Media planning


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Media planning

  1. 1. MEDIA PLANNIN G Components of a media plan
  2. 2. Index  Media planning  Components of a media plan :- Media objectives Media Strategy Media rationale Flow chart Summary  Sources
  3. 3. What is Media Planning ?  Media planning is decision making process, how to use time and space to achieve advertising objective.  Media Planning consists of a series of decisions made to answer the question for advertisers : „What is the best means of delivering advertisements to prospective purchasers of the brand or service . Sissors And Bumba
  4. 4. Some other definitions Are :-  Media Planning is the art and science of ensuring that the adverts that our clients want to place appear in the right place and at the right time to ensure they reach the correct target group.  Media Planning is the series of decision involved in delivering the promotional message to the prospective purchaser and/or the user of the product or brand.
  5. 5. The components of a media plan  Media objectives  Media strategies  Media rational  Flow chart  Summary Components of a Media plan objectives strategies Media rational Chart summary
  6. 6. Media Objectives  Media objectives are the goals for the media program and should be limited to those that van be accomplished through media strategies . For example- Create awareness in the target market through the following:  Use broadcast media to provide coverage of 80% of the target market over a six month period
  7. 7. Continue…  Reach 60 percent of the target audience at least three times over the same six month period .  Concentrate heaviest advertising in winder and spring . With lighter emphasis in summer and fail.
  8. 8. Media Strategies  Having determined what is to be accomplished media planner how to achieve these objectives. That is the develop and implement media strategies , which evolve directly from the actions required to meet objectives and involve the criteria -
  9. 9. Criteria considered in the development of a media plan  The media mix  Target market coverage  Geographic coverage  Scheduling  Reach versus frequency  Creative aspect and mood  Flexibility  Budget considerations
  10. 10. The media mix  A variety of media and media vehicle are available to advertisers . While it is possible that only one medium and/or vehicle might be employed , it is much more likely that a number of alternatives will be used .
  11. 11. Target market coverage  The media planner determines which target should receive the most media emphasis .  “through which media and media vehicle can I best get my message to prospective buyer ? ”
  12. 12. Geographical coverage  Snow skiing is much more popular in some areas of the country than in other . It would not be the wisest of strategies to promote skin in those area where interest is not high , unless you could generate an increase in interest.
  13. 13. Scheduling  Obviously, companies would like to keep their advertising in front of consumer at all times as a constant reminder of the product and/or brand name . In reality this is not possible for a variety of reasons .Nor it is necessary .  The primary objective of scheduling is to time promotional efforts so that they will coincide with the highest potential buyer time
  14. 14. Scheduling methods  Continuity  Flighting  pulsing Jan fab mar apr may jun july aug sep oct dec Continuity Flighting pulsing
  15. 15. Reach versus frequency  Since advertisers have a variety of objectives and face budget constraints, they usually must trade off reach and frequency. They must decide whether to have the message be seen or heard by more people (reach) or by fewer more often(frequency).  How much reach is needed ?  What frequency level is needed ?
  16. 16. Creative aspect and mood  The context of the medium in which the ad is placed may also effect viewers perception. A specific creative strategy may require certain media . Because TV provides both sight and sound, it may be more effective in generating emotion than other media .  In developing a media strategy , marketer must consider both creativity and mood factor .
  17. 17. flexibility  An effective media strategy require a degree of flexibility . Because of rapidly changing marketing environment, strategies may need to be modified.  If the plan has not build in some flexibility, opportunity may be lost and/or the company may not be able to address new threats.
  18. 18. Continue…  Flexibility may be needed to address the following :- 1. Market opportunity 2. Market threats 3. Availability of media 4. Changes in media or media vehicle
  19. 19. Budget consideration  One of the more important decisions in the development of media strategy is cost estimating.  The value of any strategy can be determined by how well it delivers the message to the audience with the lowest cost and the least waste.  Advertising and promotion cost can be categorise in two ways :-- the absolute cost and the relative cost
  20. 20. Determining relative cost  To evaluate alternatives, advertisers must compare the relative cost of media as well as vehicles within these media.  1. Cost per thousand(CPM)  CPM= Cost of ad space Circulation 1000
  21. 21. Continue…  Cost per rating point(CPRP) CPRP=  Daily inch rate = cost of commercial time Programe rating Cost of ad space*1000 Circulation
  22. 22. Media Rational  The media rationale is an explanation of why each medium makes sense for the client based on the stated media objectives .  The rationale supports the media objective with marketing facts and states why the mediums are recommended, including characteristics of each and how it will be implemented into the strategy.
  23. 23. Continue….  The media rationale should also state why the media planner chose the specific time periods, sizes, commercial lengths for the client.
  24. 24. Flow Chart  A media plan should always include a flowchart. This is a document that shows the execution of the plan, at a glance, and includes all of the mediums and timing that placements should run on these mediums.
  25. 25. Summary  This is a simple summary of each of the mediums including period, budget, audience/circulation, length or size, reach or coverage, reach and frequency and total ratings points. Also included should be a chart with the budget by medium.
  26. 26. Sources  Advertising and promotion an integrated marketing communication perspective By- George E.Belch & Michael Page no.-301 to 347  Advertising Management By- Jaishree jethwani & Shruti Jain  
  27. 27. Than k You
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