Transcript Chapter 15

chapter fifteen
Media
Planning
and Buying
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Describe how a media plan helps
accomplish a company’s marketing and
advertising objectives
 Explain the importance of creativity in
media planning
 Define reach and frequency and debate
the issues surrounding the concept of
effective frequency
15-2
Objectives_2
 Discuss how reach, frequency, and
continuity are related
 Calculate gross rating points and cost
per thousand
 Identify the factors that influence media
strategy and tactics
 Describe different types of advertising
schedules and the purpose for each
 Explain the role of the media buyer
15-3
The Purpose of Media Planning
To conceive, analyze, and creatively
select channels of communication that
will direct advertising messages to the
right people in the right place at the right
time
15-4
Media Planning Decisions
 Where should we advertise?
 Which media vehicles should we use?
 When during the year should we
concentrate our advertising?
 How often should we run the
advertising?
 What opportunities are there to
integrate our media advertising with
other communication tools?
15-5
Exhibit 15-1
U.S. Ad Spending by Medium
15-6
Media Challenges
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Increasing media options
Increasing audience fragmentation
Increasing costs
Increasing complexity in media buying
and selling
 Increasing competition
15-7
The Media Planning Framework
Setting media objectives
Determining media strategy
Selecting media classes
Selecting media within classes
Making media use decisions
15-8
Sample Media Objectives:
Econo Foods
 To target large families with emphasis
on the family’s food purchaser
 To concentrate the greatest weight in
urban areas
 To provide extra weight during the
introductory period and then continuity
throughout the year
 To deliver impressions to every region in
relation to regional food store sales
15-9
Message Distribution Objectives
Audience Size
and Message Weight
Accumulation
and Reach
Exposure
Frequency
Continuity
15-10
Optimizing Reach, Frequency,
and Continuity
Reach, frequency, and continuity have an inverse
relationship. In this example, an advertiser can reach
6,000 people at once, 3,000 people 5.5 times, or 1,000
people 9 times.
15-11
Advertising Response Curve
The S-shaped curve
suggests that at a
low frequency there
is little response.
Once the threshold
is crossed, there is a
dramatic response.
But once saturation
occurs, response
slows or declines
15-12
The 5 Ms in Media Strategy
Markets
Mechanics
Money
Methodology
Media
15-13
Factors Influencing Media Strategy
 Scope
 Sales potential
 Competitive
strategies
 Budget
considerations
 Media availability
 Nature of specific
medium
 Message mood
 Message size,
length, and position
 Buyer purchase
patterns
15-14
Exhibit 15-10
 A comparison of the BDI and CDI indicates which
markets may respond best to advertising
 When BDI and CDI are both high, advertising will
work best
15-15
Criteria for Selecting
Specific Media Vehicles
 Overall campaign objectives and
strategy
 Characteristics of media vehicle’s
audience
 Exposure, attention, and motivation
value of media vehicles
 Cost efficiency of media vehicles
15-16
Five Factors that Affect the
Probability of Ad Exposure
 The senses used to perceive messages
from the medium
 How much and what kind of attention
the medium requires
 Whether the medium is an information
source or a diversion
 Whether the medium or program aims
at a general or specialized audience
 The placement of the ad in the vehicle
15-17
Six Factors Increase Attention Value
Audience
involvement
Audience
familiarity
Specialization
Quality of
reproduction
Extent of
competition
Timeliness of
exposure
15-18
Considering Cost Efficiencies
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What is the CPM for each vehicle?
What is the TCPM for each vehicle?
What is the CPP for each vehicle?
How much of the vehicle’s audience
matches the target market?
 Can the vehicle satisfy the campaign’s
objectives?
 Does the vehicle offer attention,
exposure, and motivation value?
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Reasons for Using Mixed Media
 To reach more people
 To provide repeat exposure
 To extend the creative effectiveness of
the campaign
 To deliver supplementary materials (like
coupons)
 To produce synergy
15-20
Scheduling Media
Primary schedules
 Continuous
 Flighting
 Pulsing
Additional patterns
 Bursting
 Roadblocking
 Blinking
15-21
Key Skills of Media Buyers
Know the
marketplace
Negotiate
the buy
Monitor
performance
15-22
Key Terms_1
 Advertising
impression
 Advertising
response curve
 Attention value
 Audience objectives
 Blinking
 Brand development
index (BDI)
 Bursting
 Category
development index
(CDI)
 Circulation
 Continuity
 Continuous
schedule
15-23
Key Terms_2
 Cost efficiency
 Cost per point
(CPP)
 Cost per thousand
(CPM)
 Distribution
objectives
 Effective frequency
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Effective reach
Exposure value
Five Ms
Flighting
Frequency
Gross impression
Gross rating point
15-24
Key Terms_3
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Markets
Mechanics
Media
Media buyer
Media planning
Media vehicles
Message weight
 Methodology
 Mixed-media
approach
 Money
 Motivation value
 Opportunity to see
(OTS)
 Pass-along rate
15-25
Key Terms_4
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Pulsing
Rating
Reach
Readers per copy
(RPC)
 Roadblocking
 Synergy
 Target CPM
 Television
household
 Wearout
15-26