moriarty8emedia11Media Planning and Buying.ppt

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1、Media Planning and Buying,Advertising Principles and Practices,11-2,Questions Well 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?,Audi Reaches Elusive Audi

2、ence,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.,11-3,Visit the Site,Prentice Hall,20

3、09,11-4,The Media Planning Side of Advertising,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,p

4、ublic relations,sales promotion and integrated marketing communications(IMC).,11-5,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 c

5、ompanies in-house.Specialized“new media”agencies have emerged.,11-6,Media Research:Information Services,Client InformationAbout customers,past efforts,sales,budgetMarket ResearchAbout markets and product categories;supplied by companies MRI,Scarborough,Mendelsohn Competitive Advertising Share of voi

6、ce is a percentage of total advertising spending by one brand in a product category.Media Usage ProfilesThe size and makeup of various media audiences Supplied by companies Nielsen,Arbitron,ABC,SimmonsMedia Coverage AreaDesignated marketing area(DMA)is used in TV mediaConsumer InformationUsed to loc

7、ate target audiences within media markets,11-7,The Central Role of Media Research,11-8,Media Plan:a written document summarizing the objectives and strategies pertinent for placing a companys brand messages.Goal:finding the most efficient and effective ways to deliver messages to a targeted audience

8、.,Replace,The Media Plan,11-9,Target Audience and Media UseMatch the advertisers target with a particular mediums audience.The Aperture ConceptAperture: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:Adver

9、tising is most effective when it reaches the right people at the right time and place with the right message.,Key Media Planning Decisions,11-10,Measured Media ObjectivesGoal:to achieve the best media mix to maximize reach and frequency and generate the greatest impact for the money spent.Reach:perc

10、ent 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.,Principle:Reach is the

11、 first place to start in setting objectives for a media plan.,Key Media Planning Decisions,11-11,Media Mix SelectionMultiplying Media StrengthsMedia chosen based on plan objectives and media strengthsGRPs and TRPs Cross Media IntegrationVarious media work together to create coherent brand communicat

12、ion;synergy between different media messagesImage transferhow radio reinforces TV messages,Key Media Planning Decisions,11-12,Calculating GRPs,GRPs(Gross Rating Points)are found by multiplying each media vehicles rating by the number of insertions,then adding up the total of all the vehicles.,11-13,

13、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.,11-14,Media StrategyThe way media planners determine the most cost effective media mix to reach the target

14、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).,Media Strategy Tools and Techniques,11-15,Plans may emphasize reach or frequencyHigh reach strategyUsed to deliver reminders for w

15、ell-known products Used to launch a new,easy-to-understand product Low frequency strategyUsed with well-known brands and simple messagesHigh frequency strategyUsed with more complex products that require repetitionUsed to build excitement about a new product or eventUsed to counter competition or bu

16、ild share of voice,Delivering on Objectives,Principle:The tighter the focus on a target market,the easier it is to find appropriate media to deliver a relevant message.,11-16,Media UseThe goal is to match consumer insights with media information.Geographical StrategiesHeavy up in DMAs where the prod

17、uct 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.,Delivering on the Targeting Strategy,Principle:The CDI tells you where the c

18、ategory is strong and weak,and the BDI tells you where your brand is strong and weak.,11-17,Media WeightingHow 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 PositionBased on advert

19、ising objectives.A technical/informational ad may require more time or space while a reminder add will require less.Media Optimization ModelingA computer technique that enables marketers to determine the relative impact of a media mix on product sales and optimize efficiency.,Delivering on the Media

20、 Mix Strategy,11-18,Timing strategies:When to advertise?Seasonality,holidays,days of the week,time of dayLead time:time between thinking about purchase and purchasing;also refers to production time to get an ad in a mediumDuration:How long?Advertisers cant afford to cover the entire yearIf the perio

21、d is too short,the message may not have sufficient impactIf the period is too long,the ads may suffer from wearoutContinuity:How often?How advertising is spread out over the length of the campaignContinuous strategy spreads ads evenly over campaign period,Scheduling Strategies,11-19,Scheduling Strat

22、egies,Flighting strategyAlternating periods of intense advertising activity(bursts)and no advertising(hiatus).Pulsing strategyAdvertising is intensified(peaks)before an aperture and reduced to lower levels(valleys)until the aperture reopens;bursts of activity.,11-20,Cost Efficiency:CPMs and CPPs,Use

23、d to measure a target audiences size against the cost of reaching that audienceTCPM(Target CPM)and TCPP(Target CPM)can be figured using the percentage of viewers or readers in the target audience,11-21,The size of the budget greatly affects media decisionsLocal vs.nationalTV vs.radioAt the end of th

24、e planning process,the media planner develops a pie chart showing media allocations,The Media Budget,11-22,IMC Media and Contact Point Planning,IMC considers all important brand contact points,not just traditional mass media and advertising.See for a listContact Point PlanningIdentify a wide variety

25、 of contact points for achieving goalsImplement integrated communication programs that eliminate waste,Sample List of Contact Points,11-23,Visit the Site,Prentice Hall,2009,11-24,Global media do not currently exist.Advertisers must deal with different networks and different vehicles in different cou

26、ntries.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.,Global Media Strategies,11-25,Major Sections of a Media Plan,Objecti

27、vesStrategic plan development:consumer insightsKey media strategies,11-26,11-27,11-28,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 plannersSelect spec

28、ific media vehiclesNegotiate and contract for time and spaceBargain for preferred positionsSecure extra support/value-added media servicesMonitor media choices during and after the campaignHandle billing and paymentEnsure make goodsPerform post-campaign evaluation,Media Buying,11-29,Functions of a M

29、edia Buyer,11-30,Unbundling Media Planning and BuyingAgencies 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 BuyingGoggles Adwords and eBays Media Marketplace are selling Int

30、ernet 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 ResearchOnline media research(hits and clicks)dont measure impact.Traditional media monitoring systems dont address

31、new ways media is used and systems like TiVo and interactive TV.Most media research measures independent media,not the effectiveness of combined media.,Media Planning Trends,11-31,Google AdWords,Visit the Site,With Google AdWords,you create your own ads and choose keywords(words or phrases related t

32、o 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.,11-32,eBay Media Marketplace,Visit the Site,Called“A New Approach to Offline Advertising,”The eBay Media M

33、arketplace 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.,Discussion Questions,11-34,Discussion Question 1,You have just begun a new job as a media planner for a new automobile model from General Motors.

34、The planning sequence will begin in four months,and our media director asks you what data and information you need from the media research department.What sources should you request?How will you use each of these sources in the planning function?,11-35,Discussion Question 2,The marketing management

35、of McDonalds restaurants has asked you to analyze the aperture opportunity for its breakfast entrees.What kind of analysis would you present to management?What recommendations could you make that would expand the restaurants nontraditional,as well as traditional,media opportunities?,11-36,Discussion

36、 Question 3,Your client is a major distributor of movies.Its early media plan for magazines has been settled,and you are in negotiation when you learn that a top publishing company is about to launch a new magazine dedicated to movie fans and video collectors.Although the editorial direction is perf

37、ect,there is no valid way to predict how the magazine will be accepted by the public.Worse,there wont be solid research on readership for at least a year.The sales representative offers a low charter page rate if the advertiser agrees to appear in each of the first years 12 issues.To use it you will

38、 have to remove one of the established magazines from your list.Is the risk worthwhile?Should you bother the client with this information,considering that the plan is already set?The new magazine will also be available online.Should you take advantage of this opportunity?Make some recommendations to

39、 your client and explain your reasoning.,11-37,All rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall,