Mediaplanning& buying


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Mediaplanning& buying

  1. 1. CHAPTER <br />Media Planning and Buying<br />9 & 11<br />
  2. 2. 2<br />Basic Concepts of Media Planning and Buying<br />Media planning is <br />the process of determining how to use time and space to achieve advertising objectives<br />Media buying<br />Process of identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and payment<br />Media Planner vs. Media Buyer<br />Medium vs. vehicle<br />Media mix: different types of media used for a campaign<br />Position of a media plan within a big picture (fig. 11.1, p. 294)<br />
  3. 3. 3<br /> The Central Role of Media Research (Fig. 11.2, p. 295)<br />Marketing Sources<br /><ul><li>Distribution Patterns
  4. 4. Market Sales
  5. 5. Rivals’ Patterns</li></ul>Media Sources<br /><ul><li> Popularity of Media
  6. 6. Profiles
  7. 7. Cost Forecasts</li></ul>Creative Sources<br /><ul><li>Theme
  8. 8. Message
  9. 9. Research</li></ul>Media Research<br />Media Planning<br />Media Buying<br />
  10. 10. 4<br />
  11. 11. 5<br />Media: Still Big Business<br />The aperture concept in media planning<br />an ideal time and place at which prospective customers will respond to advertising messages.<br />Goal of the media planner: expose the target audience to the advertiser’s message at these critical points, known as aperture<br />
  12. 12. 6<br />Setting Media Objectives<br />Whom to advertise to (target audiences)?<br />Which geographic regions to cover? (regionality)<br />Exposure and GRPs: Reach and Frequency level<br />When/How long to advertise? (Seasonality)<br />
  13. 13. 7<br />Developing Media Strategies<br /><ul><li>Decide Media mix to use for a campaign
  14. 14. Decide Media Scheduling Pattern</li></ul>Media budget<br />Consumer use cycles<br />Competitive advertising<br /><ul><li>Continuity: spread the advertising continuously and evenly over the campaign
  15. 15. Pulsing: mix of heavier advertising period with lighter advertising period
  16. 16. Flighting: Alternating periods of intense advertising activity and periods of no advertising (hiatus)</li></li></ul><li>8<br />Pulsing vs. Flighting<br />
  17. 17. 9<br />Media “Languages”: audience measurement<br /><ul><li>Reach:
  18. 18. Different, or unduplicated, audiences exposed to the ad message
  19. 19. Expressed as percentage of the target population exposed at least once to an advertiser’s message during a time frame (typically 4-week period).
  20. 20. Frequency: the number of exposure, repetition, or number of insertions
  21. 21. Effective frequency</li></ul>A threshold, or minimum frequency level, that must be reached to be effective<br />“Three-plus” theory<br />
  22. 22. 10<br />Audience measurement:<br /><ul><li>Gross impressions (GI): </li></ul>total number of audience figures for each vehicle including duplication.<br /><ul><li>multiply the number of audience exposed to a vehicle by the number of times the vehicle was used.
  23. 23. Gross Rating Points (GRPs)</li></ul>Converts raw figures (GI) to a percentage<br />Reach x frequency<br /><ul><li>Efficiency: </li></ul> Cost per thousand (CPM) of the vehicles<br /> Cost per rating point (CPP, CPR).<br />
  24. 24. 11<br />CPM =<br />Cost of message unit<br />Total Circulation Figures or Total Audience of a vehicle<br />X 1000<br />CPR =<br />Media Selection Procedures<br />Cost of message unit<br />Program or issuerating<br />** Exercise with Class handout<br />
  25. 25. 12<br />TV Ratings Systems<br /><ul><li>Critical for Survival of programs
  26. 26. Research Companies:
  27. 27. Arbitron for radio
  28. 28. Nielsen Media Research for Television
  29. 29. How does Nielsen measure?
  30. 30. Use samples --- 5,000 TV households (out of about 105 million TV households)
  31. 31. Use People meter (“black box”)
  32. 32. RATING=the percentage of the nation’s TV homes watching a particular program.</li></ul>SHARE= the percentage of TV tuned in (using) households watching that program.<br /><ul><li>SHARE > RATING</li></li></ul><li>13<br />*There are an estimated 110.2 million television households in the USA. A single ratings point represents 1%, or 1,102,000 households for the 2005-06 season. <br />Share is the percentage of television sets in use tuned to a specific program.<br />Presidential Debate 2004: Ratings and Share<br />Debate 1 (9/30) 39.4/57 43,046,000 households<br />Debate 2 (10/8) 29.6/50 32,507,000 households<br />Debate 3 (10/13) 32.6/47 36,252,000 households<br />
  33. 33. 14<br />Prime Time Top 10 TV Shows (March 20-26, 2006)<br />
  34. 34. 15<br />Top 10 Cable TV Programs for the week of Nov. 7, 2005<br />
  35. 35. 16<br />Top 10 Syndicated TV Programs for the week of Oct. 31, 2005<br />
  36. 36. 17<br />
  37. 37. 18<br />Radio Dayparts<br />AM Morning Drive 6-10 am<br />Daytime 10-3 pm <br />Evening Drive 3-7 pm<br />Evening 7-midnight<br />
  38. 38. 19<br />Media Buyer’s Key Negotiation Areas<br /><ul><li>Unit costs: While every medium has a published rate card, many media buyers engage in open pricing
  39. 39. Preferred position: the spots in print media that offer readership advantages.
  40. 40. Any examples?
  41. 41. Advertisers are compensated using makegoods if media can’t deliver its original schedule
  42. 42. Program preemptions
  43. 43. Missed closings
  44. 44. Technical problems</li>