Media Planning & Buying 2

15-2

Class Objectives

Identify the factors that influence media strategy and tactics

Describe the different advertising schedules and their purposes

Explain the role of the media buyer

15-3

Adimpressions

Grossimpressions

Gross ratingpoints

(GRPs)

Defining Media Objectives

Message-Distribution Objectives

AudienceSize

MessageWeight

AudienceAccumulation

& Reach

ExposureFrequency

Continuity

15-4

Developing a Media Strategy: The Media Mix

The 5 Ms

MediaMarkets Money Mechanics Methodology

The various targets of a media plan – the audiences

How much to budget and where to allocate it

All communi-cation vehicles available to a marketer, anything you can put your name on

The details of buying each medium: air time, ad sizes, rates, production costs, etc.

Selecting & scheduling media to get the desired message weight, reach, frequency & continuity.

15-5

Media Mix: Scope

PlanScope

DecisionFactors

Local scope Product available in

one market City chosen as test

market Local media used

Regional scope Several adjoining

metros Whole state or multiple

neighboring states Local media Regional editions of

national magazines Spot radio, TV Internet advertising

National scope Several regions or

entire country Network TV & radio National magazines &

newspapers Internet

International scope Product available

globally National media Media in a variety of

types & from many countries

Markets, Money, Media

15-6

BrandDevelopment

CategoryDevelopment

Media Mix: Sales Potential

Market’sSales

Potential

PlanScope

DecisionFactors

Markets & Money

15-7

Brand Development Index

Los Angeles makes up 1.58% of Brand X Shoes’ total U.S. sales. The city has 2% of the total U.S. population.

Brand Development Index (BDI) indicates sales strength of a brand in a specific market.

BDI = % of brand’s total U.S. sales in area x 100% of total U.S. population in area

BDI = 1.58 x 100 = 792

BDI < 100 = poor brand developmentBDI > 100 = good brand development

15-8

Category Development Index

If Los Angeles makes up 4.92% of total shoe category sales in the U.S., then…

Category Development Index (CDI) indicates sales strength of a whole product category in a specific market.

CDI = % of product category’s total U.S. sales in area x 100% of total U.S. population in area

CDI = 4.92 x 100 = 2462

CDI < 100 = poor category salesCDI > 100 = good category sales

15-9

What Do BDI & CDI Indicate?BDI and CDI help the media planner determine a media strategy for the market.

Low brand sales, strong category: Problem or opportunity?

15-10

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

Media Mix: Competition & BudgetsMedia, Mechanics & Methodology

Who’s the competition?

What media are they using?

How much are they spending?

15-11

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

Availability & Economics Legal restrictions Literacy rates Income & education

levels

Media Mix: Availability & MoodMedia & Methodology

Mood of Message Complexity of

message Attention needed Emotional appeal

15-12

15-13

MessageSize &

Position

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

Media Mix: Message Size & PositioningMedia & Mechanics

The nature of each medium and the advertiser’s message dictate the media to use and how often to use them. (Pros & Cons)

15-14

Impact of Ad Size, Color & Reach

15-15

BuyerPurchasePatterns

MessageSize &

Position

Media &Mood ofMessage

MediaAvailability &Economics

Competition& Budget

Market’sSales

Potential

PlanScope

DecisionFactors

BrandDevelopment

CategoryDevelopment

Media Mix: Buyer Purchase PatternsAll 5 M’s How, how often, when & where is product bought?

15-16

Media Tactics

Cost efficiency (CPM & CPP)

Exposure, attention & motivation

Audience characteristics

Campaign objectives & strategyCriteria for SelectingMedia Vehicles

15-17

Media Tactics

Synergy of Mixed Media

15-18

Media Tactics

Scheduling MethodsPulsing

Continuous

Flighting

Continuous: advertising runs steadily and varies little Flighting: alternates periods of advertising with periods of no

advertising Pulsing: mixes continuous and flighting strategies, maintaining

a low level of consistent advertising with period heavy pulses

15-19

Scheduling Patterns: Three ways to schedule the same number of GRPs

15-20

Role of the Print Media Buyer

Knowing the marketplace

Negotiating the buy

Monitoring performance

Media Buyers often specialize in one medium or another and are responsible for: