Transcript ch11
Media Planning and
Buying
Part 3: Effective Advertising
Media
Chapter 11
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1
Key Points
Outline the basic media concepts used by
planners and buyers
Describe the types of information compiled by
media researchers
Analyze how media planners set media
objectives
List the key media strategy decisions
Identify the responsibility of media buyers
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-2
The Media Plan
A written document that
summarizes the objectives and
strategies pertinent to the
placement of a company’s
advertising messages
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-3
Media Planning and Buying
The Aperture Concept
The goal of the media planner is to expose the
target audience to the message at the critical
point when the consumer is receptive to the
brand message
( Right Media + Right People + Right Time)
To find the most effective ways to deliver
messages at every contact point – a point
where consumer connect with the brand and
respond to a brand message
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-4
Central Role of Media Research
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-5
Media Research
Information Sources
Client information
Market research
Competitive advertising
Media information
Consumer information
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-6
Media Research: Information Sources
Client information
Targeted markets
Previous promotions and their
performance
Product sales and distribution
patterns
Brand plans
The budget
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-7
Media Research: Information Sources
Market Research
Independently gathered information about
markets and product categories
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-8
Media Research: Information Sources
Competitive Advertising
Media planners make decisions
based on the amount of competitive
traffic
- Share of voice
Measures the percentage of total
advertising spending by one brand
relative to the competition
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-9
Media Research: Information Sources
Media Information
Various media provide information
about the size and makeup of their
audiences
Designated marketing area
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-10
Media Research: Information Sources
Consumer Information
Media planners use consumer information
to locate the target audience within media
markets
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-11
Media Objectives
The Reach
Objective
First&
Most
important
Principle
The percentage of the
different audience
that is exposed at
least once the
advertiser’s message
during a specific time
frame
(how many audience can see your ad
message)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-12
Media Objectives
The Frequency
Objective
Estimates the
number of times the
exposure is expected
to happen
Average frequency
Frequency
distribution
(how often your ad.
message can be
seen)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-13
When REACH? When FREQUENCY?
Reach is suitable for: Introduce new product
Repositioning
Wide target market
Lower price and easy to find
Monopoly market
Sales promotion
Remind message
Frequency is suitable for: Small sales area
More competitors
Product need to be explained a lots
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-14
Media Objectives
Exposure and
GRPs
Impression=actual
exposure
-TV actual viewer =/=
reach
-RADIO actual
listener=/=reach
-MAGAZINE actual
reader =/= circulation
Wells, Moriarty, Burnett & Lwin - Xth Edition
Gross impressions
The sum of the audiences
of all the media vehicles
used during a certain time
span
Gross Ratings Points
Media planners convert
impressions to gross
ratings points in order to
compare the efficiency of
media schedules
ADVERTISING Principles and Effective IMC Practice
1-15
What is Media Strategies?
Media planners determine the most costeffective media mix that will reach the
target audience and satisfy the media
objectives
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-16
Media Strategies
1. Delivering on the Objectives
Strategies are designed to deliver on the
media objectives, to deliver the right level
of exposure in terms of reach and
frequency
- Reach or frequency objective or BOTH
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-17
Media Strategies
2. Target Audience Strategies: finding way to
reach the target audience in the most efficient
way
-Media Use: what media the target is using
Media research
-Geography: location of the target audience (BKK,
suburb,nationwide)
-Consumption Pattern: heavy allocation of media
in strong sales areas than weak sales areas
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-18
Media Strategies
3. Media mix selection Strategies
Using a variety of media to get your
message out to customers send the
message more widely
Different media tend to have different
audience profiles
Generally, media selection is based on
message needs
e.g lot of info. magazine, internet
moving image T.V., internet
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-19
Media Strategies
4. Cost Efficiency: CPM and CPP
=the process of measuring the target audience
size against the cost of the audience
- Cost Per Thousand(CPM):compare the media
on the basis of cost of ad. to expose thousand
audience
- Cost Per Point (CPP): compare the media on
the basis of rating points (simpler)
(best when used to compare w/n the same
medium)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-20
Example: CPM & CPP
Cost per thousand
CPM = cost of message unit/gross impressions (expected target audience)
x 1,000
Cost per point
CPP = cost of message unit/program or issue rating
(comparing media vehicles by relating the cost to the audience rating)
e.g. program A: 200000/10=20000 VS program B 200000/20=10000
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-21
Media Strategies
5.Scheduling Strategies
Timing Strategies
- Duration: How long? :
set the period of time e.g. 3 months, 6months, whole yea
- Continuity: How often?: the way the ad is spread
over the length
depends on the budget, product usage e.g. shampoo
VS air-conditioner
LEAD TIME:
1) time allowed before the sales period (seasonal p/d)
2)production time needed to get ad into the medium
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-22
Continuity Scheduling Strategies
1. Continuous strategy: spreads
continuously / match consumer use
cycle product usage
2. Pulsing strategy: intensify ad
before the open aperture and reduce
the ad (Periodic intensity)
3. Flighting strategy: It has the
periods of intense and period of no ad
(hiatus. (On-and off schedule)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-23
Continuity Scheduling Strategies
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-24
Media Budget
- -Media planner begins and ends with the budget
BUDGET
MEDIA MIX
BUDGET ALLOCATION
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-25
Media Planning and Buying
Media planning
The way advertisers identify and select media
options
Media buying
Identifying specific vehicles, negotiating the
costs to advertise in them, and handling billing
and payment
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-26
Media Department
Media planner: makes the strategic decision in media plan
Media Buyer
: person who provide information to media planner,
select media, negotiating costs, monitoring the
media choices, evaluate the media choices,
handling billing and payment
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-27
Media Buying
Media Planner
Provide Info to Media
Planner
Select Media Vehicle
Billing & Payment
Monitor the Payment
Post-Campaign Evaluation
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-28
Media Buying
Providing inside info
Media buyers are important information
sources for media planners
Close enough to day-to-day changes in
media popularity and pricing to be a
constant source of inside information
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-29
Media Buying
Selecting Media Vehicles
Choose the best vehicles that fit the target
audience’s aperture
The media planner lays out the direction;
the buyer is responsible for choosing
specific vehicles
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-30
Basic Media Concepts
Media vehicle
A specific TV program, newspaper,
magazine, or radio station or program e.g.
AT TEN, แฟนพันธุ์แท้, Daily News, Hotwave
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-31
Examples:
Medium: Single form of communication
Media Vehicle: specific program
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-32
Media Buying
Negotiation
Media buyers pursue special advantages for
clients
Locate the desired vehicles and negotiate and
maintain satisfactory schedule and rates
Preferred Positions
Locations in print media that offer readership
advantages
Preferred positions often carry a premium
surcharge
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-33
Media Buying
Extra Support Offers
Value-added media services
Contests
Special events
Merchandising space at stores
Displays
Trade-directed newsletters
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-34
Media Buying
Billing and Payment
It is the responsibility of the advertiser to make
payments to various media
The agency is contractually obligated to pay the
invoice on behalf of the client
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-35
Media Buying
Monitoring the Buy
The media buyer tracks the performance
of the media plan as it is implemented, as
well as afterward
Poorly performing vehicles must be
replaced or costs must be modified
(check the feedback)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-36
Media Buying
Post-campaign Evaluation
Once a campaign is completed, the
planner compares the plan’s
expectations and forecasts with what
actually happened
Provides guidance for future media
plans
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-37
Media Key Players
Media salespeople
work for a medium
Media reps are
people or companies
that sell space or
time for a variety of
media
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1-38
End of the Semester
2/2008
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
39