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MEDIA PLANNING

Media Planning refers to a series of

decisions required in delivering the

advertising message to to target audience.

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MEDIA PLANNING PROCESS:

MARKET

ANALYSIS

SET THE

MEDIA

OBJECTIVES

MEDIA STRATEGYDEVELOPMENT &

IMPLEMENTATION

EVALUATION

&

FOLLOW-UP

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5 BASIC DIMENSIONS TO BE CONSIDERED:

• CONTINUITY

• TARGET MARKET DEFINITION

•

MEDIA TYPE• MEDIA VEHICLES & UNITS

• MEDIA SCHEDULING

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PROFILE OF MAJOR MEDIA TYPES

TELEVISION

• Visual image, sound, motion.

• Product demonstrations.

• Quick recognition, high

reach.

• Credible source of information.

• Mass coverage.

•

Low cost per exposure.• Variety of cost effective

channels.

• World market

• High production cost

• Low selectivity

• Short span of message

• clutter

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RADIO

• High reach & localcoverage.

• Spot of 7, 10, 15, 20 , 30

seconds.• High geographical &

demographic selectivity.

• Low production cost

• flexibility.• Well-segmented

audience.

• Lacks visual element.

• Limited listenerattention.

•Clutter.

• Message is short lived.

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NEWS PAPER

• High market

penetration.

• High believability.

• High reader’s

involvement.

• Geographic & language

selectivity.• Low cost

• Timeliness & mobility

• Poor reproduction

quality.

• Short life of

advertisement.• Clutter.

• Lacks demographic

selectivity.• Waste circulation.

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MAGAZINES

• High geographic &demographic selectivity.

• High quality

reproduction.• High readers

involvement.

• Longevity of message.

• High informationcontent.

• Long life.

• Most expensive media.

• Lack of ad frequency.

• Long lead time for ad

placement.• Visual only.

• Clutter.

• Some waste circulation.

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INTERNET & INTERACTIVE MEDIA

• User attention &

involvement.

• Interactive relationship.

• Sales potential.

• Message tailoring

techniques.

•Favorable positioningstrategy.

• High exposure.

• Relatively new mwdia

with a low number of

user in some countries.

• Few validmeasurement.

• Technology limitations.

•

Increases CPM.

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DIRECT MAIL

• High level of selectivity.

• Readers involvement.

• High information

content.

• Opportunity for repeat

exposure.

• High cost per contact.

• Often thrown as junk

mail.

• Clutter.

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FACTORS AFFECTING CHOICE OF

MEDIA

• PRODUCT CHARECTERISTICS

• TARGET AUDIENCE

• COMPETITORS ADVERTISING• DISTRIBUTORS COVERAGE

• ADVERTISING OBJECTIVES

• MEDIA COST

• MEDIA SELECTION

• MEDIA CIRCULATION

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• MEDIA RESTRICTION

• MEDIA FLEXIBILITY

•

MEDIA LIFE• MEDIA SUPPORT & BENEFIT

• MEDIA AVAILABILITY

• MEDIA IMAGE• ADVERTISING BUDGET

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FACTORS CONSIDERED WHILE

SELECTING MEDIA MIX

• BUDGET

• COMPETITOR’S STRATEGY

• FREQUENCY V/S REACH

• INCREASING DISTRIBUTOR’S

SUPPORT

• CONTINUITY

• FLEXIBILITY

• FRANCHISE POSITION

• STD OF ACCEPTANCE & CODEOF ETHICS

• COST PER THOUSAND

• CREATIVE CONSIDERATION

• THE MEDIUM & TARGET

CONSUMER MATCH

• LANGUAGE

• PRESTIGE OF THE MEDIA

• THE EDITORIAL ENVIRONMENT

• NATURE OF PRODUCT SERVICE

& MARKET

•

AVAILABILITY OF MEDIA TIME &SPACE

THE DO’S & DON’TS FOR EFFECTIVE

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THE DO’S & DON’TS FOR EFFECTIVE

MEDIA PLANNING

• DO- understand the clients business needs.

• DO- study the clients brand that requires to beworked on.

• DON’T- stereotype solutions.

• DON’T-base your strategy purely on numbersgenerated by various software.

• DO- select the type of media making sure itwill hit the target.

• DO- make sure to try maximizing visibility.

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• DON”T- make your schedules clash with major

events.

• DON”T- ever act like a “buyer”. Media buying is to a

great extent a function of relationships• DO- make sure to take advantage of major events for

advertising.

•

DON’T- be rigid in your thinking• DO- every client has a year beginning & ending

• DON’T- always look out for CPRP& GRPS.

• DO- start any plan with a clear picture.

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Media strategy

• Step 1:

Reviewing the marketing and advertising situation.

Marketing factors.

who is the competition and what do they hold?

what is our marketing strategy? Our marketing

objectives? what buyer problems does our product solve?

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What marketing decisions have been made

about about the internal marketing elments

( product, price, promotion and distribution)?

what external environmental factors are

influencing of our product?

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Advertising factors

What role is advertising expected to play in the

stimulation of brand demand?

What are the advertising objectives?

What is the size of the advertising investment?

What is the creative strategy? What are our creative

tactics?

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Step 2: Selecting the target market

• Classifiction of target audience:

lifestyles

Product usage.

Age, sex group.

Geographic conditions.

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Step 3: Setting media objectives

• Terminology of media objectives.

Reach.

Frequency.

Continuity.

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Step 4: Evaluaitng media alternatives

• Two levels of media evalutions:

Media type level.

Media vehicle level.

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Comparing media vehicle efficiency

• CPM = cost of advertising x 100

total circulation

= Rs. 150000 x 1000

500000

Rs. 30

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GROSS RATING POINT

• GRP is the basic unit of the counting in buying

television slots.

GRP = reach x average frequency.

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How to evaluate media alternatives?

Stimulation model

•

ADMOD

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ADMOD model

• Aims to achieve cognitive changes in theconsumption pattern among customers.

• Concentrates within the segment rather than the

total segment.

• Product change which takes place over a period of time.

• The exposure probability of media schedule is:

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Pij=bij hj

• Where, Pij = probability that individual ‘i’ is

expected to be exposed to media option ‘j’.

• Bij = probability that individual ‘i’ is exposedto vehicle ‘j’ is the vehicle associated withmedia option ‘j’.

• Hj = probability that any one exposed tovehicle ‘j’ will be exposed to media option ‘j’.

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Step 5: Media Scheduling

• Media scheduling refers to preparing a

calender or blueprint of the advertising plan.

It offers specific details regarding what media

will be bought, when it will be purchased, andhow much time or space will be used for each

advertisment or commercial.

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Media scheduling involves :

•

Macro scheduling - in relation to the seasonand the buyers cycle.

•

Micro scheduling - allocates advertisingexpenditure within a short period to obtain

maximum impact.

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Media Scheduling Strategies

• Flighting

• Bursting

•

Pulsing

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• Seasonal

• Teaser set-up

• Step down

• Steady

• Alternate method

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Step 6: implementation the media

plan

• Media prices.

• Contracts.

•

Insertion orders.• Execution media plans.

• Media departments of advertising agencies.

•Media buying services.

• In house media group.

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Step 7 : Evaluating the media plan.

• To understand the relevant media environment.

The target market, particularly its demographically,

life-styles media habits.

The competitions media investment patterns.

All the possible media alternative and their abilties to

help fulfil the media.

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Role of Media Research

• Reader’s Profile

• Selection of Media

• Booking of Time & Space

• Importance to media owners

• Sponsorship of programmes

• Benefit to Audience

• Benefit to media planners

• Benefit to Research Organisations

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Scope of Media Research

• The Reach & Circulation of different media

• Measuring impact of new media

• Finding appropriation of slots

• Understanding Consumer Profile

• Gathering information about best media buys

• Innovations that will increase visibility

• Media scheduling

•

Increasing effectiveness of ad campaign• Reducing wastage

• Appropriate positioning

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Research Methods

• Measuring Broadcast

Co-incidental Method

Roster Recall

Diary Method

The Audimeter

• Measuring Print

Recent Reading Method Reading Habit Method

Through the Book Method

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Media Research in India

• Research on Press

Audit Bureau of Circulations

Press Audits

National Readership Survey

Children’s Media Survey

Upmarket Media Survey

Decision Makers Media Survey

Businessman’s Readership Survey

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• Research on TV

Audience Research

Television Rating Points (TRP)

TV Monitoring Reports

NTS – MRAS

TRP Clutter Index MRAS Ad Viewership Study

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• Radio Research

Reach and Coverage Study

CBS Listenership Survey, 1989

CBS of AIR

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Advertisement Brief

• The client briefs the agency on what is

required and obtains agreement before

creative work is done. Simply put it consists of

what the ad is expected to shoot for.

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Ingredients Of An Advertising Brief

• Promotional objectives

• Budget

• Product profile

• Company profile

• Market analysis/Competition

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• Production plans

• Pricing policy

• Distribution plans

• Legal aspects

• Any other information

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Media brief

• Team

• Product

• Competition

• Budget

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• Regionality

• Seasonality

• Creative objectives

• Media objectives

• Research

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Media budget

• Corporate objectives

• Stage in product life cycle

• Competition and clutter

• Market share and consumer base

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• Market share goals

• Advertising frequency

• Product substitutability

• Budgeting period

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• Affordability

• Crisis management

• Importance of middlemen

• Scope of the market

• Quality of campaign

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• To measure the effectiveness of the media

plan

If the media they selected reached the

designated target market

If the media plan delivered the desired levels

of reach and frequency

If the media plan was efficient.

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