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