This document discusses media planning and advertising. It begins by noting the growth of electronic and print media options in Pakistan over the last 10 years. There are now around 70 TV channels and many radio options, compared to only PTV and Radio Pakistan previously. It then discusses the two main objectives of a media plan: getting value for money and achieving "top of mind" positioning for brands. The document goes on to outline the advertising process, from idea generation to media selection and placement. It provides questions that should be answered as part of effective media planning, such as identifying target markets and determining the best schedules and media types for different situations. Finally, it discusses common advertising media options and provides a model for a typical advertising plan.

1. Media Planning
Lecture 1.

2. Why Media Planning
• Mushroom growth in electronic and print media.
• 10 years back there was PTV and Radio Pakistan
only. Now there are around 70 TV channels and
umpteen radio options.
• Newspapers were Jang, Nawa e waqt, Dawn,
Business Recorder and Nation mainly.
• Budgets dwindling.
• TV Channels and newspapers are very expensive.
• This becomes more tricky for companies which
are serving in small/limited territories.

3. Media Planning Objectives
There are basically two objectives to have a
media plan.
• Value for money!
• “Top of the mind” positioning.

4. Advertising Process & Media Planning
• It starts from new idea generation.
• Translation of idea into a brief.
o Target markets identification.
o Research data.
o Territories identification
o Nature of the message
• Creative designs / mood boards.
• Presentation and Approvals.
• Media selection.
• Placements.
• Monitoring
• Droppage Reporting.
• Recording and archiving.

5. Qs to be Answered
• Do you know where your business is coming
from and where the potential for increased
business lies?
• Do you know which markets offer the greatest
opportunity?
• Do you need to reach everybody or only a
select group of consumers?
• How often is the product used?
• How much product loyalty exists?

6. Qs to be Answered
• What does the cost benefit analysis say?
• What volumes we are planning to sell?
• Do you want to reach lots of people in a wide
area (to get the most out of your advertising
rupee)? Then mass media, like newspaper and
radio, might work for you.
• If your target market is a select group in a
defined geographic area, then direct mail
could be your best bet.

7. Qs to be Answered
• Which schedules work best with different
media. For example, the rule of thumb is that
a print ad must run three times before it gets
noticed.
• Similarly Radio and TV advertising is most
effective when run at certain times of the day
or around certain programs, depending on
what market you're trying to reach.

8. Advertising media generally include:
• Television
• Radio
• Newspapers
• Magazines (consumer and trade)
• Outdoor billboards
• Public transportation
• Social media (Facebook, twitter, linkedin, skype etc.)
• Direct mail
• Giveaway items
• Other media (brochures, newsletters and so on)

9. A Typical Advertising Model
A. BUYER: Target audience action objectives
B. BRAND: Communication objectives
C. AD(S): Processing objectives
D. MEDIA: Exposure plan

10. A Typical Advertising Model
A1- Target Audience
o new category users -- who can be induced to try the
product category via our brand
o brand loyals, who can be induced via new users to use
more of our brand than they use at present.
o brand switchers -- who can be induced to switch to
our brand more frequently than they do at present.
o other-brand loyals - who can be converted to our
brand from loyalty to another. (Forhans, Dentonic
example).

11. A Typical Advertising Model
A2- Decision-Maker
o Identification of the decision-maker within
target audience.
A3- Personal Profile
o Behavioral and attitudinal definition of target
audience.

12. A Typical Advertising Model
B. Communication Objectives (Brand)
o In order to take action such as purchase of a brand, a target
audience individual must:
o have the category need, i.e., be "in the market" for the product
class;
o be aware of the brand as an option within the class;
o have at least a tentatively favorable brand attitude toward it;
o intend to buy it, although this intention may be quite latent or
subconscious until the individual is in the purchase situation;
o experience no barriers to purchase facilitation, such as
distribution unavailability or inability to meet the price or pricing
terms.

13. A Typical Advertising Model
C. Executional Processing (Making an ad)
o Emotional Portrayal (sequence of emotions i.e
your mood board)
o Message to be communicated
o Use of presenter.

14. A Typical Advertising Model
D. Exposure (Media)
o Media selection
o Media Scheduling

15. Face of Communication in Pakistan
Mainly there are 6 categories of
communication agencies in Pakistan:
1. Advertising agencies
2. PR agencies
3. Media buying houses
4. Creative houses
5. Digital media agencies
6. Outdoor media agencies

16. ENDS