2. 2 Basic Concepts of Media Planning and Buying Media planning is the process of determining how to use time and space to achieve advertising objectives Media buying Process of identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and payment Media Planner vs. Media Buyer Medium vs. vehicle Media mix: different types of media used for a campaign Position of a media plan within a big picture (fig. 11.1, p. 294)
11. 5 Media: Still Big Business The aperture concept in media planning an ideal time and place at which prospective customers will respond to advertising messages. Goal of the media planner: expose the target audience to the advertiser’s message at these critical points, known as aperture
12. 6 Setting Media Objectives Whom to advertise to (target audiences)? Which geographic regions to cover? (regionality) Exposure and GRPs: Reach and Frequency level When/How long to advertise? (Seasonality)
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15. Pulsing: mix of heavier advertising period with lighter advertising period
24. 11 CPM = Cost of message unit Total Circulation Figures or Total Audience of a vehicle X 1000 CPR = Media Selection Procedures Cost of message unit Program or issuerating ** Exercise with Class handout
