This document discusses the major changes and trends impacting media planning and buying in the 21st century. It outlines the rise of integrated marketing communications (IMC) and the need for accountability and ROI measurement. It also describes the proliferation and fragmentation of media options due to factors like convergence and addressable advertising. Finally, it notes the changing demographics in America and the impacts of globalization on media planning.
What a Media Planner needs to know
Situation Analysis
Marketing Strategy Plan
Competitive Media Expenditure Analysis
Analysing the Data
International Competitive Analysis
Managing Media Planning and Buying
Sources of Marketing Data
Media planning, Components of media plan, Media Scheduling, Media Objectives,...Pooja Gurwani
Media planning, Components of media plan, Media Scheduling, Media Objectives, media strategy, media budgeting, media selling, media innovations, circulation, factors affecting media plan
Saroj Ads is a media planning agency, got expertise in Media Planning and Buying from the past 25 years. The team of media planning and buying experts working with Saroj Ads got expertise to promote small firms within the budget of the client.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
What is Media Planning + Buying?
Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.
Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.
What a Media Planner needs to know
Situation Analysis
Marketing Strategy Plan
Competitive Media Expenditure Analysis
Analysing the Data
International Competitive Analysis
Managing Media Planning and Buying
Sources of Marketing Data
Media planning, Components of media plan, Media Scheduling, Media Objectives,...Pooja Gurwani
Media planning, Components of media plan, Media Scheduling, Media Objectives, media strategy, media budgeting, media selling, media innovations, circulation, factors affecting media plan
Saroj Ads is a media planning agency, got expertise in Media Planning and Buying from the past 25 years. The team of media planning and buying experts working with Saroj Ads got expertise to promote small firms within the budget of the client.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
The article explains the theory behind Media Planning and its imporant use. For Brand Team it is a must have skill for Maxmizing the effectivness of a campaign.
What is Media Planning + Buying?
Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.
Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
How to Succeed Across Channels with Omnichannel MarketingTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
How to Identify Successful Content Strategiesfcrehan
A short presentation on how Forrester can help define a successful digital content strategy. Whether you are a Brand or Media, Telco or Retail company, the Forrester Content Strategy could be for you.
Technology is tempting some big names to do media buying themselves and cut out agencies, but as John Dunne argues, it’s not a binary decision. For more on this visit www.ignitedigital.ie or follow us on @IgniteDigitalIE
3. Leo Burnett on IMC in 1950
“When you are planning an advertising
campaign, the people involved in planning must
be able to mentally integrate, in the thought and
structure of the advertising itself, the things that
should take place in the store, at the service
station, in the showroom, at the ticket window,
or when the salesman calls.”
--Leo Burnett in a 1950 speech to the ANA
Media Planning & Buying in the 21st Century
4. 1. The IMC Revolution
Media Planning & Buying in the 21st Century
5. What is IMC?
“…a planning process designed to assure that
all brand contacts received by a consumer or
prospect for a product, service, or
organization are relevant to that person and
consistent over time.”
Media Planning & Buying in the 21st Century
6. The Client View
The #1 concern of the Association of National
Advertisers (ANA) has been the inability of its
internal & external partners (e.g., agencies) to
deliver effective integrated marketing solutions to
client marketing and communications problems.
Media Planning & Buying in the 21st Century
7. Tools of IMC
Goal is to use whatever marketing communications tools
will best and most cost effectively address marketing
problems or opportunities
IMC tools include:
Advertising
Direct Marketing
Consumer & Trade Promotion
Online advertising & Promotion
Publicity
Event Marketing
Product Placement
Custom Publishing
And more
Media Planning & Buying in the 21st Century
8. Tools of IMC
Goal is to use whatever marketing communications tools
will best and most cost effectively address marketing
problems or opportunities
IMC tools include:
Advertising
Direct Marketing
Consumer & Trade Promotion
Online advertising & Promotion
Publicity
Event Marketing
Product Placement
Custom Publishing
And more
Media Planning & Buying in the 21st Century
9. Barriers to IMC
Clients
Internal fiefdoms and budget power
Bid out agency’s ideas to suppliers
Lack of IMC education
Agencies
Client politics
Lack of expertise in many marketing communications areas
Financial realities of making/losing money on IMC
Media Planning & Buying in the 21st Century
10. IMC: Do or Die
Clients
Must stop shooting themselves in their IMC feet by rewarding
internal marketing groups for pursuing programs which are
not on strategy
Stop disincentivising their agency
Agencies
Some agencies have had difficulty delivering IMC programs
Agencies must learn how to profitably deliver IMC solutions
Failure to do so will put business at risk
Media Planning & Buying in the 21st Century
12. Accountability & ROI
Historically, There has been little accountability for
results and ROI based on most forms of marketing
communication, except for those which are
quantifiable by nature (e.g., direct mail)
Many variables affect sales results
Brand managers prefer predictable results of trade
promotion
Is a sales increase due to increased awareness or to in-store
promotional activities?
ANA is renewing its call for better metrics to
measure ROI
Media Planning & Buying in the 21st Century
14. 4. Revolution in Media Options
Proliferation
Fragmentation
Declining Effectiveness of Television
Newspapers in Freefall
Convergence
Addressable Media
Interactive Media
Media Planning & Buying in the 21st Century
17. Convergence
Convergence is the merger of two or more media to
create a new medium
Internet + Television = Internet TV
Internet + Newspapers = Online Newspaper
Internet + Magazines = Online Magazines
Movies + Games = New Games
Messaging on cell phones
Media Planning & Buying in the 21st Century
18. Addressable Media
A Super Targeting Methodology
In early-mid stages of development
Utilizes set top boxes in cable TV homes
Substantial information collected on subscribers
Could be used to precisely target audiences for commercials
Pick up truck commercial goes to truck owners
Corvette commercial goes to sports car enthusiasts
Google a prime developer with Echo Star Cable
Cable industry’s Project Canoe
Media Planning & Buying in the 21st Century
19. Interactive Media
Traditional Interactive Media Techniques
800 numbers
Reader service cards
URLs in ads
Digital Interactive Media
Websites
Internet/search
Social Media
Mobile
Interactive Television (iTV)
Has been available for years on a limited # of cable systems
May be getting closer to a real debut
75% surveyed execs think iTV would be an effective source of lead
generation and could become a large industry
Media Planning & Buying in the 21st Century
20. 5. Changing Face of America
New Target Markets?
Media Planning & Buying in the 21st Century
23. The New Media Planning:
Integrated Marketing Communications
Traditional
Media
Experiential
Marketing
Public
Relations
Media
Planning
& Buying
New/Digital
Media
Sales
Promotion
Direct
Marketing
24. The New Media Planning
% of Spending
Now
44%
Future
15%
Radio
10
3
Print
33
25
Outdoor
4
3
Search
9
22
Interactive
--
30
Mobile
<1
2
Television
Source: Kellogg on Advertising and Media & Thumbnail Media Planner
Media Planning & Buying in the 21st Century
Editor's Notes
Purpose: overview of the revolution taking place which has dramatic effect on media.
Revolution going on is multi faceted– ranging from client demnds for IMC to consumers taking more control, how target audiences will change due to the changing face of America…
Long before anyone ever coined the Integrated Marketing Communications term, some visionaries already embraced it. Here’s 1950 quote from Leo…
Rather than providing a one dimensional solution to a marketing problem, IMC requires us to take a 360-degree look at the problem and provide a 360 degree solution.
What is IMC?
IMC is the #1 concern of the ANA. It should be the #1 concern of agencies too.
The marketing communication tool box is overflowing, and the tools that should be woven together are those which address the client’s marketing and communications tasks
Barriers to IMC. Not unlike national politics. But why can’t we all just work together for the business’ good?
Second is greater accountability with better metrics to measure effectiveness
Third characteristic of the revolution is that consumers are taking more and more control over their media and ad consumption– made easier with the internet, DVRs, etc.
Fourth, the revolution going on involves some big issues like these
Media choices, especially digital, have soared as a result of technology and learning how to serve the needs of specialized audiences
The proliferation of media has fragmented the available audience. Over 100 cable TV channels have stolen audience from the broadcast networks. to the point of having the largest share of audience. Digital media, especially internet search. Ambient media. Marketing Services media’s share is the largest of all.
Convergence is also creating new media– from internet TV to online editions of print media
Every media planner’s dream has always been to have the ability to target an audience with great precision. Addressability is here and will become more prevalent.
Finally, interactive media
The fifth part of the revolution is the Changing Face of America. Population demographics arechanging rapidlyas shown on this slide. Changes in the population and marketplace will spawn new target markets, new media, and different spending priorities.
Hispanics to overtake African American population, Asians growing most rapidly but represents many different countries, cultures and languages.
Finally, Global Expansion no longer just large corporations. Utilizing the internet can turn a small specialty shop into a global player.
Some experts see these future shifts in spending. No one knows the future, but these shifts would play havoc with the current media establishment. Keep in mind that the growth in interactive media will put dollars back into television (iTV), but radio as we know it would be in serious trouble.