pra 301 media planning and buying 2014-2015. introduction communication process and media noise...
TRANSCRIPT
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PRA 301 MEDIA PLANNING AND BUYING 2014-2015
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Introduction
• Communication process and media
Noise
Source Receiver
Feedback
Encoding Decoding
Vehicle
Message
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Change in Communication Objectives
informing persuading reminding
informing listening responding
building relationships
interactivity
responsiveness
(Porcu, Barrio-García, and Kitchen, 2012)
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Classes of Media
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Changing Roles of Media
• Entertain
• Inform
• Educate
• Entertain
• Inform and communicate
• Educate
• Shopping
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• Information and entertainment• Strong feelings• Loyalty• Media usage and subsequent behaviour
How Consumers Choose Media?
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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
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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
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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.
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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 ?’
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Media Buying
• It is the process of negotiations and getting the best price for advertising space and time in media.
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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
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Marketing Problem
Situation Analysis
Marketing Strategy Plan
Creative Strategy Plan
Media Planning
General Procedures in Media Planning
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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
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Media planners should perceive:• consumers’ needs and wants• the way consumers view advertising• buying decisions
in order to know and understand the consumer better...
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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
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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)
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Video
http://www.dailymotion.com/video/xhbl3s_how-to-select-your-advertising-medium_news