1. Media Planning
MEDIA STRATEGY – AN INTRODUCTION

2. Basic Parameters of a Media Plan
Reach
Number of target audience individuals exposed
to advertising or promotion in an advertising
cycle.
Frequency
Number of exposures per individual target audience
member in an advertising cycle.
Number of advertising cycles during the year.
Over the entire planning period – Usually one year.

3. Media Balloon with 3 Ears
• A media plan with fixed budget can be
strategically designed to reach a lot of people
few times or a few people a lot of times.
• Imagine a 3 ear balloon (Reach, Frequency and
No of advertising cycles in a year) is tied off means
The budget is fixed, the media planner can not
make one ear bigger with out squeezing the
other.

4. Media Balloon – Trade Off

5. Media Balloon – Trade Off
• If the media strategy calls for increase in reach, so
you scatter budget and advertising exposure to
many media types such as TV, Radio, Newspaper,
Magazines, Websites, Social Media etc.
• But if the media strategy calls for increased
frequency i.e same individual getting more
interaction with your ad, you will focus your
budget on single outlet. A magazine, Particular
program on a TV Channel.
• Token example.

6. ENDS