The document discusses various aspects of media planning such as defining media and vehicles, the media planning process, developing a media plan, establishing media objectives, and implementing media strategies. It provides details on key considerations for media planners like targeting appropriate media types and vehicles to reach the target audience, determining optimal scheduling, and balancing reach versus frequency given budget constraints. Evaluation of media plan performance is also emphasized.

1. Media Planning

2. Media versus Vehicles
• Media
– General communication methods that carry
advertising messages
– Examples: television, newspapers, and Internet
• Vehicles
– The specific broadcast programs or print choices in
which advertisements are placed
– Example: Bade acha lagta hai, Mutual fund special,
mobile and gadgets etc., parichay
• Each medium and vehicle has a unique set of
characteristics and virtues

3. 11 - 3
The Media Plan
• A written document that summarizes
the objectives and strategies
pertinent to the placement of a
company’s advertising messages

4. The Media-Planning Process
• Media Planning
– Is the design of a strategy that will best allocate
investments in advertising time and space to
achieve the firm’s marketing objectives
– Involves coordinating three levels of strategy:
marketing, advertising, and media strategy

5. A series of decisions involving the delivery of
messages to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
The various categories of delivery systems,
including broadcast and print media
Either radio or television network or local station
broadcasts
A series of decisions involving the delivery of
messages to audiences
Goals to be attained by the media strategy and
program
Decisions on how the media objectives can be
attained
The various categories of delivery systems,
including broadcast and print media
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media

6. Publications such as newspapers, magazines,
direct mail, outdoor, etc.
The specific carrier within a medium category
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 number of times the receiver is exposed to the
media vehicle in a specific time period
The potential audience that might receive the
message through the vehicle
Number of different audience members exposed at
least once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines,
direct mail, outdoor, etc.
Media Terminology
Print
Media
Media Vehicle
Reach
Coverage
Frequency

7. Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Media Use Decision
— Print
Media Use Decision
— Broadcast
Media Use Decision
— Other Media
Selecting Media Within Class
Determining Media Strategy
Selecting Broad Media Classes
Developing the Media Plan
Setting Media Objectives
Setting Media Objectives
Marketing
Strategy Plan
Creative
Strategy Plan
Marketing
Strategy Plan
Situation
Analysis
Creative
Strategy Plan
Situation
Analysis

8. Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Developing the Media Plan

9. Market Analysis and Target Market
Identification
To Whom shall we advertise
What internal and external factors may influence the
media plan
Internal and external factors may influence the
decision are media budget, managerial and
administrative capabilities of the agency
organisation. Other factors, external in nature,
include rising cost of media, changes in
technology and the competitive environment,
etc.
Where(Geographic) and when(timing) to focus the
advertising effort

10. Establishing Media Objective
• Media objectives are the goal for the media
program and should be limited to those that
can be accomplished through media strategies.
An example of media objectives is this
– Use broadcast media to provide coverage of 80%
of the target market over a six month period
– Reach 60% of the target audience at least three
times over the same six month period.
– Concentrate heaviest advertising in winter and
spring with lighter emphasis in summer and fall.

11. Developing and Implementing
Media Strategies
• Criteria considered in the development of
media plans
– The Media Mix
– Target market coverage
– Geographic coverage
– Scheduling
– Reach Vs Frequency
– Creating aspect mood
– Flexibility
– Budget Consideration

12. • The Media Mix
use various medium for promoting the product
Like TV, Print Media, Radio, Internet etc.
By combining media marketers can increase
coverage , reach frequency levels and achieve
overall communication objective

13. • Target Market coverage
– Media vehicles matched with target audience
media preferences
• Developing media strategies involves
matching the coverage of the media vehicles
to the target market. The chart on this slide
shows the market coverage possibilities.

14. Target
Market
Proportion
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure

15. – Chart 1 – shows the target market as a proportion
of the total population.
– Chart 2 – full coverage of the target market;
optimal goal
– Chart 3 – partial coverage, leaving some customers
without exposure
– Chart 4 – media coverage exceeds target audience;
some coverage may be wasted
– The goal of the media planner is to extend media
coverage to as many of the members of the target
audience as possible while minimizing the amount of
excess or wasted coverage.

16. Scheduling
• The primary objective of media scheduling is
to time advertising efforts so that they will
coincide with the highest potential buying
periods. The three scheduling methods
available to the media planner:
– Continuity – continuous pattern of advertising;
every day, every week, or every month
– A continuity schedule can be appropriate with
food products, household products and products
consumed on an ongoing basis without regard of
seasonality.

17. – Flighting – employs less regular schedule , with
intermittent periods of advertising and non
advertising.
– A flighting schedule is well suited to seasonal or
other products that are consumed mostly during
certain time periods
– Pulsing – is actually a combination of the first two;
in pulsing startegy continuity is maintained but at
certain periods advertising is increased.
– A pulsing schedule may be used for products that
have little sales variation from period to period,
but might see some increase in certain times such
as cold beverages in the hot summer months.

18. Media Objective: Continuity
• Continuity
– Involves how advertising is allocated during the
course of an advertising campaign.
– Addresses the fundamental issue of how the
media budget be distributed:
• Uniformly throughout the period of the advertising
campaign
• In a concentrated period to achieve maximum impact
• Some other schedule between these two choices

19. Three Scheduling Methods
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

20. Reach
• Reach
– Is the percentage of the target audience exposed, at
least once, during a specified time frame to the
vehicles in which the advertising message is inserted
– OTS = opportunity to see
• Determinants of Reach
– Use of multiple media
– Diversification of vehicles within each medium
– Varying day parts for radio and TV advertising

21. 11–21
Frequency
• Frequency
– Is the average number of times during a media-
planning period that the target audience members
are exposed to media vehicles carrying a brand’s
advertising message.

22. Reach Vs Frequency
• Since advertisers have budget constraints they
are forced to make trade offs between reach
and frequency. They must decide if they want
the message seen and heard by more people
(reach) or by fewer people more often
(frequency). The various concept related to
reach and frequency are

23. • GRP(gross rating point)=Reach* frequency
• TRP(Target Rating Point)=refers to the number
of people in the primary target audience the
media buy will reach- and the number of
times
• Unlike GRP, TRP does not include waste
coverage.

24. A.Reach of One Program – total audience reached
by one program
B.Reach of Two Programs – total audience reached
by two programs (including duplicated reach)
C.Duplicated Reach of Both – duplicated reach only
(those that were exposed more than once)
D.Unduplicated Reach of Both – total reach less
duplication (exposed only once)

25. • Both concepts of reach and frequency and the
terms duplicated reach and unduplicated
reach are very important to the media
planner. Unduplicated reach indicates
potential new exposures, while duplicated
reach provides an estimate of frequency.
Most media schedules consider both reach
and frequency.

26. Reach and Frequency
A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate

27. Determine Effective Reach
• Effective reach represents the percentage of a
vehicle’s audience reached at each effective
frequency increment.
• Effective reach as shown on the shaded area of this
graph is between 3 to 10 exposures (though
decreasing with the number of exposures).
• Fewer than 3 exposures is considered inefficient
reach,
• while more than 10 is considered overexposure and
thus excessive reach. The exposure level is no
guarantee of effective communication as different
messages may require more or fewer exposures.

28. Graph of Effective Reach
Figure 10-22
+

29. • Explain the concept of effective reach and the fact
that viewers may need to be exposed to a message
more than once for successful communication to
occur. This graph shows 3 exposures to be a
minimum. However, recent literature suggests that
in the current environment where consumers are
exposed to thousands of daily communication
messages, effective reach may now require a
minimum of 12 messages. Additionally, the
complexity of the message, message length, and
recency of the exposure can also have an impact on
effective reach.

30. Target
Group
Brand
History
Share of
Voice
Purchase
Cycles
Brand
Loyalty
Brand Share
Usage
Cycle
Purchase
Cycles
Share of
Voice
Brand
History
Usage
Cycle
Brand Share
Brand
Loyalty
Marketing Factors Determining Frequency
Marketing
Factors

31. • To determine effective frequency there are
numerous factors that need to be considered
such as marketing factors, message and
creative factors, and media factors. The
marketing factors to be considered include:
– Brand loyalty – inverse relationship; the higher the
loyalty the less frequency required
– Brand share – inverse relationship; the higher the
share the less frequency required

32. – Usage cycle – products needing to be replaced
frequently require higher frequency to maintain
top-of-mind awareness
– Brand history – new brands require higher
frequency
– Share of voice – when strong competition exists,
higher frequency is required
– Purchase cycles – shorter purchasing cycles
require higher frequency to maintain top-of-mind
awareness
– Target group – the ability to learn and retain
messages has an impact on frequency

33. Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
Wearout
Message Variation
Image Versus Product Sell
New Vs. Continuing Campaigns
Message Uniqueness
Message Complexity
Message Factors Determining Frequency
Message
or Creative
Factors

34. Message or creative Factors Determining
Frequency
• To determine effective frequency there are
many factors that need to be considered. The
message factors to be considered include:
– Message complexity – the simpler the message
the less frequency required
– Message uniqueness – the more unique the
message the less frequency required
– New vs. continuing campaign – new campaigns
require a higher frequency
– Image vs. product sell – creating an image requires
a higher frequency

35. – Message variation – a single message requires less
frequency
– Wearout – higher frequency leads to faster
wearout ( overuse of marketing)
– Advertising units – larger units of advertising
require less frequency than smaller ones to get
the message across.

36. Clutter
Number of
Media Used
Repeat
Exposures
Editorial
Environment
Scheduling
Attentiveness
Attentiveness
Number of
Media Used
Editorial
Environment
Repeat
Exposures
Clutter
Media Factors Determining Frequency
Media Factors

37. • To determine effective frequency there are
many factors that need to be considered.
The media factors that must be taken into
consideration include:
– Clutter – more clutter requires higher frequency
– Repeat exposures – media that allow for more
repeat exposures require less frequency
– Editorial environment – the more consistent the
ad is with the editorial environment the less
frequency required

38. – Number of media used – fewer media the lower
the frequency required
– Attentiveness – the higher the level of attention
achieved by the media, the less frequency
required
– Scheduling – continuous scheduling requires less
frequency

39. Creative Aspect and Mood
• Creative Aspects
– Building a strong creative campaign
– Choice of appropriate medium that support
creative strategy

40. • Mood
– Certain media enhance the creativity of a message
because they create a mood that carries over the
communication.
– For example think about the magazines of related
to travel and tourism, home décor.
– Each of these special interest vehicles put the
reader in a particular mood.

41. Flexibility
• An effective media strategy requires a degree
of flexibility. Because of the rapidly changing
marketing environment, strategies may need
to be modified. Flexibility may be needed to
address the following
– Market opportunity
– Market threats
– Availability of media
– Changes in media or media vechiles

42. Budget Consideration
• An important decision in the development of the
media strategy is estimating the relative cost of
advertising in various media. The overall objective of
the advertiser is to deliver the message to the target
audience at the lowest rate with the least waste..
CPM refers to cost per thousand people reached and
is calculated for print media such as magazines by
dividing the cost of the ad space by the circulation
and multiplying this amount by 1000.

43. Determining Relative Cost of Media-Print
• For the years the magzine industry has provided cost
breakdowns on the basis of cost per thousand
Cost of ad space
(absolute cost)
Circulation
CPM = X 1,000
Cost per thousand (CPM)

44. Determining Relative Cost of Media-Broadcast
• The broadcast media provide a different
comparative cost figure referred as
CPRP =
Cost of commercial time
Program rating
Cost per rating point (CPRP)

45. Evaluation and follow-up
• After implementing strategies, marketers need
to know whether or not they were successful.
• Measure of effectiveness must consider two
factors
– How well did these strategies achieve the media
objectives?
– How well did this media plan contribute to
attaining the overall marketing and
communication objectives?

46. Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Sound
and Motion
High Prestige
Low Cost Per Exposure
Attention Getting
Favorable Image
High Production Cost
High Absolute Cost
Short Message Life
Low Selectivity
Favorable Image
Attention Getting
Low Cost Per Exposure
High Prestige
Impact of Sight, Sound
and Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages

47. Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages

48. Visual Only
Long Lead Time for
Ad Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time for
Ad Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advantages Disadvantages

49. Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing
Ads
Ads Can Be Placed in Interest
Sections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in Interest
Sections
Short Lead Time for Placing
Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages

50. Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages

51. Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure
Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure
Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages

52. Websnarl (Crowded Access)
Few Valid Measurement
Techniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects Product
Information
User Attention and
Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid Measurement
Techniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and
Involvement
User Selects Product
Information
Internet Pros and Cons
Advantages Disadvantages

53. Media Objective: Weight
• Weight Defined
– The advertising volume required to accomplish
advertising objectives
• Ratings
– The percentage of an audience that has an
opportunity to see an advertisement placed in a
particular vehicle
• Weight Metrics:
– Gross rating points (GRPs)
– Target ratings
– Effective ratings