media plng

8/13/2019 Media Plng

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The Media Planning :It is the series of decisions involved in

delivering the promotional message to theprospective purchasers and/or users of theproduct or brand.


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Situation Analysis Marketing strategy Plan Creative strategy Plan

Setting media objectives


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Determining media strategyPurpose: to translate media goals into general guidelines that

will control the planners selection and use of media.

Selecting broad media classesSuch as TV. Radio, magazines and others


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Media Use decisions

Broadcast

1. What kind of

sponsorship(sole,shared,etc?)

2. What levels of reach& frequency required?

3. Scheduling

4.Placement of spots

Media use decisions

Print

1. Number of ads

..which days & months2. Placements of ads

3. Special treatment:gatefolds, bleed,colour, etc

4. Desired reach orfrequency levels

Media use decisionsother media

1. Billboards

a. Location

b. Kinds

2. Other media

Selecting media within classesSuch as if TV was recommended so which channels


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Market analysisEstablishment

of media obj

Media Strategydev &

implementation

Evaluation &follow - up


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Index numberIs considered a good indicator of the potential of

the market. % of users in ademographic segment

Index = ---------------------------------------------- * 100

% of population inthe same segment


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Internal:

Size of media budget

Managerial & administrative capabilities

The organization of the agency

External

Economy (the rising costs of media) Changes in technology (availability of new media)

Competitive factors


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Using Indexes for this purpose

1. The survey of buying power index

Published annually by Sales & MarketingManagementmagazine


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Brand Development IndexHelps marketers factor the rate of product

usage by geographic area% of brand to total sales in market

BDI = --------------------------------------- * 100% of Total population in the market

Higher the BDI the more the market potential hence

market has high potential for brand development


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Category Development IndexInformation regarding potential for

development of a particular product categoryrather than just a brand% of product category total sales in market

CDI= ----------------------------------------------- * 100% of total population in market


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Continuity

Flighting

Pulsing

Jan Feb Mar ..Dec


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Gross Rating Points (GRP)

GRP = Reach * Frequency

Total audience the media schedule may reach(duplicated reach estimate)

Target Ratings Points (TRP)

TRP = No. of ppl in the primary target audiencethe media buy will reach + number of times


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Absolute cost is the actual cost of mediavehicle for instance Rs X for a full page ad in

TOI Relative cost is the relationship between the

price paid for advertising time or space andthe size of the audience delivered


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Cost Per Thousand (CPM)

Cost of Ad space (absolute cost)

CPM = --------------------------------- ----------* 1000

Circulation

Time Newsweek

Per page cost $234000 $210000

Circulation 4.0 million 3.1 million

Calculation of CPM 234000*1000-------------------4,000,000

210,000*1,000--------------------3,100,000

CPM $ 58.5 $ 67.74


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CSI Survivor

Cost per spot ad $ 10,000 $ 7,500

Rating 18 17

Reach(households) 197,100 186150

Calculation $ 10,000 / 18 $ 7,500 / 17

CPRP $ 555 $ 441

Cost Per Ratings Point (CPRP) / Cost Per Point (CPP)Cost of commercial time

CPRP= --------------------------------------

Program rating


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media plng

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