Name : Nidhi Vats

Enroll : JV-U/12/5481

BBA+UGDBM

Advertising Media Planning- A PrimerINTRODUCTION

• Media Planning

• Media Planners

MEDIA OBJECTIVES

• Target Audience

• Communication Goals

MEDIA STRATEGIES

• Media Mix Decisions

• Geographic allocation Decisions

DESIGNING MEDIA TACTICES

• Reach Considerations

• Selection of media vehicles

EVALUATING MEDIA PLAN EFFECTIVENESS

• What To Measure?

• How To Measure?

IntroductionThe two basic tasks of marketing communications are message

creation and message dissemination.

Media planning supports message dissemination.

Media planning helps you determine which media to use--be it

television programs, newspapers, bus-stop posters, in-store

displays, banner ads on the Web, or a flyer on Facebook. It also tells

you when and where to use media in order to reach your desired

audience.

Simply put, MEDIA PLANNING refers to the process of selectingmedia time and space to disseminate advertising messages in order toaccomplish marketing objectives.

When advertisers run commercials during the Super Bowl game at

more than $2.5 million per thirty-second spot, for example, media

planners are involved in the negotiation and placement.

Media planners often see their role from a brand contact

perspective. Instead of focusing solely on what medium is

used for message dissemination, media planners also pay

attention to how to create and manage brand contact.

Media planning is a four-step process which consists of 1)

setting media objectives in light of marketing and advertising

objectives, 2) developing a media strategy for implementing

media objectives, 3) designing media tactics for realizing

media strategy, and 4) proposing procedures for evaluating

the effectiveness of the media plan.

Let's take a look at the planning process through an example:

P&G's launch of the Gillette Fusion shaving system for men in

early 2006. First, P&G's media objectives called for a $200

million media blitz to reach men in the U.S.

Media Objectives

1. Target Audience

• Demographic and Psychographics

• Product and brand usage

• Primary and Secondary target Audience

• The Size of the target Audience

Audience can also be described in psychographics terms – activities, interest, and opinions forming a life style, personality traits, and brand preferences. After having a complete picture of our target audience, we undertake the study of the media’s readership in terms of demographic, economic and psychographics terms.

Media Objectives

2. Communication Goals

• Reach, Frequency & Gross Rating Points

• Frequency distribution, Effective

Frequency & effective Research

• Setting Communication Goals

Media Strategies

1. Media Mix decisions

The media mix has to reach the target consumer. It the advertiser wants to reach men between 25 and 55 who are professional, the Economic Times will be obviously a more appropriate choice than Femina.

• Mix Strategy : Media concentration VS

Media Dispersion

• Media Category Selection

Media Strategies2. Geographic Allocation Decisions

• They have to see how strong a product is in a particular geographical region and advertise more in high potential areas.

• Media strategy is based upon market coverage. If media planners want to market products nationally, they will select all-India newspapers and magazines.

3. Media Scheduled Decisions

• Media scheduling decisions are the decisions about the timing, continuity and size of the ads. We have to see when to advertise, for how long, and for what time period. We have to see the size and placement of our ad.

Designing Media Tactics

1. Reach Considerations

There should be an attempt in the media objectives to balance the reach and frequency. There should be an appropriate message weight at the same time. This will help us realize our advertising plan

2. Frequency Considerations

While advertising an innovation, a greater reach is preferred, to a greater frequency. It is also important to have a large message weight. Once the media objectives are set, we are ready to develop strategies to realize them.

Designing Media Tactics

3. Creative aspects and mood• Creative considerations such as the quality of reproduction,

the color effect, special effects, have to be considered. The medium must be appropriate for the ad message.

• For example: The ads for ice-cream would be reproduced better in color and therefore black and white newsprint is not appropriate.

• Media decisions have to be made in consultation with the creative team that has actually produced the ad

• Within the medium selected, decisions related to unit buying, is also influenced by the creative team.

• 4. Budget considerations:• A choice of media will depend to a large extent upon the size

of the advertising budget. Certain media types may be too expensive for the funds available.

Evaluating Media Plans

• What TO Measure ???

• How TO Measure????