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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