Media Planning and Buying

Learning Objectives

  • Media Planning Changes: Describe how media planning has evolved and factors influencing these changes.

  • Media Objectives: Discuss media objectives and strategies to achieve them.

  • Art of Media Planning: Articulately define media planning.

  • Influencing Factors: Identify factors that impact media strategy.

  • Advertising Schedules: Describe various advertising schedules and their purposes.

  • Role of Media Buyer: Explain the media buyer's responsibilities.

Media Planning Overview

  • Definition: Media planning integrates science and creativity for effective advertising communication.

  • Considerations: Channel selection, time, frequency, and integration with other communication tools.

Challenges in Media Planning

  • Audience Reach: Difficulty reaching audiences due to media fragmentation, specialization, and consumer behavior changes.

  • Audience Fragmentation: Scattering of viewers/readers across diverse media.

  • Cost Increases: Rising costs due to limited ad spaces and high competition in media buying.

  • Complex Buying/Selling: Increased complexity from diverse audiences and new buying tools.

Media Planning Framework

  1. Establish Marketing Plan: Develop overarching marketing strategies.

  2. Set Media Objectives: Translate advertising strategies into measurable goals.

  3. Develop Specific Strategies: Tailor media selection and scheduling to achieve objectives.

Media Objectives Components

  • Audience Objectives: Specify types of individuals targeted; use secondary research for demographics.

  • Message-Distribution Objectives: Determine where, when, and how ads appear, including metrics like circulation and reach.

Key Metrics in Media Planning

  • Gross Impressions: Total audience that encounters advertisements.

  • Gross Rating Points (GRPs): Total audience delivery; 1 GRP = 1% of market population.

  • Reach and Frequency: Reach - total unique audience; Frequency - number of exposures needed for effective communication.

Media Strategy Components: Five Ms'

  • Markets: Target demographics.

  • Money: Budget allocations.

  • Media: Available communication channels.

  • Mechanics: Creative execution of media options.

  • Methodology: Overall selection and scheduling strategy.

Media Tactics for Selection & Scheduling

  • Cost-Efficiency Metrics: Include CPM (cost per thousand) and target CPM (cost to reach target audience).

  • Scheduling Methods: Continuous, flighting, and pulsing schedules.

  • Mixed Media Use: Combine various media to maximize reach and effectiveness.

Role of Media Buyers

  • Responsibilities: Negotiate and contract ad space, requiring market knowledge and performance monitoring skills.