1. Chapter 8 Media Planning and Buying
Medium
Media Mix
Media Vehicle
The aperture concept

2. Sources of Information for Media Planning

3. Setting Media Objectives
Finding target audiences in media opportunities
Sales geography
Timing
Duration: how long to advertise?
Schedule and the advertising budget
Consumer use cycles
Competitive advertising

4. Developing Media Strategies
Target audience strategies: new technology of measurement
Retail scanners
Database developments
Marketing mix modeling
Internet audience measurement

5. Developing Media Strategies
Geographic strategies
allocating media weight
Timing and duration strategies
Continuity, pulsing, flighting, carryover
Size and length strategies
Is more going to be better?

6. Media Selection Procedures
Audience measures used in media planning
Gross impressions
Gross rating points
Reach and media planning
Frequency and effective frequency
Efficiency

7. Media Selection Procedures
Cost efficiency as a planning dimension
Cost per thousand
How to calculate CPMs
Cost per rating
Selecting and buying acceptable media

8. Media Buying Functions
Providing information to the media planner
Selecting media vehicles
Negotiating media prices/authorizing the buys
Monitoring vehicle performance
Post-campaign analysis
Billing and payment

9. Media Buyers’ Ability to Negotiate
Vehicle performance
Unit costs
Preferred positions
Extra support offers

10. Changes in Media Buying
Media buying services
Online media buying
Global media buying
Maintaining plan performance