What is Media Planning?Media planning is the art and science of ensuring that theadvertisement that clients want to place appear in the right placeand at the right time to ensure they reach the correct targetgroup.Media planning is the process of using this information to identifythe most appropriate platforms and most appropriate types ofthe most appropriate platforms and most appropriate types ofmessages that media planner can use to communicate the clientsmessage. In todays complex media environment, media planningmeans considering options such as sponsorship, social search oreven encouraging brands to create their own content.
What is Media Planning?Successful media planning requires a range of tools and skills;world-class research techniques, deep experience and extensiveanalysis of consumer habits.This enables media planners to determine with clients who theirmost likely, or most desired, customers are.Brilliant media planning ensures that media planner delivercompelling communications that consumers want to engage with.
How does Media Planning work?Media planning will include looking at previous campaigns andassessing how each element performed, which should be droppedand which should be retained.This is particularly important for direct response campaigns wheredirect return on investment is the primary aim. This combinationof previous activity, new insight and media research enablesof previous activity, new insight and media research enablesmedia planners to determine which media potential customerssee, read, hear or engage with the most.
How does Media Planning work?The core aim of media planning is to create advertising campaignsthat reach the intended audiences with a compelling message andthe minimum amount of wastage.Once planned the media, media planner work with the clientscreative agencies who create the ads. The media agency is then toget these advertisements into the media: they buy the advertisingget these advertisements into the media: they buy the advertisingspace and place the ad. This is the media buying activity.
What are the benefits of media planning?Firstly media planning ensures that the clients messages arecompelling. By understanding more about the target audiencesbehaviour, planners are able to ensure that the type of messagethe firm deliver is right for them. Media planning in this areameans using insights into behaviour to identify the right way tocommunicate the message.Secondly, media planning makes sure that the messages appear inthe media that the target audience actually read, watch or hear. Ifmessages appear in the wrong place then the clients money willbe wasted, so media planning is vital to ensure the firm spendtheir money in the most efficient and effective way possible.
What are the benefits of media planning?Media planning also ensures that the messages appear at theright time. By understanding the mindset of the target audiencethroughout the day or week, media planners are able to ensurethat the message reaches them at a moment when they arewilling or able to consider specific products and services.
What are the challenges of media planning?Media planners have access to many sources of information; be itmedia consumption data, TV ratings, information on targetconsumer groups and understanding of how consumers havepreviously responded to messages from their clients.The ability to identify a single theme from the focus groups,spreadsheets and brain-storming that the teams have access to isspreadsheets and brain-storming that the teams have access to isthe mark of excellent media planning. As the range of mediachannels has expanded in recent years, so media planning hasbecome not only more important but also more challenging.
What are the challenges of media planning?A really smart planner will usually be looking for a new way toconnect with consumers, which could be driven by changes inmedia consumption, a great new insight into what triggers achange in behaviour or a previously missed opportunity to reachout to the target audience.
What expertise is involved in media planning?Because excellent media planning requires such a wide range ofskills, media planners will work closely with their colleagues inconsumer insight and those with expertise in specific areas ofcommunications such as events, digital or sponsorship.Media planning requires an understanding of the way consumersread, watch, listen or search through media environments.read, watch, listen or search through media environments.Increasingly in the age of dialogue it also requires a clearunderstanding of what will motivate consumers to create contentrelated to brand messages or follow a brand campaign.
What expertise is involved in media planning?With the massive expansion of media platforms, both professionaland consumer generated, media planning has become more andmore complex in recent years. Families no longer sit downtogether to watch the same shows every night but instead oftenhave very separate viewing/media consumption habits.This fragmentation can be fantastic for niche brands that targetThis fragmentation can be fantastic for niche brands that targetspecific age or interest groups but makes media planningparticularly challenging when it comes to mass-market consumergoods brands.
Media Planning Process…Media Planning, in advertising, is a series of decisions involvingthe delivery of message to the targeted audience. Media Plan, isthe plan that details the usage of media in an advertisingcampaign including costs, running dates, markets, reach,frequency, rationales, and strategies.Steps in Development of Media PlanSteps in Development of Media Plan1. Market AnalysisEvery media plan begins with the market analysis orenvironmental analysis. Complete review of internal and externalfactors is required to be done.
At this stage media planners try to identify answers of thefollowing questions:>> Who is the target audience?>> What internal and external factors may influence the mediaplan?Media Planning Process…>> Where and when to focus the advertising efforts?The target audience can be classified in terms of age, sex, income,occupation, and other variables. The classification of targetaudience helps media planner to understand the mediaconsumption habit, and accordingly choose the most appropriatemedia or media mix.
2. Establishing Media ObjectiveMedia objectives describes what you want the media plan toaccomplish. There are five key media objectives that an advertiseror media planner has to consider – reach, frequency, continuity,cost, and weight.>> Reach - Reach refers to the number of people that will beMedia Planning Process…>> Reach - Reach refers to the number of people that will beexposed to a media vehicle at least once during a given period oftime.>> Frequency - Frequency refers to the average number of timesan individual within target audience is exposed to a media vehicleduring a given period of time.
>> Continuity - It refers to the pattern of advertisements in amedia schedule. Continuity alternatives are as follows:Continuous: Strategy of running campaign evenly over aperiod of time.Pulsing: Strategy of running campaign steadily over a period oftime with intermittent increase in advertising at certainintervals, as during festivals or special occasions.Media Planning Process…intervals, as during festivals or special occasions.Discontinuous: Strategy of advertising heavily only at certainintervals, and no advertising in the interim period, as in caseof seasonal products.>> Cost - It refers to the cost of different media>> Weight - Weight refers to total advertising required during aparticular period.
Determining Media StrategiesMedia strategy is determined considering the following:>> Media Mix - From the wide variety of media vehicles, theadvertiser can employ one vehicle or a mix suitable vehicles.>> Target Market>> Reach and frequency>> Creative Aspects - Creativity in ad campaigns decides theMedia Planning Process…>> Creative Aspects - Creativity in ad campaigns decides thesuccess of the product, but to implement this creativity firm mustemploy a media that supports such a strategy.>> Flexibility - An effective media strategy requires a degree offlexibility.>> Budget Considerations - In determining media strategy costmust be estimated and budget must be considered.>> Media Selection - It covers two broad decisions - selection ofmedia class, and selection of media vehicle within media class.
Determining Media Strategies>> Scheduling - It shows the number of advertisements, size ofadvertisements, and time on which advertisements to appear.• Seasonal Pulse: Seasonal products like cold creams followsthis scheduling.• Steady Pulse: According to this scheduling one ad is shownover a period of time, say one ad per week or one ad permonth.Media Planning Process…month.• Periodic Pulse: A regular pattern is followed in suchscheduling, as in case of consumer durable, and non durable.• Erratic Pulse: No regular pattern is followed in suchscheduling.• Start-up Pulse: Such scheduling is followed during a newcampaign or a launch of a new product.• Promotional Pulse: It is for short time, only for a promotionalperiod.
Implementation of Media PlanThe implementation of media plan requires media buying. MediaBuying refers to buying time and space in the selected media.Following are the steps in media buying:>> Collection of information: Media buying requires sufficientinformation regarding nature of target audience, nature of targetmarket, etc.Media Planning Process…market, etc.>> Selection of Media/Media Mix: Considering the collectedinformation and ad-budget, media or media mix is selected whichsuits the requirements of both - target audience and advertiser.>> Negotiation: Price of media is negotiated to procure media atthe lowest possible price.
Implementation of Media Plan>> Issuing Ad - copy to media: Ad-copy is issued to the media forbroadcast or telecast>> Monitoring performance of Media - Advertiser has to monitorwhether the telecast or broadcast of ad is done properly asdecided.Media Planning Process…decided.>> Payment - Finally, it is the responsibility of advertiser to makepayment of media bills on time.
Evaluation and Follow-upEvaluation is essential to assess the performance of any activity.Two factors are important in evaluation of media plan:>> How successful were the strategies in achieving mediaMedia Planning Process…objectives?>> Was the media plan successful in accomplishing advertisingobjective?Successful strategies help build confidence and serve as referencefor developing media strategies in future, and failure is thoroughlyanalyzed to avoid mistakes in future.