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Media Planning and Buying

Media Planning and Buying. THE CREATION OF MEDIA PLANS. Information Sources The Media Plan. Information Sources. Client Information Market Research Competitive Advertising Expenditures Media Kits Media Coverage Area Consumer Behavior Reports. Client Information. Market Research.

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Media Planning and Buying

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  1. Media Planningand Buying

  2. THE CREATION OF MEDIA PLANS Information Sources The Media Plan

  3. Information Sources Client Information Market Research Competitive Advertising Expenditures Media Kits Media Coverage Area Consumer Behavior Reports

  4. Client Information

  5. Market Research

  6. Competitive Advertising Expenditures

  7. Media Kits

  8. Media Coverage Area

  9. Consumer Behavior Reports

  10. The Media Plan …A written document summarizing the objectives and strategies that guide how media $$ will be spend.

  11. KEY STEPS IN MEDIA PLANNING

  12. Step 1: Target Audience

  13. Step 2: Communication and Media Objectives The Reach Objective The Frequency Objective

  14. Reach …The percent of people exposed to a brand message one or more times within a specified period of time is called reach.

  15. Frequency …The average number of times people are exposed to a brand message within a specified period of time is called frequency.

  16. Step 3: Media Strategies Reach and Frequency Strategies Media Mix Strategies Geographical Strategies Scheduling Strategies Size and Position Strategies

  17. Reach and Frequency Strategies

  18. Media Mix Strategies

  19. Geographical Strategies

  20. Scheduling Strategies Timing Strategies Duration Strategies Continuity Strategies

  21. Step 4: Media Metrics and Analytics

  22. THE BIG PICTURE • IMC & Contact Point Planning • Global Media Planning

  23. IMC & Contact Point Planning

  24. Global Media Planning

  25. MEDIA BUYING Media Buying Complexities Media Planning & Buying Trends

  26. Media Buying Complexities

  27. Media Buying Complexities

  28. Media Buying Complexities

  29. Media Buying Complexities

  30. Media Buying Complexities

  31. Media Buying Complexities

  32. Media Buying Complexities

  33. Media Planning and Buying Trends • Unbundling Media Buying and Planning • Online Media Buying • New Forms of Media Research

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