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Media Planning and Buying
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THE CREATION OF MEDIA PLANS
Information SourcesThe Media Plan
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Information Sources
Client InformationMarket ResearchCompetitive Advertising
ExpendituresMedia KitsMedia Coverage AreaConsumer Behavior Reports
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Client Information
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Competitive Advertising Expenditures
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Media Coverage Area
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Consumer Behavior Reports
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The Media Plan
…A written document summarizing the objectives and strategies that guide how media $$ will be spend.
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KEY STEPS IN MEDIA PLANNING
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Step 1: Target Audience
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Step 2: Communication and Media Objectives
The Reach ObjectiveThe Frequency Objective
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Reach
…The percent of people exposed to a brand message one or more times within a specified period of time is called reach.
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Frequency
…The average number of times people are exposed to a brand message within a specified period of time is called frequency.
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Step 3: Media Strategies
Reach and Frequency StrategiesMedia Mix StrategiesGeographical StrategiesScheduling StrategiesSize and Position Strategies
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Reach and Frequency Strategies
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Media Mix Strategies
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Geographical Strategies
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Scheduling Strategies
Timing StrategiesDuration StrategiesContinuity Strategies
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Step 4: Media Metrics and Analytics
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THE BIG PICTURE
• IMC & Contact Point Planning• Global Media Planning
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IMC & Contact Point Planning
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Global Media Planning
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MEDIA BUYING
Media Buying ComplexitiesMedia Planning & Buying Trends
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Media Buying Complexities
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Media Buying Complexities
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Media Buying Complexities
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Media Buying Complexities
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Media Buying Complexities
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Media Buying Complexities
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Media Buying Complexities
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Media Planning and Buying Trends
• Unbundling Media Buying and Planning
• Online Media Buying• New Forms of Media Research