Buying and Selling Media Chapter 6
Implementing the Media Plan The Role of Media Planning n The Role of Media Buying n The Role of Media Sales n Other Media Players n Media Research n Media Management n Media Traffic n Agency Billing n
The Role of Media Planning n Prepare and present the recommended plan Analysis n Strategic recommendations n n Translate the plan into a buying brief
The Buying Brief n Designated buying target Strictly demographic n Often same as plan “measurement target” n n Summary of plan objectives Restatement of the reach/frequency goals n Rationale n
The Buying Brief n Summary of key plan strategies Scheduling – specific timing goals n Geography – market or regional emphasis n Media Mix – media by class/type n n Rationale for each
The Buying Brief n Detailed media requirements n Purchase weight goals by week • By media • By market n Typically presented in a spreadsheet
The Buying Brief n Budget breakdown and cost parameters Planning cost guidelines become cost parameters n Buying budget goals by week n • By media • By market
The Buying Brief n Media market and merchandising strategy Upfront buying n Bulk buying and “pools” n Merchandising extras n • Television sponsor billboards • Magazine reader surveys and BRCs • Radio contests and “remotes”
The Role of Media Buying n The Basic Buying Process Identify alternatives n Evaluate alternatives n Negotiate details n Execute the buy n Manage the buy n
Identify the Alternatives n Identify possibilities Meet with sales reps n Read the trade press n Media research resources n n Assemble the important information Relative to plan strategies n Relative to message requirements n
Evaluate the Alternatives Complete the analysis n Prioritize and rank alternatives n n Based on plan criteria
Negotiate the Details n Most variables are negotiable Cost/pricing n Positioning/placement n Timing n Merchandising extras n
Execute the Buy Contract with the media n Contract distribution n Billing department n Media traffic n
Manage the Buy n Contract conditions n Proof of run • Tearsheets • Air checks Proof of audience n Competitive separation n • 6 pages • Commercial pods
National TV Upfront Buying n Upfront Market flow and timing n n Mar/Apr start May Negotiations and buying September – following August airing Upfront Buy degrees of firmness n Varying by quarter of the year • Higher, more firm early quarters n Release mechanism for both the media and the marketer
The Role of Media Sales n Research and Analysis n n Sales and Negotiation n The goal is to position the media property The art of problem solving Finding the right problem that the media property can best solve Post-buy Tracking and Evaluation n Ongoing relationship between seller and buyer
The Role of Other Players n Media Research n n Media Management n n Decisions on content and pricing to attract audiences and advertisers Media Traffic n n Throughout the process, supports all aspects Distribution of message materials from agency to contracted media Agency Billing n Keeps money moving between client companies, agencies, and media
Summary Media planners and the Buying Brief n Media Buyers and the Buying Process n Media Sales and the Art of Problem Solving n Other important media functions and the jobs they do n
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