Media Planning

The primary objective of the media plan is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective manner possible—that will communicate what the product, brand, and/or service can do.

MEDIA PLANNING AND STRATEGY

Media Planning

It is the series of decisions involved in delivering the promotional messages to the prospective purchasers and/or users of the product or brand.

It guides for the media selection

It requires to develop specific media objectives and specific media strategies design to attain these objectives.

Medium : It is general category of available delivery systems which includes broadcast media, print media, direct mail, outdoor advertising other support media.

Media vehicle : It is the specific carrier within the medium category.

Reach : It is a measure of the number of different audience members exposed at leastonce to a media vehicle in a given period of time.

Coverage : Refers to the potential audience that might receive the message through a vehicle.

Frequency : refers to the number of times the receiver is exposed to the media vehicle in a specified period

Basic Concepts

Developing a Media Plan.

Market Analysis and Target Market Identification

1) To whom shall we advertise.

2) Who is the Target Market ?

3) What are the Internal factors may involve

• The size of the media budget• Managerial and administrative capabilities of the organization of

the agency.

4) What are the External factors may include

• The economy (the rising costs of media)• Changes in technology (the availability of new media)• Competitive factors

Secondary Data

Establishing Media Objectives.

Media objectives are the goals for the media program and should be implemented to those that can be accomplished through media strategies.

e.g.

OBJECTIVE : To Create an awareness in the target audience through the following

(a)Use broadcast media to provide coverage of 80% of target market over a six month period.

(b) Reach 60% of target market at least 3 times over six month period.

(c) Concentrate heaviest in winter and Spring, with lighter emphasis in summer and fall.

Media Development and Implementation

Media Mix

Target Market Coverage

Geographic Coverage

Scheduling

Reach Vs Frequency

Creative aspect and mood

Flexibility

Budget Constraint

Media Options Available

Types of Advertising

Print AdvertisingOutdoor AdvertisingBroadcast AdvertisingSpecialty or Merchanding advertisingCovert AdvertisingSurrogate Advertising Public Service AdvertisingCelebrity Advertising

Print Advertising

NewspapersMagazinesBrochuresCatalogsSamplesHandoutsNewsletter

Outdoor Advertising

BillboardsKiosksTrade-shows Events

Broadcast Advertising

TelevisionRadio Internet

Specialty or Merchanding advertising

MatchbookPencilsCalendarsTelephone pads Shopping bags

Covert Advertising

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports.

For Example: The use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. 

For Example: Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty.

Celebrity Advertising

Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Media Space

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

What is media space?

--Media spaces are "electronic settings in which groups of people can work together, even when they are not present in the same place and time. In a media space, people can create real-time visual and acoustic environments that span physically separate areas.

Problems in Media Space

Insufficient information Inconsistent terminologiesTime pressuresDifficulty measuring effectiveness

Creating a media space

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Background and Situation AnalysisBackground and

Situation AnalysisDiscusses Media Options, Opportunities

and Target Audience.Discusses Media Options, Opportunities

and Target Audience.

A Media space is a stage that Summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a

Company’s Advertising Messages.

Strategy: Selection of Media

Strategy: Selection of Media

Explains Why a Single Medium or Set of Media is Appropriate.

Explains Why a Single Medium or Set of Media is Appropriate.

Flow Chart Scheduling & Budgeting

Flow Chart Scheduling & Budgeting

Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media

Space.

Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media

Space.

Media Objectives &Aperture OpportunitiesMedia Objectives &

Aperture OpportunitiesGoal or Task that Media Can Accomplish

Based on Aperture Opportunities.Goal or Task that Media Can Accomplish

Based on Aperture Opportunities.

Division of Media Space

57%

9%

20%

11%

3%

Television

Radio

Newspapers

Magazines

Don’t know

81%5%9%

2%3%

Authoritative Influential

Media Buying

• Buying is a complicated process

• The American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy

Providing inside info• Media buyers are

important information sources for media planners

• Close enough to day-to-day changes in media popularity and pricing to be a constant source of inside information

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Media Buying

Selecting Media Vehicles• Choose the best vehicles

that fit the target audience’s aperture

• The media planner lays out the direction; the buyer is responsible for choosing specific vehicles

Negotiation• Media buyers pursue

special advantages for clients

• Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates

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Media Buying

Preferred PositionsLocations in print media

that offer readership advantages

Preferred positions often carry a premium surcharge

Extra Support OffersValue-added media

services◦ Contests◦ Special events◦ Merchandising space

at stores◦ Displays◦ Trade-directed

newsletters

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Media Buying

Billing and Payment• It is the responsibility of

the advertiser to make payments to various media

• The agency is contractually obligated to pay the invoice on behalf of the client

Monitoring the Buy• The media buyer tracks

the performance of the media plan as it is implemented, as well as afterward

• Poorly performing vehicles must be replaced or costs must be modified

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Media Buying

Make-GoodsA policy of compensating

for missed positions or errors in handling the message presentation

Ensure that the advertiser is compensated appropriately when they occur

Post-campaign EvalOnce a campaign is

completed, the planner compares the plan’s expectations and forecasts with what actually happened

Provides guidance for future media plans

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