Media planning involves determining how to use time and space to meet advertising objectives. Media buying is the process of identifying specific media outlets, negotiating costs, and handling payments. The central role of media research is to provide information on marketing, distribution, sales, competitors, media popularity and costs to inform media planning and buying. The goal of media planning is to expose the target audience to advertising messages at critical points using the optimal media mix, scheduling, and budget. Audience measurement tools like reach, frequency, gross impressions, and ratings are used to evaluate media selection and efficiency.

1. CHAPTER Media Planning and Buying9 & 11

2. 2Basic Concepts of Media Planning and BuyingMedia planning is the process of determining how to use time and space to achieve advertising objectivesMedia buyingProcess of identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and paymentMedia Planner vs. Media BuyerMedium vs. vehicleMedia mix: different types of media used for a campaignPosition of a media plan within a big picture (fig. 11.1, p. 294)

3. 3 The Central Role of Media Research (Fig. 11.2, p. 295)Marketing SourcesDistribution Patterns

4. Market Sales

5. Rivals’ PatternsMedia Sources Popularity of Media

6. Profiles

7. Cost ForecastsCreative SourcesTheme

8. Message

9. ResearchMedia ResearchMedia PlanningMedia Buying

10. 4

11. 5Media: Still Big BusinessThe aperture concept in media planningan ideal time and place at which prospective customers will respond to advertising messages.Goal of the media planner: expose the target audience to the advertiser’s message at these critical points, known as aperture

12. 6Setting Media ObjectivesWhom to advertise to (target audiences)?Which geographic regions to cover? (regionality)Exposure and GRPs: Reach and Frequency levelWhen/How long to advertise? (Seasonality)

13. 7Developing Media StrategiesDecide Media mix to use for a campaign

14. Decide Media Scheduling PatternMedia budgetConsumer use cyclesCompetitive advertisingContinuity: spread the advertising continuously and evenly over the campaign

15. Pulsing: mix of heavier advertising period with lighter advertising period

16. Flighting: Alternating periods of intense advertising activity and periods of no advertising (hiatus)8Pulsing vs. Flighting

17. 9Media “Languages”: audience measurementReach:

18. Different, or unduplicated, audiences exposed to the ad message

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).