Media planning
Solvin Jose
Roll no:48

Contents:
• Media planning
• Components of a media plan
• Steps in developing the media plan
• Challenges of media plan
• Problems in media plan
• Summary
• Reference

Media planning
The word Media came from the Latin word "Middle". Media carry
message to or from a targeted audience and can add meaning to the
message.
…can be defined as the BEST and EFFECTIVE means of
REACHING out and communicating to the prospective
CONSUMERS or TARGET AUDIENCE of the brand
Media Planning – a plan of action to communicate a message to
the right people, at the right time, and the right frequency

The goal of a media plan is to be efficient: to gain maximum
exposure at minimum cost
The purpose of media planning is to conceive, analyse, and
creatively select channels of communication that will direct
advertising messages to the right people in the right place at the
right time.

The Media Plan
• Media Plan – a document that outlines the relevant
details about how a client’s budget will be spent
Media execution
Media Objectives
Media Strategy

Media Objectives
WHO
WHAT
WHERE
WHEN
HOW
…is the target market?
…is the message?
…is the best time to advertise?
…many, often, long?
…are the priorities?

Media Strategy
• Media Strategy – a plan for achieving media objectives to reach the
target audience as effectively and efficiently as possible
• Limited financial resources
• Demands for accountability
• Should address:
How often to advertise
How long to advertise
Where to advertise
What media to use

Media Execution
• Media Execution – translating media strategies into
specific media action plans
• Look at cost efficiencies
• Develop a schedule
• Allocate budget

The components of a media
plan
Media objectives
Media strategies
Media rational
Flow chart
Summary

Steps in Developing the Media Plan
Establishment of
media objectives
Market analysis
Media strategy
development and
implementation
Evaluation and
follow -up

Market analysis
• Every media plan begins with the market analysis or environmental analysis.
• Review of internal and external factors
• At this stage media planner try to identify answers of the following questions:
Who is the target audience?
What internal and external factors may influence the media plan?
Where and when to focus the advertising efforts?
The target audience can be classified in terms of age, sex, income, occupation,
and other variables. The classification of target audience helps media planner to
understand the media consumption habit, and accordingly choose the most
appropriate media.

Establishing Media Objective
Media objectives describes what you want the media plan to accomplish.
There are five key media objectives that a advertiser or media planner has
to consider:
 Reach
 Frequency
 Continuity
Continuous
Pulsing
Discontinuous
 Cost
 Weight

Media strategy development
• Media Mix
• Target Market
• Scheduling
 Reach and frequency
 Creative Aspects
 Flexibility
 Budget Considerations
 Media Selection

Implementation of Media Plan
The implementation of media plan requires media buying.
Media Buying refers to buying time and space in the
selected media. Following are the steps in media buying:
 Collection of information
 Selection of Media/Media Mix
 Negotiation
 Issuing Ad - copy to media
 Monitoring performance of Media
 Payment

Evaluation and Follow-up
Two factors for evaluation of media plan:
 How successful were the strategies in achieving media
objectives?
 Was the media plan successful in accomplishing advertising
objective?
Successful strategies help build confidence and serve as
reference for developing media strategies in future, and failure is
thoroughly analysed to avoid mistakes in future.

Activities involved in developing the
media plan
The situation
analysis
The marketing
strategy plan
The creative
strategy plan
Setting media
objectives
Determining
media strategy
Selecting broad
media classes
Selecting media
within classes
Broadcast
Print
Other media
Media use
decisions—

Challenges of Media Planning
• More competitors
• Rising costs
• Media complexity
• Greater audience fragmentation
• More media options

Problems in Media Planning
• Insufficient information
• Inconsistent terminologies
• Times pressures
• Difficulty measuring effectiveness

Summary
• Finding the best way to give the message to the
target market. “Best” means largest part of
market at best price and in best media
environment for the message
• Involves the process of designing a scheduling
plan that shows how advertising time and space
will contribute to the achievement of marketing
objectives
• Media Planning = Selection + Scheduling

REFERENCE
• 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
• www.mediacom.com

THANK YOU ……