This paper discusses the distinctions that should be made in media scheduling between the theories of how advertising works (response functions and decay) and the tactics of media buying (cover and frequency). It draws on the modeling analysis work of Simon Broadbent (1997-1998) commissioned by Leo Burnett Media that includes both single source analysis and time-series modeling of adstock. It positions scheduling as a strategic choice about aggregate sales effects under the conditions specified while it places decisions about high or low repetition and cover criteria as micro or tactical choices about the quality of TV time and the way we think a campaign works on individuals. It also suggests a practical multi-dimensional framework in which to deal with both ideas better linking overall brand communication strategies to media buying tactics.
Complex theories of how advertising works in terms of response, repetition and decay have been merged and confused with the audience- delivery-based media planning concepts of reach and frequency. This paper discusses distinctions that should be made in media scheduling between the strategic theories of how advertising works (response functions, decay rates) to deliver aggregate sales effects and the tactics of media buying to determine repetition and cover criteria. While the paper explodes both the myths of âeffective frequencyâ and âonce is enoughâ, it also suggests a practical, multi-dimensional framework to deal with both ideas, better linking overall brand communication strategies to media buying tactics.
As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and evaluating media planning processes and systems that can be used on a worldwide basis. This paper offers a first-hand look at the complexities of developing branded planning tools for the global Leo Burnett Media network. It looks at definitional differences in the use of key media terms, the conceptual framework and the sequencing of the planning process.