1. Media Planning and Buying
CHAPTER KEY POINTS
1. What is a media plan and what is the role of media research in developing media plans?
2. What are the four steps in media planning and why are they important?
3. How do IMC and global marketing affect media plans?
4. What are the responsibilities of media buyers?

2. THE CREATION OF MEDIA PLANS
Information Sources The Media Plan

3. Information Sources Client Information Market Research
Competitive Advertising Expenditures
Media Kits
Media Coverage Area
Consumer Behavior Reports

4. Client Information

5. Market Research

6. Competitive Advertising Expenditures

7. Media Kits

8. Media Coverage Area

9. Consumer Behavior Reports

10. The Media Plan
…A written document summarizing the objectives and strategies that guide how media $$ will be spend.
Media plans are designed to answer the following questions: (1) who (target audience), (2) what for (objectives), (3) where (the media vehicles used), (4) where (geography), (5) when (time frame), (6) how big (media weight), and (7) at what cost (cost efficiency).

11. KEY STEPS IN MEDIA PLANNING
Targeting
STEP 2
Setting Objectives
STEP 3
Developing Strategies
STEP 4
Analyzing Metrics
The four basic steps in media planning are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

12. Step 1: Target Audience Targeting Setting Objectives
Developing Strategies
STEP 4
Analyzing Metrics
Principle: The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message.

13. Step 2: Communication and Media Objectives
Targeting
STEP 2
Setting Objectives
STEP 3
Developing Strategies
STEP 4
Analyzing Metrics
Media objectives describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.
The Reach Objective
The Frequency Objective

14. Reach
…The percent of people exposed to a brand message one or more times within a specified period of time is called reach.
Principle: Reach is the first place to start when setting objectives for a media plan.

15. Frequency
…The average number of times people are exposed to a brand message within a specified period of time is called frequency.

16. Step 3: Media Strategies
Targeting
STEP 2
Setting Objectives
STEP 3
Developing Strategies
STEP 4
Analyzing Metrics
Media strategy is the way media planners determine the most cost-effective way to reach the target audience and satisfy the media objectives.
Reach and Frequency Strategies
Media Mix Strategies
Geographical Strategies
Scheduling Strategies
Size and Position Strategies

17. Reach and Frequency Strategies

18. Most brands use a variety of targeted media vehicles, called a media mix
Media Mix Strategies

19. Geographical Strategies
Principle: The Category Development Index (CDI) tells where the category is strong and weak, and the BDI tells where the brand is strong and weak.
Geographical Strategies

20. Scheduling Strategies
Timing Strategies Duration Strategies Continuity Strategies
Principle: Advertising is most effective when it reaches the right people at the right time and place with the right message.
Scheduling Strategies

21. Step 4: Media Metrics and Analytics
Targeting
STEP 2
Setting Objectives
STEP 3
Developing Strategies
STEP 4
Analyzing Metrics
Principle: Reach and frequency are interrelated: when reach increases, frequency decreases, and vice versa, within the constraints of the advertising budget.

22. THE BIG PICTURE
IMC & Contact Point Planning
Global Media Planning

23. IMC & Contact Point Planning
The Atlantic Monthly magazine used a multiplatform campaign that integrated messages from neon signs to create an event that was filmed for videos that were seen on a website.

24. Global Media Planning

25. MEDIA BUYING Media Buying Complexities Media Planning & Buying Trends
Once the plan directions are set, media buyers convert objectives and strategies into tactical decisions. They select specific media vehicles and negotiate and contract for the time and space in media.

26. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

27. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

28. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

29. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

30. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

31. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

32. Media Buying Complexities
Buyer Functions
Provide Information
Select Media
Make Buy
Monitor Performance
Post Evaluation
Billing/Payments
Principle: Media buyers should be consulted early in planning as they are a good source of information on changes in media.

33. Media Planning and Buying Trends
Unbundling Media Buying and Planning
Online Media Buying
New Forms of Media Research