It specifies the media in which the advt messages
will be placed to reach the desired target audience.
It includes objectives, strategies, media choices,
and a media schedule for placing a message.
MEDIA CLASS :- it is a broad category of media
such as radio, T.V or news papers
MEDIA VEHICLE :- it’s a particular option for
placement with in a media class.
E.g.:- Newsweek magazine with in the magazine
THE MEDIA PLAN
Reach the target audience
Geographic scope of media placement
Reach & Frequency
Continuity, continuous, flighting, pulsing
Length or size of Advt.
Media mix: concentrated, assorted
Media efficiency: cost per thousand (CPM), cost per thousand-target
market(CPM-TM), cost per rating point
Competitive media assessment
It set specific goals for a media placement.
Reach the target audience, determine the
geographic scope of placement, and identify the
message weight, or the total mass of advertising
delivered against a target audience.
Reach the target audience:- using the data
collected/provided by the media research
Single-source tracking services:- new
method of research
Determining the geographic scope of media
Geo-targeting : it is the placement of ads in
geographic regions where higher purchase
tendencies for a brand are evident.
Message weight: it is the gross number of advt
messages or exposure opportunities delivered by
the vehicles in a schedule. It is expressed in terms
of gross impressions.
Vehicle duplication: recurring advertisements in the
Its decisions help to ensure that messages placed
in chosen media have as much impact as possible.
Reach and frequency:
refers to the number of people or households in a
target audience that will be exposed to a media
vehicle or schedule at least one time during a given
period of time.
Frequency is the average
num of times an individual or house hold with in a
target audience is exposed to a media in a given
period of time.
GRP : It is the product of reach times frequency
(GRP= r x f). It is used as a relative measure of the
intensity of one media plan versus another.
Effective frequency is the number of times a target
audience needs to be exposed to a message
before the objectives of the advertiser are meteither communications objectives or sales impact.
Effective reach is the number or percentage of
consumers in the target audience that are exposed
to an ad some minimum number of times.
It is the pattern of placement of ads in a media
Continuous scheduling is a pattern of placing ads at
a steady rate over a period of time.
Flighting is achieved by heavy advertising for a
period of time, usually 2 weeks, then stopping
advertising altogether for a period, only to come
back with another heavy schedule.
Pulsing is a media scheduling strategy that
combines elements from continuous and flighting
LENGTH OR SIZE OF THE ADVT
depends upon the creative requirements of the ad,
the media budget, and the competitive environment
with in which the ad is running.
Square Root Law: i.e.“ the recognition of print ads
increase with the square of the illustration”
it is the blend of different media that will be
used to effectively reach the target audience.
Concentrated media mix: It focuses all the media
placement dollars in one medium.
The benefits are:
1. It may allow the advt to be dominant in 1 medium.
2. Brand familiarity might be heightened
3. Concentrating media buys in high-visibility media.
4. A concentration of media dollars may result in
significant volume discounts from media org.
Assorted media mix :
It employs multiple media alternatives to reach
target audiences. It facilitates communication with
1. Reach of different target audiences.
2. Different messages in different media reaching
single target may enhance the learning effect.
3. It will increase the reach of the message,
compared to concentrating placement in 1
4. Grater audience reach compared to the other type
of media mix.
Media Efficiency: each media efficiency measures
Cost of media buy
CPM (Cost Per Thousand)=
CPRP (cost per rating point)=
Dollar cost of ad
Placement on a program
MEDIA SCHEDULING AND BUYING
It takes place through out the planning effort.
All aspects of timing, reach, frequency, and
competitive media assessment are evaluated
during the scheduling phase.
Agency of record.
COMPUTER MEDIA-PLANNING MODELS
Media planners rely heavily upon
computer databases and custom
analytical software to assess a wide
range of possibilities before making
costly media buys
THE PROLIFERATION OF MEDIA
There are two main areas where media
proliferation is occurring
1:Expansion of traditional media
Cable TV is expanding rapidly
Satellite dishes offer consumers a greater
range of programming
Increasing amount of magazines and
2: New media are being developed to reach
consumers in more and different ways
Railroad station (big screens, online
Movie theatre ads
Internet (online information services)
Direct marketing (firms of all types started
to publish newsletters, news magazines
and catalogues targeted at their current
customers and created their own in-house
Insufficient and Inaccurate Information
The information used to analyse who is
using what medium at what time and in
what numbers is generated as secondary
data by large commercial media research
It is often out-of-date and does not
provide the category of measurement the
marketer or advertiser is interested in
The costs of newspaper and magazine ads
or a single spot on TV (traditional media)
can reach a high amount of money. These
costs escalate every year and e.g. depend
on prime-time. Therefore advertisers
scrutinize their media costs and start
thinking about alternatives e.g. placing
advertisements in interactive media.
Interactive media reach beyond TV and
include e.g. interactive telephones,
interactive CDs, electronic kiosks, virtual
billboards, online services, online
versions of magazines and the Internet.
Companies and department stores
started using home pages on the World
Wide Web to inform the consumer
Media Choice and Integrated Brand Promotions
The great array of choices makes it more difficult for
the media planner tries to achieve integrated