media planning and buying.pptVIP

Media Buying * Buying is a complicated process The American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy Providing inside info Media buyers are important information sources for media planners Close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information Media Buying * Selecting Media Vehicles Choose the best vehicles that fit the target audience’s aperture The media planner lays out the direction; the buyer is responsible for choosing specific vehicles Negotiation Media buyers pursue special advantages for clients Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates Media Buying * Preferred Positions Locations in print media that offer readership advantages Preferred positions often carry a premium surcharge(额外收费） How to balance the cost and buying objectives? Extra Support Offers Value-added media services Contests Special events Merchandising space at stores Displays Trade-directed newsletters Media Buying * Billing and Payment It is the responsibility of the advertiser to make payments to various media The agency is contractually obligated to pay the invoice on behalf of the client Monitoring the Buy The media buyer tracks the performance of the media plan as it is implemented, as well as afterward Poorly performing vehicles must be replaced or costs must be modified Media Buying * Make-Goods A policy of compensating for missed positions or errors in handling the message presentation Ensure that the advertiser is compensated appropriately when they occur Post-campaign Eval Once a campaign is completed, the planner compares the plan’s expectations and forecasts with what actually happened Provides guidance for future media plans Changes in media buying Media buying service Online media buying Global media buying Many agencies and advertisers employ media buying services whose sole responsibility is the purchase