Chapter 1 Introduction to the Media Side of Advertising

Media as a career destination
Motivation for this course and book
Framework of the book and the value of “That Depends.”
Comprehensive media plan structure overview . . . the Five Rights
Seven snapshots that frame the media industry today
The context and environment of media planning
ADWEEK’s award winning media plans: Ely Lilly, Mini Cooper
Exercises

Chapter 2 The Unique Nature of Media Objectives

Marketing objectives
Advertising objectives
Media objectives
Three “Mixes” and the Marcom Family Tree
ADWEEK’s award winning media plans: Curious Fragrance, Dunkin Donuts
Exercises

Chapter 3 The Right Audience: The 1st of the Five Rights

Media Strategy meets the Pareto Rule
Audience profiling overview
Demographics: How to read MRI & Simmons tables, How to use indexes, Strategic Impression Ratio, Valuing, Social Class Index, Other demographic weighting models
Geographics: The role of spot markets, CDI, BDI, ACV, Other spot market weighting models and factors
Psychographics
The six dimensions of psychographics, The beauty of crossindexing,
Lifestyle Analysis, Cluster analysis, Behavioristics Emotional & rational utilities and the motivational hierarchy, Buying Styles, Media
preferences, High involvement vs low involvement ADWEEK’s award winning media plans: Mini Cooper, Kellogg’s Special K
Exercises

Chapter 4 The Right Medium: The 2nd of the Five Rights

Media selection overview: 10 significant considerations
Use of Quintiles
Sample media selection information
Share of Voice Analysis
Using more than one medium…when and why
Determining media weights
Strengths and weaknesses of different media and campaign types
ADWEEK’s award winning media plans
Exercises

Chapter 5  The Right Exposure Level: The 3rd of the Five Rights

Exposure metrics overview: Impressions, Rating points, Ratings & share, Frequency, Reach, Share of voice
Effective frequency
Ostrow method of determining EF range
Effective reach
Media buying tactics to optimize reach or frequency
ADWEEK’s award winning media plans: Gain, Sansa
Exercises

Chapter 6  The Right Timing: The 4th of the Five Right

Sales curves and purchase cycles
Alternative scheduling patterns
Campaign launch considerations
Campaign duration considerations
Sexy flow chart
ADWEEK’s award winning media plans: Campbell’s Soup, McDonalds
Exercises

Chapter 7  The Right Cost: The 5th of the Five Rights

Budget setting methods
Weighting models for budget allocation
Cost efficiency metrics and pricing formats for various traditional media
Broadcast media post-buy analysis
Cost efficiency metrics and pricing formats for the Internet
Media negotiations
ADWEEK’s award winning media plans: Degree for Men, Archipelago
StockTrading
Exercises

Chapter 8  Evaluation Metrics for Non-traditional Media

Effectiveness, Efficiency and Engagement
Eleven non-traditional media
Media ROI framework
ADWEEK’s award winning media plans: E*Trade, Panasonic TV
Exercises

Chapter 9  Media Lingo, Formulas and Rounding Rules

Glossary of terms
Media formulas
Rounding rules
ADWEEK’s award winning media plans: Adidas Basketball

Chapter 10  Writing a Comprehensive Media Plan

Outline and specifications for a plan
Hints of presenting a media plan

Index