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Media Planning and Buying CHAPTER 9 & 11
19

Mediaplanning& buying

May 06, 2015

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Page 1: Mediaplanning& buying

Media Planning and Buying

CHAPTER

9 & 11

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• Media planning is – the process of determining how to use time and

space to achieve advertising objectives

• Media buying– Process of identifying specific vehicles,

negotiating the costs to advertise in them, and handling billing and payment

• Media Planner vs. Media Buyer• Medium vs. vehicle• Media mix: different types of media used

for a campaign• Position of a media plan within a big

picture (fig. 11.1, p. 294)

Basic Concepts of Media Planning and Buying

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The Central Role of Media Research (Fig. 11.2, p. 295)

Media Planning Media Buying

Media Research

Creative Sources• Theme• Message• Research

Marketing Sources• Distribution Patterns• Market Sales• Rivals’ Patterns

Media Sources• Popularity of Media• Profiles• Cost Forecasts

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• The aperture concept in media planning– an ideal time and place at

which prospective customers will respond to advertising messages.

– Goal of the media planner: expose the target audience to the advertiser’s message at these critical points, known as aperture

Media: Still Big Business

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• Whom to advertise to (target audiences)?

• Which geographic regions to cover? (regionality)

• Exposure and GRPs: Reach and Frequency level

• When/How long to advertise? (Seasonality)

Setting Media Objectives

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Decide Media mix to use for a campaign Decide Media Scheduling Pattern

– Media budget

– Consumer use cycles

– Competitive advertising

Continuity: spread the advertising continuously and evenly over the campaign

Pulsing: mix of heavier advertising period with lighter advertising period

Flighting: Alternating periods of intense advertising activity and periods of no advertising (hiatus)

Developing Media Strategies

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Pulsing vs. Flighting

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Reach: Different, or unduplicated, audiences exposed to the

ad message Expressed as percentage of the target population

exposed at least once to an advertiser’s message during a time frame (typically 4-week period).

Frequency: the number of exposure, repetition, or number of insertions

Effective frequency• A threshold, or minimum frequency level, that must be

reached to be effective• “Three-plus” theory

Media “Languages”: audience measurement

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Gross impressions (GI): total number of audience figures for each

vehicle including duplication. multiply the number of audience

exposed to a vehicle by the number of times the vehicle was used.

Gross Rating Points (GRPs)• Converts raw figures (GI) to a

percentage• Reach x frequency

Efficiency: Cost per thousand (CPM) of the

vehiclesCost per rating point (CPP, CPR).

Audience measurement:

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Media Selection Procedures

CPM =

Cost of message unit

Total Circulation Figures or Total Audience of a

vehicle

X 1000

CPR = Program or issue ratingCost of message unit

** Exercise with Class handout

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• Critical for Survival of programs• Research Companies:

• Arbitron for radio• Nielsen Media Research for Television

• How does Nielsen measure?– Use samples --- 5,000 TV households (out of about 105 million

TV households)– Use People meter (“black box”)

• RATING =the percentage of the nation’s TV homes watching a particular program.

SHARE= the percentage of TV tuned in (using) households watching that program.

• SHARE > RATING

TV Ratings Systems

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*There are an estimated 110.2 million television households in the USA. A single ratings point represents 1%, or

1,102,000 households for the 2005-06 season. Share is the percentage of television sets in use tuned to a specific program.

Presidential Debate 2004: Ratings and ShareDebate 1 (9/30) 39.4/57 43,046,000 households

Debate 2 (10/8) 29.6/50 32,507,000 households

Debate 3 (10/13) 32.6/47 36,252,000 households

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Prime Time Top 10 TV Shows (March 20-26, 2006)

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Top 10 Cable TV Programs for the week of Nov. 7, 2005

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Top 10 Syndicated TV Programs for the week of Oct. 31, 2005

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17Chapter 8: Media Planning and Buying 22

•Morning: 7-9 am

•Daytime: 9-4:30pm

•Early Fringe: 4:30-6:00pm

•Early News: 6-7:00 pm

•Prime Access: 7-8 pm

•Prime Time: M-S: 8-11:00 pm, Sun: 7-11 pm

•Late News: M-Su: 11-11:30 pm

•Late Night: M-Su: 11:30-1:00 am

•Sat. Morning: 8-1:00 pm

•Weekend afternoon: Sa. Su: 1-7 pm

Standard TV Dayparts

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Radio Dayparts

AM Morning Drive 6-10 am

Daytime 10-3 pm

Evening Drive 3-7 pm

Evening 7-midnight

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Media Buyer’s Key Negotiation Areas

– Unit costs: While every medium has a published rate card, many media buyers engage in open pricing

– Preferred position: the spots in print media that offer readership advantages.

– Any examples?

– Advertisers are compensated using makegoods if media can’t deliver its original schedule

Program preemptions Missed closings Technical problems