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 Advertising 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. The 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. Like our previous books, this edition of Advertising Media Planning ties into the new, fourth edition of Advertising 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 The 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.