“A plan of action to communicate a message to a target market a the right time, and right frequency.” The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost.
It is the process of establishing the exact media vehicle to be used for Advertising Media planning is connecting a brand to the end consumer Via Media Vehicle Media planning is the back Bone of any product launch
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)
Generally the task of a media agency entails finding the most appropriate media platforms for a clients brand or product
Advertising is an investment in future sales. It’s greatest powers are in short-term promotions and its cumulative long- range effects.
. Defining the marketing problem. Do you know where your business is coming from and where the potential for increased business lies? Do you know which markets offer the greatest opportunity? Do you need to reach everybody or only a select group of consumers? How often is the product used? How much product loyalty exists?
. Translating the marketing requirements into attainable media objectives. Do you want to reach lots of people in a wide area (to get the most out of your advertising dollar)? Then mass media, like newspaper and radio, might work for you. If your target market is a select group in a defined geographic area, then direct mail could be your best bet.
. Defining a media solution by formulating media strategies. Certain schedules work best with different media. For example, the rule of thumb is that a print ad must run three times before it gets noticed. Radio advertising is most effective when run at certain times of the day or around certain programs, depending on what market youre trying to reach
Who is the target market? What is the message? Where are the priority markets? When is the best time to advertise? How many, often, long?
1. Planning media strategy, including the specific types of consumers/audiences the messages will be directed to.2. Selecting and Buying media vehicles. Media planning is both an art and a science. An essential part of the advertising business
Where should we advertise? Which media vehicles? When during the year? Should we concentrate our advertising? How often should it run? What opportunities are there to integrate our media planning with other Promotion or Communication tools?
Broadcast TV Cable TV (Limited) Movies/Cinema Adv. AM/FM radioOlden days Reel to Reel tape Telephone Postal Mail Newspapers Magazines (9K) Books Broadcast TV, Cable TV, Pay TV, VOD Satellite TV and Radio Movies/Cinema Adv. AM/FM radio Telephone and Mobile phoneCurrent Postal Mail Newspapers, Magazines (17K titles) CD, cassette, MP3, VCR, DVD, PVR Internet and web, including email, web browsing, PC gaming, Music downloading, P2P PDA’s, Pagers, Console and Game Devices
1.Market analysis2.Media objectives3.Media strategies4.Media Mix5.Budget and Media Buying
To determine the attractivenessof a market and to understand itsevolving opportunities and threats asthey relate to the strengths andweaknesses of the firm.
To establish firm objectives for your planin order to demonstrate how it will helpyour brand achieve its marketing goals
Media strategy is the way we seek to realize our media objectives .When formulated correctly, it enables an advertiser to rise above the clutter of ads , and stand out in the competition
Numerous factors are evaluated and they are usually ranked based on priority• Target market and media matching strategy• Creative strategy influences media choices• Coverage decisions are based on the budget• Timing decisions are crucial for scheduling• Reach, frequency, and continuity priorities• Budget
The advertising strategy encompassesthe use of more than one typeof advertising media to get its messageacross the target audience. Acombination of media types is known asthe media mix.
Budget Allocations : classifies spendingmy medium , region, and time of year Media buyers work inadvertising and media agenciesnegotiating, purchasing and monitoringmedia space on behalf of their clients.They aim to reach the highest number ofpeople in the target audience at thelowest possible cost.
. Target Market. Whom are you going to sell to? › Demographic, geographic and psychographics characteristics . Where is product or service distributed? › Local, regional, national or selected markets . Nature of Message? › Electronic/Broadcast › Print › Color/B&W › Demonstration › Simple Statements
Frequency Average number of times a household or a person viewed a given television program, station or commercial during a specific time period.
Rating (RTG or %): The estimate of the size of a television audience relative to the total universe, expressed as a percentage. The estimated percent of all TV households or persons tuned to a specific station. In the example, three of the 10 homes in the universe are tuned to channel 2. That translates to a 30 rating.
. Media Mix › Combination of different media, and size of ads › Which Media? › Which Schedules?
1.Conduct media research 2.Determine media objectives and strategies 3.Determine the media mix 4.Do the actual media buy