Media Planning & Buying

Training – Sample Material

Three
Three Media
Media Tenets
Tenets
1. The media plan must be
strategically aligned with the brand’s
communications strategy
to provide a consistent message and
allocate resources efficiently.

2. The media plan should be developed in response

to marketing objectives in a collaborative, logical
sequence with other functions sharing
responsibility for achieving objectives.

3. The process used to develop the media plan

should apply the most appropriate tools and
tactics to achieve the goals determined by the
brand equity team in the Brand Planning process.
Why
Why do
do we
we need
need aa process
process for
for managing
managing media?
media?

We need a media management process to

address:
Significant changes in the media environment:
Emergence of social networking, mobile and other such
powerful vehicles.
Media fragmentation.
Issues with the upfront buy.
Powerful competitors.
The need to meet marketing goals.
Silo’d implementation of the current process.
• Accountability issues.
Innovation
Innovation in
in media
media –– BMW
BMW example
example
What
What comes
comes first?
first?

Creative First or Media?

Media
Media plan
plan development
development –– process
process

To develop a media plan, you:

Select Detail
Set media Plan Shortlist
media media
objectives costs media
mix plan
vehicles