pra 301 media planning and buying 2014-2015. introduction communication process and media noise...
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PRA 301 MEDIA PLANNING AND BUYING 2014-2015
Introduction
• Communication process and media
Noise
Source Receiver
Feedback
Encoding Decoding
Vehicle
Message
Change in Communication Objectives
informing persuading reminding
informing listening responding
building relationships
interactivity
responsiveness
(Porcu, Barrio-García, and Kitchen, 2012)
Classes of Media
Changing Roles of Media
• Entertain
• Inform
• Educate
• Entertain
• Inform and communicate
• Educate
• Shopping
• Information and entertainment• Strong feelings• Loyalty• Media usage and subsequent behaviour
How Consumers Choose Media?
Media Ownership in Turkey
Source: http://www.freedomhouse.org/sites/default/files/Turkey%20Report%20-%20Feb%203,%202014.pdfMore: http://yavuzbaydar.wordpress.com/2013/12/06/an-update-on-media-ownership-map-of-turkey/Christensen, C. (2007). Concentration of ownership, the fall of unions and government legislation in Turkey. Global Media and Communication August 2007 vol. 3 no. 2 179-199. http://gmc.sagepub.com/content/3/2/179.refs.html
Evolution of Media Agencies
• Traditional full service agencies
• 1960s Norman King
• Low media costs
• Media agencies• Developments in technology=>developments in
media=>many media channels
• Media planning and buying job can be either done by– Full service agencies’ media departments– In-house media agencies– Independent media agencies– Out-of-home agencies– Digital media agencies– Product placement agencies
Media Planning
• It is the plan for the proper use of advertising media to fulfill the marketing and promotional objectives for a specific product or advertisement.
Defining Media Planning
Media Planning consists of a series of decisions made to answer the question for
advertisers :
`What is the best means of delivering advertisements to prospective purchasers
of my brand or service ?’
Media Buying
• It is the process of negotiations and getting the best price for advertising space and time in media.
General Procedures in Media Planning
• Understanding the marketing problem• Working on the marketing strategy
plan• Media objectives• Media strategy• Media planning and buying• Implementation• Evaluation
Marketing Problem
Situation Analysis
Marketing Strategy Plan
Creative Strategy Plan
Media Planning
General Procedures in Media Planning
Planners tend to select one or more media vehicles
• That effectively reach to the optimum number of target audience
• with an optimum amount of repetition• at the lowest cost• within a specified budget.
Main Principles for Selecting Media Vehicles
Media planners should perceive:• consumers’ needs and wants• the way consumers view advertising• buying decisions
in order to know and understand the consumer better...
Media Planning – The process QUESTIONS ANSWERS
Who are we talking to ? : Target audience
Where are these people ? : Markets
How many people to reach ? : Reach
How many times ? : Avg Frequency/ Avg OTS
Which media ? : Media selection
Which vehicles ? : Vehicle selection
Which months & what time of the day? : Scheduling
Tasks in Media
• Preparing the right media mix for the right target audience at the right time (the media strategist)
• Planning how best to use media to convey the advertising message to the target consumer (the media planner)
• Buying media space and time for the message (the media buyer)
• Selling that space or time to the advertiser (the media seller)
• Researching the relationship between consumers, media and the brands that advertise to them in those media (the researcher)
Video
http://www.dailymotion.com/video/xhbl3s_how-to-select-your-advertising-medium_news