Transcript Media vehicles - McGraw Hill Higher Education

Arens|Schaefer|Weigold
Chapter Fourteen
Media Planning and Buying
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Learning Objectives
• Describe how media planning has
changed and what has caused these
changes
• Discuss the types of media objectives
and identify the strategies for achieving
these objectives
• Identify factors that influence media
strategy and tactics
14-2
Learning Objectives
• Articulate what is meant by the art of
media planning
• Describe different types of advertising
schedules and the purpose for each
• Explain the role of the media buyer
14-3
Media Planning
• Directing advertising messages to the
right people in the right place at the
right time
• Considerations for the media planner
– Place of advertising
– Media vehicles
– Time, period, and frequency for advertising
– Opportunities for integrating advertising
with other communication tools
14-4
Media Planning Framework
• Review the marketing and advertising
objectives and strategies
• Set relevant, measurable objectives
that are realistic and achievable
• Devise a strategy for achieving the
objectives
• Develop the specific tactical details of
media selection and scheduling
14-5
Marketing Framework for
Media Planning
Situation
analysis
Marketing
plan
Advertising
plan
Selecting
broad media
classes
Determining
media
strategy
Setting
media
objectives
Selecting
media within
classes
14-6
Defining Media Objectives
• Media objectives translate the
advertising strategy into goals
• Components
– Audience objectives: Definitions of the
specific types of people the advertiser
wants to reach
• Media vehicles: Particular media programs or
publications
– Distribution objectives: Where, when, and
how advertising should appear
14-7
Factors in the Media Strategy
Markets
• Various targets of a media planner
Money
• How much to budget and where to allocate it
Media
• Communications vehicles available to a marketer
Mechanics
• Dealing creatively with the available advertising media
options
Methodology
• Overall strategy of selecting and scheduling media
vehicles
14-8
Factors Influencing Media
Strategy Decisions
• Scope of the media plan
• Sales potential of different markets
– Brand development index (BDI)
• Percentage of a brand’s total sales in an area
divided by the total population in the area
– Category development index (CDI)
• Percentage of a product category’s total U.S.
sales in an area divided by the percentage of
total U.S. population in the area
14-9
Factors Influencing Media
Strategy Decisions
• Competitive strategies and budget
considerations
• Nature of the medium and mood of the
message
• Message size, length, and position
considerations
• Buyer purchase patterns
14-10
Factors Affecting the Probability
of Ad Exposure
• Senses used to perceive messages
• Quantity and type of attention required
by the vehicle
• Vehicle's role - Information source or a
diversion
• Vehicle's focus - General or specialized
audience
• Intrusiveness of the ad in the vehicle
14-11
Factors that Increase
Attention Value
• Audience involvement with editorial
content or program material
• Specialization of audience interest or
identification
• Number of competitive advertisers
• Audience familiarity with the
advertiser’s campaign
• Quality of advertising reproduction
• Timeliness of advertising exposure
14-12
Methods for Scheduling
Media
Continuous schedule
• Advertising runs steadily with little variation
Flighting
• Periods of advertising are alternated with
periods of no advertising at all
Pulsing
• Mixing continuity and flighting strategies
14-13
Methods for Scheduling
Media
Bursting
• Promoting high-ticket items that require
careful consideration
Roadblocking
• Buying simultaneous airtime on all four
television networks
Blinking
• Advertiser floods the airwaves for one day on
cable and network channels to make it
impossible to miss the ads
14-14
Media Buyer
• Responsible for negotiating and
contracting the purchase of ad space
and time in various media
– Selection of medium for advertising
• Software programs - Help save time,
resulting in increased productivity and
efficiency
14-15