Define These Media Planning Terms Flashcards

The process that directs advertising messages to the right people at the right time

Media Buyer: The person in charge of negotiating and contracting with the media. Media buyers often specialize in one medium or another and the degree of specialization depends on the size of the advertiser or the agency.
Buyers must perform several functions in the process of converting a media plan into a successful buy. Thanks to technology, media buyers now have a variety of software programs available to assist them. These programs save media buyers a lot of time, thereby increasing productivity and efficiency.
The most successful media buyers have developed key skills in the following areas: Knowing the Marketplace. Media buyers have frequent contact with media representatives. As a result, they often gain advance knowledge of trends or opportunities..Spot trends before they , happen Negotiating the Buy. Media vehicles have published rate cards, but everything is negotiable. Media buyers can often bargain for special rates on volume buys, uncover last-minute deals, negotiate preferred positions, or garner promotional support. Analytical/people part Monitoring Performance. The media buyer is responsible for assuring that what was purchased was delivered., inform future Whatever the outcome, the client expects to see a post-buy report on what audience was actually delivered.

“Under-Perform” Media Sources: •Internet – 25.9% Time Spent Share, 21.9% Ad Spending Share •Radio – 14.6% Time Spent Share, 10.6% Ad Spending Share •Mobile – 10.1% Time Spent Share, 0.9% Ad Spending Share “Over-Perform” Media Sources: •Newspapers – 4% Time Spent Share, 15% Ad Spending Share •Magazines – 2.8% Time Spent Share, 9.7% Ad Spending ShareAnalyze the market and make better buys, if not a big market even if a lot of ads, not worth it "average time spent per day with major media"

•The Challenge –Buy & plan media so effectively that
the advertiser has a competitive advantage. –With greater complexity, media decisions have become more critical & clients more demanding.Goal: Help Client

•Increasing Media Options –More media today offers more choices –Today it’s more difficult to reach large audience •TV is fragmented •specialized magazines are targeted at every population •the Internet has brought a host of new media options & challenges –IMC communications need to include all media that carries a message to and from stakeholdersBigger media works, more fragmented,need to know about all different options, adds complexity

•Increasing Audience Fragmentation –Finding the prospect is difficult •Readers & viewers are scattered across new media options •Audiences are selectively & partially consuming media •an increasing portion of time is spent with less traditional media* selective exposure makes it hard, lots of options but because fragmented, still aren't full processing once get to them

•Complexity in Media Buying & Selling –Buying AND selling media has become complex •value added program provide extra benefits and activities outside of traditional advertising –The media buying environment has become increasingly competitive •as a result the role of media in ad agencies has changed over time* packages much more creative, sellers adding in bonuses with mag and website to close sale, not b/w buying, can negotiate price and specials for features *if media planner is independent, can buy and sell however you want, EOS, but not coming back together with ad agencies under umbrella to get best of both, make decisions on creative and delivery together works best for IMC

•The Role of Media in the Marketing Framework –Before media planning, marketing & advertising plans must be established •media objectives flow from the advertising plan •media departments must ensure that the advertising message gets to the correct audience in an effective manner

Which media vehicles should we use? Where should we advertise? When during the year should we concentrate our advertising? How often should we run the advertising? What opportunities are there to integrate our media advertising with other communication tools?

Media objectives: translate the advertising strategy into goals that media can accomplish.
Media objectives have two major components: 1) Audience objectives define the specific types of people the advertiser wants to reach. •Top-down planners use geodemographic classifications to define their target audience. •The target audience may not be actual users of the product. Advertisers may have to advertise to the trade (as well as to the customers) to convince retailers their media buys will result in more sales. •Planners rely largely on secondary research. •Planners select media vehicles, particular magazines or broadcast programs, according to how well they “deliver” or expose the message to the desired target audience, how well closely resemble desired customer. •Advertisers who use the IMC planning model start by segmenting their target audiences according to brand-purchasing behavior and then ranking them by profit to the brand. Communication objectives are then stated in terms of reinforcing or modifying customer purchasing behavior or creating a perceptual change about the brand over time. Media research costs often limit the amount of data marketers can gather. 2) Distribution objectives define where, when, and how often advertising should appear.* audience size, message weight (ad impressions, gross impressions, gross rating points GRPs), audience accumulation and reach (penetration), exposure frequency, continuity

•Audience size is simply the number of people in the medium’s audience. In print media, for example, the Audit Bureau of Circulation actually counts and verifies the number of subscribers (circulation), and then it multiplies by the number of readers per copy (RPC) to determine total audience.= # of people in the medium's audience (how big is market potential is this)

•Message weight—Media planners often define media objective by the schedule’s message weight: the total size of the audience for a set of ads or an entire campaign. Message weight can be expressed as:1) Advertising impressions (opportunity to see): the possible exposure of the advertising message to one audience member (big number not sure how to use it, just potential, don't know medium breakdown or frequency)2) gross impressions: the total number of potential exposures in a medium (audience size x # of times the ad message is used during a period) (per one medium, a bit better)

•Because gross impressions are often expressed in millions and are awkward to handle, media planners prefer to use percentages or a rating. program rating: the percentage of homes exposed to an ad medium. A rating of 20 means that 20% of the households with TV sets, known as television households (TVHH), were exposed to an ad. (actual of potential exposed) •Gross Rating Points (GRP)—the total weight of a specific media schedule, computed by multiplying the reach, expressed as a percentage of the population, by the average frequency. GRP unit costs decrease as more GRP are bought. (program rating x number of messages)--now dealing with %--with GRP can compare prices--- rating x number of messages- GRP, if same price go with highest GRP, can play around with frequency too to see how numbers change with more advertising

Audience reach: the total number of different people or households exposed at least once to a medium during a given period of time, usually four weeks (not necessarily the ad). This number, however, does not take into account the quality of the exposure-- just potential, no guarantee saw ad, banner not loaded, flip page, etc. but UNIQUE PEOPLEThe term “effective reach” describes the quality of exposure. It measures the percentage of the audience who receive enough exposures for the message to have the desired effect. Accumulating reach is done two ways:1) by reusing the same media over time2) by combining two or more media vehicles

Frequency refers to the number of times the same person or household has opportunity to be exposed to a message—a radio spot, for example—in a specified time span. It measures the intensity of a media schedule, based on repeated exposures to the message.
Calculated as the average number of times individuals are exposed to the medium during a specific time periodaverage exposure frequency: total exposures/audience reach
•Frequency is important because repetition is the key to memory. •Average frequency = Total exposure ÷ Audience reach;
Reach × Frequency = GRP •Conventional wisdom considers effective frequency to be three or more opportunities-to-see (OTS) over a four-week period, but no magic number works for every commercial and every product. The concepts of effective reach and frequency are controversial, but virtually all agencies use them. Most studies of the advertising response curve indicate that incremental response to advertising actually diminishes—rather than builds—with repeated exposures. The optimal frequency concept moves the focus of media planning from exposure effectiveness to effective exposures per dollar.