A basic introduction to media planning and buying. Included is slides on reading indexes, understanding adwords campaign reporting, and creating a marketing strategy.

1. An Introduction in
Media Planning and Buying
301-541-8057
www.xentemedia.com

2. We are a Full Service Advertising
Agency Specializing in:
• Consumer Research
• Advertising Strategy
• Media Planning
• Media Buying
• Search Engine Marketing
• Online Display Ads
• Mobile Marketing
• Social Media Marketing
• Advertising Management and Tracking

3. We can also help with:
• Website design
• Search Engine Optimization
• Logo Design
• Ad Design
• Branding

4. Goal of Introduction To Media
Planning and Buying
Upon completion of this session you should be
able to:
• Understand how to find your target market for
your business
• Differentiate between the types of available
advertising
• Make decisions about where your business
should advertise

5. Find Your Target Market
• Ask Yourself About Some Questions About Your
Business
– Who is your typical customer?
– Are you trying to reach this typical customer or a new
customer?
– What kind of media do your customers consume?
– How local or national is your business?
– Should you advertise during certain times of the year
or year-round?
– What kind of budget do you have to advertise?

6. Build Your Own Media Plan
• Step One:
– Review your business scenario and determine
what the target market for that business would
be.
– Suggested age, interests, household income,
buying habits, marital status, number of children,
education

7. Using Research to Determine a Target Market
• Examples of MRI Data – Baby Toys
• Infant toys In last 12 months purchased by household
Pct Across Pct Down Index
Men 4.1 16.5 52
Women 9.6 83.5 122
Age 18 - 24 9.6 9.3 122
Age 25 - 34 14.3 33.8 182
HHI: $75,000- 9.1 30.9 116
$149,999

8. Types of Advertising
• Determine the types of advertising available
for you to market your business.
– Based on what your target market consumes find
ways to reach your market via advertising
– Consider what kind of budget you have available
from your business
– Think about when you need to advertise
throughout the year or if there are certain events
you want to advertise

9. Build Your Own Media Plan
• Step Two:
– Suggest the types of media available for you to
advertise your business or event
– List all available media you can think of and be
specific if necessary

10. General Types of Advertising Available
• Newspapers
– Baltimore Sun
– Carroll County Times
• Television
– Local Networks
– National Networks
• Magazines
– Baltimore Style
– Inc.
• Digital
– Google, Bing, Yahoo
– Email marketing, display ads
• Out-of-Home
– Billboards
– Posters
•Radio
– Key 103
–Z 104

11. Specifically Digital Media
• Search Engine Optimization
• Search Engine Marketing
• Display Advertising on Google, Bing or Yahoo
• Display Advertising on alternate networks
• Display Advertising on individual sites
• Social Media Marketing
• Re-Marketing or Re-Targeting
• Rich Media
• Pre-Roll or Post-Roll
• Email Marketing

12. What Search Engine Should You
Advertise on?
The search engine rankings for October 2011,
according to comScore, were:
• Google 65.6 percent
• Yahoo 15.2 percent
• Bing 14.8 percent
• Ask 2.9 percent
• AOL 1.5 percent

13. Google’s Adwords for Search and Display

14. Choosing Your Advertising
• Set your advertising budget for your business
• Determine the best placements from the list
of advertising available to you
• Be sure to consider what advertising your
target market consumes
• Track your results and make sure your
advertising ran correctly

15. Build Your Own Media Plan
• Step Three:
– Determine a budget for your business or project –
Ask if you need help with this!
– Suggest media that will appeal to your target
market and will also fit within your budget
– Specify which portion of your budget goes to
which media

16. Thanks for your time!
Questions?