Chapter 10: Media Planning and StrategyPROMOTIONAL STRATEGY

InnovatorsAbhijeet |Debasish |Phungshok |Pujarini| Shashank | Sourojit

Media Planning and Strategy Basic Terms

Media planning: The series of decisions involved in delivering the message to the target audience.

Media plan: The actual document detailing media planning decisions.

Media objectives: Objectives of media plan.

Media strategies: action plans to reach objectives.

Medium: channel such as print, broadcast.

Media vehicle: Specific carrier in a media category (television, magazines).

Developing the Media Plan

Analyze the Market

Establish Media Objectives

Develop Media Strategy

Implement Media Strategy

Evaluate Performance

Target Audience CoveragePopulation excluding target market

Target market

Media coverage

Media overexposure

CoverageExceeding

Market

PartialMarket

Coverage

FullMarket

Coverage

TargetMarket

Proportion

Developing the Media Plan

Media Use Decision— Print

Media Use Decision

— Broadcast

Media Use Decision

— Other Media

Creative Strategy Plan

Setting Media Objectives

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Marketing Strategy Plan

Situation Analysis

• Electronic• Print• Forums

Media mix

• STP• Reach of

tools

Target market coverage • Geography

of the target market

Geographic coverage

• Continuity• Fighting• Pulsing

Scheduling

Media Strategy Concerns

Thank you