MEDIA PLANNINGBy,ArunrajJjwala SekarDivya RaoVanjul Jain

“Process of selecting the advertising media and deciding the time or space in which the ads should appear”

Media planning is generally the task of a media agency and who finds the most appropriate media platforms for a client's brand or product.

The job of media planning involves several areas of expertise and  media planner determines the best combination of media so as to achieve the given marketing campaign objectives.

WHAT IS

MEDIAPLANNING

Traditional Media: TV/Cable, Radio, Print, Outdoor, Out-of-Home, or Transit.

Digital Media: Web, Mobile, Email, Social and Video, Search Engine Marketing and Search Engine Optimization.

Engagement Media: Experiential, Point-of-Purchase and Behavioral Marketing.

TYPESOF

MEDIA

•MEDIA PLAN: Document that establishes how media will be used to disseminate an advertiser’s message, including objectives and strategy.

•MEDIA OBJECTIVE: Statement in media plan that explains the goals of the plan; usually states how many of the target will be exposed to advertising messages in a given time period, and how often.

•MEDIA STRATEGY: Statement in media plan that outlines how objectives will be accomplished; shows where and when advertising messages will appear, and at what cost.

•MEDIA RATIONALE – The media rationale is an explanation of why each medium makes sense for the client based on the stated media objectives. The rationale supports the media objective with marketing facts and states why the mediums are recommended.

Factors Influencing Media Planning Decisions:

•Target Market Profile

• Brand/Product Dynamics

•The Creative Execution

•Budget Considerations and Media Deals

•The Competitive Situation

•Availability and Timing Considerations

•CPM : Cost per thousand, cost of reaching 1,000 members of target audience with media vehicle(s) or plan

•Media mix refers to the various advertising channels through which a company communicates with its audience in order to fulfill a campaign as outlined in the media plan.

•Generally, a media mix includes radio, TV, print and online advertising endeavors.

•The media mix is the total amount of advertising that an agency, advertising company or media buyer has budgeted for a specific advertising strategy and media plan.

MEDIAMIX

Geographic coverage:Media strategy is based upon market coverage. If media planners want to market products nationally, they will select all-India newspapers and magazines. However, if market is limited to a particular region, they shall select vernacular media popular in that region.

Scheduling:Media scheduling decisions are the decisions about the timing, continuity and size of the ads. The time, place, media should be considered while advertising.

Reach versus Frequency:To face heavy competitive campaign, frequency should be greater to ensure the repetition of the message. While advertising an innovation, a greater reach is preferred, to a greater frequency.  

COMPONENTSOF

MEDIAPLANNING

Target market coverage:Audience can also be described in psychographics terms – activities, interest, and opinions forming a lifestyle, personality traits, and brand preferences.

Creative Aspects and Mood:Creative considerations such as the quality of reproduction, the colour effect, special effects, have to be considered. The medium must be appropriate for the ad message.

Flexibility:The ability of the media to adapt to changing and specific needs of advertisers is flexibility.

Budget considerations:A choice of media will depend to a large extent upon the size of the advertising budget. Certain media types may be too expensive for the funds available.

MEDIA PLANNING = SELECTION + SCHEDULING

MEDIA SELECTION

There are two types of selectivity:

Class Selectivity is the ability of a medium to reach the target market without waste.

Geographic Selectivity is the ability of a medium to cover a particular geographic area without spillover.

MEDIA SCHEDULING

Reach Frequency

Continuity(how long a campaign

runs)

100%

RELATIONSHIP BETWEEN REACH, FREQUENCY AND CONTINUITY

Brilliant media planning will deliver compelling messages that appear in the right place and at the right time.

- Media planning ensures that the clients' messages are compelling by understanding more about the target audience's behavior.

- Media planning makes sure that our messages appear in the media that our target audience actually read, watch or hear.

- Media planning also ensures that the messages appear at the right time. By understanding the mindset of our target audience throughout the day or week, media planners are able to ensure that the message reaches them at a moment when they are willing or able to consider specific products and services.

BENEFITSOF

MEDIAPLANNING

Imagination is envision … In our real world we see whatever we imagine. Lets put this concept as an perspective to our brand – Envision

An abstract imagination is experienced when you look at the logo ! It is illusion of numerous things your mind is mapping while you are trying to read before we reveal whenever !

CONCEPTOF

THEBRAND

The Logo now reveals the typeface.

Brand identifies the philosophy of today's generation. Cool and confident Envision Eyewear sets the wearer apart from the crowd and defines a personality who loves to see the world of his Imagination. Unisex in appeal, it is classic in its feel and chic in its vibe. It carries in its soul the energy of the youth with the poise of the truly mature. It begins as eyewear but evolves as visionary youth.

DESCRIPTIONOF

THEBRAND

THELOOKS

Stall inside the Mall

(standees with

artwork, backdrop, promoters) Social Media

(facebook, twitter etc.)

Magazine

Newspaper (half page

ad)

Brochures for

distributing in Malls

A1 size posters in colleges

MEDIUMS OF

PROMOTION

FIND THE ONE WHICH SUITS YOU THE BESTFOLLOW US @

BUDGET PLANSR.NO

PRINT BRANDINGRATE /PC

QTYAMOUNT

FOR 3 MONTHS

01A1 size POSTERS in College Campus

15 2500 37500 1,12,500

02 Brochures 40 5000 2,00,000 6,00,000

03Standees with artwork installations ( 4 college events)

1500 40 60,000 1,80,000

04Banners + MVC mounting charges per sq.fts in Malls

350 6 2100 6300

05Flyers in Newspapers + service charges

1.50 10000 15000 +4000 57,000

06Magazine (Femina) per insertion

3 3,25,000 9,75,000

TOTAL3,18,600

19,30,800

SR.NO

MALL (Branding and Promotion)AMOUNT IN RS.

TOTAL (3 months)

01Stalls 10 x 10 : (Backdrop +Standees + Merchandise+ Stationery+ Promoters Male/ Female in Malls)

1,00,000 3,00,000

02

Online Media Promotions ( facebook AD page)External website Ad

Rs. 12.5 * 1000

12,500 3,75,000

03 You-tube AD (5000 views) 6820 6820

04 Shopify Online Facebook store 558 1674

05

Hoardings 5 SPOTS (OMR, ANNA NAGAR, BESANT NAGAR, T NAGAR, VALLASARWALKAM) at prime locations for a week costs upto 80,000 + place rent (2weeks in a month)

1,60,000+ 40,000

6,00,000

TOTAL 12,83,494

SR.NO

SOCIAL MEDIA AMOUNTFOR 3 MONTHS

01 FACEBOOK PAGE - -

02 INSTAGRAM - -

03 PINTEREST - -

04 TWITTER - -

- -

THANKYOU