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Media Planning and Buying

Lecture Outline
I. Media Planning and Buying
II. The Media Plan
III. Media Objectives
IV. Media Strategies
V. A Sample Media Plan for Pizza Hut
VI. Media Buying
VII. Media Planning Changes and Challenges

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Media Planning and Buying
• Fragmentation of The Aperture Concept
mainstream media and • The goal of the media
proliferation of new planner is to expose the
media have made media target audience to the
buying and planning message at the critical
more challenging and point when the
consumer is receptive
more creative to the brand message

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

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Media Research
Information Sources Client information
• Client information • Targeted markets
• Market research • Previous promotions
• Competitive and their performance
advertising • Product sales and
• Media information distribution patterns
• Consumer information • Brand plans
• The budget

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Media Research
Market Research Competitive Advertising
• Independently gathered • Media planners make
information about decisions based on the
markets and product amount of competitive
categories traffic
• Share of voice
– Measures the percentage
of total advertising
spending by one brand
relative to the
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Media Research
Media Information Consumer Information
• Various media provide • Media planners use
information about the consumer information
size and makeup of their to locate the target
audiences audience within media
• Designated marketing markets

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Media Objectives
• Exposure and • Gross impressions
GRPs – The sum of the audiences
of all the media vehicles
used during a certain
time span
• Gross Ratings Points
– Media planners convert
impressions to gross
ratings points in order to
compare the efficiency
of media schedules

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Media Objectives
• Exposure and • The percentage of the
GRPs audience that is exposed
at least once to the
• The Reach advertiser’s message
Objective during a specific time
• Unduplicated audiences

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Media Objectives
• Exposure and • Estimates the number of
GRPs times the exposure is
expected to happen
• The Reach – Average frequency
Objective – Frequency distribution
• The Frequency

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Media Objectives
• Exposure and • Combines the reach and
GRPs frequency elements into
one factor
• The Reach
• The Frequency
• Effective
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Media Strategies
• Media planners determine the most cost-
effective media mix that will reach the target
audience and satisfy the media objectives
• Strategies are designed to deliver on the media
objectives, to deliver the right level of
exposure in terms of reach and frequency

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Media Strategies
Target audience strategies Media mix selection
• Media use • Using a variety of media
• Geography to get your message out
• Consumption patterns to customers
• Media selection is based
on message needs

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Media Strategies
Cost Efficiency Scheduling Strategies
• Cost per thousand • Timing strategies
– CPM = cost of message – Duration: How long
unit/gross impressions x – Continuity: How often
• The media budget
• Cost per point – An initial assessment of
– CPP = cost of message the amount of money
unit/program or issue available determines
rating media used

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A Sample Media Plan for Pizza Hut
• Situation and Consumer Analysis
– Discusses media options and opportunities to
narrowly target consumers using niche channels
and programs
– Describes target audiences, psychographics, and
best way to reach these audiences

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A Sample Media Plan for Pizza Hut
• Media Objectives and Aperture Strategies
– Maintain top-of-mind awareness
– Build broad research for new products/big events
– Ensure important male targets are reached, and
balance age 18-34 and 35-49 demographic
– Provide option windows to address local needs

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A Sample Media Plan for Pizza Hut
• The Media Mix
– Establish a Pizza Hut presence
– Create highly visible launch platforms for Big New
Yorker and Star Wars event
– Reach heavy pizza user target
– Integrate national and local media plans

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A Sample Media Plan for Pizza Hut
• The Flowchart: Scheduling and Budgeting
– Uses graphics to show the month-by-month
placement of messages
– Detail the anticipated impact through forecasted
levels of GRPs
– Illustrate how the campaign budget is allocated by
medium and by month

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Media Buying
• Buying is a complicated Providing inside info
process • Media buyers are
• The American important information
Association of sources for media
Advertising Agencies planners
(AAAA) lists no fewer • Close enough to day-to-
than 21 elements in the day changes in media
authorization for a popularity and pricing
media buy to be a constant source
of inside information
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Media Buying
Selecting Media Vehicles Negotiation
• Choose the best vehicles • Media buyers pursue
that fit the target special advantages for
audience’s aperture clients
• The media planner lays • Locate the desired
out the direction; the vehicles and negotiate
buyer is responsible for and maintain
choosing specific satisfactory schedule
vehicles and rates

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Media Buying
Preferred Positions Extra Support Offers
• Locations in print media • Value-added media
that offer readership services
advantages – Contests
• Preferred positions – Special events
often carry a premium – Merchandising space at
surcharge stores
– Displays
– Trade-directed

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Media Buying
Billing and Payment Monitoring the Buy
• It is the responsibility of • The media buyer tracks
the advertiser to make the performance of the
payments to various media plan as it is
media implemented, as well as
• The agency is afterward
contractually obligated • Poorly performing
to pay the invoice on vehicles must be
behalf of the client replaced or costs must
be modified
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Media Buying
Make-Goods Post-campaign Eval
• A policy of • Once a campaign is
compensating for completed, the planner
missed positions or compares the plan’s
errors in handling the expectations and forecasts
message presentation with what actually happened
• Ensure that the • Provides guidance for future
media plans
advertiser is
appropriately when
they occur
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Media Planning Changes and
• Unbundling media buying and planning
• Online media buying
• New forms of media research needed

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Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.

 Event Management For Tourism, Cultural, Business and

Sporting Events by Lynn Van Der Wagen Brenda R.
Carlos Published by Pearson Prentice Hall.

Advertising Principles and Practice by W. Wells, S.

Moriarty and J. Burnett, Published by Prentice Hall

Integrated Marketing Communications by David Pickton

& Amanda Broderick Published by Prentice Hall.
The End

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