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