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Media Planning and Buying
CHAPTER
9 & 11
2
• Media planning is – the process of determining how to use time and
space to achieve advertising objectives
• Media buying– Process of identifying specific vehicles,
negotiating the costs to advertise in them, and handling billing and payment
• Media Planner vs. Media Buyer• Medium vs. vehicle• Media mix: different types of media used
for a campaign• Position of a media plan within a big
picture (fig. 11.1, p. 294)
Basic Concepts of Media Planning and Buying
3
The Central Role of Media Research (Fig. 11.2, p. 295)
Media Planning Media Buying
Media Research
Creative Sources• Theme• Message• Research
Marketing Sources• Distribution Patterns• Market Sales• Rivals’ Patterns
Media Sources• Popularity of Media• Profiles• Cost Forecasts
4
5
• The aperture concept in media planning– an ideal time and place at
which prospective customers will respond to advertising messages.
– Goal of the media planner: expose the target audience to the advertiser’s message at these critical points, known as aperture
Media: Still Big Business
6
• Whom to advertise to (target audiences)?
• Which geographic regions to cover? (regionality)
• Exposure and GRPs: Reach and Frequency level
• When/How long to advertise? (Seasonality)
Setting Media Objectives
7
Decide Media mix to use for a campaign Decide Media Scheduling Pattern
– Media budget
– Consumer use cycles
– Competitive advertising
Continuity: spread the advertising continuously and evenly over the campaign
Pulsing: mix of heavier advertising period with lighter advertising period
Flighting: Alternating periods of intense advertising activity and periods of no advertising (hiatus)
Developing Media Strategies
8
Pulsing vs. Flighting
9
Reach: Different, or unduplicated, audiences exposed to the
ad message Expressed as percentage of the target population
exposed at least once to an advertiser’s message during a time frame (typically 4-week period).
Frequency: the number of exposure, repetition, or number of insertions
Effective frequency• A threshold, or minimum frequency level, that must be
reached to be effective• “Three-plus” theory
Media “Languages”: audience measurement
10
Gross impressions (GI): total number of audience figures for each
vehicle including duplication. multiply the number of audience
exposed to a vehicle by the number of times the vehicle was used.
Gross Rating Points (GRPs)• Converts raw figures (GI) to a
percentage• Reach x frequency
Efficiency: Cost per thousand (CPM) of the
vehiclesCost per rating point (CPP, CPR).
Audience measurement:
11
Media Selection Procedures
CPM =
Cost of message unit
Total Circulation Figures or Total Audience of a
vehicle
X 1000
CPR = Program or issue ratingCost of message unit
** Exercise with Class handout
12
• Critical for Survival of programs• Research Companies:
• Arbitron for radio• Nielsen Media Research for Television
• How does Nielsen measure?– Use samples --- 5,000 TV households (out of about 105 million
TV households)– Use People meter (“black box”)
• RATING =the percentage of the nation’s TV homes watching a particular program.
SHARE= the percentage of TV tuned in (using) households watching that program.
• SHARE > RATING
TV Ratings Systems
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*There are an estimated 110.2 million television households in the USA. A single ratings point represents 1%, or
1,102,000 households for the 2005-06 season. Share is the percentage of television sets in use tuned to a specific program.
Presidential Debate 2004: Ratings and ShareDebate 1 (9/30) 39.4/57 43,046,000 households
Debate 2 (10/8) 29.6/50 32,507,000 households
Debate 3 (10/13) 32.6/47 36,252,000 households
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Prime Time Top 10 TV Shows (March 20-26, 2006)
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Top 10 Cable TV Programs for the week of Nov. 7, 2005
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Top 10 Syndicated TV Programs for the week of Oct. 31, 2005
17Chapter 8: Media Planning and Buying 22
•Morning: 7-9 am
•Daytime: 9-4:30pm
•Early Fringe: 4:30-6:00pm
•Early News: 6-7:00 pm
•Prime Access: 7-8 pm
•Prime Time: M-S: 8-11:00 pm, Sun: 7-11 pm
•Late News: M-Su: 11-11:30 pm
•Late Night: M-Su: 11:30-1:00 am
•Sat. Morning: 8-1:00 pm
•Weekend afternoon: Sa. Su: 1-7 pm
Standard TV Dayparts
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Radio Dayparts
AM Morning Drive 6-10 am
Daytime 10-3 pm
Evening Drive 3-7 pm
Evening 7-midnight
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Media Buyer’s Key Negotiation Areas
– Unit costs: While every medium has a published rate card, many media buyers engage in open pricing
– Preferred position: the spots in print media that offer readership advantages.
– Any examples?
– Advertisers are compensated using makegoods if media can’t deliver its original schedule
Program preemptions Missed closings Technical problems