Post on 16-Apr-2017
Understanding Media Planning
Part One
What is Media Planning?
Post creation of advertising, the task of delivering it to the targeted audience in a way that is visibly effective and cost efficient, is known as media planning. This delivery of ads through various available media is the quantitative task of advertising.
What’s the process?
The process begins with looking at the objective the media plan needs to achieve, and the media budget available. Often, it involves deriving how many people in the target audience can be reached and with what regularity given the budget. The media objective flows out of the advertising objective.
Brand Awareness Brand Persuasion
Get more audiences to see the ad
Get existing audiences to see more of the ad
Advertising Objective
MEDIA TASK MEDIA TASK
Achieve better spread of ad
exposure
Achieve better penetration of ad
exposure
The Media Planning Process Advertising Objective
Media Objective
Media Strategy
Media Operations
Brand Awareness Brand Persuasion
Budget Audience Profiling & Media Habits
Reach Frequency Advertising Exposure
Media Selection Media Scheduling
Negotiation Buying
Placement & Monitoring
Media TV, Print, Radio, Outdoor
Readership profile Viewership profile
Source: The (UN)Common Sense Of Advertising, Sanjay Tiwari
Total number of people exposed to an ad at least once
Number of times a person is exposed to an ad
Framework to ‘Maximizing Advertising Exposure’
Marketing Objective
Advertising Objective
Media Objective
New Customers Existing Customers
Trial Purchase Repeat Purchase
Brand Awareness
Brand Persuasion
Brand Reinforcement
Maximize Reach
Optimize Reach & Frequency
Maximize Frequency
Maximize Advertising Exposure
Qualitative Issues In Media Plans
Creative Impact: Creative and persuasive ads work better and require less advertising exposure to create broad preference than ads that are less persuasive Brand Image: Premium brands should advertise on premium media to reinforce premium image of the brand Competitive Environment: Highly competitive categories see more clutter and to cut through the noise, higher than efficient levels of advertising may be required – high frequency or bigger sizes.