Media planning (imc)

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Media planning (imc)

  1. 1. Media planning Solvin Jose Roll no:48
  2. 2. Contents: • Media planning • Components of a media plan • Steps in developing the media plan • Challenges of media plan • Problems in media plan • Summary • Reference
  3. 3. 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
  4. 4. 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.
  5. 5. 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
  6. 6. 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?
  7. 7. 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
  8. 8. Media Execution • Media Execution – translating media strategies into specific media action plans • Look at cost efficiencies • Develop a schedule • Allocate budget
  9. 9. The components of a media plan Media objectives Media strategies Media rational Flow chart Summary
  10. 10. Steps in Developing the Media Plan Establishment of media objectivesMarket analysis Media strategy development and implementation Evaluation and follow -up
  11. 11. 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.
  12. 12. 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
  13. 13. Media strategy development • Media Mix • Target Market • Scheduling  Reach and frequency  Creative Aspects  Flexibility  Budget Considerations  Media Selection
  14. 14. 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
  15. 15. 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.
  16. 16. 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—
  17. 17. Challenges of Media Planning • More competitors • Rising costs • Media complexity • Greater audience fragmentation • More media options
  18. 18. Problems in Media Planning • Insufficient information • Inconsistent terminologies • Times pressures • Difficulty measuring effectiveness
  19. 19. 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
  20. 20. 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
  21. 21. THANK YOU ……

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