Media Planning and Buying

1. Media Planning and Buying

2. Key Points Outline the basic media concepts used by planners and buyers Analyze how media planners set media objectives List the key media strategy decisions Identify the responsibility of media buyers

3. Basic Media Concepts & Terms

4. The Media Plan A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages

5. Media Budget • Media planner begins and ends with the budget BUDGET MEDIA MIX BUDGET ALLOCATION ADVERTISING Principles and Effective IMC Practice

6. Examples Rexona for men wants to create a brand trial in Bangkok Budget: 60 Million Baht MK want to expand to the teenagers target in Thailand Budget: 200 Million Baht

7. Media Department Media planner makes the strategic decision in media plan

8. Media Vehicle Media vehicle A specific TV program, newspaper, magazine, or radio station or program EX. 1. Newspaper is the ________, and the Wall Street Journal is the ________. 2. Television is the ________, and Women to Women is the ___________. 3. Internet is the ________, and www.ebay.com is the_______.

9. The Aperture Concept The 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)

10. In class-Exercise (about 5 minutes) Based on aperture concept, recommend the media at least 2 vehicles to advertise in the following branded product. Estee Cosmetics Adidas Sports Shoes Sunlight Dish Wash Right media, right target, right right time

11. Contact Point 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

12. Share of voice • Measures the percentage of total advertising spending by one brand relative to the competition

13. Media Objectives

14. Media Objectives Introduce new product Product needs a lot of explaination 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) The Frequency Objective • Estimates the number of times the exposure is expected to happen (how often your ad. message can be seen)

15. Television VS Radio

16. Media Strategies

17. Media Strategies: 1) Media Mix Selection • 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.gbrand awareness T.V., newspaper • brand education magazine, internet • brand involvementinternet ADVERTISING Principles and Effective IMC Practice

18. REXONA MEN Support Plan • Angel stickers Collection on Print • POSM / In store media • Secondary display • DD • Banded • Premium gift • TVC • TV Tie In • In Store • Demo Booth Promotion In store support Media Support 15 March – 11 April • Siam Center • Car Park REX MEN EXTREME MEN OOH • BA ( C5-C7) • Muppi 150 Unit Sampling • Mock up @ Siam square PR • Press Con • 23 April 07 ADVERTISING Principles and Effective IMC Practice

19. Media Strategies: 2) Cost Efficiency 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) ADVERTISING Principles and Effective IMC Practice

20. Media Strategies: 2) Cost Efficiency CPP = cost of message unit/program or issue rating • e.g. program A: 200000/10=20000 program B 200000/20=10000 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 CPM = cost of message unit/gross impressions (expected target audience) x 1,000 Cost Per Point (CPP): compare the media on the basis of rating points

21. Media Strategies: 3) Scheduling Strategies • Duration: How long? (e.g. 6 months, 1 year) • Continuity: How often? (the way the ad is spread over the length) Critical questions ADVERTISING Principles and Effective IMC Practice

22. Scheduling Strategies: 3.1) Continuous Strategy • spreads continuously and match consumer use cycle (product usage) ADVERTISING Principles and Effective IMC Practice

23. Scheduling Strategies: 3.2) Pulsing strategy intensify ad before the open aperture and reduce the ad (Periodic intensity)

24. Scheduling Strategies: 3.3) FlightingStrategy It has the periods of intense and period of no ad. (On-and off schedule)

25. Media Buying

26. Media Buyer Media buyer’s responsibilities: provide information to media planner select media vehicle negotiate costs and buy the media evaluate the media choices after the campaign handling billing and payment

27. Summary • 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 ADVERTISING Principles and Effective IMC Practice

28. End of the Lesson ADVERTISING Principles and Effective IMC Practice