1. Interactive Ad of the Day 11-1

2. Let us pause and pay tribute 11-2

3. 3-*** C3 Ratings 11-3

4. Media Planning and Buying Advertising Principles and Practices

5. 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. 11-5 Principle: Advertising is most effective when it reaches the right people at the right time and place with the right message.

6. The Core Concepts Reach: % of audience exposed at least once. Frequency: # of times a person sees it, on average. Effective reach: % of people who’ve seen it 3+ times (or more). Frequency distribution: Exactly how many see how often. 8-6

7. Key Media Planning Decisions 11-7 Principle: Reach is the first place to start in setting objectives for a media plan. Principle: The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message

8. 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 11-8

9. Because frequency is an average …it can be misleading 11-9

10. Frequency Distribution QuintileFrequency Top 20%30 20% 9 8 3 Bottom 20% 1 11-10

11. 3-*** Who am I?

12. Back in the day or why is a soap opera a soap opera? The Hucksters 8-12

13. Repeat it, repeat it, repeat it. What media concept is Mr. Evans a fan of? 8-13

14. Reach vs. frequency An age-old debate. In some schools of thought, one is an effective frequency level. Meet John Philip Jones 11-14

15. The greatest commercial ever made 11-15

16. 11-16 Who am I?

17. The Second Greatest 11-17

18. Page 323 “The goal of media planning is to maximize efficiency” 11-18

19. Sheehan’s 4 th Law “The goal of media planning is to maximize efficiency and impact.” In other words, Efficiency = $/Impact Efficiency Goal: $/Impact, across time 11-19

20. Cost Efficiency: CPMs and CPPs Used to measure a target audience’s size against the cost of reaching that audience 11-20 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

21. 3-*** Practice Sheets 11-21

22. Put simply GRP’s are reach x frequency 11-22

23. 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. 11-23 ProgramHH RatingInsertionsGRPs Survivor6 8 48 Lost7856 American Idol9872 244832 Total 208 Table 11.1.ACalculating GRPs – Plan A R=35; F=6.9 ProgramHH RatingInsertionsGRPs Survivor6 8 48 Desperate Housewives7856 Boston Legal5840 Monday Night Football48 3 Total 176 Table 11.1.BCalculating GRPs – Plan B R=55; F=3.2

24. 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. 11-24 ProgramHH RatingTargeted RatingInsertionsGRPs Survivor6 3 824 Lost73 824 American Idol91 8 8 2443 824 Total 80 Table 11.2Calculating Targeted GRPs – Plan A

25. 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) is determines the strength of the brand in geographical areas. 11-25 Delivering on the Targeting Strategy Principle: The CDI tells you where the category is strong and weak, and the BDI tells you where your brand is strong and weak.

26. Back to the Future The Wonderful World of Disney Mutual of Omaha's Wild Kingdom 8-26

27. Bewitched Chevrolet Bewitched Quaker 8-27

28. Product Placement 8-28

29. 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. 11-29

30. Where to spend your money. Geography CDI: Category Development Index % of sales/% of population BDI: Brand Development Index: % of brand sales/% of population 11-30

31. IF… There is a CDI of 122 and you have a BDI of 87, what does it mean? There is a CDI of 95, and you have a BDI of 116, what does it mean? Should you spend more money (“heavy up”) in high or low BDI markets? 11-31

32. 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. 11-32 Delivering on the Media Mix Strategy

33. 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 11-33

34. 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 11-34

35. IMC Media and Contact Point Planning IMC considers all important brand contact points, not just traditional mass media and advertising. – See www.prenhall.com/moriarty for a list Contact Point Planning – Identify a wide variety of contact points for achieving goals – Implement integrated communication programs that eliminate waste 11-35

36. Global Media Strategies Global media do not currently exist. Advertisers must deal with different networks and different vehicles in different countries. Despite regional limitations, satellite television gives advertisers the opportunity to deliver unified messages across continents. North American, European, Asian, and Latin American cable companies offer international networks. 11-36

37. 11-37 Major Sections of a Media Plan Objectives Strategic plan development: consumer insights Key media strategies

38. 11-38

39. 11-39

40. The Central Role of Media Research 11-40

41. 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 11-41

42. Functions of a Media Buyer 11-42

43. Media Planning Trends 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 new ways media is used and systems like TiVo and interactive TV. – Most media research measures independent media, not the effectiveness of combined media. 11-43

44. 11-44 Google AdWords Visit the Site With Google AdWords, you create your own ads and choose keywords (words or phrases related to your business). When people search on Google using one of those keywords, your ad may appear next to the search results. People can then click your ad to make a purchase or learn more about you.

45. 11-45 eBay Media Marketplace Visit the Site Called “A New Approach to Offline Advertising,” The eBay Media Marketplace offers advertisers a place to make planned buys in the national cable TV market and last-minute buys on radio in all 300 top U.S. radio markets.