Chapter 8 Media Planning and Buying

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Chapter 8Media Planning and Buying
Outline

• Media still big business
• Setting media objectives
• Developing media strategies

• Media selection procedures
• Media buying functions
• Media buyers special skills
• Global media buying
• Staging a media plan

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Media Still Big Business

• 1.
• 2.
• 3.

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Setting Media Objectives

• 1.
• 2.
• 3.

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Setting Media Objectives

• 1.
• 2.
• 3.
• 4.

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Developing Media Strategies

• Target audience strategies new technology of
  measurement
• 1.
• 2.
• 3.
• 4.

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Developing Media Strategies

• 1.
• 2.
• 3.

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Media Selection Procedures

• Audience measures used in media planning
• 1.
• 2.
• Reach and media planning

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Media Selection Procedures

• Frequency and media planning
• 1.
• 2.
• Combining reach and frequency goals

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Media Selection Procedures

• Cost efficiency as a planning dimension
• 1.
• 2.
• 3.
• Selecting and buying acceptable media

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Media Buying Functions

• 1.
• 2.
• 3.
• 4.
• 5.
• 6.

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Media Buyers Ability to Negotiate

• 1.
• 2.
• 3.
• 4.

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Changes in Media Buying

• 1.
• 2.
• 3.
• 4.
• 5.
• 6.

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Staging a Media Plan

• 1.
• 2.
• 3.
• 4.