planning and Buying7 Media Selection Procedures Audience measures used in media planning –Gross impressions –Gross rating points Reach and media planning

Chapter 8: Media Planning and Buying8 Media Selection Procedures Frequency and media planning –Average frequency –Frequency distribution Combining reach and frequency goals

Chapter 8: Media Planning and Buying9 Media Selection Procedures Cost efficiency as a planning dimension –Cost per thousand –How to calculate CPMs –Cost per rating Selecting and buying acceptable media

Chapter 8: Media Planning and Buying10 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

Chapter 8: Media Planning and Buying11 Media Buyers’ Ability to Negotiate Vehicle performance Unit costs Preferred positions Extra support offers

Chapter 8: Media Planning and Buying12 Changes in Media Buying Media buying services Online media buying Global media buying Maintaining plan performance Monitoring audience research Scheduling and technical problems

Chapter 8: Media Planning and Buying13 Staging a Media Plan Background and situation analysis Media objectives and aperture opportunities Strategy: selection of media The flow chart: scheduling and budgeting allocation

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