journalism

Advertising

Media planning Media planning begins with a careful analysis of the target market. While developing the media plan, it is important to. Focus on consumer behaviour

Create plans that reflect the consumer’s purchasing process Influence consumers in the marketplace One method of addressing media planning is to study the media choices that members of a specific, defined target market might make during the course of a day. Some of the more common are listed.

Media Planners The media planner formulates a media program stating where and when to place advertising. Media planners work closely with creative, account executives, agencies, and media buyers. Media planners provide extremely valuable functions and are in high demand. The issue of accountability for advertising results combined with need to create a return on investment of marketing dollars has led to a shift in more power now being held by the media buying side and less held by the creative side.

STEPS IN MEDIA PLANNING

1. Decide Target Market: It is necessary to decide specific market where planned efforts can be directed.

2. Media Objectives: Media objectives are often stated in term of reach, frequency, gross rating points and continuity.

(a) Reach: It refers to the number of different persons or household

Exposed to a particular media schedule at least once during a specific time period.

(b) Frequency: It refers to the number of times within the specified time period that an average person or household is exposed to message.

(c) Gross Ratings Points: It refers to the total weight of a media effort in quantitative terms.

(d) Continuity: It refers to the timing of the media insertions.

media planning &selection process for advertising

Media planning and selection are of top significance once the Advertising goals and the organisation have been set. Media selection is possible when one known about the ‘reach’And ‘impact’ of each medium and media vehicle. A ‘medium’ is the carrier of advertising message. It is the meansto deliver the advertising message. Every advertiser has good many media for his selection. Broadly,these can be classified as indoor, outdoor, direct and display. Following is the brief descriptions of each media and media vehicles:

Indoor advertising media Indoor advertising media represents the use of those vehicles by the advertisers that carry the message right into the houses or indoors of the audiences. The message reaches the audience indoors when it is cozy and in receptive mood because, house is the resting place for the inmates to relax.

Indoor media vehicles are: Newspapers Magazines Radio Television and Film

Outdoor advertising media: outdoor advertising is the only one of its kind that has been carried for ages. This is the media to reach the people when the are out of doors. The ad message is delivered to the audience like print and broadcast media; rather the message is placed in strategic places exposed the moving audience.

Direct advertising media Direct advertising is one of the oldest methods of reaching the consumers. Direct advertising covers all forms of printed advertising delivered directly to the prospective customers instead of indirect distribution like newspaper and magazines. This printed matter is distributed house to house by personal delivery, handed to persons on the sidewalks, placed in the auto mobiles, stuck under the wind-screen of an automobile, handed over at the retail outlets or sent through post.

DISPLAY ADVERTISING MEDIA

Display advertising media or promotion advertising is hinged on the concept of display. Display is the systematic arrangement of sample of saleable products to catch the imagination and the notice of the people. Display demonstrates directly about the products by presenting them than by telling and selling the points indirectly. It is also called as P.O.A. or advertising. The significance of display advertising lies in four ponits: It allows the prospects to experience the product before buying. It is an effective dealer aid.