Advertising

Media Flanning

A Brand Management Approach

FOURTH EDITION

Larry D. Kelley,

Donald W. Jugenheimer,

and Kim Bartel Sheehan

13 Routledge
g % Taylor & Francis Croup
NEW YORK AND LONDON
 Contents

Preface vii

1. The Changing Role of Media Flanning in Brand

Support: Media Flanning and IMG 1
2. Establishing a Media Framework 9
3. Outlining the Components of a Communication Plan 15
4. How Marketing Objectives Affect Communication Flanning 20
5. The Role of Communication in Advertising and Marketing 27
6. Working with a Situation Analysis 32
7. Defining the Target Audience 36
8. Geography's Role in Flanning 53
9. Seasonality and Timing 63
10. Competitive Analysis: Implications in Planning 74
11. Working with Creative: Implications in Planning 83
12. Working with a Communication Budget 90
13. Setting Communication Objectives 94
14. Communication Idea and Briefing 104
15. Media Communication Strategy and Tactics 110
16. Leaming the Language of Media Planning 117
17. Leaming about Media Costs 132
18. General Characteristics of Media 142
19. Evaluating Media Vehicles 153
20. Video Media 157
21. Audio Media 165
22. Print Media 170
23. Out-of-Home Media 185
24. Search Engine Marketing 190
25. Online Display Advertising 194
26. In-Store Media 201

V
vi CONTENTS

27. Social Media 208

28. Direct Response 217
29. Alternative Media 227
30. Gaming 234
31. Ethnic Media 239
32. Sales Promotion 245
33. Owned Media 256
34. Earned Media 261
35. Perspectives on International and Global Media Flanning 265
36. Preparing a Communication Plan 270
37. Media and Campaign Measurement 277
38. Impactof Media Ownership onAdvertisingExecution 282
39. Developing Test Plans 295
40. Agency Compensation Structures 303
41. Evaluating an Advertising Media Plan 313

Appendix. The Media Function within the Advertising Business 325

Index 331
About the Authors 349