3rd Edition 2nd Edition

Media Planning – Art or Science?

To purchase this book (R275 inclusive VAT), please contact:

JHB: Angie Archer at RMS Media, 011 884 9282 or angie@rmsmedia.co.za or
CT: Kim at Stramrood and Associates, 021 685 3838 or kima@intekom.co.za

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Click here for a brief overview of the textbook

Chapters covered:

CHAPTER 1: CREATING A STANDPOINT FOR MEDIA PLANNING

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Positioning media planning within the broader discipline of communication
  2. Describing the elements and phases of the media planning process in a model
  3. Identifying points of potential interference or noise in any planned campaign
  4. Analysing the inherent strengths and affiliations of the media and matching them to campaign objectives and orientations
  5. Positioning media planning within the broader disciplines of advertising and communication
  6. Motivating to advertisers the role of advertising and media agencies in the marketing communication process
  7. Motivating to advertisers and creative agencies the early involvement of media planning in the overall advertising process

CHAPTER 2: MEDIA PLANNING AND THE TARGET MARKET

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Understanding the need for and relevance of target market segmentation
  2. Using the six primary segmentation techniques to create a target market
  3. Differentiating between AMPS Lifestage and AMPS Lifestyle models
  4. Applying the AMPS Lifestage and AMPS Lifestyle models to a segmentation analysis
  5. Positioning the various media genres within the AMPS MGM model
  6. Understanding the evolution and parameters of the AMPS Universal LSM model
  7. Critically applying the AMPS LSM model to a segmentation analysis
  8. Understanding the need to balance the business and social expectations of the media industry in making media planning decisions

CHAPTER3:MEDIA RESEARCH … DATABASES AND MARKET SEGMENTATION

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Understanding the need for multifaceted media research
  2. Identifying and critically analyzing the primary databases
  3. Critically analyzing media owner research by applying the W-Plan
  4. Reading and analyzing a typical cross-tabulation report
  5. Applying measures of volume and incidence to a segmentation analysis
  6. Calculating incidence and market penetration using percentages
  7. Calculating market profiles using percentages
  8. Computing segment weighted indices and applying these to a segmentation analysis

CHAPTER 4: CONCEPTS OF MEDIA PLANNING

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Differentiating between the inter-media and intra-media decision
  2. Recognising and manipulating the primary elements of the media square reach, frequency, impact and time, to create soundly weighted media campaigns
  3. Distinguishing between coverage, reach, cumulative reach and effective reach in setting media objectives
  4. Calculating reach of a medium or media schedule
  5. Distinguishing between frequency, opportunities to see (hear) and effective frequency in setting media objectives
  6. Calculating frequency generated by a media schedule
  7. Understanding frequency distributions
  8. Setting effective frequency levels for a media campaign
  9. Calculating cost-efficiency of audience delivery for a media campaign
  10. Distinguishing between cost-efficiency and cost-effectiveness for a media campaign
  11. Understanding ratings and their relationship to reach and frequency
  12. Calculating GRPS generated by a schedule
  13. Applying GRPS as a means of comparison in cost-efficiency calculations
  14. Recognising the role of terminology as an explanatory tool

CHAPTER 5: MEDIA QUALITIES AND THE MIX

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Differentiating between a medium and a media vehicle
  2. Distinguishing between an inter-media and an intra-media decision
  3. Determining and evaluating media imperatives for each major medium
  4. Differentiating between media cost-efficiency and media cost-effectiveness
  5. Comprehending a SWOT analysis of each major medium

CHAPTER 6: MAGAZINES … THE SEARCH FOR PRIMARY READERS

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the unique contribution of magazines to the overall media schedule
  2. Challenging conventional views as to the composition of magazine reader profiles
  3. Differentiating between circulation and readership
  4. Recognising different levels of readership and the significance of Primary Readers
  5. Understanding the role of Impact factors and Response Functions
  6. Evaluating the credibility of magazine titles using non-readership centred techniques
  7. Determing material deadlines and critical path timings for schedule inclusion
  8. Selecting titles, calculating rates, cost-efficiency and constructing a targeted schedule
  9. Understanding the importance of ad-dimension and use of colour in ad-noting
  10. Understanding the importance of page position and clutter in ad-noting

CHAPTER 7: NEWSPAPERS … HOLDING THE LINE AND FLYING THE FLAG

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the unique contribution of newspapers to the overall media schedule
  2. Recognising the profile variations between categories of newspapers
  3. Differentiating between circulation and readership
  4. Differentiating between the various levels of audited circulation such as ABC and VFD
  5. Recognising different levels of readership and page traffic and applying this to advertisement placement and pricing
  6. Understanding the role of Impact factors and Response Functions as they relate to "size of ad", "position of ad" and "colour of ad"
  7. Evaluating the credibility of the local press using non-readership centred techniques
  8. Determining material deadlines and critical path timings for schedule inclusion
  9. Comprehend "single column centimeters" as the basis of newspaper cost calculation
  10. Calculating insertion costs by title based on sccm calculations
  11. Calculating title and schedule cost-efficiency
  12. Differentiating "main body readership" and "supplement readership"
  13. Understanding the importance of page position and clutter in ad-noting

CHAPTER 8: TELEVISION … TAKING POLE POSITION

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the unique contribution of Television to the overall media schedule
  2. Analysing the demographic variations between major TV stations
  3. Understanding the role of ICASA in the licensing of TV stations and broad control of the TV market
  4. Comprehending and applying the unique terminology utilised in TV planning and buying, in particular …
  5. Differentiating between the various definitions and levels of TV viewership from rnaging from "Monthly" and "Yesterday" viwership to TAMS ratings
  6. Differentiating between GRPS in the general sense and "time-weighted" ARS as specifically applied to TAMS planning data
  7. Calculating GRPS using Reach and Frequency dynamics
  8. Calculating Reach and Frequency using variations of the GRP formula
  9. Calculating CPP using ratings and spot rates
  10. Calculating the rating standard error for single spots
  11. Understanding the significance of appropriate sample sizes
  12. Recognising the conribution of qualitative factors such as language, audience appreciation, spot duration
  13. Understanding the role of liking and noting to TV commercial recall and comprehension
  14. Managing the dynamics of available audience and daypart delivery
  15. Understanding and applying the concept of effective frequency in setting campaign objectives and measuring campaign delivery
  16. Identifying the symbiotic relationship between effective frequency and effective reach
  17. Reading and analysing a typical buying brief
  18. Reading and analysing a typical post-campaign report

CHAPTER 9: RADIO … THE CINDERELLA MEDIUM

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the unique contribution of Radio to the overall media schedule
  2. Recognising the reach contribution of radio advertising in South Africa
  3. Isolating the primary demographic profile of radio listeners
  4. Critically analysing the definition of radio listenership
  5. Differentiating between the various levels of audience ranging from "average ¼ hour" to "gross duplicated" audience
  6. Critically differentiating the outputs from the various research techniques utilised to determine radio listenership
  7. Recognising the contribution of qualitative factors such as language, audience appreciation, spot duration
  8. Identifying available audience patterns and resulting day-part pricing patterns
  9. Determining the impact of various commercial duration on the average schedule
  10. Managing the dynamics of available audience and daypart delivery
  11. Creating a radio flighting pattern to meet reach or frequency objectives
  12. Evaluating the contribution of stations from both a total audience and profile perspective

CHAPTER 10: CINEMA - BIG SCREEN … BIG IMPACT!

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the unique contribution of Cinema to the overall media schedule
  2. Understanding the limitations of cinema in terms of broad market reach
  3. Utilising other sources of information other than AMPS to audit cinema audiences
  4. Analysing the potential of movie titles to deliver unique audience profiles beyond the generic profile of cinema attendance
  5. Evaluating the contribution of cinema to overall noting levels for audio-visual media including TV commercials
  6. Determining the importance of on-reel positioning in overall impact and noting
  7. Motivating the extension of the cinema campaign into in-foyer promotional activity

CHAPTER 11: OUT OF HOME … SUPPORT MEDIUM OR SUPER MEDIUM?

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the unique contribution of Out of Home media in the South African market
  2. Differentiating between the various forms of Out of Home media measured in AMPS
  3. Isolating the primary demographic profile of various forms of Out of Home media measured in AMPS
  4. Critically evaluating the strategic and tactical strengths and weaknesses of Out of Home media
  5. Understanding the relationship between Out of Home media and levels of population mobility
  6. Recognising the limitations of conventional reach and frequency analysis in planning and the selection of Out of Home media
  7. Evaluating the contribution of the various models used for site selection and evaluation
  8. Briefing the various Out of Home media owners on the requirements of a campaign and evaluating their inventory generally and their proposal specifically, against quantifiable campaign objectives

CHAPTER 12: ALTERNATIVE MEDIA ... BEYOND THE TRADITIONAL PLAN

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Recognising the tactical contribution of alternative or "second-tier" media to the strategy
  2. Motivating the central role of relationship marketing to all successful communication
  3. Differentiating between loyalty programmes and incentive programmes
  4. Identifying the critical path steps for direct mail shots
  5. Positioning direct distribution on the overall communication schedule
  6. Measuring response from tele-marketing programmes
  7. Recognising the contribution of interactive multimedia to communication
  8. Positioning the internet as a media option
  9. Deploying the most effective techniques for maximising response to internet campaigns
  10. Measuring traffic and response to internet campaigns
  11. Recognising the opportunities inherent in sponsorship
  12. Deploying the most effective techniques for maximising response to sponsorship
  13. Measuring and tracking response to internet campaigns

CHAPTER 13: THE MEDIA PLAN - DEVELOPING THE STRATEGY

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Interrogating the client brief to agency
  2. Isolating critical information required by the media planner
  3. Drawing up a media brief
  4. Differentiating between objectives and strategies
  5. Applying strategic solutions to the specifics of the media brief
  6. Understanding the need for and contribution of multi-media schedules
  7. Planning for media synergy
  8. Identifying and applying the key elements of communication strategies

CHAPTER 14: THE MEDIA PLAN - MAKING IT HAPPEN

Learning outcomes

After reading this chapter the readers should be competent in …

  1. Isolating the key decision steps in outlining a broad media strategy
  2. Evaluating appropriate budget setting practices
  3. Reading and analyzing competitive advertising spend
  4. Drawing strategic conclusions from competitive advertising data
  5. Calculating share of voice (SOV) and SOV:SOM ratios using adspend data
  6. Laying out a typical media plan
  7. Applying strategic solutions to the specifics of the media brief
  8. Understanding the need for and contribution of multi-media schedules
  9. Planning for media synergy
  10. Identifying and applying the key elements of communication strategies