chapter fifteen

Media

Planning

and Buying

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

15-2

Objectives_1

Describe how a media plan helps accomplish a company’s marketing and advertising objectives

Explain the importance of creativity in media planning

Define reach and frequency and debate the issues surrounding the concept of effective frequency

15-3

Objectives_2

Discuss how reach, frequency, and continuity are related

Calculate gross rating points and cost per thousand

Identify the factors that influence media strategy and tactics

Describe different types of advertising schedules and the purpose for each

Explain the role of the media buyer

15-4

The Purpose of Media Planning

To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time

15-5

Media Planning Decisions

Where should we advertise? Which media vehicles should we use? When during the year should we

concentrate our advertising? How often should we run the

advertising? What opportunities are there to

integrate our media advertising with other communication tools?

15-6

Exhibit 15-1 U.S. Ad Spending by Medium

15-7

Media Challenges

Increasing media options Increasing audience fragmentation Increasing costs Increasing complexity in media buying

and selling Increasing competition

15-8

The Media Planning Framework

Setting media objectives

Determining media strategy

Selecting media classes

Selecting media within classes

Making media use decisions

15-9

Sample Media Objectives: Econo Foods

To target large families with emphasis on the family’s food purchaser

To concentrate the greatest weight in urban areas

To provide extra weight during the introductory period and then continuity throughout the year

To deliver impressions to every region in relation to regional food store sales

15-10

Message Distribution Objectives

Audience Size and Message Weight

ExposureFrequency

Accumulation and Reach

Continuity

15-11

Optimizing Reach, Frequency, and Continuity

Reach, frequency, and continuity have an inverse relationship. In this example, an advertiser can reach

6,000 people at once, 3,000 people 5.5 times, or 1,000 people 9 times.

15-12

Advertising Response Curve

The S-shaped curve suggests that at a low frequency there is little response. Once the threshold is crossed, there is a dramatic response. But once saturation occurs, response slows or declines

15-13

The 5 Ms in Media Strategy

Markets

Mechanics Money

MediaMethodology

15-14

Factors Influencing Media Strategy

Scope Sales potential Competitive

strategies Budget

considerations Media availability

Nature of specific medium

Message mood Message size,

length, and position Buyer purchase

patterns

15-15

Exhibit 15-10

A comparison of the BDI and CDI indicates which markets may respond best to advertising

When BDI and CDI are both high, advertising will work best

15-16

Criteria for Selecting Specific Media Vehicles

Overall campaign objectives and strategy

Characteristics of media vehicle’s audience

Exposure, attention, and motivation value of media vehicles

Cost efficiency of media vehicles

15-17

Five Factors that Affect the Probability of Ad Exposure

The senses used to perceive messages from the medium

How much and what kind of attention the medium requires

Whether the medium is an information source or a diversion

Whether the medium or program aims at a general or specialized audience

The placement of the ad in the vehicle

15-18

Six Factors Increase Attention Value

Audience involvement

Specialization

Extent of competition

Quality ofreproduction

Audiencefamiliarity

Timeliness of exposure

15-19

Considering Cost Efficiencies

What is the CPM for each vehicle? What is the TCPM for each vehicle? What is the CPP for each vehicle? How much of the vehicle’s audience

matches the target market? Can the vehicle satisfy the campaign’s

objectives? Does the vehicle offer attention,

exposure, and motivation value?

15-20

Reasons for Using Mixed Media

To reach more people To provide repeat exposure To extend the creative effectiveness of

the campaign To deliver supplementary materials (like

coupons) To produce synergy

15-21

Scheduling Media

Primary schedules Continuous Flighting Pulsing

Additional patterns Bursting Roadblocking Blinking

15-22

Key Skills of Media Buyers

Know the marketplace

Negotiate the buy

Monitor performance

15-23

Key Terms_1

Advertising impression

Advertising response curve

Attention value Audience objectives Blinking Brand development

index (BDI)

Bursting Category

development index (CDI)

Circulation Continuity Continuous

schedule

15-24

Key Terms_2

Cost efficiency Cost per point (CPP) Cost per thousand

(CPM) Distribution

objectives Effective frequency

Effective reach Exposure value Five Ms Flighting Frequency Gross impression Gross rating point

15-25

Key Terms_3

Markets Mechanics Media Media buyer Media planning Media vehicles Message weight

Methodology Mixed-media

approach Money Motivation value Opportunity to see

(OTS) Pass-along rate

15-26

Key Terms_4

Pulsing Rating Reach Readers per copy

(RPC) Roadblocking

Synergy Target CPM Television

household Wearout