1. CHAPTER Media Planning and Buying 9 & 11

2. 2 Basic Concepts of Media Planning and Buying 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)

4. Market Sales

6. Profiles

8. Message

9. ResearchMedia Research Media Planning Media Buying

10. 4

11. 5 Media: Still Big Business 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

12. 6 Setting Media Objectives 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)

15. Pulsing: mix of heavier advertising period with lighter advertising period

18. Different, or unduplicated, audiences exposed to the ad message

19. Expressed as percentage of the target population exposed at least once to an advertiser’s message during a time frame (typically 4-week period).

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

21. Effective frequencyA threshold, or minimum frequency level, that must be reached to be effective “Three-plus” theory

24. 11 CPM = Cost of message unit Total Circulation Figures or Total Audience of a vehicle X 1000 CPR = Media Selection Procedures Cost of message unit Program or issuerating ** Exercise with Class handout

26. Research Companies:

27. Arbitron for radio

28. Nielsen Media Research for Television

29. How does Nielsen measure?

30. Use samples --- 5,000 TV households (out of about 105 million TV households)

31. Use People meter (“black box”)

33. 14 Prime Time Top 10 TV Shows (March 20-26, 2006)

34. 15 Top 10 Cable TV Programs for the week of Nov. 7, 2005

35. 16 Top 10 Syndicated TV Programs for the week of Oct. 31, 2005

36. 17

37. 18 Radio Dayparts AM Morning Drive 6-10 am Daytime 10-3 pm Evening Drive 3-7 pm Evening 7-midnight

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

40. Any examples?

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

42. Program preemptions

43. Missed closings

44. Technical problems