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TRANSCRIPT
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice 1
Media Planning and Buying
Part 3: Effective Advertising MediaChapter 11
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2
Key Points
Outline the basic media concepts used by planners and buyers
Describe the types of information compiled by media researchers
Analyze how media planners set media objectives
List the key media strategy decisionsIdentify the responsibility of media buyers
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The Media Plan
A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages
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Media Planning and Buying
The Aperture ConceptThe goal of the media planner is to expose the
target audience to the message at the critical point when the consumer is receptive to the brand message
( Right Media + Right People + Right Time)To find the most effective ways to deliver
messages at every contact point – a point where consumer connect with the brand and respond to a brand message
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Central Role of Media Research
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Media Research
Information SourcesClient informationMarket researchCompetitive advertisingMedia informationConsumer information
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Media Research: Information Sources
Client informationTargeted marketsPrevious promotions and their
performanceProduct sales and distribution
patternsBrand plansThe budget
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Market ResearchIndependently gathered information about
markets and product categories
Media Research: Information Sources
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Competitive AdvertisingMedia planners make decisions
based on the amount of competitive traffic
- Share of voiceMeasures the percentage of total
advertising spending by one brand relative to the competition
Media Research: Information Sources
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Media InformationVarious media provide information
about the size and makeup of their audiences
Designated marketing area
Media Research: Information Sources
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Consumer InformationMedia planners use consumer information
to locate the target audience within media markets
Media Research: Information Sources
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Media Objectives
The Reach Objective
The percentage of the different audience that is exposed at least once the advertiser’s message during a specific time frame
(how many audience can see your ad message)
First&Most
important
Principle
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Media Objectives
The Frequency Objective
Estimates the number of times the exposure is expected to happen Average frequency Frequency
distribution
(how often your ad. message can be seen)
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Reach is suitable for: Introduce new productRepositioningWide target marketLower price and easy to findMonopoly marketSales promotion Remind message
Frequency is suitable for: Small sales areaMore competitorsProduct need to be explained a lots
When REACH? When FREQUENCY?
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Media Objectives
Exposure and GRPs
Gross impressions The sum of the audiences
of all the media vehicles used during a certain time span
Gross Ratings Points Media planners convert
impressions to gross ratings points in order to compare the efficiency of media schedules
Impression=actual exposure
-TV actual viewer =/= reach-RADIO actual listener=/=reach-MAGAZINE actual reader =/= circulation
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What is Media Strategies?
Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives
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1. Delivering on the ObjectivesStrategies are designed to deliver on the
media objectives, to deliver the right level of exposure in terms of reach and frequency
- Reach or frequency objective or BOTH
Media Strategies
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2. Target Audience Strategies: finding way to reach the target audience in the most efficient way
-Media Use: what media the target is using Media research
-Geography: location of the target audience (BKK, suburb,nationwide)
-Consumption Pattern: heavy allocation of media in strong sales areas than weak sales areas
Media Strategies
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Media Strategies
3. Media mix selection Strategies Using a variety of media to get your
message out to customers send the message more widely
Different media tend to have different audience profiles
Generally, media selection is based on message needs
e.g lot of info. magazine, internet moving image T.V., internet
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Media Strategies
4. Cost Efficiency: CPM and CPP=the process of measuring the target audience
size against the cost of the audience- Cost Per Thousand(CPM):compare the media
on the basis of cost of ad. to expose thousand audience
- Cost Per Point (CPP): compare the media on the basis of rating points (simpler)
(best when used to compare w/n the same medium)
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Example: CPM & CPP
Cost per thousand
CPM = cost of message unit/gross impressions (expected target audience) x 1,000
Cost per pointCPP = cost of message unit/program or issue rating
(comparing media vehicles by relating the cost to the audience rating)
e.g. program A: 200000/10=20000 VS program B 200000/20=10000
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Media Strategies
5.Scheduling Strategies Timing Strategies
- Duration: How long? : set the period of time e.g. 3 months, 6months, whole yea- Continuity: How often?: the way the ad is spread
over the length depends on the budget, product usage e.g. shampoo
VS air-conditioner
LEAD TIME: 1) time allowed before the sales period (seasonal p/d) 2)production time needed to get ad into the medium
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Continuity Scheduling Strategies
1. Continuous strategy: spreads continuously / match consumer use cycle product usage
2. Pulsing strategy: intensify ad before the open aperture and reduce the ad (Periodic intensity) 3. Flighting strategy: It has the periods of intense and period of no ad (hiatus. (On-and off schedule)
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Continuity Scheduling Strategies
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Media Budget
- -Media planner begins and ends with the budget
BUDGET
MEDIA MIX
BUDGET ALLOCATION
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Media Planning and Buying
Media planning The way advertisers identify and select media
options
Media buying Identifying specific vehicles, negotiating the
costs to advertise in them, and handling billing and payment
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: person who provide information to media planner, select media, negotiating costs, monitoring the media choices, evaluate the media choices, handling billing and payment
Media Department
Media planner: makes the strategic decision in media plan
Media Buyer
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Media Buying
Provide Info to MediaPlanner
Select Media Vehicle
Monitor the Payment
Billing & Payment
Post-Campaign Evaluation
Media Planner
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Media Buying
Providing inside info Media buyers are important information
sources for media planners Close enough to day-to-day changes in
media popularity and pricing to be a constant source of inside information
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Media Buying
Selecting Media Vehicles Choose the best vehicles that fit the target
audience’s aperture The media planner lays out the direction;
the buyer is responsible for choosing specific vehicles
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-31
Basic Media Concepts
Media vehicle A specific TV program, newspaper,
magazine, or radio station or program e.g. AT TEN, แฟนพั�นธุ์��แท้, Daily News, Hotwave
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Examples:
Medium: Single form of communicationMedia Vehicle: specific program
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Media Buying
Negotiation Media buyers pursue special advantages for
clients Locate the desired vehicles and negotiate and
maintain satisfactory schedule and ratesPreferred Positions
Locations in print media that offer readership advantages
Preferred positions often carry a premium surcharge
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Media Buying
Extra Support OffersValue-added media services
Contests Special events Merchandising space at stores Displays Trade-directed newsletters
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Media Buying
Billing and Payment It is the responsibility of the advertiser to make
payments to various media The agency is contractually obligated to pay the
invoice on behalf of the client
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Media Buying
Monitoring the BuyThe media buyer tracks the performance
of the media plan as it is implemented, as well as afterward
Poorly performing vehicles must be replaced or costs must be modified
(check the feedback)
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Media Buying
Post-campaign Evaluation Once a campaign is completed, the
planner compares the plan’s expectations and forecasts with what actually happened
Provides guidance for future media plans
Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-38
Media Key Players Media salespeople
work for a medium Media reps are
people or companies that sell space or time for a variety of media
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ADVERTISING Principles and Effective IMC Practice 39
End of the Semester 2/2008