• 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 stakeholders
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Media Planning: Integrating Science with Creativity
• Media Planning
– Where should we advertise? – Which media reach & engage
our target markets? – When should we concentrate
the purpose for each. • LO5: Explain the role of the media buyer.
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Media Planning: Integrating Science with Creativity
• Media Planning
– The process that directs advertising messages to the right people at the right place at the right time.
• LO2: Discuss important types of media objectives and identify terms that define strategies for achieving these objectives.
• LO3: Identify factors that influence media strategy & tactics. • LO4: Describe the different types of advertising strategies and
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Media Planning: Integrating Science with Creativity
• Increasing Audience Fragmentation
– Finding the prospect is difficult
• Readers & viewers are scattered across new media options
– The media buying environment has become increasingly competitive
• as a result ad agencies have unbundled their media departments
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Media Planning: Integrating Science with Creativity
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Media Planning: Integrating Science withns
– More media today offers more choices – Today it’s more difficult to reach large audience
Media Planning and Buying
Chapter 15
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Describe how media planning has changed over the past decades, and what has caused the change.
our advertising? – How often should we run advertising? – What opportunities exist for integrating our
advertising with other communication tools?
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Media Planning: Integrating Science with Creativity
• Complexity in Media Buying & Selling
– Buying AND selling media has become complex
• value added program provide extra benefits and activities outside of traditional advertising
• Audiences are selectively & partially consuming media
• an increasing portion of time is spent with less traditional media
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Media Planning: Integrating Science with Creativity
• 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.
• The Role of Media in the Marketing Framework
– Before media planning, marketing & advertising plans must be established