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C3 Ratings
11-3
Media Planning and Buying
Advertising Principles and Practices
Key Media Planning DecisionsTarget 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.
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Principle: Advertising is most effective when it reaches the right people
at the right time and place with the right message.
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.
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Key Media Planning Decisions
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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
Delivering on Objectives
Plans may emphasize reach or frequencyHigh 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
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Because frequency is an average
• …it can be misleading
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Frequency Distribution
Quintile Frequency
Top 20% 30
20% 9
20% 8
20% 3
Bottom 20% 1
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Who am I?
Back in the day or why is a soap opera a soap opera?
• The Hucksters
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Repeat it, repeat it, repeat it.
• What media concept is Mr. Evans a fan of?
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Reach vs. frequency
• An age-old debate.• In some schools of thought, one is an effective
frequency level.• Meet John Philip Jones
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The greatest commercial ever made
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Who am I?
The Second Greatest
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Page 323
“The goal of media planning is to maximize efficiency”
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Sheehan’s 4th Law
“The goal of media planning is to maximize efficiency and impact.”
In other words,
Efficiency = $/Impact
Efficiency Goal: $/Impact, across time
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Cost Efficiency: CPMs and CPPs
• Used to measure a target audience’s size against the cost of reaching that audience
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Gross ImpressionsCost of message unit
x 1,000
Cost per thousand (CPM)
Program or issue rating
Cost per point (CPP)
Cost of message unit
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Practice Sheets
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Back to the Future
The Wonderful World of Disney
Mutual of Omaha's Wild Kingdom
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• Bewitched Chevrolet
• Bewitched Quaker
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Product Placement
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Scheduling StrategiesFlighting 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.
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Where to spend your money.Geography
• CDI: Category Development Index% of sales/% of population
• BDI: Brand Development Index: % of brand sales/% of population
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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?
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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 Delivering on the Media Mix StrategyMix Strategy
Scheduling StrategiesTiming 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 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
campaignContinuous strategy spreads ads evenly over campaign
period
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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
The Central Role of Media Research
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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
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Functions of a Media Buyer
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