Media Planning

• Media Planning involves selecting appropriate media for carrying advertising message to target audience and deciding how much to spend on each media and scheduling when the advertisement is to run

• Media planning is the process of determining how to use time and space of media to achieve advertising objectives

Media planning includes 5 W

• Whom • Where• What• Which • When

Factors affecting media selection

• Nature of product• Nature of customerAgeLevel of education Number of customers• Distribution of product• Advertising objectives• Nature of message

• Size of ad budget• Media used by competitors• Media availability • Media reach and coverage• Media cost• Media frequency• Media image• Media discount

• Language• Cost per rating pont

Steps involved in media planning

• To know about target audience • To consider various factors affecting media

planning Internal factors External factors• To identify geographical area• Establishing media objectives• Selecting suitable media

• Selecting optimum media mix• Selecting suitable media vechile within each

selected media• Media sceduling • Execution of advertising programme• Follow up and evaluation

Importance of media planning

• Optimimum utilization of resources• Helps in achieving advertising objectives• Selection of appropriate media• Selection of optimum media mix• Helps in allocating advertising budget• Ensures appropriate timing of advertising• Media plan helps in control

Problems in media planning • Inefficient information • Time pressure• Difficulity in audience mesaurement• Difficulity in cost comparision • Changing environmental factors• Media decisions based on guess work• Inadequate expertise

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Media scheduling

• Media scheduling refers to decision regarding date or time when advertisement is to appear, frequency of ads

Phases of media scheduling

• Macro level media • Micro level media s

Media scheduling strategies

• Continuous option • Flighting option • Pulsing option Seasonal pulseStart up pulseSpecial pulse

Main consideration in media scheduling

• Nature of product• Nature of target audience• Stage of product life cycle• Competitor scheduling • Advertising budget• Govt policy