The document discusses various aspects of media planning such as defining mass media, types of media, the media planning process which involves coordinating marketing, advertising, and media strategies, selecting target audiences, specifying media objectives, choosing appropriate media categories and vehicles, and developing a media schedule. It also outlines factors to consider when selecting media and developing multi-media strategies to effectively reach audiences.

1. MediaMedia
Mr. Amit GargMr. Amit Garg
Assistant Professor,Assistant Professor,
Deptt. of Management Studies,Deptt. of Management Studies,
Malout Institute of Management & Information Technology,Malout Institute of Management & Information Technology,
Malout - 152107Malout - 152107
Distt. Muktsar (Punjab)Distt. Muktsar (Punjab)
84271-0500284271-05002
Email:Email: amit.mimit@gmail.comamit.mimit@gmail.com

2. MediaMedia
 Mass media denotes a section of the media specificallyMass media denotes a section of the media specifically
designed to reach a large audience. The term was coined in thedesigned to reach a large audience. The term was coined in the
1920s with the advent of nationwide radio networks, mass-1920s with the advent of nationwide radio networks, mass-
circulation newspapers and magazines. However, some formscirculation newspapers and magazines. However, some forms
of mass media such as books and manuscripts had alreadyof mass media such as books and manuscripts had already
been in use for centuries.been in use for centuries.
 Mass media includes Internet media (like blogs, messageMass media includes Internet media (like blogs, message
boards, and video sharing) because individuals now have aboards, and video sharing) because individuals now have a
means to exposure that is comparable in scale to thatmeans to exposure that is comparable in scale to that
previously restricted to a select group of mass mediapreviously restricted to a select group of mass media
producers.producers.

3. Types of mediaTypes of media
 Advertising media, various media, content, buying andAdvertising media, various media, content, buying and
placement for advertisingplacement for advertising
 Electronic media, communications delivered via electronic orElectronic media, communications delivered via electronic or
electromechanical energyelectromechanical energy
 Digital media, electronic media used to store, transmit, andDigital media, electronic media used to store, transmit, and
receive digitized informationreceive digitized information
 Electronic Business Media, digital media for electronicElectronic Business Media, digital media for electronic
businessbusiness
 Hypermedia, media with hyperlinksHypermedia, media with hyperlinks
 Multimedia, communications that incorporate multiple formsMultimedia, communications that incorporate multiple forms
of information content and processingof information content and processing

4.  Print media, communications delivered via paper or canvasPrint media, communications delivered via paper or canvas
 Published media, any media made available to the publicPublished media, any media made available to the public
 Mass media, all means of mass communicationMass media, all means of mass communication
 Broadcast media, communications delivered over massBroadcast media, communications delivered over mass
electronic communication networkselectronic communication networks
 News media, mass media focused on communicating newsNews media, mass media focused on communicating news
 News media (United States), the news media of the UnitedNews media (United States), the news media of the United
States of AmericaStates of America
 New media, media that can only be created or used with theNew media, media that can only be created or used with the
aid of modern computer processing poweraid of modern computer processing power
 Recording media, devices used to store informationRecording media, devices used to store information
 Social media, media disseminated through social interactionSocial media, media disseminated through social interaction

5.  Media class: general category of message delivery systemsMedia class: general category of message delivery systems
available to carry advertising messages to targeted audience.available to carry advertising messages to targeted audience.
Eg: print media, broadcast media, outdoor mediaEg: print media, broadcast media, outdoor media
 Media sub class (medium): newspapers, magazines, TV etcMedia sub class (medium): newspapers, magazines, TV etc
 Media vehicle: specific message carrier within medium. Eg:Media vehicle: specific message carrier within medium. Eg:
star sports, tribunestar sports, tribune
 Media schedule: specifies media scheduling & timingMedia schedule: specifies media scheduling & timing
decisionsdecisions

6. Media Planning processMedia Planning process
 Involves the process of designing a scheduling plan that shows
how advertising time and space will contribute to the
achievement of marketing objectives

7. Media Planning/strategy processMedia Planning/strategy process
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
Strategy
Media
Strategy
Media Strategy
• Audience Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Marketing
Strategy

8. Media planning involves coordination the coordination ofMedia planning involves coordination the coordination of
three levels of strategy formulations:three levels of strategy formulations:
 Marketing StrategyMarketing Strategy
 Advertising StrategyAdvertising Strategy
 Media StrategyMedia Strategy

9. 4. Buying media
Media-Planning ProcessMedia-Planning Process
1. Selecting the
target audience
2. Specifying media
objectives
3. Selecting media
categories and
vehicles

10. Selecting the Target AudienceSelecting the Target Audience
Four major factorsFour major factors
Buyographics
Lifestyle/psychographics
Geographic
Demographic

11. Specifying Media ObjectivesSpecifying Media Objectives
1.1. What proportion of the population should be reached withWhat proportion of the population should be reached with
advertising message during specified period (reach)advertising message during specified period (reach)
2.2. How frequently should audience be exposed to messageHow frequently should audience be exposed to message
during this period (frequency)during this period (frequency)
3.3. How much total advertising is needed to accomplish reach andHow much total advertising is needed to accomplish reach and
frequency objectives (weight)frequency objectives (weight)

12. 4.4. How should the advertising budget be allocated over timeHow should the advertising budget be allocated over time
(continuity)(continuity)
5.5. How close to the time of purchase should the target audienceHow close to the time of purchase should the target audience
be exposed to the advertising message (recency)be exposed to the advertising message (recency)
6.6. What is the most economically justifiable way to accomplishWhat is the most economically justifiable way to accomplish
objectives (cost)objectives (cost)

13. Media SelectionMedia Selection
 Comparing and selecting media class that best fulfills theComparing and selecting media class that best fulfills the
criteria such as TV, newspaper, magazine etc.criteria such as TV, newspaper, magazine etc.
 Audience size and characteristics are used in making inter-Audience size and characteristics are used in making inter-
media comparisons.media comparisons.
 Media planners will specify particular media vehicles in aMedia planners will specify particular media vehicles in a
media class such as names of magazines, newspapers, TVmedia class such as names of magazines, newspapers, TV
programs etc.programs etc.

14. Print:
#Number of ads to appear
on which days & months
#Any preferred position
of ads within media
#Any special treatment
such as colour, font etc
#What reach & frequency
Support & other media:
#Billboards (location
of markets,
kinds of outdoor
to be used)
#Direct mail,
catalogues etc
#Internet
#Product placement
Television, radio:
#Sponsorship
(sole, shared etc)
#Required level of reach,
frequency
#Which days & months
commercials are scheduled
#Placement of spots
between & within
the programs
Selection of media

15. Multi-Media StrategiesMulti-Media Strategies
 Media strategy is the way we seek to realize our mediaMedia strategy is the way we seek to realize our media
objectives.objectives.
 It expects media planners to be creative in using the media.It expects media planners to be creative in using the media.
 Use of different media should complement & supplement eachUse of different media should complement & supplement each
other.other.
 Ad should be consistent with the editorial environment of theAd should be consistent with the editorial environment of the
media.media.
 Placement should be strategic.Placement should be strategic.
 Media’s creative potential should be fully used.Media’s creative potential should be fully used.
 It should provoke readers/viewers to look at it more than once.It should provoke readers/viewers to look at it more than once.