The document discusses media planning, which involves selecting appropriate advertising media and scheduling for effective marketing campaigns. It covers various types of media, objectives, strategies, and factors influencing media planning, such as target market profiles and budget considerations. Additionally, it emphasizes the importance of timing, reach, frequency, and the adaptability of media to fulfill campaign goals.

1. MEDIA PLANNING
By,
Arunraj
Jjwala Sekar
Divya Rao
Vanjul Jain

2. “Process of selecting the advertising
media and deciding the time or space in
which the ads should appear”
Media planning is generally the task of
a media agency and who finds the most
appropriate media platforms for a
client's brand or product.
The job of media planning involves
several areas of expertise and media
planner determines the best
combination of media so as to achieve
the given marketing campaign
objectives.
WHAT
IS
MEDIA
PLANNING

3. Traditional Media: TV/Cable, Radio,
Print, Outdoor, Out-of-Home, or
Transit.
Digital Media: Web, Mobile, Email,
Social and Video, Search Engine
Marketing and Search Engine
Optimization.
Engagement Media: Experiential,
Point-of-Purchase and Behavioral
Marketing.
TYPES
OF
MEDIA

4. •MEDIA PLAN: Document that establishes how media will be used to
disseminate an advertiser’s message, including objectives and
strategy.
•MEDIA OBJECTIVE: Statement in media plan that explains the
goals of the plan; usually states how many of the target will be
exposed to advertising messages in a given time period, and how
often.
•MEDIA STRATEGY: Statement in media plan that outlines how
objectives will be accomplished; shows where and when advertising
messages will appear, and at what cost.
•MEDIA RATIONALE – The media rationale is an explanation of why
each medium makes sense for the client based on the stated media

5. Factors Influencing Media Planning Decisions:
•Target Market Profile
• Brand/Product Dynamics
•The Creative Execution
•Budget Considerations and Media Deals
•The Competitive Situation
•Availability and Timing Considerations
•CPM : Cost per thousand, cost of reaching 1,000 members of target
audience with media vehicle(s) or plan

6. •Media mix refers to the various
advertising channels through
which a company communicates
with its audience in order to fulfill a
campaign as outlined in the media
plan.
•Generally, a media mix includes
radio, TV, print and online
advertising endeavors.
•The media mix is the total amount
of advertising that an agency,
advertising company or media
buyer has budgeted for a specific
MEDIA
MIX

7. Geographic coverage:
Media strategy is based upon market
coverage. If media planners want to market
products nationally, they will select all-India
newspapers and magazines. However, if
market is limited to a particular region, they
shall select vernacular media popular in
that region.
Scheduling:
Media scheduling decisions are the
decisions about the timing, continuity and
size of the ads. The time, place, media
should be considered while advertising.
Reach versus Frequency:
To face heavy competitive campaign,
frequency should be greater to ensure the
repetition of the message. While advertising
an innovation, a greater reach is preferred,
COMPONENTS
OF
MEDIA
PLANNING

8. Target market coverage:
Audience can also be described in psychographics terms – activities,
interest, and opinions forming a lifestyle, personality traits, and brand
preferences.
Creative Aspects and Mood:
Creative considerations such as the quality of reproduction, the colour
effect, special effects, have to be considered. The medium must be
appropriate for the ad message.
Flexibility:
The ability of the media to adapt to changing and specific needs of
advertisers is flexibility.
Budget considerations:
A choice of media will depend to a large extent upon the size of the

9. MEDIA PLANNING = SELECTION + SCHEDULING
MEDIA SELECTION
There are two types of selectivity:
Class Selectivity is the ability of a medium to reach the target
market without waste.
Geographic Selectivity is the ability of a medium to cover a
particular geographic area without spillover.
MEDIA SCHEDULING
Reach
Frequenc
y
Continuity
(how long a
campaign
runs)
100%

10. RELATIONSHIP BETWEEN REACH,
FREQUENCY AND CONTINUITY

11. Brilliant media planning will deliver
compelling messages that appear in the
right place and at the right time.
- Media planning ensures that the clients'
messages are compelling by
understanding more about the target
audience's behavior.
- Media planning makes sure that our
messages appear in the media that our
target audience actually read, watch or
hear.
- Media planning also ensures that the
messages appear at the right time. By
understanding the mindset of our target
audience throughout the day or week,
BENEFITS
OF
MEDIA
PLANNING

12. Imagination is envision … In our real world
we see whatever we imagine. Lets put this
concept as an perspective to our brand –
Envision
An abstract imagination is experienced
when you look at the logo ! It is illusion of
numerous things your mind is mapping
while you are trying to read before we
reveal whenever !
CONCEPT
OF
THE
BRAND

13. The Logo now reveals the typeface.
Brand identifies the philosophy of today's
generation. Cool and confident Envision Eyewear
sets the wearer apart from the crowd and defines
a personality who loves to see the world of his
Imagination. Unisex in appeal, it is classic in its
feel and chic in its vibe. It carries in its soul the
energy of the youth with the poise of the truly
mature. It begins as eyewear but evolves as
DESCRIPTION
OF
THE
BRAND

14. THE
LOOKS

19. Stall inside the
Mall (standees
with artwork,
backdrop,
promoters)
Social Media
(facebook, twitter
etc.)
Magazine
Newspaper (half
page ad)
Brochures for
distributing in
Malls
A1 size posters in
colleges
MEDIUMS OF
PROMOTION

20. FIND THE ONE WHICH SUITS YOU THE BEST
FOLLOW US @

26. BUDGETPLAN
SR.
NO
PRINT BRANDING
RATE
/PC
QTY AMOUNT
FOR 3
MONTHS
01
A1 size POSTERS in College
Campus
15 2500 37500 1,12,500
02 Brochures 40 5000 2,00,000 6,00,000
03
Standees with artwork installations (
4 college events)
1500 40 60,000 1,80,000
04
Banners + MVC mounting charges
per sq.fts in Malls
350 6 2100 6300
05
Flyers in Newspapers + service
charges
1.50 10000
15000 +
4000
57,000
06 Magazine (Femina) per insertion 3 3,25,000 9,75,000
TOTAL 3,18,600 19,30,800

27. SR.NO MALL (Branding and Promotion)
AMOUNT IN
RS.
TOTAL (3
months)
01
Stalls 10 x 10 : (Backdrop +Standees + Merchandise+
Stationery+ Promoters Male/ Female in Malls)
1,00,000 3,00,000
02
Online Media Promotions ( facebook AD page)
External website Ad
Rs. 12.5 * 1000
12,500 3,75,000
03 You-tube AD (5000 views) 6820 6820
04 Shopify Online Facebook store 558 1674
05
Hoardings 5 SPOTS (OMR, ANNA NAGAR, BESANT
NAGAR, T NAGAR, VALLASARWALKAM) at prime
locations for a week costs upto 80,000 + place rent
(2weeks in a month)
1,60,000
+ 40,000
6,00,000
TOTAL 12,83,494

28. SR.NO SOCIAL MEDIA AMOUNT FOR 3 MONTHS
01 FACEBOOK PAGE - -
02 INSTAGRAM - -
03 PINTEREST - -
04 TWITTER - -
- -

29. THANK
YOU