Media planning involves setting objectives for reach, frequency, and weight to deliver messages to target audiences. A media strategy is then developed considering the target, budget, scheduling, creative elements, and weight of delivery across different media. Media buying implements the strategy by selecting specific media vehicles, negotiating placements, and monitoring performance. Research is crucial to the planning and buying processes to understand audiences, costs, and media environment.

1. Media Management

2. A series of decisions involving the delivery of
messages to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
The various categories of delivery systems, including
broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of
messages to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
The various categories of delivery systems,
including broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media

3. Publications such as newspapers, magazines, direct
mail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed at
least once in a given time period
The potential audience that might receive the
message through the vehicle
The number of times the receiver is exposed to
the media vehicle in a specific time period
The potential audience that might receive the
message through the vehicle
Number of different audience members exposed
at least once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines,
direct mail, outdoor, etc.
Media Terminology
Print
Media
Media Vehicle
Reach
Coverage
Frequency

4. Media Management Simply Defined
• Media planning: The series of decisions involved in
delivering the message to the target audience.
• Media plan: The actual document detailing media planning
decisions.
• Media objectives: Objectives of media plan.
• Media strategies: action plans to reach objectives.
• Medium: channel such as print, broadcast.
• Media vehicle: Specific carrier in a media category
(television, magazines).

5. Types of
Media
Media : agencies, means, or
instrument used to convey message

6. Newspaper
Advantages
• High readership
• Relatively cheap
• Timely
• Easily changed
Disadvantages
• Wasted circulation
• Short life span
• Less appealing format
Magazine
Advantages
• Know your audience
• Higher print quality
• Longer life span
• Variety of formats
Disadvantages
• More expensive
• Longer deadlines

7. Direct Mail
Advantages
• Selective about receivers
• Control timing
• Wide variety of formats
Disadvantages
• Low level of response
• “junk mail”
• Dated customer lists
• Higher costs
Directory
• Relatively inexpensive
• Found in 98% of households
• Kept
• Can’t adjust or change until next year

8. Outdoor
• Nonstandardized
• Used by local firms at their place or in other locations
• Pay rent to owners
• Standardized (posters, painted bulletins, and spectaculars)
• Billboards
• Placed near highly travels roads
• Owned by an ad company
Transit
• Uses public transportation
• Includes
• Business and commuter trains
• Taxis and buses
• Located in railroad, bus, or airplane terminals

9. Broadcast Media
• TV
• Radio
People spend:
• 10 years watching TV
• 6 years listening to radio
There are:
• Approximately 10,000 radio stations
• 11,600 Cable channels

10. TV Advertising
• Communicate with sound, action, and color
• Prime time 8-11
• 30 or 60 second spots
Advantages Disadvantages
• Directed at an audience high costs
• Can be adapted many leave room

11. Radio Advertisement
• Reaches 96% of people over 12
• Wide audience
• Best during “Drive Time”
• 15,30, or 60 second ads
• Adv Disadv
• Wide audience lack visual involvement
• Easily changed short life span
• mobile

12. Online Advertisements
• Small part of advertisement budget but growing up
• Types
• Banner
• Pop Ups
Advantages Disadvantages
• Easily counted considered annoying

18. Specialty media are relatively inexpensive, useful items with an
advertiser's name printed on them. Successful specialty media
include bottle openers, calendars, magnets, pens and pencils,
memo pads, and key chains.
Specialty Media

19. Media
Planning

20. Media Planning Defined
• Media planning can be defined as:
• Finding ways of reaching the right number of appropriate people;
• the right number of times;
• at the best time and place;
• with the right advertisement;
• at minimum cost;
• to achieve the brand’s/service’s objectives
• The role of media planning is crucial to the effective expenditure of
approximately R6 billion in advertising annually

21. The Media-Planning Process
Media planning: The design of a strategy that shows how investments in
advertising time and space will contribute to the achievement of marketing
objectives.
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
Strategy
Media
Strategy
Media Strategy
• Target Audience Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Marketing
Strategy

22. Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Media Use Decision
— Print
Media Use Decision
— Broadcast
Media Use Decision
— Other Media
Developing the Media Plan
Setting Media Objectives
Marketing
Strategy Plan
Creative
Strategy Plan
Marketing
Strategy Plan
Situation
Analysis
Creative
Strategy Plan
Situation
Analysis

23. Measurement
Problems
Lack of Information
Inconsistent
Terms
Time
Pressure
Lack of
Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning

24. Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan

25. Setting
Media
Objectives

26. Setting Media Objectives
•The Media Target
•Media Coverage and Delivery
• Media Coverage
• Media Delivery
• Optimization or Balance
Reach
Frequency

27. Along A Continuum
Reach Frequency
Emphasis
Frequency
Emphasis
Reach
Balanced
Awareness/
Attention
Interest Attitude/
Desire
Some Examples:
• Emphasis Reach:
• Reach 80% of women 35-64 an average of 4 times every 4 weeks.
• Emphasis Frequency:
• Reach 50% of men 25-49 an average of 3 times each week before a
home football game

28. Example: Axe Body Spray
• Brand Planning Target:
• “Contemporary, cool young men looking for an edge in the
dating game”
• Media Planning Target:
• Profile of “Contemporary, cool
young men” based on usage of
contemporary, cool products
• Media Measurement Target:
• Simple demographic like “men
aged 18-24

29. Specifying Media Objectives
1. What proportion of the population should be reached with
advertising message during specified period (reach)
2. How frequently should audience be exposed to message
during this period (frequency)
3. How much total advertising is needed to accomplish reach
and frequency objectives (weight)
4. How should the advertising budget be allocated over time
(continuity)
5. How close to the time of purchase should the target
audience be exposed to the advertising message (recency)
6. What is the most economically justifiable way to
accomplish objectives (cost)

30. Reach
Percentage of target audience that is exposed to an advertisement, at
least once, during a certain time frame (usually four weeks)
Average number of times, on average, during the media-planning period
that members of the target audience are exposed to the media vehicles
that carry a brand’s advertising message.
How much advertising volume is required to accomplish advertising
objectives
Three weight metrics:
• Gross ratings:
• Target ratings : Adjust a vehicle’s rating to reflect just those
individuals who match the advertiser’s target audience
Frequency
Weight
Ratings, in an advertising sense, simply mean the percentage of an
audience that has an opportunity to see an advertisement placed in a
particular vehicle.
GRPs=Reach(R) X Frequency(F)

31. Clutter
Number of
Media Used
Repeat
Exposures
Editorial
Environment
Scheduling
Attentiveness
Media Factors Determining Frequency
Media Factors

32. Target
Market
Proportion
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure

33. Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

34. Reach and Frequency
A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate

35. Media Versus Vehicles
• Media are the general communication methods that carry
advertising messages—television, magazines, newspapers, and so
on.
• Vehicles are the specific broadcast programs or print choices in
which advertisements are placed.
For example, television is the media, and American Idol is the
vehicle.
Each medium and vehicle has a unique set of characteristics and
virtues.
• Advertisers are placing more emphasis than ever on media
planning.
• The choice of media and vehicles can be the most complicated
of marcom decisions.

36. Media
Strategy

37. The Development of the Media Strategy
The media Strategy Contains five basic elements:
Target Audience WHO
Geographic Spending WHERE
Scheduling WHEN
Creative Considerations WHAT
Media Weight / Delivery HOW MUCH

38. The Development of the Media Strategy
• Always involves a series of trade-offs
• The decision made for each element has a “price tag”
• Trade-offs or compromises will be necessary
• The skill of media planning is to achieve the best balance of these
dimensions relative to the campaign objectives
CONTINUITY / TIME
(Longer campaigns, more bursts)
COVER / REACH FREQUENCY
(More publications, another medium) (More repetition, higher number of insertion)
DOMINANCE / IMPACT
(Longer commercials, bigger spaces, colour, special positions)

39. Offensive or Defensive Approach
• Defensive as in protection of the current business
• Offensive as in opportunistic
• In Reference to ALL strategic decisions
Deciding Media Strategies
• Offensive or Defensive Approach
• Setting a Media Budget
• Strategies to Accomplish the Objective
Setting a Media Budget
• Objective/Task
• Affordability
• Percentage of Sales
• Competitive Spending

40. Strategies to Accomplish the Objective
• Scheduling : Continuity, Pulsing, Flighting
• Specific Geography: Where in the region
• The Media Mix
• The Audience/Media Relationship
• Media functionality
• Consumer involvement
• Availability of Resources
• Time
• Time to make the advertisement
• Time to execute the placement
• Money
• Cost to make the advertisement
• Cost to place the advertisement
• Geographic Emphasis

41. Choosing the Media Mix
Discriminating Factors
• Effectiveness
• Audience use of the media
• Audience coverage of the media
• Efficiency
• Costs per thousand audience
• Costs per delivered rating point

42. Charting the Tactical Plan
• The Media Flowchart Shows
• Media used
• Message/insertion timing
• Costs by media
• You Can Make a Flowchart
• Media planning software
• Project planning software
• Excel spreadsheet

43. Example: Media Flowchart

44. Reach and Frequency
Spot run Home A Home B Home C Home D Total
Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total
Exp.
2 0 3 3 8

45. Reach and Frequency
• Four television homes = universe.
• Three homes or 75% of universe receive message. That’s a rating of 75.
• 8 exposures divided by number of homes hit = exposures.
8_exposures = 2.67 average exposure
3 homes
• Reach times frequency equals gross ratings points:
• 75 rating (3 homes hit in universe of 4) times 2.67 exposures = 200.25
gross rating points.

46. CPP VS CPT
CPP is the cost of achieving one rating point or 1% reach in any given
market. Extensively used in electronic media
CPT refers to the advertising cost purchasing 1000 units of audiencei
PSCCM
Per single column centimeter
Newspaper pages are divided into columns for advertising
These do not correlate to columns for editorial, which vary depending on
layout and editorial policy
Share of Voice = one brand’s ad expenditures divided by total product category
expenditures in a medium

47. Selecting Media
•Appropriate image
•Target audience
•Obtain desired response

48. Modern Media Planning
• Setting Media Objectives
• Deciding Media Strategies
• Choosing the Media Mix
• Charting the Tactical Plan

49. Media Alternatives
• Media available by media class
• Media spending by retail category
• Retail spending by media
• Media audience measures and rankings by class
• Special geographic media alternatives available

50. Media
Research

51. Market Research:
How do you find this stuff?
• Primary Research
• Store or customer research
• Media research
• Secondary Research
• Government reports
• Industry reports
• Syndicated research

52. • Surveys
• Focus Groups
• Mall Intercept questionnaires
• One-on-one Interviews
Primary Research Locally
Secondary Research Locally
• Government Reports
• Chamber of Commerce research
• Survey of Buying Power
• US Census data
• Government Studies
• Statistical Abstract

53. Secondary Research Locally
• Industry Reports
• Trade magazines
• Trade associations
• Specialized reports
• Syndicated Research
• Donnelly Demographics
• Regional/Market studies by Nielsen, Arbitron, Scarborough
• CD-ROM databases
• Published media reports
• Media associations
• Media services like SRDS

54. Media
Buying

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

56. Preferred Positions
• Locations in print media that
offer readership advantages
• Preferred positions often carry
a premium surcharge
Extra Support Offers
• Value-added media services
• Contests
• Special events
• Merchandising space at stores
• Displays
• Trade-directed newsletters
Billing and Payment
• It is the responsibility of the
advertiser to make payments to
various media
• The agency is contractually
obligated to pay the invoice on
behalf of the client
Monitoring the Buy
• The media buyer tracks the
performance of the media plan
as it is implemented, as well as
afterward
• Poorly performing vehicles
must be replaced or costs must
be modified

57. Media Buying
Make-Goods
• A policy of compensating for
missed positions or errors in
handling the message
presentation
• Ensure that the advertiser is
compensated appropriately
when they occur
Post-campaign Eval
• Once a campaign is
completed, the planner
compares the plan’s
expectations and forecasts
with what actually
happened
• Provides guidance for
future media plans

58. Thank You !