chapter 15 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Media Planning and Buying
15-3 Chapter 15 Objectives Describe how a media plan helps accomplish objectives Explain the importance of creativity in media planning Define reach and frequency and debate the effective- frequency controversy Discuss how reach, frequency and continuity are related Identify the factors that influence media strategy and tactics Calculate gross rating points and cost per thousand Describe the different advertising schedules and their purposes Explain the role of the media buyer
15-4 Media Planning: Decisions and Issues Where? Which media? What time of year? How often? How to integrate? Volkswagen used several forms of media to promote its “Buy a new Beetle, get an iPod” campaign
15-5 Media Planning: Increasing Media Options Challenges Greater audience fragmentation More media options Rising costs More competitors Media complexity
15-6 Media Planning: Increasing Media Options U.S. ad spending by medium
15-7 Situation Analysis Set media objectives Role of Media in the Marketing Framework Marketing Plan Advertising Plan Determine media strategy Select media classes Select media within classes Media use decisions BroadcastPrintOther media
15-8 Ad impressions Gross impressions Gross rating points (GRPs) Defining Media Objectives Message-Distribution Objectives Audience Size Message Weight Audience Accumulation & Reach Exposure Frequency Continuity
15-9 Optimizing Reach, Frequency & Continuity Reach, frequency and continuity have an inverse relationship
15-10 Ad response curve Optimizing Reach, Frequency & Continuity Effective Frequency Effective Reach [Pub: Please insert exh.15-9, S- shaped response curve, Essentials p. 420]
15-11 Developing a Media Strategy: The Media Mix The 5 Ms MediaMarketsMoneyMechanicsMethodology
15-12 Brand Development Category Development Developing a Media Strategy: The Media Mix Market’s Sales Potential Plan Scope Decision Factors
15-13 Developing a Media Strategy: The Media Mix Brand Development Index and Category Development Index
15-14 Developing a Media Strategy: The Media Mix Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development
15-15 Developing Media Strategy: The Media Mix Right Between the Ears ad matches the mood of the radio comedy show
15-16 Developing a Media Strategy: The Media Mix Message Size & Position Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development
15-17 Developing a Media Strategy: The Media Mix Color and size vs. reach and frequency
15-18 Developing a Media Strategy: The Media Mix Buyer Purchase Patterns Message Size & Position Media & Mood of Message Media Availability & Economics Competition & Budget Market’s Sales Potential Plan Scope Decision Factors Brand Development Category Development
15-19 Media Tactics Synergy of Mixed Media Scheduling Methods Cost efficiency (CPM & CPP) Exposure, attention & motivation Audience characteristics Campaign objectives & strategy Pulsing ContinuousFlighting Criteria for Selecting Media Vehicles
15-20 Media Tactics Three ways to schedule the same number of GRPs
15-21 Media Tactics Synergy of Mixed Media Scheduling Methods Cost efficiency (CPM & CPP) Exposure, attention & motivation Audience characteristics Campaign objectives & strategy Pulsing ContinuousFlighting Criteria for Selecting Media Vehicles Scheduling Software
15-22 Media Tactics SRDS ad for its Media Planning System
15-23 Role of the Print Media Buyer Requires a range of knowledge and abilities Knowing the marketplace Negotiating the buy Monitoring performance