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Interactive Ad of the Day. Let us pause and pay tribute. C3 Ratings. Advertising Principles and Practices. Media Planning and Buying. Key Media Planning Decisions. Target Audience and Media Use Match the advertiser’s target with a particular medium’s audience. The Aperture Concept

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Advertising Principles

and Practices

Media Planning and Buying

Key media planning decisions
Key Media Planning Decisions

  • Target Audience and Media Use

    • Match the advertiser’s target with a particular medium’s audience.

  • The Aperture Concept

    • Aperture: when consumers are most receptive to a brand message.

    • The goal is to reach the right people at the right time with the right message.


Advertising is most effective when it reaches the right people at the right time and place with the right message.

The core concepts
The Core Concepts

  • Reach: % of audience exposed at least once.

  • Frequency: # of times a person sees it, on average.

  • Effective reach: % of people who’ve seen it 3+ times (or more).

  • Frequency distribution: Exactly how many see how often.

Key media planning decisions1
Key Media Planning Decisions


Reach is the first place to start in setting objectives for a media plan.


The tighter the focus on a target market, the easier it is to find appropriate media to deliver a relevant message

Delivering on objectives
Delivering on Objectives

  • Plans may emphasize reach or frequency

  • High reach strategy

    • Used to deliver reminders for well-known products

    • Used to launch a new, easy-to-understand product

  • Low frequency strategy

    • Used with well-known brands and simple messages

  • High frequency strategy

    • Used with more complex products that require repetition

    • Used to build excitement about a new product or event

    • Used to counter competition or build share of voice

Because frequency is an average
Because frequency is an average

  • …it can be misleading

Back in the day or why is a soap opera a soap opera
Back in the day or why is a soap opera a soap opera?

  • The Hucksters

Repeat it repeat it repeat it
Repeat it, repeat it, repeat it.

  • What media concept is Mr. Evans a fan of?

Reach vs frequency
Reach vs. frequency

  • An age-old debate.

  • In some schools of thought, one is an effective frequency level.

  • Meet John Philip Jones

Page 323
Page 323

“The goal of media planning is to maximize efficiency”

Sheehan s 4 th law
Sheehan’s 4th Law

“The goal of media planning is to maximize efficiency and impact.”

In other words,

Efficiency = $/Impact

Efficiency Goal: $/Impact, across time

Cost efficiency cpms and cpps

Cost per thousand (CPM)

Cost of message unit

x 1,000

Gross Impressions

Cost per point (CPP)

Cost of message unit

Program or issue rating

Cost Efficiency: CPMs and CPPs

  • Used to measure a target audience’s size against the cost of reaching that audience

Back to the future
Back to the Future

The Wonderful World of Disney

Mutual of Omaha's Wild Kingdom

Scheduling strategies
Scheduling Strategies

  • Flighting strategy

    • Alternating periods of intense advertising activity (bursts) and no advertising (hiatus).

  • Pulsing strategy

    • Advertising is intensified (peaks) before an aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity.

Where to spend your money geography
Where to spend your money.Geography

  • CDI: Category Development Index

    % of sales/% of population

  • BDI: Brand Development Index:

    % of brand sales/% of population


  • There is a CDI of 122 and you have a BDI of 87, what does it mean?

  • There is a CDI of 95, and you have a BDI of 116, what does it mean?

  • Should you spend more money (“heavy up”) in high or low BDI markets?

Delivering on the Media Mix Strategy

  • Media Weighting

    • How much to budget in each DMA or region and for each target group.

    • Used with seasonality, geography, audience segments, or level of brand development by DMA.

  • Size, Length, and Position

    • Based on advertising objectives.

    • A technical/informational ad may require more time or space while a reminder add will require less.

  • Media Optimization Modeling

    • A computer technique that enables marketers to determine the relative impact of a media mix on product sales and optimize efficiency.

Scheduling strategies1
Scheduling Strategies

  • Timing strategies: When to advertise?

    • Seasonality, holidays, days of the week, time of day

    • Lead time: time between thinking about purchase and purchasing; also refers to production time to get an ad in a medium

  • Duration: How long?

    • Advertisers can’t afford to cover the entire year

    • If the period is too short, the message may not have sufficient impact

    • If the period is too long, the ads may suffer from wearout

  • Continuity: How often?

    • How advertising is spread out over the length of the campaign

    • Continuous strategy spreads ads evenly over campaign period

The media budget
The Media Budget

  • The size of the budget greatly affects media decisions

    • Local vs. national

    • TV vs. radio

  • At the end of the planning process, the media planner develops a pie chart showing media allocations

Media buying
Media Buying

  • A media plan is a set of recommendations a client must approve before further action.

  • Once approved, media buyers convert objectives and strategies into tactics.

    • Provide inside information to media planners

    • Select specific media vehicles

    • Negotiate and contract for time and space

    • Bargain for preferred positions

    • Secure extra support/value-added media services

    • Monitor media choices during and after the campaign

    • Handle billing and payment

    • Ensure make goods

    • Perform post-campaign evaluation