ALA101 Lecture Notes - Lecture 8: Second Screen, Media Mix, Media Buying
WEEK 8: Media Research and Planning
Overview
- Media buying, research and purchasing roles
- Media strategy and the media mix
- Trends in media planning
- Planning considerations and key terms
Media planning
The media plan
- Includes a media strategy or strategies (where you are now, where you want to be)
- Identifies optimum media vehicles (the program or platform eg facebook of abc new tv), the
channel (print or digital or broadcast )
- Media mix, channel combinations meets marketing objectives
Media roles
- Media seller- work for media companies eg TV networks, radio networks, online media
platform, they sell media spots
- Media planner- make the strategic decision eg identify media options, when and where are
they seen
- Media buyer- implement the media plan ie identify specific programs, platforms and
publication s
- Media researchers- compile and analyze audience data; determine best options to connect
with target audiences
Media planning
- Can be handled by full-service advertising agencies (one stop shop)
- They help primarily for all advertising for a company
- Often is the domain of specialist media agencies for buying and selling media
- Is sometimes handled by the client
- The media plan is built on the following knowledge:
oCreative sources- responding to the big idea
oMarketing sources- sales, distribution and competition, the four p’s
oMedia sources- audience data, media costs, trends
Media strategy
- How the audience will be reached in a way that’s cost effective and meets media objective
(desired outcomes)
find more resources at oneclass.com
find more resources at oneclass.com
