Media Buying and Planning

Marketing 345 - Media Planning and Buying Chapter 1 - Introduction - Goal of the class - Review of syllabus - Expectations Goal of All Advertising – Get consumers to buy your product and to continue to buy your product. Media – A message delivery system - The way to distribute your product message - Where / How consumers find out about your product Media Planning - Part of bigger marketing picture - Determine the best ways to get your advertising message out there - Who is the target for the product? - What is the best way to reach the target? - How will the advertising budget be distributed? - What are the goals for the product? - Affected by the creative strategy - Work closely with CMOs and marketing group in all disciplines The Media Plan - A recommended framework that provides who, what, when, where and how the advertising message will be heard and seen. - Provides a calendar of all advertising for the client - Provides a rationale for each of the media recommended - Provides goals and expectations of the media employed Classes of Media Traditional Mass Media - Broad based, everyone has access - Quickly deliver large audiences at a low cost - Deliver advertisements to special kinds of audiences who are attracted to each medium’s editorial or programming content - Develop strong loyalties with audience who use medium regularly - Distinguish between content and advertising I.e. Vogue in September is 5 lbs. – all the ads Gardening magazine provides how to expertise with ads for products that help you do it - Radio and television, newspapers and magazines - One way communication from source to viewer, no engagement Non- Traditional media - Any other way of delivering advertising to consumers - Often called out-of home Exposure