1. Media Planning and Buying Part 3: Practice: Where are Media Heading?
Chapter 11

2. Questions We’ll Answer
CHAPTER KEY POINTS
Questions We’ll Answer
What is media aperture, and why is it important?
How do media planners calculate media objectives?
What are the key media strategy decisions?
What are the responsibilities of media buyers?

3. THE MEDIA PLANNING SIDE OF ADVERTISING
Media Planning Basics
Advertising budgets are shifting away from traditional media (newspapers, TV, radio) to online and alternative media.
Media planning and buying have become more creative due to media fragmentation and the explosion of new media.
Media is used in advertising, public relations, sales promotion, and integrated marketing communications (IMC).

4. THE MEDIA PLANNING SIDE OF ADVERTISING
Key Players
Traditionally, advertising agencies develop media plans.
Lately, media buying companies have assumed planning roles.
Agencies have spun off media function as separate companies.
Some media planning is done by companies in-house.
Specialized “new media” agencies have emerged.

5. Research: Information Services
THE MEDIA PLANNING SIDE OF ADVERTISING
Research: Information Services
Client Information
About customers, past efforts, sales, budget
Market Research
About markets and product categories; supplied by companies MRI, Scarborough, Mendelsohn
Competitive Advertising
Share of voice is a percentage of total advertising spending by one brand in a product category.
Media Usage Profiles
The size and makeup of various media audiences
Supplied by companies Nielsen, Arbitron, ABC, Simmons
Media Coverage Area
Designated marketing area (DMA) is used in TV media
Consumer Information
Used to locate target audiences within media markets

6. THE MEDIA PLANNING SIDE OF ADVERTISING
Media plan: a written document summarizing the objectives and strategies pertinent for placing a company’s brand messages.
Goal: finding the most efficient and effective ways to deliver messages to a targeted audience.

7. Target Audience and Media Use
KEY MEDIA PLANNING DECISIONS
Target Audience and Media Use
Identifying the target audience is a key decision.
The idea is to match the advertiser’s target with a particular medium’s audience.
Every media vehicle’s audience is different and therefore varies regarding what percent of its audience is in the brand’s target audience.

8. KEY MEDIA PLANNING DECISIONS
The Aperture Concept
Aperture: when consumers are most receptive to a brand message.
Goal: to reach the right people at the right time with the right message.
Advertising is most effective when it reaches the right people at the right time and place with the right message.

9. Measured Media Objectives
KEY MEDIA PLANNING DECISIONS
Measured Media Objectives
Goal: to achieve the best media mix to maximize reach and frequency and generate the greatest impact for the money spent.
Reach: percent of different people exposed to the message.
Frequency: the number of times exposure is expected.
Effective frequency: combines reach and frequency; add frequency to reach until the level at which people respond.
Media efficiency and waste: excessive overlap or too much frequency.

10. KEY MEDIA PLANNING DECISIONS
Media Mix Selection
Multiplying Media Strengths
Media chosen based on plan objectives and media strengths
GRPs (gross rating points) are found by multiplying each media vehicle’s rating by the number of insertions, then adding up the total of all the vehicles.
TRPs (targeted rating points) adjusts the GRP calculation so it more accurately reflects the percentage of the target audience watching the program, thus reducing waste coverage.
Cross Media Integration
Various media work together to create coherent brand communication; synergy between different media messages
Image transfer—how radio reinforces TV messages

11. MEDIA STRATEGY TOOLS AND TECHNIQUES
The way media planners determine the most cost effective media mix to reach the target audience and satisfy the media objectives.
Includes decisions focusing on who (target audience), what (the media used), when (time frame), how long (duration), and how big (size).

12. MEDIA STRATEGY TOOLS AND TECHNIQUES
Media Objectives
Plans may emphasize reach or frequency
High reach strategy
Used to deliver reminders for well-known products
Used to launch a new, easy-to-understand product
Low frequency strategy
Used with well-known brands and simple messages
High frequency strategy
Used with more complex products that require repetition
Used to build excitement about a new product or event
Used to counter competition or build share of voice
The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message.

13. Media Targeting Strategy
MEDIA STRATEGY TOOLS AND TECHNIQUES
Media Targeting Strategy
Media Use
The goal is to match consumer insights with media information
Geographical Strategies
Heavy up in DMAs where the product is available or projected sales are higher
Category development index (CDI) determines rates of consumption for a product category
Brand development index (BDI) determines the strength of the brand in geographical areas.
The CDI tells you where the category is strong and weak, and the BDI tells you where your brand is strong and weak.

14. MEDIA STRATEGY TOOLS AND TECHNIQUES
Media Mix Strategy
Media Weighting
How much to budget in each DMA or region and for each target group
Used with seasonality, geography, audience segments, or level of brand development by DMA
Size, Length, and Position
Based on advertising objectives
A technical/informational ad may require more time or space while a reminder add will require less
Media Optimization Modeling
A computer technique that enables marketers to determine the relative impact of a media mix on product sales and optimize efficiency

15. Scheduling Strategies
MEDIA STRATEGY TOOLS AND TECHNIQUES
Scheduling Strategies
Timing strategies: When to advertise?
Seasonality, holidays, days of the week, time of day
Lead time: time between thinking about purchase and purchasing; also refers to production time to get an ad in a medium
Duration: How long?
Advertisers can’t afford to cover the entire year
If the period is too short, the message may not have sufficient impact
If the period is too long, the ads may suffer from wearout
Continuity: How often?
How advertising is spread out over the length of the campaign
Continuous strategy spreads ads evenly over campaign period

16. Scheduling Strategies
MEDIA STRATEGY TOOLS AND TECHNIQUES
Scheduling Strategies
Flighting strategy
Alternating periods of intense advertising activity (bursts) and no advertising (hiatus)
Pulsing strategy
Advertising is intensified (peaks) before an aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity

17. Cost Efficiency: CPMs and CPPs
MEDIA STRATEGY TOOLS AND TECHNIQUES
Cost Efficiency: CPMs and CPPs
Used to measure a target audience’s size against the cost of reaching that audience
CPM (Cost per thousand)
An estimate of the cost to expose 1,000 audience members
CPM = cost of message unit/gross impressions x 1,000
CPP
Comparing media vehicles by relating the cost of the message to the audience rating.
CPP = cost of message unit/program or issue rating

18. MEDIA STRATEGY TOOLS AND TECHNIQUES
The Media Budget
The size of the budget greatly affects media decisions
A small budget campaign may not be able to afford TV, but could afford radio
A small budget may allow for only a local or regional campaign or campaigns; a larger budget may allow for a national campaign
At the end of the planning process, the media planner develops a pie chart showing media allocations

19. IMC and Contact Point Planning
MEDIA STRATEGY TOOLS AND TECHNIQUES
IMC and Contact Point Planning
IMC considers all important brand contact points, not just traditional mass media and advertising.
See for a list
Contact Point Planning
Identify a wide variety of contact points for achieving goals
Implement integrated communication programs that eliminate waste

20. A SAMPLE MEDIA PLAN
Prentice Hall, © 2009
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21. A SAMPLE MEDIA PLAN

22. A SAMPLE MEDIA PLAN

23. A SAMPLE MEDIA PLAN

24. A SAMPLE MEDIA PLAN

25. Media Buying Basics MEDIA BUYING
A media plan is a set of recommendations a client must approve before further action.
Once approved, media buyers convert objectives and strategies into tactics.
Provide inside information to media planners
Select specific media vehicles
Negotiate and contract for time and space
Bargain for preferred positions
Secure extra support/value-added media services
Monitor media choices during and after the campaign
Handle billing and payment
Ensure make goods
Perform post-campaign evaluation

26. The Dynamic Media Landscape
MEDIA PLANNING TRENDS
The Dynamic Media Landscape
Unbundling Media Planning and Buying
Agencies media departments have become separate, independent profit centers and can work for the agencies’ competition, and compete with agencies for the planning function.
Online Media Buying
Goggle’s Adwords and eBay’s Media Marketplace are selling Internet advertising online.
Zimmerman (advertising agency) sells advertising online for a number of media including print, radio, direct mail, in-store ads, and the Internet.
New Forms of Media Research
Online media research (hits and clicks) don’t measure impact.
Traditional media monitoring systems don’t address the new ways media is used and systems like TiVo and interactive TV
Most media research measures independent media, not the effectiveness of combined media.

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Publishing as Prentice Hall