ANA Guide to Media Management

The ANA Guide to Media Management

In one concise, easy-to-use volume:

• The Key Trends Shaping American Media
• The Four-Step Media Process That Every Manager Can Use for Greater Productivity
• Strategic Approaches to Organizing Media Operations
• The Manager's Guide to Measuring Media Performance: The Questions to Ask, The Pitfalls to Avoid
• Developing and Selecting the Most Effective Media Strategies
• The 10 Keys to Effective Media Management

1. Developments and Trends Shaping the American Media Environment
• The Golden Age of American Advertising Media
• The Impact of Recent Changes on the Media Function
• Slowdown in the rate of Growth of Advertising
• Pressure of Costs and Cost Efficiencies
• Shifts in Audience Availability
• Augmented Media Packaging
• Financial and Fiduciary Matters
• Structural Change in Management of the Media Function
2. Components of the Media Function
• Four Steps in the Media Process
• Step One: Developing the Media Plan or Media Strategy
• Step Two: Implementing the Media Plan — Negotiating and Buying
• Components of the Buying Platform
• Rate Negotiation
• Monitoring
• Pre-Buy Estimates
• Step Three: Stewardship
• Step Four: Research and Development
• The Advertiser's Responsibility in the Media Process
• Planning
• Buying
• Stewardship
• Research and Development
• The Need for Cooperation Between Clients and Their Media Specialists
3. Organizing the Media Function
• Four Methods of Assigning Media Responsibility
• The Traditional Full-Service Agency Approach
• Advantages of the Full-Service Agency Approach
• Disadvantages of the Full-Service Agency Approach
• The Agency-of-Record Structure
• AOR Formats
• How Assignments Are Made
• Advantages of the AOR Approach
• Disadvantages of the AOR Approach
• Independent Media Services
• Advantages of the Independent Media Services
• Disadvantages of the Independent Media Services
• The In-House Alternative
• Advantages of the In-House Approach
• Disadvantages of the In-House Approach
4. Evaluating Media Performance
• Why Is It Difficult to Monitor Performance
• Questions to Ask When Evaluation Media Planning Performance
• How Frequently Should Media Performance Be Evaluated?
5. Determining What Is Best for Your Situation
• Selecting the Best Media Structure for Your Needs
• Budget Size and Complexity
• Company Priorities, Management Mandates, and Management Style
• Client Sophistication and Staffing
• Strength of Available Resources — Agency, Service, In-House
• Cost/Benefit Implications
6. Ten Keys to More Effective Media Management
• The Ground Rules for Effective Media Operations
• Always Work within a Strategic Plan
• Pay Attention to Competitive Activity
• Tighten Up on Demographics
• Keep Up with the Media Marketplace
• Get Into the Marketplace Early
• Balance Efficiency with Effectiveness
• Hold Changes to a Minimum
• Pay More Attention to Monitoring
• Safeguard the Money
• Get Involved

1. Client A Work Plan (Fiscal Calendar)
2. Local Broadcast/Buy Specs
3. Steps in Local Broadcast
4. Evaluation Questions and Rating Scale — Planning and Buying

Mostly relevant for the American market.