Advertising Media Planning: A Brand Management Approach

361 Pages·2015·1.83 MB·English

by  Larry D. Kelley

Advertising
Media Planning
FOURTH EDITION
The planning and placement of advertising media is a multibillion dollar
business that critically impacts advertising effectiveness. The new edition
of this acclaimed and widely adopted text offers practical guidance for
those who practice media planning on a daily basis, as well as those who
must ultimately approve strategic media decisions.
Full of current brand examples, the book is a “must-read” for all who
will be involved in the media decision process on both the agency and
client side. Its easy-to-read style and logical format make it ideal for class-
room adoption, and students will benefi t from the down-to-earth approach,
and real-world business examples.
Several new chapters have been added to the fourth edition, including:
• International advertising
• Campaign evaluation
• The changing role of media planning in agencies, to give the reader a
better grounding in the role of media in an advertising and marketing
plan today
• Evaluating media vehicles, fi lled with up-to-date examples
• Search engine marketing, and a thorough revision of the chapter on
online display advertising to address the increased emphasis on digital
media
• Gaming, and many new examples of the latest digital media with an
emphasis on social media, and a new framework for analyzing current
and future social media
• Increased coverage of communication planning
• Added focus on the importance of media strategy early on in the book
• Separate chapters for video and audio media (instead of lumping
them together in broadcast). This creates a more in-depth discussion
of radio in particular.
An online instructor’s manual with PowerPoint slides and sample test
questions is available to adopters.
Larry D. Kelley is Professor of Advertising at the Jack J. Valenti School of
Communication at the University of Houston, USA. He teaches advertising
media planning, advertising account planning, and principles of advertis-
ing, among other classes. He has authored or co-authored seven books.
Donald W. Jugenheimer is an author, researcher, consultant, and educator.
His specialties are communication, advertising and media management,
media economics, and advertising media. He has authored or co-authored
twenty books.
Kim Bartel Sheehan is Professor of Advertising at the University of Ore-
gon, USA. Her teaching specialties are advertising management, research,
and media planning. She has published extensively in academic journals,
such as the Journal of Advertising, the Journal of Advertising Research,
and the Journal of Public Policy and Marketing.
Advertising
Media Planning
A Brand Management Approach
FOURTH EDITION
Larry D. Kelley,
Donald W. Jugenheimer,
and Kim Bartel Sheehan
Fourth edition published 2015
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group,
an informa business
© 2015 Taylor & Francis
The right of the authors to be identifi ed as authors of this work has been asserted
by them in accordance with sections 77 and 78 of the Copyright, Designs and
Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilized in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in writing from the
publishers.
Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identifi cation and explanation without intent to
infringe.
Third edition published by M.E.Sharpe 2012
Library of Congress Cataloging-in-Publication Data
Kelley, Larry D., 1955–
Advertising media planning : a brand management approach / by Larry D. Kelley,
Kim Bartel Sheehan, and Donald W. Jugenheimer.—Fourth edition.
pages cm
Includes bibliographical references and index.
1. Advertising media planning. 2. Brand name products. 3. Marketing.
I. Sheehan, Kim. II. Jugenheimer, Donald W. III. Title.
HF5826.5.K45 2015
659.1′11—dc23
2014026943
ISBN: 978-0-7656-4089-5 (hbk)
ISBN: 978-0-7656-4090-1 (pbk)
ISBN: 978-1-3157-2057-9 (ebk)
Typeset in Times New Roman
by Apex CoVantage, LLC
Contents
Preface vii
1. The Changing Role of Media Planning in Brand
Support: Media Planning and IMC 1
2. Establishing a Media Framework 9
3. Outlining the Components of a Communication Plan 15
4. How Marketing Objectives Affect Communication Planning 20
5. The Role of Communication in Advertising and Marketing 27
6. Working with a Situation Analysis 32
7. Defi ning the Target Audience 36
8. Geography’s Role in Planning 53
9. Seasonality and Timing 63
10. Competitive Analysis: Implications in Planning 74
11. Working with Creative: Implications in Planning 83
12. Working with a Communication Budget 90
13. Setting Communication Objectives 94
14. Communication Idea and Briefi ng 104
15. Media Communication Strategy and Tactics 110
16. Learning the Language of Media Planning 117
17. Learning about Media Costs 132
18. General Characteristics of Media 142
19. Evaluating Media Vehicles 153
20. Video Media 157
21. Audio Media 165
22. Print Media 170
23. Out-of-Home Media 185
24. Search Engine Marketing 190
25. Online Display Advertising 194
26. In-Store Media 201
v
vi CONTENTS
27. Social Media 208
28. Direct Response 217
29. Alternative Media 227
30. Gaming 234
31. Ethnic Media 239
32. Sales Promotion 245
33. Owned Media 256
34. Earned Media 261
35. Perspectives on International and Global Media Planning 265
36. Preparing a Communication Plan 270
37. Media and Campaign Measurement 277
38. Impact of Media Ownership on Advertising Execution 282
39. Developing Test Plans 295
40. Agency Compensation Structures 303
41. Evaluating an Advertising Media Plan 313
Appendix. The Media Function within the Advertising Business 325
Index 331
About the Authors 349
Preface
This is the fourth edition of A dvertising Media Planning: A Brand Man-
agement Approach, a book that will benefi t anyone making advertising and
brand communication decisions. Media planning is a crucial part of the
brand communication process yet little has been written on the topic. Our
goal with the fi rst three editions was to fi ll the void in the market and pro-
vide a resource on how brand management can impact media decisions. The
initial two editions focused on the media planning process from the view-
point of a media planner as well as brand management who ultimately will
approve how advertising dollars are allocated. The third edition expanded
on the concept of media planning to consumer engagement refl ecting the
ever expanding array of media choices for connecting a brand with the
consumer. In the third edition, we provided much more detail regarding
media alternatives. We added or expanded on digital media, social media,
in-store media as well as ethnic and alternative media. To provide a more
holistic view of media, we included chapters on sponsorships, promotion,
and publicity.
T he fourth edition builds on the holistic viewpoint of the third edition to
provide an overall media framework for media planners and brand manag-
ers. Brand communication is not confi ned to paid media. Today’s brands
communicate with their own media and encourage conversation with con-
sumers through earned media. The Paid, Owned, Earned framework for
brand communication is rapidly becoming the industry standard. By adopt-
ing this framework, we are rapidly moving from advertising media planning
to brand communication planning. This edition is built on this changing
paradigm. New chapters have been added that capture this evolution from
media planning to communication planning. There is a chapter describing
the media framework. Other chapters include how to develop a communi-
cation idea and communication strategies. Because media convergence is
here to stay, we have broadened our viewpoint on media categories. Video
and audio replace older defi nitions of media distribution channels. We have
vii
viii PREFACE
added a chapter on gaming which has carved out a major niche in the media
landscape. International media are included for the fi rst time as the busi-
ness of media is certainly global. Chapters on social media, digital media,
print, out-of-home, as well as television and radio have all been updated to
refl ect the constant change in the media marketplace.
L ike our previous books, this edition of A dvertising Media Planning ties
into the new, fourth edition of A dvertising Media Workbook and Source-
book , also published by Taylor & Francis. For students and instructors of
media planning courses, the workbook offers a detailed perspective on
each facet of media and the strategic media planning process. Practical
exercises offer students the opportunity to put sometimes abstract concepts
into real-world situations.
Within the dynamic fi eld of media, there are more reasons than ever to
have a “go-to” source that any level of communication decision maker can
use to help make crucial decisions that affect a brand’s value. Brand manag-
ers who have little formal training in communication planning, students of
advertising, integrated marketing communication, and marketing programs,
and other practitioners such as agency account managers, junior media
personnel, and media salespeople can benefi t from this book’s content and
practical application.
Acknowledgments
T he authors wish to thank Harry Briggs, our editor, Elizabeth Granda Parker,
our responsive and creative associate editor and Stacey Victor, our produc-
tion editor from M.E. Sharpe Publishing, acquired by Taylor & Francis. We
also thank our spouses and families for all their support, without which this
project would not have been possible.
Chapter 1
The Changing Role of Media
Planning in Brand Support
Media Planning and IMC
Brand communication boils down to two fundamentals. One is content—
what the brand communicates. The second is contact—how the commu-
nication connects to its intended audience. Media planning is the art and
science of making that connection.
Making that connection is crucial to the success of the brand. Whether
you are a brand manager, an advertising account manager, or even a top-
level executive seeking profi ts for the entire company or corporation, you
need to understand the impact of media on the company and its brands.
The importance of effective media planning is a central ingredient to
that success. Media ultimately connects the business of the brand to the
consumer. Imagine a planning schematic. At the top is the business prob-
lem. Marketing develops a plan to solve that problem by analyzing the
various levers of its discipline. The classic four are product, price, place,
and promotion. Communication is a capstone of promotion. It is what con-
nects the plan to the audience.
Advertising is a signifi cant aspect of communication. Historically, the
media planner’s role has been to connect the advertising message to the
audience through various media channels. While this role is important, it
leaves out numerous other communication considerations. What role—
if any—should public relations play in the communication mix? Should
promotions take a greater or lesser role? How about social media or the
brand’s website?
It is not enough to just plan advertising media in today’s communication
world. That’s why this book approaches media planning from an i ntegrated
marketing communication perspective. The media plan should consider all
consumer brand touchpoints regardless of their origin. In this text, we call
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