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Media palnning and strategy

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Media palnning and strategy

  1. 1. Media Planning and Strategy Presented by: S Meraj Ahamad 3rd sem Roll No:35 © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Media Planning : Art or Science MYTH : Media Planning is a Science, it is all about numbers, schedules, deadlines and low salaries FACT : Media Planning is an Art, it is all about Strategy It consists of a series of decisions made by the advertisers to answer the question of a targeted market. In realty, What is the best means of delivering ents 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 prospective purchasers of my brand or service? © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  3. 3. Strategic Decisions need to be taken e.g. • Who should be our primary targets? Heavy, medium or light users? • How many prospects do we need to reach and how many times ? • What reaction should we take as a result of media used by competitors ? Use same media mix as competitors ? Allocate same weight as competitors ? Ignore competitors ? © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  4. 4. Strategic Decisions need to be taken e.g. • In which markets/regions should the ads appear? • What pattern of geographic weighting should we use ? Should we weight by GRPs or money ? Where? • What pattern of scheduling ? Continuity / flighting / pulsing ? When should we weight more heavily ? • Does media have to support promotions ? How much of budget for promotional support ? What media mix ? © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  5. 5. The Changing Media Landscape • Traditional Media Television, radio, newspapers, magazines, outdoor, direct mail • Traditional but Different • sponsorships, Organizing events • New Media • Internet/interactive, wireless, search ads, blogs, video games, paid search, social media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  6. 6. New Media • Wireless—mobile phones, smartphones • Social Media (Facebook, Twitter, YouTube) • Blogs- online information of specific content • Video games – brands integrated into games or games created for advertainment • Paid Search - targeted ads appear when people type queries into search engines such as Google. Advertisers bid for placement. © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  7. 7. Factors Leading to Changes in Media • Consumers are busy and time crunched • Multitasking becoming more prevalent • Changing lifestyles • Technology developments/changes • Consumer attitudes toward media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  8. 8. Developing the Media Plan Situation Situation analysis analysis Marketing Marketing strategy plan strategy plan Creative Creative strategy plan strategy plan Setting media objectives Setting media objectives Determining media strategy Determining media strategy Selecting broad media classes Selecting broad media classes Selecting media within class Selecting media within class Media use decision Media use decision — broadcast — broadcast Media use decision Media use decision — print — print © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media use decision Media use decision — other media — other media
  9. 9. Developing a Media Plan Analyze the market Analyze the market Establish media objectives Establish media objectives Develop/implement media strategy Develop/implement media strategy Evaluate performance Evaluate performance © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  10. 10. Using Index Numbers Index Number Index = Percentage of users in a demographic segment Percentage of population in the same segment © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
  11. 11. Using the Brand Development Index Brand Development Index BDI = Percentage of brand to total sales in market Percentage of total population in market © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
  12. 12. Using the Category Development Index Category Development Index Percentage of total product category sales in market CDI = Percentage of total population in market © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
  13. 13. Using BDI and CDI © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  14. 14. BDIs And CDIs Are Often Used To Help Evaluate Market Potential BDI High 200 Maintenance Markets 150 (little growth) CDI 0 50 100 Key Markets (protect from competitors) 150 200 CDI High Low No Potential for Growth 50 Opportunity Markets (high growth potential) 0 BDI Low © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  15. 15. Developing Media Strategies • Criteria to consider during plan development • • • • • • • • The media mix Target market coverage Geographic coverage Scheduling Reach and frequency Creative aspects and mood Flexibility Budget © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  16. 16. The Media Mix • Selection considerations • Objectives sought • Product or service characteristics • Individual preferences • Type of platform to enter into (print, web, radio . . .) © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  17. 17. Target Audience Coverage Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Target Market Population excluding target market Target market Media coverage Media overexposure © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  18. 18. Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  19. 19. Reach and Frequency A. Reach of One Program B. Reach of Two Programs Total market audience reached Total market audience reached © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  20. 20. Marketing Factors Determining Frequency Marketing Marketing Factors Factors Brand Brand Loyalty Loyalty Brand Brand History History Share of Share of Voice Voice Brand Brand Share Share Usage Usage Cycle Cycle Purchase Purchase Cycles Cycles © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Target Target Group Group
  21. 21. Media Factors Determining Frequency Cluster Cluster Repeat Repeat Exposure Exposure Scheduling Scheduling Media Media Factors Factors Editorial Editorial Environment Environment Attentiveness Attentiveness Number of Number of Media Used Media Used © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  22. 22. Creative Aspects and Mood • Creative aspects • Media may drive strategy, or strategy may drive media • Media and creative departments must work closely together • Mood • Media can drive mood • Media and vehicle image can carry over to the message placed within them © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  23. 23. Flexibility in Media Planning Strategies Market Market opportunities opportunities Market threats Market threats Flexibility Flexibility Changes in Changes in media or media media or media vehicle vehicle Availability of Availability of media media © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  24. 24. MEDIA STRATEGIES © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  25. 25. Media Strategies • Evolve from media objectives and describe how they will be accomplished • Reflect specific course of action to be taken • A matter of evaluating different media types and mixes to determine best way to achieve objectives within given budget © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  26. 26. Television Advantage and Limitations Advantages Mass coverage Disadvantages Low selectivity High reach Short message life Sight, sound, motion High absolute cost High prestige High production cost Low cost per exposure Attention getting Favorable image © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  27. 27. Radio Advantages and Limitations Advantages Disadvantages Local coverage Audio only Low cost Clutter High frequency Low attention getting Flexible Fleeting message Low production cost Well-segmented audience © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  28. 28. Magazines Advantages and Limitations Advantages Segmentation potential Quality reproduction High information content Disadvantages Long lead time for ad placement Visual only Lack of flexibility Longevity Multiple readers © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  29. 29. Newspaper Advantages and Limitations Advantages Disadvantages High coverage Short life Low cost Clutter Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Poor reproduction quality Selective reader exposure Reader controls exposure Can be used for coupons © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  30. 30. Outdoor Advantages and Limitations Advantages Disadvantages Location specific Short exposure time High repetition Short ads Easily noticed Local restrictions © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  31. 31. Direct Mail Pros and Cons Advantages Disadvantages High Selectivity High Selectivity Reader Controls Exposure Reader Controls Exposure Poor Image (Junk Mail) Poor Image (Junk Mail) High Information Content High Information Content Clutter Clutter Repeat Exposure Repeat Exposure Opportunities Opportunities © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  32. 32. Internet Pros and Cons Advantages Disadvantages User Selects Product User Selects Product Information Information Limited Creative Limited Creative Capabilities Capabilities User Attention and User Attention and Involvement Involvement Websnarl (Crowded Websnarl (Crowded Access) Access) Interactive Relationship Interactive Relationship Technology Limitations Technology Limitations Direct Selling Potential Direct Selling Potential Few Valid Measurement Few Valid Measurement Techniques Techniques Flexible Message Platform Flexible Message Platform Limited Reach Limited Reach © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  33. 33. Evaluation and Follow-Up How well did these strategies achieve the media objectives? How well did the media plan contribute to attaining the overall marketing and communications objectives? Use again, or analyze flaws © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  34. 34. THANK YOU © 2010 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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