莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_15.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 15Media Planning and NegotiationCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesDiscuss what is in a media plan and the role of media research in developing media plans.Detail the four steps in media planning and explain their importance.List the responsibilities of media buyers.Explain current trends in media planning and buying. Chapter Opener: March Becomes ‘Mustache March’How can growing a mustache help save lives?The “Mottu Mars” Mustache March campaign convinced a third of Iceland’s male population to grow a mustache and grabbed their attention for an important cause. How are Media Plans Created? How are Media Plans Created? Media planners are in the connection business.Their work connects brand messages with customers and other stakeholders.They identify and activate the points of contact where brand messages touch consumers and engage their interest. Media Engagement Research (1 of 11)Some people believe media decisions are the hub in the advertising wheel.Media costs are often the biggest element in the marketing communication budget.If the right media aren’t in play, no matter how great the message, nobody sees or hears it. Media Engagement Research (2 of 11)Media sources Client informationMarket researchCompetitive advertising expendituresMedia kitsMedia coverage areaConsumer behavior reports Figure 15.1: The Central Role of Media ResearchMedia planners look for data from creative, marketing, and media sources. All this information is used in both media planning and buying. Figure 15.2: How to Read MRI CrossTabsThe MRI market research service provides information on 4,090 product categories and services, 6,000 brands, and category advertising expenditures as well as customer lifestyle characteristics and buying style psychographics. Media Engagement Research (3 of 11)Newspaper readershipOver 60 percent of all U