1. Media Planning
and objectives
Presented by
Arup Dasgupta
Nagaland University

2.  Meaning
 Factor affecting media planning
 Theories of media planning
 Step involves in media planning
 Objectives
 Conclusion

3.  What is media planning?
-Media plan decides how advertising time
and space in various media will be used to achieve
the ad-objective and marketing objectives of the
company. In other words, media planning is a part
of overall advertising plan.
 According to Fryburger, “ Media planning involves
selecting appropriate media for carrying
advertising message to target audience and
deciding how much to spend on each media and
scheduling (deciding the time) when the
advertising is to run”

4. Media planning includes the answer to
following 5’w :-
 Whom
 Where
 What
 Which
 When

5.  Nature of products
 Nature of customers
-Age ,level of education, no. of
customer etc.
 Distribution of products
 Advertising objectives
 Size of ad-budget
 Media used by competitors
 Language

6. 1. Media Dominance theory
-The major portion of ad-expenditure is
allocated to one media while the other media
are given lesser importance.
2. Media concentration theory
-The advertiser uses only one media for
executing the media campaign. The advertiser
do not use the media mix.
3. Media wave theory
- The advertiser uses one specific media
for a short period of time then discontinues this
media and switch over to other media.

7. i. TO KNOW ABOUT TARGET AUDIENCE
ii. TO CONSIDER VARIOUS FACTOR AFFECTING
MEDIA PLAN
iii. TO IDENTIFY THE GEOGRAPHICAL AREA
iv. ESTABLISHING MEDIA OBJECTIVE
v. SELECTING SUITABLE MEDIA
vi. SELECTING OPTIMUM MEDIA MIX
vii. SELECTING SUITABLE MEDIA VEHICLE WITHIN
EACH SELECTED MEDIA
viii. MEDIA SCHEDULING
ix. EXECUTING ADVERTISING PROGRAMME
x. FOLLOW UP AND EVALUATION

8. 1. Reach- It is a measure of how many different
member of the target audience is exposed at
least once in a given period to the
advertiser’s message.
2. Frequency- Frequency measures the average
number of times the target audience is
exposed to see, read or hear the advertiser
message.
3. Weight- Message weight is the size of
combined target audience reach by the
advertiser’s message in a single media plan.

9. Cont..
4. Continuity-Continuity evolves the matter of how
advertising is allocated during the course of an
advertising campaign. Advertiser have three
general alternatives related to allocating budget
over the course of campaign.
-Continuous scheduling
-Pulsing scheduling
-Flighting scheduling
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

10. 5. Cost-Media planner must resolve the cost
issue as they attempt to allocate the
advertising budget in a cost efficient manner
while still satisfying other objectives. One of
the most important and used indicator of
media efficiency is the cost per thousand
criterion(CPM). The basic formula for CPM is
Cost of media unit * 1000
CPM =
No. of total contacts

11.  Media planning should be thought of as a
process or a series of decision that provide
the best possible answer to a set of problem.
It is the planner’s recommendation way to
balance the many trade-off within a given
budget. A planner might find that
recommendation solution to a given
marketing problem does not make sense
when other factors are considered. Finding
the best solution to a set of marketing
problem represent the main task of planner.
That’s what media planning such an

12.  Trehan Mukesh and Trehan Ranju(1996)
ADVERTISING AND SALES MANAGEMENT
(Sixth edition)
 Baron (2000) ADVERTISING MEDIA PLANNING
(Eight edition)
 www.google.com

13. THANK YOU