1. Media Tactics
Media Planning and Strategy
The Media class, Media vehicles,
Media options, Scheduling and timing

2. Media Terminology
Media Planning - A series of decisions involving the
delivery of messages to audiences.
Media Objectives - Goal to be attained by the media
strategy and program.
Media Strategy - Decisions on how the media
objectives can be attained – indicative of the media
budget.
Media - The various categories of delivery systems,
including broadcast and print media.
Broadcast Media Electronic Media - Either radio or
television network

3. Media Terminology
Print Media - Publications such as newspapers and
magazines.
Media Vehicle - The specific message carrier, such as
the Geo Shaan say, KBC, Hamid Mir or Najam Sethi etc
shows.
Coverage - The potential audience that might receive
the message through the vehicle.
Reach - The actual number of individual audience
members reached at least once by the vehicle in a
given period of time.
Frequency - The number of times the receiver is
exposed to vehicle in a specific time period.

4. Problems in Media Planning
 Lack of information
 Serious time pressure
 Measurement problems

5. Developing the Media Plan
Situation Analysis Marketing Strategy Plan Advertising Strategy Plan
Setting Media Objectives
Determining Media Strategy
Selecting Broad Media Classes
Selecting Media Within Class
Media Use Decision Media Use Decision Media Use Decision
— Broadcast — Print — Other Media

6. Developing the Media Plan
Following areas are strongly interlinked:
• Situation / Environment Analysis
• Marketing Strategy Plan
• Advertising Strategy Plan

7. Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance

8. Media Planning Criteria
Considerations
 The media mix
 Target market coverage
 Geographic coverage
 Reach versus frequency
 Scheduling
 Creative aspects and mood
 Budget considerations

9. Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Target Full Partial Coverage
Market Market Market Exceeding
Proportion Coverage Coverage Market

10. Media Class Decisions
Decision is made on quantitative criteria
• Target Audience number that can be reached
through media class – TV, Radio, Press etc.
Territory dependent brands are complicated.
Decision is made on qualitative criteria
• Fit between medium and creative execution.
Examples????
• Production logistics
• Competition’s use of media

11. Television Characteristics
Advantages Disadvantages
 Mass coverage  Low selectivity
 High reach  Short message life
 Impact of sight, sound,  High absolute cost
and motion  High production costs
 Low cost per exposure  Clutter
 Attention getting
 Favorable image

12. Radio Characteristics
Advantages Disadvantages
 Local coverage  Audio only
 Good for territory brands  Clutter
 Low cost  Low attention getting
 High frequency  Fleeting message
 Low production costs
 Well-segmented audiences

13. Magazines Characteristics
Advantages Disadvantages
 Segmentation potential  Long lead time for ad
 Quality reproduction placement
 High information content  Visual only
 Longevity
 Multiple readers – pass-
on-readership

14. Newspapers Characteristics
Advantages Disadvantages
 High coverage  Short life
 Low cost  Clutter
 Short lead time for  Low attention-getting
placing ads capabilities
 Ads can placed in  Poor reproduction
interest sections quality
 Timely (current ads)  Selective reader
 Can be used for exposure
coupons  Low literacy rates
harm.

15. Outdoor Characteristics
Advantages Disadvantages
 Location specific  Short exposure time
 High resolution requires short ad
 Easily noticed  Poor image

16. Internet / Interactive Media
Characteristics
Advantages Disadvantages
 User selects product  Limited creative capabilities
information
 Web snarl (crowded access)
 User attention and
 Technology limitations
involvement
 Interactive relationship
 Few valid measurement
techniques
 Direct selling potential
 Limited reach
 Flexible message platform
 Compliments print and
electronic media.

17. Direct Mail Characteristics
Advantages Disadvantages
 High selectivity  High cost/contact
 Reader controls exposure  Poor image (junk mail)
 High information content  Clutter
 Opportunities for repeat
exposures

18. Media Vehicle Decision
Media vehicle choice is based on -
– Quantitative considerations of – Cost per exposure
• TV – unit of measurement
– TRP x no.of exposures = GRP ( gross rating points)
/ total no of exposures
– CPRP unit cost divided by TRP (cost per rating point)
• Press – unit of measurement
– Readership - total vehicle audience (higher than circulation)
– CPT - unit cost divided by readership x 1000= CPT (cost per thousand)
– Qualitative considerations of media vehicle choice
– Editorial environment suitability
– To gather media source effect copy approaches must vary by vehicle

19. Qualifying Reach
Reach –no of people / households exposed to the
advertising at least once, over a specified period of time
Reach is always Unduplicated Reach – internal and
external duplication
Cumulative reach - additional readers netted through
pass on readership
Effective reach / audience - % of target audience
reached by the vehicle
The audience is usually defined in terms of demographics

20. Qualifying Frequency
Frequency – the number of times someone sees the ad
Average Frequency – the average number of times a
person or household is exposed
(no. of exposures (OTS) divided by unduplicated reach)
Threshold / Effective reach level / effective frequency
– level of frequency below which the person would not
have been effectively reached - at least 3 exposures
Frequency distribution – The exact number of people to
be exposed a specified number of times (to avoid over
or under exposure)

21. Effects of Reach and Frequency
1. One exposure of an ad to a target group within a purchase cycle
has little or no effect in most circumstances.
2. Since one exposure is usually ineffective, the central objective of
productive media planning should be to enhance frequency
rather than reach.
3. The evidence suggests strongly that an exposure frequency of
two within a purchase cycle is an effective level.
4. Beyond three exposures within a brand purchase cycle or over a
period of four or even eight weeks, increasing frequency
continues to build advertising effectiveness at a decreasing rate
but with no evidence of decline.

22. Effects of reach and frequency
5. Although there are general principles with respect to
frequency of exposure and its relationship to advertising
effectiveness, differential effects by brand are equally
important
6. Frequency response principles or generalizations do not
vary by medium.
7. The data strongly suggest that wearout is not a function
of too much frequency. It is more of a creative or copy
problem.

23. Marketing Factors Important to
Determining Frequency
 Brand history
 Brand age
 Brand share
 Brand loyalty
 Purchase cycles
 Usage cycle
 Competitive share of voice
 Target group

24. Message or Creative Factors
Important to
Determining Frequency
 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation

25. Media Factors Important to
Determining Frequency
 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures

26. The Trade off between
Reach & Frequency (OTS)
– Reach is more important when gaining
awareness for a new product
– Frequency is more important when
communicating product details or building
Brand Attitude (needs more exposures /OPP
TO SEE)

27. Measuring Media Audiences
– Measuring Print Vehicles - Readership data
• Audit Bureau of Circulation (ABC) gives
certification to publications in Pakistan on their
circulations numbers.
• GALLUP and other research cos not so reliable
data
– Measuring Broadcast vehicles – viewership
/ listnership data
• People meter for TV

28. Media Vehicle Source Effect
Exposure impact can vary by media vehicle and
media class even when audience is the same
– The differential impact is caused by –
• Editorial environment – unbaisedness, expertness,
prestige, mood created
• Audience involvement
• Physical reproduction
– Copy approaches must vary by vehicle to
gather media source effect

29. Media Option Decisions
Media planner decides the unit of advertising
• Advertising size – more impact rather than
proportionate increase in readership
• Colour – adds 50% more readership
• Advertising location – the end or beginning of string
of commercial do better on recall
Back / inside covers do better than inside mag. pages
• Copy execution – In literate societies Ads that
resemble editorial are read more. In not so literate
societies ads with attractive models, colors scenic
beauties attract more audience.

30. Three Scheduling Methods
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

31. Scheduling and Timing Decisions
– Media schedule are based on and reflect
• Advertising Objectives –‘high reach’ or ‘shift in attitude’
• And how quickly Attitude is likely to decay
– Scheduling strategies detail the media strategy
• Flighting – alternating bursts with periods of inactivity
Long purchase cycle products
– when wear-in and wear out is slow
– high peaks of recall are required
• Pulsing – continuous base level advtg. augmented by
intermittent bursts
Frequently purchased products
– when decay is fast
– continuous levels of high recall are not needed
• Continuous or Even – limited advertising spread out evenly
– Frequently purchased services and products
– quick decay, high levels of recall are not needed

32. Media Buying
– Buying media units - space / time can be through
• The AOR (agency of record)
• APNS Accredition
• PBA Accredition
– Rates are negotiable depending on the supply and
demand
– Rates vary with specificity of the spot / position