MEDIA PLANNING  AND MEDIA  BUYING
BRAND BUILDING FRAMEWORK BY: BERNARD GLOG – GLOBAL MEDIA MANAGER  P & G WHO? HOW? WHAT? TARGET GROUP
THE 4 BASIC ELEMENTS OF MEDIA SPENDING   CONTINUITY IMPACT REACH FREQUENCY HOW MANY PEOPLE HOW MANY TIMES HOW OFTEN HOW EF...
<ul><li>FACTORS THAT CONTRIBUTE IN FORMULATING MEDIA STRATEGY </li></ul>TARGET AUDIENCE <ul><li>WHEN TO USE REACH AND FREQ...
ARRIVING AT EFFECTIVE FREQUENCY Media Factors Wts Category Advertising Clutter 40 Low High Recent advertising support 30 E...
EFFECTIVE REACH GRP’s Reach (%) 250
MEDIA PLANNING & BUYING PROCEDURE <ul><li>MEDIA PLANNING PROCEDURE: </li></ul><ul><li>Channel selection </li></ul><ul><li>...
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  1. 1. MEDIA PLANNING AND MEDIA BUYING
  2. 2. BRAND BUILDING FRAMEWORK BY: BERNARD GLOG – GLOBAL MEDIA MANAGER P & G WHO? HOW? WHAT? TARGET GROUP
  3. 3. THE 4 BASIC ELEMENTS OF MEDIA SPENDING CONTINUITY IMPACT REACH FREQUENCY HOW MANY PEOPLE HOW MANY TIMES HOW OFTEN HOW EFFECTIVELY The number of different people in our target group exposed to a specific media vehicle or schedule at least once The number of times the target group exposed to a specific media vehicle or schedule at least once Continuous Flighting / Bursting Pulsing Hype created around a particular commercial
  4. 4. <ul><li>FACTORS THAT CONTRIBUTE IN FORMULATING MEDIA STRATEGY </li></ul>TARGET AUDIENCE <ul><li>WHEN TO USE REACH AND FREQUENCY?? </li></ul><ul><li>WAR OF SOV – GRP’s </li></ul><ul><li>SETTING OF MEDIA OBJECTIVES </li></ul>MARKETS SCHEDULING TVRs / AVRs / GRPs REACH AND FREQUENCY
  5. 5. ARRIVING AT EFFECTIVE FREQUENCY Media Factors Wts Category Advertising Clutter 40 Low High Recent advertising support 30 Established New Other visibility aids 30 High Low High Low Established New Simple Complex Long Short Creative Influences Wts Ad Impact 40 Ad Familiarity 15 Nature of Message 15 Length of Commercial 30 Considerations 1 2 3 4 5 Marketing Factors Wts Category Environment 30 Uncluttered Cluttered Brand Strength [MS] 20 High Low Brand loyalty 20 Considered Impulse Brand Growth Objectives 30 Negative High Communication factors Wts Brand Salience 20 High Low Brand Awareness 30 High Low Communication Proposition 50 Established New
  6. 6. EFFECTIVE REACH GRP’s Reach (%) 250
  7. 7. MEDIA PLANNING & BUYING PROCEDURE <ul><li>MEDIA PLANNING PROCEDURE: </li></ul><ul><li>Channel selection </li></ul><ul><li>Planning rates worked out </li></ul><ul><li>Rough channel mix / programme mix is arrived at </li></ul><ul><li>MEDIA BUYING PROCEDURE: </li></ul><ul><li>The rough channel mix / programme mix presented to the client </li></ul><ul><li>Client approves the mix which is then given to the buying team </li></ul><ul><li>Buying team works out the best deals </li></ul><ul><li>The media plan is then finalized, schedule is worked out, activity chart with the budgets and media deliveries is prepared </li></ul>
  8. 8. THANK YOU!!!

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