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Media Planning and Strategy

Group 1 BHARATH C. IYER ANAMIKA RAHUL JINDAL UTKARSH JAISWAL YASHWANT SANDEEP NAIK

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Media Planning Overview

What is media planning?

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Continued

Why media planning?

Media planning ensures that the right medium is used to

deliver the message.

Media planning makes sure that the messages appear in the

media that the target audience actually read, watch or hear.

Media planning also ensures that the messages appear at the

right time.

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Media Planning Options

Mass Media ( Television, newspaper, radio, magazines)

Out of the home media ( Outdoor advertising, transit

advertising and electronic billboards)

Other media ( Direct marketing, internet, in- store

point-of-purchase)

New media ( branded entertainment, wireless, and

interactive marketing)

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Hindustan Unilevers media planning strategy

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Continued

Dirt is good campaign.

TV commercial in Jetix TV, online forum, games and

print partnerships including parenting magazine.

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The Media Plan

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What come under the plan?

Stage 1

The Situation Analysis

To understand the marketing problem and analysis of company and

competitors

The Marketing Strategy Plan

To plan activities that will solve one or more of the marketing problem

The Creative Strategy Plan

To determine what to communicate through advertisements

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Stage 2

Setting media objectives

To translate marketing objectives and strategies into goals that media

can accomplish

Determining media strategy

The best strategy in selection and use of media.

Selecting broad media classes To determine which broad class of media best fulfils the criteria

Selecting media within classes

If magazines were recommended, then which magazines?

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Stage 3 Media use decisions

Print : Number of ads to appear and on which days and months,

placement of ads, etc.

Broadcast :Which kind of sponsorship? Level of reach and

frequency required? Scheduling, placement of spots? etc

Other media : Billboards, internet, etc

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Problems in Media Planning

Insufficient information

Some data cannot be measured, either because they cannot be or

measuring them would be too expensive

Inconsistent Terminologies Inconsistent ways of measuring consumer exposure to an advertisement

Time pressure

Media selection decisions may be made without proper planning and

analysis of the markets/media

Difficulty Measuring Effectiveness

Cannot link efforts to ROI

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