Media Planning in Brand Management

1. Course: Media PlanningAnd Research
Course Supervisor: Ms.Ayesha Shaikh

2. A written document that summarizes
the objectives and strategies pertinent
to the placement of a company’s
advertising messages

3. Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be attained
The various categories of delivery systems, including
broadcast and print media
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media

4. The specific carrier within a medium category
The potential audience that might receive the message
through the vehicle
The number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the message
through the vehicle
Number of different audience members exposed at
least once in a given time period
Publications such as newspapers, magazines, direct
mail, outdoor, etc.
Print
Media
MediaVehicle
Reach
Coverage
Frequency

5. Evaluate Performance
Establish Media Objectives
Implement Media Strategy
Develop Media Strategy
Analyze the Market
Media Planning Process

6. Media Use Decision
— Print
Media Use Decision
— Broadcast
Media Use Decision
— Other Media
Selecting MediaWithin Class
Determining Media Strategy
Selecting Broad Media Classes
Setting Media Objectives
Marketing
Strategy Plan
Creative
Strategy Plan
Situation
Analysis

7.  Fragmentation of mainstream media and
proliferation of new media
 The Aperture Concept:The goal of the media
planner is to expose the target audience to the
message at the critical point when the
consumer is receptive to the brand message

8. Sources of information include:
 Client information
 Market research
 Competitive advertising
 Media information
 Consumer information

9.  Targeted markets
 Previous promotions and their performance
 Product sales and distribution patterns
 Brand plans
 Brand/Campaign budget

10.  Media planners make decisions based on the
amount of competitive traffic.
 Share of voice: Measure of the percentage of
total advertising spending by one brand
relative to the competition

11.  Various media provide information about the
size and makeup of their audiences
 Identify the designated advertising area
 Media planners use consumer information to
locate the target audience within media
markets

12. The Media Planning Process

13. 1. Exposure and GRPs
 Gross impressions
 The sum of the audiences of al the media vehicles
used during a certain time span
 Gross Ratings Points
 Media planners convert impressions to gross
ratings points in order to compare the efficiency
of media schedules

14. 2.The Reach Objective: Percentage of the audience
that is exposed at least once to the advertiser’s
message during a specific time frame importance of
unduplicated audiences.
3.The Frequency Objective: Estimates the number
of times the exposure is expected to happen
4. Effective Frequency: Combines the reach and
frequency elements into one factor

15.  Determine the most cost-effective media mix
that will reach the target audience and satisfy
the media objectives.
 Media mix selection: Using a variety of media
to get the message out to customers.
 Media selection is based on message needs
and brand objectives.

16. 1.Target audience strategies
 Media use
 Geography
 Consumption patterns
2. Scheduling Strategies
 Timing strategies
 Duration: How long
 Continuity: How often
The media budget: An initial assessment of the amount of
money available determines the media mix.