Advertising

The Media Planning Process
Media Planning and Strategies

Media Planning
Complex process
Many options today
Support media
Advantages and limitations to each
media…

What is media planning?
Series of decisions involved in
delivering the promotional message to
the prospective buyer and user of a
product.
“Plan – Process”

What does a media plan include?
Objectives
Strategies
Media Choices
Media Schedule

Basic Terminology
Media Plan
Specifies the media in which advertising
messages will be placed to reach the desired
target audience
Media Class
A broad category of media such as television,
radio or newspapers
Media Vehicle
A particular option for the placement of media
class

Steps in media planning
Information collection
Set media objectives
Determine media strategy
Select media classes
Selecting within classes
Media use decisions

Media Planning
Collection of information
Situation analysis
Creative Marketing Total market
Strategy Strategy History costs profits
Theme Dist pattern Selling
Message Market Sale Targets
Research Rival pattern Nature of prod
Product Marketing mix
What comm Mark prob Analysis

Media Objectives
Set goals for media placement –
Translate marketing objectives into goals
media can accomplish

Media Strategies
General guidelines to control planners
use and selection
Strategy helps to ensure good
messages get placed in right media to
have as much impact as possible

Selecting media classes
Which broad class best fulfils criteria.
Inter media comparisons with audience
size

Selecting media vehicle
& media use decisions
Best media – which vehicle with max
“reach”
Broadcast – sponsorship, scheduling,
placements
Print – no of ads, format- treatment –
gatefold, bleed
Other media – decisions peculiar to
them

Challenges to media planning
Insufficient information
Inconsistent information
Accuracy in effectiveness
Time pressure

Developing media plan
1. Market analysis
2. Establish media
objectives
3. Media strategy
development &
implementation
4. Evaluation & follow up

Market analysis & target
identification
To whom shall we advertise
What factors influence the plan
Where should we promote
When should we focus

To whom shall we advertise
Target audience
Index number – percentage of users
Demographics, geographic,
psychographic

Factors that affect plan
Internal – media budget, management
abilities
External – economy, technology,
competitive factors

Where to promote
Geographic markets
CDI and BDI
BDI – Percentage of brand to total sale/
percentage of population
CDI Percentage of product category total
sale/percentage of total population
High bdi – high CDI

When to promote
Aperture
Right mood and right time

Developing and implementing
media strategies - factors
Media Mix
Target market
Over exposure
Geographic coverage
Creative factors
Flexibility
Budget

Scheduling Strategies
Continuity Bursting
Flighting Road blocking
Pulsing
Continuity
Flighting
Pulsing
Jan Fe Mar Apr May Jun Jul Aug Sep

Media Strategies – critical elements
Reach and frequency
Reach is number of people that will be
exposed to a vehicle or schedule at
least once during a given period of time
Frequency is average number of times an
ind within ta is exposed to a media
vehicle in a given period
Gross Rating Point = Reach X frequency

Media Strategies – critical elements
Length or Size of ads
Electronic – 10 to 60 seconds
Print – full page or one col inch
Depends on creative elements, media
budget and competition

Media Choices
Determine which medium is appropriate
for message
Three facts – media mix, media
efficiency and competitve media
assessment

Media Choices – media efficiency
and competitive media
CPT/CPM Cost to reach out to
thousand members of an audience
using a particular medium
Competitive Media Assessment
Share of Voice – any advertisers expense
relative to overall spending in a product
category

4 Ms of Media Planning
Market
Message
Medium
Money

Computers in media planning
Reach frequency analysis
Adplus – media plannig
Adware – media costs
Media plan inc – reach frequency
multireach
Nielsen Savie – ad express
People meter

Thank you!!!!!!!!!