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CHAPTER   Media Planning and Buying 9 & 11
2 Basic Concepts of Media Planning and Buying Media planning is  the process of determining how to use time and space to achieve advertising objectives Media buying Process of identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and payment Media Planner vs. Media Buyer Medium vs. vehicle Media mix: different types of media used for a campaign Position of a media plan within a big picture (fig. 11.1, p. 294)
3 	The Central Role of Media Research (Fig. 11.2, p. 295) Marketing Sources ,[object Object]
Market Sales
Rivals’ PatternsMedia Sources ,[object Object]
Profiles
Cost ForecastsCreative Sources ,[object Object]
Message
ResearchMedia Research Media Planning Media Buying
4
5 Media: Still Big Business The aperture concept in media planning an 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
6 Setting Media Objectives Whom to advertise to (target audiences)? Which geographic regions to cover? (regionality) Exposure and GRPs: Reach and Frequency level When/How long to advertise? (Seasonality)
7 Developing Media Strategies ,[object Object]
Decide Media Scheduling PatternMedia budget Consumer use cycles Competitive advertising ,[object Object]
Pulsing: mix of heavier advertising period with lighter advertising period
Flighting: Alternating periods of intense advertising activity and periods of no advertising (hiatus),[object Object]
9 Media “Languages”: audience measurement ,[object Object]
Different, or unduplicated, audiences exposed to the ad message
Expressed as percentage of the target population exposed at least once to an advertiser’s message during a time frame (typically 4-week period).

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