media planning
TRANSCRIPT
“Process of selecting the advertising media and deciding the time or space in which the ads should appear”
Media planning is generally the task of a media agency and who finds the most appropriate media platforms for a client's brand or product.
The job of media planning involves several areas of expertise and media planner determines the best combination of media so as to achieve the given marketing campaign objectives.
WHAT IS
MEDIAPLANNING
Traditional Media: TV/Cable, Radio, Print, Outdoor, Out-of-Home, or Transit.
Digital Media: Web, Mobile, Email, Social and Video, Search Engine Marketing and Search Engine Optimization.
Engagement Media: Experiential, Point-of-Purchase and Behavioral Marketing.
TYPESOF
MEDIA
•MEDIA PLAN: Document that establishes how media will be used to disseminate an advertiser’s message, including objectives and strategy.
•MEDIA OBJECTIVE: Statement in media plan that explains the goals of the plan; usually states how many of the target will be exposed to advertising messages in a given time period, and how often.
•MEDIA STRATEGY: Statement in media plan that outlines how objectives will be accomplished; shows where and when advertising messages will appear, and at what cost.
•MEDIA RATIONALE – The media rationale is an explanation of why each medium makes sense for the client based on the stated media objectives. The rationale supports the media objective with marketing facts and states why the mediums are recommended.
Factors Influencing Media Planning Decisions:
•Target Market Profile
• Brand/Product Dynamics
•The Creative Execution
•Budget Considerations and Media Deals
•The Competitive Situation
•Availability and Timing Considerations
•CPM : Cost per thousand, cost of reaching 1,000 members of target audience with media vehicle(s) or plan
•Media mix refers to the various advertising channels through which a company communicates with its audience in order to fulfill a campaign as outlined in the media plan.
•Generally, a media mix includes radio, TV, print and online advertising endeavors.
•The media mix is the total amount of advertising that an agency, advertising company or media buyer has budgeted for a specific advertising strategy and media plan.
MEDIAMIX
Geographic coverage:Media strategy is based upon market coverage. If media planners want to market products nationally, they will select all-India newspapers and magazines. However, if market is limited to a particular region, they shall select vernacular media popular in that region.
Scheduling:Media scheduling decisions are the decisions about the timing, continuity and size of the ads. The time, place, media should be considered while advertising.
Reach versus Frequency:To face heavy competitive campaign, frequency should be greater to ensure the repetition of the message. While advertising an innovation, a greater reach is preferred, to a greater frequency.
COMPONENTSOF
MEDIAPLANNING
Target market coverage:Audience can also be described in psychographics terms – activities, interest, and opinions forming a lifestyle, personality traits, and brand preferences.
Creative Aspects and Mood:Creative considerations such as the quality of reproduction, the colour effect, special effects, have to be considered. The medium must be appropriate for the ad message.
Flexibility:The ability of the media to adapt to changing and specific needs of advertisers is flexibility.
Budget considerations:A choice of media will depend to a large extent upon the size of the advertising budget. Certain media types may be too expensive for the funds available.
MEDIA PLANNING = SELECTION + SCHEDULING
MEDIA SELECTION
There are two types of selectivity:
Class Selectivity is the ability of a medium to reach the target market without waste.
Geographic Selectivity is the ability of a medium to cover a particular geographic area without spillover.
MEDIA SCHEDULING
Reach Frequency
Continuity(how long a campaign
runs)
100%
Brilliant media planning will deliver compelling messages that appear in the right place and at the right time.
- Media planning ensures that the clients' messages are compelling by understanding more about the target audience's behavior.
- Media planning makes sure that our messages appear in the media that our target audience actually read, watch or hear.
- Media planning also ensures that the messages appear at the right time. By understanding the mindset of our target audience throughout the day or week, media planners are able to ensure that the message reaches them at a moment when they are willing or able to consider specific products and services.
BENEFITSOF
MEDIAPLANNING
Imagination is envision … In our real world we see whatever we imagine. Lets put this concept as an perspective to our brand – Envision
An abstract imagination is experienced when you look at the logo ! It is illusion of numerous things your mind is mapping while you are trying to read before we reveal whenever !
CONCEPTOF
THEBRAND
The Logo now reveals the typeface.
Brand identifies the philosophy of today's generation. Cool and confident Envision Eyewear sets the wearer apart from the crowd and defines a personality who loves to see the world of his Imagination. Unisex in appeal, it is classic in its feel and chic in its vibe. It carries in its soul the energy of the youth with the poise of the truly mature. It begins as eyewear but evolves as visionary youth.
DESCRIPTIONOF
THEBRAND
Stall inside the Mall
(standees with
artwork, backdrop, promoters) Social Media
(facebook, twitter etc.)
Magazine
Newspaper (half page
ad)
Brochures for
distributing in Malls
A1 size posters in colleges
MEDIUMS OF
PROMOTION
BUDGET PLANSR.NO
PRINT BRANDINGRATE /PC
QTYAMOUNT
FOR 3 MONTHS
01A1 size POSTERS in College Campus
15 2500 37500 1,12,500
02 Brochures 40 5000 2,00,000 6,00,000
03Standees with artwork installations ( 4 college events)
1500 40 60,000 1,80,000
04Banners + MVC mounting charges per sq.fts in Malls
350 6 2100 6300
05Flyers in Newspapers + service charges
1.50 10000 15000 +4000 57,000
06Magazine (Femina) per insertion
3 3,25,000 9,75,000
TOTAL3,18,600
19,30,800
SR.NO
MALL (Branding and Promotion)AMOUNT IN RS.
TOTAL (3 months)
01Stalls 10 x 10 : (Backdrop +Standees + Merchandise+ Stationery+ Promoters Male/ Female in Malls)
1,00,000 3,00,000
02
Online Media Promotions ( facebook AD page)External website Ad
Rs. 12.5 * 1000
12,500 3,75,000
03 You-tube AD (5000 views) 6820 6820
04 Shopify Online Facebook store 558 1674
05
Hoardings 5 SPOTS (OMR, ANNA NAGAR, BESANT NAGAR, T NAGAR, VALLASARWALKAM) at prime locations for a week costs upto 80,000 + place rent (2weeks in a month)
1,60,000+ 40,000
6,00,000
TOTAL 12,83,494
SR.NO
SOCIAL MEDIA AMOUNTFOR 3 MONTHS
01 FACEBOOK PAGE - -
02 INSTAGRAM - -
03 PINTEREST - -
04 TWITTER - -
- -