Media Planning and Buying
Part 3: Effective Advertising Media
Chapter 11
Chapter Outline
Chapter Key Points
Media Planning and Buying
The Media Plan
Media Objectives
Media Strategies
A Sample Media Plan for Pizza Hut
Media Buying
Media Planning Changes and Challenges
Key Points
Outline the basic media concepts used by planners and buyers
Describe the types of information compiled by media researchers
Analyze how media planners set media objectives
List the key media strategy decisions
Identify the responsibility of media buyers
Media Planning and Buying
Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative
The Aperture Concept
The goal of the media planner is to expose the target audience to the message at the critical point when the consumer is receptive to the brand message
The Media Plan
A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages
Media Research
Information Sources
Client information
Market research
Competitive advertising
Media information
Consumer information
Client information
Targeted markets
Previous promotions and their performance
Product sales and distribution patterns
Brand plans
The budget
Media Research
Market Research
Independently gathered information about markets and product categories
Competitive Advertising
Media planners make decisions based on the amount of competitive traffic
Share of voice
Measures the percentage of total advertising spending by one brand relative to the competition
Media Research
Media Information
Various media provide information about the size and makeup of their audiences
Designated marketing area
Consumer Information
Media planners use consumer information to locate the target audience within media markets
Media Objectives
Exposure and GRPs
The Reach Objective
The Frequency Objective
Effective Frequency
Gross impressions
The sum of the audiences of al the media vehicles used during a certain time span
Gross Ratings Points
Media planners convert impressions to gross ratings points in order to compare the efficiency of media schedules
Media Objectives
Exposure and GRPs
The Reach Objective
The Frequency Objective
Effective Frequency
The percentage of the audience that is exposed at least once to the advertiser’s message during a specific time frame
Unduplicated audiences
Media Objectives
Exposure and GRPs
The Reach Objective
The Frequency Objective
Effective Frequency
Estimates the number of times the exposure is expected to happen
Average frequency
Frequency distribution
Media Objectives
Exposure and GRPs
The Reach Objective
The Frequency Objective
Effective Frequency
Combines the reach and frequency elements into one factor
Media Strategies
Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives
Strategies are designed to deliver on the media objectives, to deliver the right level of exposure in terms of reach and frequency
Media Strategies
Target audience strategies
Media use
Geography
Consumption patterns
Media mix selection
Using a variety of media to get your message out to customers
Media selection is based on message needs
Media Strategies
Cost Efficiency
Cost per thousand
CPM = cost of message unit/gross impressions x 1,000
Cost per point
CPP = cost of message unit/program or issue rating
Scheduling Strategies
Timing strategies
Duration: How long
Continuity: How often
The media budget
An initial assessment of the amount of money available determines media used
A Sample Media Plan for Pizza Hut
Situation and Consumer Analysis
Discusses media options and opportunities to narrowly target consumers using niche channels and programs
Describes target audiences, psychographics, and best way to reach these audiences
A Sample Media Plan for Pizza Hut
Media Objectives and Aperture Strategies
Maintain top-of-mind-awareness
Build broad research for new products/big events
Ensure important male targets are reached, and balance age 18-34 and 35-49 demographic deliveries
Provide option windows to address local needs
A Sample Media Plan for Pizza Hut
The Media Mix
Establish a Pizza Hut presence
Create highly visible launch platforms for Big New Yorker and Star Wars event
Reach heavy pizza user target
Integrate national and local media plans
A Sample Media Plan for Pizza Hut
The Flowchart: Scheduling and Budgeting Allocation
Uses graphics to show the month-by-month placement of messages
Detail the anticipated impact through forecasted levels of GRPs
Illustrate how the campaign budget is allocated by medium and by month
Media Buying
Buying is a complicated process
The American Assoc. of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy

Providing inside info
Media buyers are important information sources for media planners
Close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information
Media Buying
Selecting Media Vehicles
Choose the best vehicles that fit the target audience’s aperture
The media planner lays out the direction, the buyer is responsible for choosing specific vehicles
Negotiation
Media buyers pursue special advantages for clients
Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates
Media Buying
Preferred Positions
Locations in print media that offer readership advantages
Preferred positions often carry a premium surcharge
Extra Support Offers
Value-added media services
Contests
Special events
Merchandising space at stores
Displays
Trade-directed newsletters
Media Buying
Billing and Payment
It is the responsibility of the advertiser to make payments to various media
The agency is contractually obligated to pay the invoice on behalf of the client
Monitoring the Buy
The media buyer tracks the performance of the media plan as it is implemented, as well as afterward
Poorly performing vehicles must be replaced or costs must be modified
Media Buying
Make-Goods
A policy of compensating for missed positions or errors in handling the message presentation
Ensure that the advertiser is compensated appropriately when they occur
Postcampaign Eval
Once a campaign is completed, the planner compares the plan’s expectations and forecasts with what actually happened
Provides guidance for future media plans
Media Planning Changes and Challenges
Unbundling media buying and planning
Online media buying
New forms of media research needed
WellsBasicTemplate
Media Planning and Buying
Part 3: Effective Advertising Media
Chapter 11
Chapter Outline
Chapter Key Points
Media Planning and Buying
The Media Plan
Media Objectives
Media Strategies
A Sample Media Plan for Pizza Hut
Media Buying
Media Planning Changes and Challenges
Key Points
Outline the basic media concepts used by planners and buyers
Describe the types of information compiled by media researchers
Analyze how media planners set media objectives
List the key media strategy decisions
Identify the responsibility of media buyers
Media Planning and Buying
Fragmentation of mainstream media and proliferation of new media have made media buying and planning more challenging and more creative
The Aperture Concept
The goal of the media planner is to expose the target audience to the message at the critical point when the consumer is receptive to the brand message
The Media Plan
A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages
Media Research
Information Sources
Client information
Market research
Competitive advertising
Media information
Consumer information
Client information
Targeted markets
Previous promotions and their performance
Product sales and distribution patterns
Brand plans
The budget
Media Research
Market Research
Independently gathered information about markets and product categories
Competitive Advertising
Media planners make decisions based on the amount of competitive traffic
Share of voice
Measures the percentage of total advertising spending by one brand relative to the competition
Media Research
Media Information
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