Chapter 14 - Media planning and buying. After completing this chapter, students will be able to: Describe how media planning has changed and what has caused these changes, discuss the types of media objectives and identify the strategies for achieving these objectives, identify factors that influence media strategy and tactics, | Chapter Fourteen Media Planning and Buying Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Describe how media planning has changed and what has caused these changes Discuss the types of media objectives and identify the strategies for achieving these objectives Identify factors that influence media strategy and tactics Learning Objectives Articulate what is meant by the art of media planning Describe different types of advertising schedules and the purpose for each Explain the role of the media buyer Media Planning Directing advertising messages to the right people in the right place at the right time Considerations for the media planner Place of advertising Media vehicles Time, period, and frequency for advertising Opportunities for integrating advertising with other communication tools Media Planning Framework Review the marketing and advertising objectives and strategies Set relevant, measurable objectives that are realistic and achievable Devise a strategy for achieving the objectives Develop the specific tactical details of media selection and scheduling Marketing Framework for Media Planning Situation analysis Marketing plan Advertising plan Setting media objectives Determining media strategy Selecting broad media classes Selecting media within classes Defining Media Objectives Media objectives translate the advertising strategy into goals Components Audience objectives: Definitions of the specific types of people the advertiser wants to reach Media vehicles: Particular media programs or publications Distribution objectives: Where, when, and how advertising should appear Factors in the Media Strategy Various targets of a media planner Markets How much to budget and where to allocate it Money Communications vehicles available to a marketer Media Dealing creatively with the available advertising media options . | Chapter Fourteen Media Planning and Buying Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Describe how media planning has changed and what has caused these changes Discuss the types of media objectives and identify the strategies for achieving these objectives Identify factors that influence media strategy and tactics Learning Objectives Articulate what is meant by the art of media planning Describe different types of advertising schedules and the purpose for each Explain the role of the media buyer Media Planning Directing advertising messages to the right people in the right place at the right time Considerations for the media planner Place of advertising Media vehicles Time, period, and frequency for advertising Opportunities for integrating advertising with other communication tools Media Planning Framework Review the marketing .
