1. Advertising Principles
and Practices
Media Planning
and Buying

2. Audi Reaches Elusive Audience
Audi needed to launch its new luxury A3 hatchback on a comparatively reduced budget.
They used a Web-based alternative reality game to reach the skeptical, affluent 24- to 30-year- old males.
A variety of media drove traffic, created buzz, and engaged the audience. \
Prentice Hall, © 2009
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3. 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.

4. Media 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

5. The Central Role of Media Research

6. The Media Plan
Media Plan: a written document summarizing the objectives and strategies pertinent for placing a company’s brand messages.
Goal: find the most efficient and effective ways to deliver messages to a targeted audience

7. Key Media Planning Decisions
Target Audience and Media Use
Match the advertiser’s target with a particular medium’s audience.
The Aperture Concept
Aperture: when consumers are most receptive to a brand message.
The goal is to reach the right people at the right time with the right message.
Principle:
Advertising is most effective when it reaches the right people at the right time and place with the right message.

8. Measured Media Objectives
Goal: arrive at the best media mix to maximize reach and frequency and generate the greatest impact for the money.
Media objectives: what companies want to achieve in delivery of brand messages and impact on target audiences.
Reach
Frequency
Effective frequency
Media efficiency and waste

9. Calculating GRPs
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.
Program HH Rating Insertions GRPs
Survivor
Lost
American Idol
Total
Table 11.1.A Calculating GRPs – Plan A R=35; F=6.9
Program HH Rating Insertions GRPs
Survivor
Desperate Housewives
Boston Legal
Monday Night Football
Total
Table 11.1.B Calculating GRPs – Plan B R=55; F=3.2

10. Calculating TRPs
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
Program HH Rating Targeted Rating Insertions GRPs
Survivor
Lost
American Idol
Total
Table 11.2 Calculating Targeted GRPs – Plan A

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.
Include decisions focusing on who (target audience), what (the media used), when (time frame), how long (duration), and how big (size).

12. Delivering on 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
Principle:
The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message.

13. Delivering on the 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)
Brand development index (BDI)
Principle:
The CDI tells you where the category is strong and weak, and the BDI tells you where your brand is strong and weak.

14. Delivering on the 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
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
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
Used to measure a target audience’s size against the cost of reaching that audience
TCPM (Target CPM) and TCPP (Target CPM) can be figured using the percentage of viewers or readers in the target audience
Gross Impressions
Cost of message unit
x 1,000
Cost per thousand (CPM)
Program or issue rating
Cost per point (CPP)
Cost of message unit

18. The Media Budget
The size of the budget greatly affects media decisions
Local vs. national
TV vs. radio
At the end of the planning process, the media planner develops a pie chart showing media allocations

19. Major Sections of a Media Plan
Objectives
Strategic plan development: consumer insights
Key media strategies

21. Functions of a Media Buyer

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Copyright © 2009 Pearson Education, Inc.  
Publishing as Prentice Hall