Media Planning and Buying

GROUP 2

BRAJESH PANDEYDIBYAJOTI DEYJAMILA BANOSARFRAZ KHANSAURABH SINGH

Understanding Media

What is media?

TelevisionPosters

Radio

Press

Cinema

Internet

TelevisionPosters

Radio

Press

Cinema

Internet

PackagingPR

Corporate Communications

Brand Figureheads

In-store

Events

Sponsorship

Staff

Point of Sale

Point of Sale

Retail environment DM

Company vehicles

Product placementAmbientCall centres

MerchandiseWord of Mouth

Sampling

What is media?

What is media planning?

• Media planning can be defined as:– Finding ways of reaching the right number of

appropriate people;– the right number of times;– at the best time and place;– with the right advertisement;– at minimum cost;– to achieve the brand’s/service’s objectives.

“I know half the money I spendOn advertising is wasted, but ICan never find out which half.”

- Anonymous

Need of Media Planning

Media is continuously fragmenting

3480Screens

22 National

1300 Regional

8,300Magazines

400+ Channels75% m/c homes

1.5m PVRs

244,000 traditionalPoster sites276 stations

10,000 online

4.2 bnItems

a year90% of adults50% bluetooth

80% online100,000 +

sites100m blogs

Different Channels Carry Different Types of Influence

Media exposures are rising

3480Screens

22 National

1300 Regional

8,300Magazines

400+ Channels75% m/c homes

1.5m PVRs

244,000 traditionalPoster sites276 stations

10,000 online

4.2 bnItems

a year83% of adults30% bluetooth

80% online100,000 +

sites100m blogs

Ad Avoidance

500+ media exposures

on averageevery day

STRENGTH Mass Coverage

Influential Low Cost Per

Exposure Attention Getting

WEAKNESS Short Message Life

High Production Cost Limited Information

Cluttering

THREAT Easy to imitate

Which media to select Huge cost if failure

SWOT Analysis

New Emerging Media (Electronics)

• Internet ( Blogs, Social Networking Sites, Mailing sites)

• Mobile• Cinema – increase in product

placement

Media Planning process

Background and Situation AnalysisBackground and

Situation AnalysisDiscusses Media Options,

Opportunities and Target Audience.Discusses Media Options,

Opportunities and Target Audience.

Media ObjectivesMedia Objectives Goal or Task that Media Can Accomplish

Goal or Task that Media Can Accomplish

Media strategydevelopment andimplementation

Media strategydevelopment andimplementation

Translates media goals into general guidelines that will control the planner’s selection and use of

media.

Translates media goals into general guidelines that will control the planner’s selection and use of

media.

Evaluation andfollow-upEvaluation andfollow-up

The effectiveness of the entire plan that is implemented and the corrections measures reqd.

The effectiveness of the entire plan that is implemented and the corrections measures reqd.

A Media Plan is a Written Document that Summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages.

Situation analysis

Analysis is made of a company and its competitors on the basis of : Size and share of total market Sales history, costs and profit Distribution practices Methods of selling Use of advertising Identification of prospects Nature of the product

Whom to Advertise ToWhom to Advertise To

Which Geographic Areas to CoverWhich Geographic Areas to Cover

When to AdvertiseWhen to Advertise

What the Duration of the Campaign Should BeWhat the Duration of the Campaign Should Be

What the Size or Length of the Ad Should BeWhat the Size or Length of the Ad Should Be

Setting Media ObjectivesThe Basic Goals That Direct Media Strategy Typically Focus on:

Specifying Media Objectives

• 1. What proportion of the target audience should be exposed to our message

“Reach”• 2. How often should the target audience

be exposed to our message?“Frequency”-- “Motivational frequency”-- “Effective reach and frequency”

When high frequency is required

• A new brand• A smaller, less known brand• A low level of brand loyalty• Relatively short purchase and use

cycle• With less involved (motivated and

capable) target audiences• With a great deal of clutter to break

through Source: Joseph Ostrow at Y & R, JAR, 1984

Specifying Media Objectives (cont’d)

• 3. How much total advertising is necessary to achieve the reach and frequency objective?

“Weight” (GRPs/TRPs, Gross Impressions)- FCB research: no awareness with <1000 GRPs

• 4. How to schedule the advertising campaign?

“Scheduling” or “Continuity” - Continuous scheduling - Pulsing - Fighting

Specifying Media Objectives (cont’d)

• 5. What is the least expensive way to accomplish media objectives?

“Cost”: Absolute and relative costs- CPM or CPP: Measures cost

efficiency• 6. Other considerations

-- Geographic coverage

-- Qualitative media environment-- Recall research

Developing and Implementing Media

Strategies

1. The media mix• Single medium or multiple medium• The – objectives sought, – the characteristics of the product or service, – the size of the budget, and – individual preferences etc

determine what combination of media will be used.

2. Target market coverage

Population excluding target market

Target market

Media coverage

Media overexposure

Full MarketCoverage

Partial MarketCoverage

Coverage ExceedingTarget Market

3. Scheduling

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Pulsing

Flighting

Continuity

Objective of scheduling is to time promotional efforts so that they will coincide with the highest potential buying times.

4. Reach Vs Frequency

• Reach - Exposing potential buyers to the message

• New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry

• Frequency is the number of times one is exposed to the media vehicle, not necessarily to the ad itself

• Overstatement , rather ‘opportunities to see’

Program ratings• Gross rating points = reach x frequency.• GRPs are based on the total audience the

media schedule may reach; they use a duplicated reach estimate.

• Target ratings points (TRPs) refer to the number of people in the primary target audience the media buy will reach—and the number of times.

• Effective reach- represents the percentage of a vehicle’s audience reached at each effective frequency increment.

• Determining effective reach.

5. Creative aspects and mood

• Creative aspects-– To implement creativity strategies,

medium to be chosen which supports such strategy

• Mood- Certain media enhance the creativity of a message because they create a mood that carries over to the communication

Budget considerationAdvertising and promotional costs can be categorized in two ways.

The absolute cost of the medium or vehicle is the actual total cost required to place the message.

Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare media vehicles.

Determining Relative Costs of Media

1. Cost per thousand (CPM). For years the magazine industry has provided cost breakdowns on the basis of cost per thousand people reached. The formula for this computation isCPM=Cost of ads pace (absolute cost) × 1,000 divided by Circulation

Method 2

2. Cost per ratings point (CPRP). The broadcast media provide a different comparative cost figure, referred to as cost per ratings point or cost per point (CPP), based onthe following formula :CPRP = Cost of commercial time divided by Program rating

Method 3

3. Daily inch rate. For newspapers, cost effectiveness is based on the daily inch rate, which is the cost per column inch of the paper. Like magazines, newspapers now use the cost-per-thousand formula discussed earlier to determine relative costs.

Evaluation and Follow-Up

Measures of effectiveness must consider two factors: (1)How well did these strategies achieve the

media objectives?(2)How well did this media plan contribute

to attaining the overall marketing and communications objectives?

If the strategies were successful, they should be used in future plans. If not, their flaws should be analyzed.

THANK YOU