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Media planning

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Media planning

  1. 1.  The advertised message travels from the producer to the consumer through a MEDIA  Media planning takes into account all decisions regarding the time and place of advertising  Main aim is to select the right media in order to reach the right audience to have desired response.
  2. 2. NEED & IMPORTANCE  Growth of Media  Media Selection  Promotion of Sales  Advertising Client  Suitability  Providing Supplements
  3. 3. MEDIA PLANNING PROCESS
  4. 4. EXAMPLE: AXE BODY SPRAY  Brand Planning Target:  “Contemporary, cool young men looking for an edge in the dating game”  Media Planning Target:  Profile of “Contemporary, cool young men” based on usage of contemporary, cool products  Media Measurement Target:  Simple demographic like “men aged 18-24
  5. 5. Publications such as newspapers, magazines, direct mail, outdoor, etc. Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium categoryThe specific carrier within a medium category Number of different audience members exposed at least once in a given time period Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle 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 number of times the receiver is exposed to the media vehicle in a specific time period • Does the medium offer opportunities? •Message to only those who are logical prospects • Does the medium offer opportunities? •Message to only those who are logical prospects Number of different audience members exposed at least once in a given time period Number of different audience members exposed at least once in a given time period How much will it cost to buy one rating point for your target audience. One Rating Point=1 % of your target audience How much will it cost to buy one rating point for your target audience. One Rating Point=1 % of your target audience How much will it cost to reach thousand of your prospective customers How much will it cost to reach thousand of your prospective customers MEDIA TERMINOLOGY Cost Per Thousand Cost Per Thousand Cost per Point Cost per Point ReachReach Impact & Selectivity Impact & Selectivity FrequencyFrequency
  6. 6. Measurement Problems Measurement Problems Lack of Information Lack of Information Inconsistent Terms Inconsistent Terms Time Pressure Time Pressure Inconsistent Terms Inconsistent Terms Lack of Information Lack of Information Measurement Problems Measurement Problems MEDIA PLANNING DIFFICULTIES © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Problems in Media Planning Problems in Media Planning
  7. 7. U.S. advertising expenditures, by category (in millions of dollars)
  8. 8. MEDIA SCHEDULING  Bursting StrategyBursting Strategy  Burst- Hiatus-Flight StrategyBurst- Hiatus-Flight Strategy::  Used for seasonal products  Big sized heavy advertising burst for a fixed period followed by  Almost absence of advertising for rest of period  Followed by heavy advertising  Flight StrategyFlight Strategy  Pulsing StrategyPulsing Strategy  Alternating StrategyAlternating Strategy: Advertising every alternate month
  9. 9.  Steady StrategySteady Strategy: Advertiser spends a fixed amount of money every month  Step-down strategyStep-down strategy: as the season approaches there is heavy advertising  Teaser set upTeaser set up: advertising starts on a low scale when the season begins.
  10. 10. BRAND AND CATEGORY ANALYSIS Percentage of brand to total sales in market Percentage of total population in market BDI = X 100 Brand Development Index Percentage of total product category sales in market Percentage of total U.S. population in market CDI = X 100
  11. 11. Short Message LifeShort Message Life High Production CostHigh Production Cost Low SelectivityLow Selectivity High Absolute CostHigh Absolute Cost ClutterClutter Mass CoverageMass Coverage High ReachHigh Reach Impact of Sight, Sound and Motion Impact of Sight, Sound and Motion High PrestigeHigh Prestige Low Cost Per ExposureLow Cost Per Exposure Attention GettingAttention Getting Favorable ImageFavorable Image High Production CostHigh Production Cost High Absolute CostHigh Absolute Cost Short Message LifeShort Message Life Low SelectivityLow Selectivity Favorable ImageFavorable Image Attention GettingAttention Getting Low Cost Per ExposureLow Cost Per Exposure High PrestigeHigh Prestige Impact of Sight, Sound and Motion Impact of Sight, Sound and Motion High ReachHigh Reach Mass CoverageMass Coverage TELEVISION PROS AND CONS AdvantagesAdvantages DisadvantagesDisadvantages
  12. 12. ClutterClutter Fleeting MessageFleeting Message Audio OnlyAudio Only Low Attention GettingLow Attention Getting Local CoverageLocal Coverage Low CostLow Cost High FrequencyHigh Frequency FlexibleFlexible Low Production CostLow Production Cost Well-segmented AudienceWell-segmented Audience Low Attention GettingLow Attention Getting ClutterClutter Audio OnlyAudio Only Well-segmented AudienceWell-segmented Audience Low Production CostLow Production Cost FlexibleFlexible High FrequencyHigh Frequency Low CostLow Cost Local CoverageLocal Coverage RADIO PROS AND CONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesAdvantages DisadvantagesDisadvantages
  13. 13. Visual OnlyVisual Only Long Lead Time for Ad Placement Long Lead Time for Ad Placement Lack of FlexibilityLack of Flexibility Segmentation PotentialSegmentation Potential Quality ReproductionQuality Reproduction High Information ContentHigh Information Content LongevityLongevity Multiple ReadersMultiple Readers Visual OnlyVisual Only Long Lead Time for Ad Placement Long Lead Time for Ad Placement Multiple ReadersMultiple Readers LongevityLongevity High Information ContentHigh Information Content Quality ReproductionQuality Reproduction Segmentation PotentialSegmentation Potential MAGAZINE PROS AND CONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesAdvantages DisadvantagesDisadvantages
  14. 14. ClutterClutter Poor Reproduction QualityPoor Reproduction Quality Short LifeShort Life Low Attention GettingLow Attention Getting High CoverageHigh Coverage Low CostLow Cost Short Lead Time for Placing Ads Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Ads Can Be Placed in Interest Sections Timely (Current Ads)Timely (Current Ads) Reader Controls ExposureReader Controls Exposure Can Be Used for CouponsCan Be Used for Coupons Selective Reader ExposureSelective Reader Exposure Poor Reproduction QualityPoor Reproduction Quality Low Attention GettingLow Attention Getting ClutterClutter Short LifeShort Life Can Be Used for CouponsCan Be Used for Coupons Reader Controls ExposureReader Controls Exposure Timely (Current Ads)Timely (Current Ads) Ads Can Be Placed in Interest Sections Ads Can Be Placed in Interest Sections Short Lead Time for Placing Ads Short Lead Time for Placing Ads Low CostLow Cost High CoverageHigh Coverage NEWSPAPER PROS AND CONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesAdvantages DisadvantagesDisadvantages
  15. 15. Short AdsShort Ads Local RestrictionsLocal Restrictions Sort Exposure TimeSort Exposure Time Poor ImagePoor Image Location SpecificLocation Specific High RepetitionHigh Repetition Easily NoticedEasily Noticed Poor ImagePoor Image Short AdsShort Ads Sort Exposure TimeSort Exposure Time Easily NoticedEasily Noticed High RepetitionHigh Repetition Location SpecificLocation Specific OUTDOOR PROS AND CONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesAdvantages DisadvantagesDisadvantages
  16. 16. Poor Image (Junk Mail)Poor Image (Junk Mail) High Cost Per ContactHigh Cost Per Contact ClutterClutter High SelectivityHigh Selectivity Reader Controls ExposureReader Controls Exposure High Information ContentHigh Information Content Repeat Exposure Opportunities Repeat Exposure Opportunities Poor Image (Junk Mail)Poor Image (Junk Mail) High Cost Per ContactHigh Cost Per Contact Repeat Exposure Opportunities Repeat Exposure Opportunities High Information ContentHigh Information Content Reader Controls ExposureReader Controls Exposure High SelectivityHigh Selectivity DIRECT MAIL PROS AND CONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesAdvantages DisadvantagesDisadvantages
  17. 17. Websnarl (Crowded Access)Websnarl (Crowded Access) Few Valid Measurement Techniques Few Valid Measurement Techniques Limited Creative Capabilities Limited Creative Capabilities Technology LimitationsTechnology Limitations Limited ReachLimited Reach User Selects Product Information User Selects Product Information User Attention and Involvement User Attention and Involvement Interactive RelationshipInteractive Relationship Direct Selling PotentialDirect Selling Potential Flexible Message PlatformFlexible Message Platform Few Valid Measurement Techniques Few Valid Measurement Techniques Technology LimitationsTechnology Limitations Websnarl (Crowded Access)Websnarl (Crowded Access) Limited Creative Capabilities Limited Creative Capabilities Flexible Message PlatformFlexible Message Platform Direct Selling PotentialDirect Selling Potential Interactive RelationshipInteractive Relationship User Attention and Involvement User Attention and Involvement User Selects Product Information User Selects Product Information INTERNET PROS AND CONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesAdvantages DisadvantagesDisadvantages

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