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Buying and Selling Media

Buying and Selling Media. Chapter 6. Implementing the Media Plan. The Role of Media Planning The Role of Media Buying The Role of Media Sales Other Media Players Media Research Media Management Media Traffic Agency Billing. The Role of Media Planning.

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Buying and Selling Media

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  1. Buying and Selling Media Chapter 6

  2. Implementing the Media Plan • The Role of Media Planning • The Role of Media Buying • The Role of Media Sales • Other Media Players • Media Research • Media Management • Media Traffic • Agency Billing

  3. The Role of Media Planning • Prepare and present the recommended plan • Analysis • Strategic recommendations • Translate the plan into a buying brief

  4. The Buying Brief • Designated buying target • Strictly demographic • Often same as plan “measurement target” • Summary of plan objectives • Restatement of the reach/frequency goals • Rationale

  5. The Buying Brief • Summary of key plan strategies • Scheduling – specific timing goals • Geography – market or regional emphasis • Media Mix – media by class/type • Rationale for each

  6. The Buying Brief • Detailed media requirements • Purchase weight goals by week • By media • By market • Typically presented in a spreadsheet

  7. The Buying Brief • Budget breakdown and cost parameters • Planning cost guidelines become cost parameters • Buying budget goals by week • By media • By market

  8. The Buying Brief • Media market and merchandising strategy • Upfront buying • Bulk buying and “pools” • Merchandising extras • Television sponsor billboards • Magazine reader surveys and BRCs • Radio contests and “remotes”

  9. The Role of Media Buying • The Basic Buying Process • Identify alternatives • Evaluate alternatives • Negotiate details • Execute the buy • Manage the buy

  10. Identify the Alternatives • Identify possibilities • Meet with sales reps • Read the trade press • Media research resources • Assemble the important information • Relative to plan strategies • Relative to message requirements

  11. Evaluate the Alternatives • Complete the analysis • Prioritize and rank alternatives • Based on plan criteria

  12. Negotiate the Details • Most variables are negotiable • Cost/pricing • Positioning/placement • Timing • Merchandising extras

  13. Execute the Buy • Contract with the media • Contract distribution • Billing department • Media traffic

  14. Manage the Buy • Contract conditions • Proof of run • Tearsheets • Air checks • Proof of audience • Competitive separation • 6 pages • Commercial pods

  15. National TV Upfront Buying • Upfront Market flow and timing • Mar/Apr start • May Negotiations and buying • September – following August airing • Upfront Buy degrees of firmness • Varying by quarter of the year • Higher, more firm early quarters • Release mechanism for both the media and the marketer

  16. The Role of Media Sales • Research and Analysis • The goal is to position the media property • Sales and Negotiation • The art of problem solving • Finding the right problem that the media property can best solve • Post-buy Tracking and Evaluation • Ongoing relationship between seller and buyer

  17. The Role of Other Players • Media Research • Throughout the process, supports all aspects • Media Management • Decisions on content and pricing to attract audiences and advertisers • Media Traffic • Distribution of message materials from agency to contracted media • Agency Billing • Keeps money moving between client companies, agencies, and media

  18. Summary • Media planners and the Buying Brief • Media Buyers and the Buying Process • Media Sales and the Art of Problem Solving • Other important media functions and the jobs they do

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