2. Media Versus Vehicles
• Media are the general communication methods that
carry advertising messages—television, magazines,
newspapers, and so on.
• Vehicles are the specific broadcast programs or print
choices in which advertisements are placed.
• For example, television is the media, and ‘Indian Idol’
is the vehicle.
• Each medium and vehicle has a unique set of
characteristics and virtues.
3. Media Planning
• “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.
5. Media Brief
5-5
Media planners require essential information from the client.
1. Market Profile
2. Competitor Media Strategy
3. Target Market Profile
4. Media Objectives
5. Budget
6. Media Plan
5-6
“A document outlining how a client’s budget will be spent.”
Media ObjectivesMedia Objectives
Media StrategiesMedia Strategies
Media ExecutionMedia Execution
7. Media Objectives
5-7
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?
8. Media Strategy
5-8
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
9. Target Market Media Strategies
Profile-
matching
Profile-
matching
RifleRifle
RoadblockRoadblock
ShotgunShotgun
Explain why road-blocking is not
useful in rifle or profile-matching
strategies.
10. Nature of Advertising Message
– Factual message
• print & website
– Emotional message
• broadcast, online video & website
– Promotional message
• TV for awareness
• Print, POP & website for details on how to enter
– Brand-name awareness
• outdoor & transit
11. Selecting the Target Audience
Four major factors
(1) Buyographics
(4) Lifestyle/psychographics
(2) Geographic
(3) Demographic
13. Hypothetical Frequency Distribution
for Baleno Advertised in TOI
Target Audience Member
Week 1 2 3 4 5 6 7 8 9 10 Total
Exposures
I X X X X X 5
II X X X X X 5
III X X X X X 5
IV X X X X X 5
Total
Exposures
2 4 0 3 2 1 3 1 2 2
15. Reach
Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)
Reach Formula = # Individuals who saw the ad
# Individuals in that area
= 9 or .9
10
= 90%
16. Frequency
– The average number of times an audience is
exposed to a message over a period of time
(week).
– Frequency Formula = Total Exposures
Reach
= (1X 20) + (2X40) + (3X20) + (4X10)
90
= 200/90 = 2.2
17. GRPs refer to the weight of a media
schedule against a pre-determined
target audience.
GRP = Reach (%) x Frequency
= 90 X 2.2
= 198
Gross Rating Points (GRPs)
18. The Concept of Effective Reach
• How often does the target audience have an
opportunity to be exposed?
• Effective reach is based on the idea that an
advertising schedule is effective only if it does
not reach members of target audience too
few or too many times
19. Effective Reach in Advertising Practice
• 3-10 exposures during a media-planning
period (typically 4 weeks)
• Using multiple media
• Subjective factors must be considered
20. Alternative Media Plans based on a Rs. 12 Mn
Annual Budget and Four-Weeks Media Analysis
Plan A: TV
(100%)
Plan B: TV (67%)
Radio (33%)
Plan C: TV (50%)
Magazines (50%)
Plan D: TV (67%)
Outdoor (33%)
Reach (1+
Exp.)
69% 79% 91% 87%
Effective
Reach
(3+ Exp.)
29% 48% 53% 61%
Frequency 2.8 5.5 3.2 6.7
GRPs 193 435 291 583
ERPs 81 264 170 409
Cost per GRP Rs. 62, 176 Rs. 27,586 Rs. 41, 237 Rs.20,583
Cost per ERP Rs. 148, 148 Rs. 45, 455 Rs. 70,588 Rs. 29,340
Analyze these media plans????
21. Continuity, Engagement, &
Flexibility
Continuity:
– The length of time required to generate impact
on a target audience.
Engagement:
– The degree of involvement a person has with the
media when they are using it.
Flexibility:
– The ability to modify media spending plans
throughout the scheduled advertising period.
22. Continuity
How advertising is allocated during the course of an
advertising campaign: how should the media
budget be distributed?
Continuous advertising schedule: an equal number of
ad dollars are invested throughout the campaign
Pulsing: some advertising is used during every period
of the campaign, but the amount of advertising
varies from period to period.
Flighting: the advertiser varies expenditures
throughout the campaign and allocates zero
expenditures in some months.
24. Recency Principle…Shelf Space
Model
• Consumers’ first exposure to an ad for a brand
is the most powerful
• Advertising primary role is to influence brand
choice;
• Achieving high level of weekly reach for a
brand should be emphasized over acquiring
heavy frequency
25. Cost considerations
Cost per Thousand (CPM)
Target Market (TM)
CPM= Cost of ad
# of contacts (expressed in thousands)
CPM-TM= Cost of ad
# of TM contacts
(expressed in thousands)
26. Budget Influence on
Media Strategy
Media Mix:
Primary &
Secondary
Media
Selective
Media
Usage
Small
Budget
Large
Budget
Reach
Frequency
Continuity
Market Coverage
Timing
Competition Media Usage
Type (Choice) of Media
Limited
strategy
Flexible
strategy
28. Media Execution
– Fine tuning the strategy and translating it into
specific action plans.
• Media Selection Process
CNN-IBN,
India
Today
29. The Coke Zero Plan
https://www.youtube.com/watch?v=YbNWV5lLsfw
• Campaign Target and Objectives
-Primarily of adults ages 21-45
-Present and Prospective diet soft-drink consumers
-Campaign titled: ‘Great Taste Runs in the Family’
-To increase coke zero sales by 10 %
-To heighten consumers’ evaluations of the key product
benefit and image factors that influence brand
choice in the category
30. Coke Zero…contd.
• Creative Strategy: to emphasize upon the fact
that it tastes like regular coke (research
reveals that a significant percentage of initial
trial users of coke zero were motivated by the
desire to have a diet soft drink that tasted like
regular coke
31. Coke Zero: Media Strategy
• Why 25 second commercials vs longer
commercial??
