Media Planning & Buying

online advertising

the fastest growing of the major media forms

famous Wannamaker quote

"I know that half of my advertising dollars are wasted, I just don't know which half"

Leo Burnett quote :)

"When you reach for the stars, you may not quite get them, but you won't come up with a handful of mud either."

hierarchy of an agency

Executive team Associate/Account Director Manager Planner/Associate Planner Assistant/Associate

Diverse Audiences **read in book pg 69-71

-ages & generations: Baby Boomers are 30% of the population. They are competing for jobs or are retiring. This will cause economic pressure because of Social Security and Medicare, but this group of people also will have a lot of disposable income that is a huge market opportunity -ethnic minorities: hispanics are largest & fast growing at over 13% which causes a language consideration in advertising; african americans 12%; asian americans are fastest growing ethnic group at 4.5%, estimated to be 7.5% in 2025 -family structure & household: traditional family household decreasing

Media Proliferation

-fragmentation of audiences -declining effectiveness of TV -newspapers in Free Fall -convergence -addressable media (e-mail) -interactive media media multitasking

six "mega trends":

1. IMC - integrated marketing communication 2. Accountability & ROI 3. Consumer Control 4. Media Proliferation 5. Diverse Audiences 6. Globalization

agency media positions may have any number of titles:

1. Media Planner -AKA strategist 2. Media Buying -AKA director or executive 3. Media specialist -outdoor, digital, social media, network TV, programming

4 major holding companies who own different types of agencies:

1. Omnicom 2. WPP 3. Interpublic 4. Publicis

4 types of agencies:

1. full-service 2. media 3. digital 4. boutique/small (all except for the smallest agencies have a media department)

3 basic functions media professionals perform to connect ad messages with target markets:

1. media planning 2. media buying 3. media selling

Media agencies offer specialized expertise in:

1. media research 2. media planning 3. media buying

4 categories of media:

1. traditional 2. digital 3. alternative 4. marketing service

Media research includes:

1. use of syndicated research data from firms like *Simmons and MRI as a starting point* 2. Target audience demographics and psychographics 3. target audience purchase behavior 4. target's media usage and habits 5. target's tech ownership

event marketing

AKA experimental marking; seeks to facilitate actual consumer interaction or trial of a product

digital media

Internet, email, video games, mobile

some media is represent by...

MEDIA FIRMS who broker media deals for large buys

IMC

a planning process designed to assure that ALL BRAND CONTACTS RECEIVED by a customer or prospect for a product, service, or organization are relevant to that person and CONSISTENT OVER TIME

medium

a single form of media, such as television or radio

the message/creative

ads and commericials that rely the message. can be on TV, in magazines, direct mail, etc. delivering the messages is the job of the media

media decisions are a blend of:

art and science

smaller brands who use outside agencies have an in-house (AKA "client side")...

brand manager, communications director or similar position that pays for and oversees the agency's work

media

channels of communication that advertisers use to deliver the marketing message to the target audience

an advertiser might use separate (.....) from one of the holding companies

creative, digital & media agencies

characteristics in media personnel

creative, yet analytical. VERY organized, tech-savvy, competent with numbers and data

spending in traditional media is...

declining

marketing service media

direct mail, trade promotions, coupons, product placement, marketing at events & venues AKA below-the-line media. marketers spend most of their marketing communications budget here.

product placement

growing majorly since 2000. especially good for cars (placing them in chase scenes in movies) the marketer pays a fee to the promoter

big corporations and brands usually have...

in house media departments

Globalization

internet has made the world a "smaller" place provides 24/7 access and response internet is helpful for small businesses because they can be accessed globally for low costs

Consumer Control

it's all a product of digital age. on-demand video, mobile devices and DVRs, access to information and choices consumer control is higher now than ever

some media sales are managed through major....

media conglomerates Clear Channel, Cumulus, Gannett, etc.

media selling

negotiating with media buyers to reach an agreement of price, content of media packages positioning of ad spots and free promotions

Accountability and ROI

no more unrestrained spending a la "Mad Men" all about metrics: -change in brand awareness -change in market share -change in consumer attitude/performance -change in purchase intent -return on objective -lifetime customer value -change in brand quality

traditional media

print (newspapers and magazines) & broadcast mainly up until 1995 this was the only type of media

television

remains the "big dog" of the media world highest number of media expenditures estimates in 2013

consumer promotion

second largest marketing communication spending Ex) next purchase coupons, sweepstakes, product sampling

media vehicles

specific carriers of the media that deliver the messages through different channels. one medium, such as television, has many media vehicles ranging from the Today Show to CSI

trade promotion

the largest single expenditure category in marketing communication usually provides cash incentives or allowances. ex) in-ad coupons, shelf space/positioning, in-store product displays, slotting allowances

the advertiser (client) ultimately pays all the costs for the media, which is often...

the lion's share of the MARCOM budget

every advertising or marketing communications plan has 2 basic parts:

the message (the creative) and the medium

media planning

the process of developing an effective media strategy and action place 1. analysis of market 2. form media objectives, including target audience 3. media strategies that will accomplish the objectives 4. detailed tactical plan is developed

media buying

the process of identifying the preferred vehicles and negotiating with selling media to reach a satisfactory price and other terms and conditions

internet

the second largest ad medium, after television

alternative media

transit, signage, in-store, outdoor, buzz marketing campaigns AKA ambient media or nontraditional media.

media sales reps

work with agencies and advertisers to sell inventory, whether its time, space, location or other media real estate