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PRA 301 MEDIA PLANNING
AND BUYING 2014-2015
Introduction
• Communication process and media
Noise
Encoding
Source
Message
Vehicle
Feedback
Decoding
Receiver
Change in Communication
Objectives
informing
persuading
reminding
informing
listening
responding
interactivity
responsiveness
building
relationships
(Porcu, Barrio-García, and
Kitchen, 2012)
Classes of Media
Changing Roles of Media
• Entertain
• Entertain
• Inform
• Inform and communicate
• Educate
• Educate
• Shopping
How Consumers Choose Media?
• Information and entertainment
• Strong feelings
• Loyalty
• Media usage and subsequent behaviour
Media Ownership in Turkey
Source: http://www.freedomhouse.org/sites/default/files/Turkey%20Report%20-%20Feb%203,%202014.pdf
More: 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
General Procedures in Media
Planning
Marketing Problem
Creative Strategy Plan
Situation Analysis
Marketing Strategy Plan
Media Planning
Main Principles for Selecting Media
Vehicles
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.
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_howto-select-your-advertising-medium_news