The document discusses key aspects of developing an effective media plan, including defining target markets and objectives, formulating media strategies, determining the optimal media mix, and executing the media buy. It emphasizes analyzing the marketing problem, translating requirements into attainable objectives, and defining solutions through strategic media scheduling and placement.

2.  “A plan of action to communicate a
message to a target market a the right
time, and right frequency.”
 The goal of a media plan is to be
efficient: to gain maximum exposure at
minimum cost.

3.  It is the process of establishing the exact
media vehicle to be used for Advertising
 Media planning is connecting a brand to
the end consumer Via Media Vehicle
 Media planning is the back Bone of any
product launch

4.  Media planning: The series of decisions
involved in delivering the message to the
target audience.
 Media plan: The actual document detailing
media planning decisions.
 Media objectives: Objectives of media
plan.
 Media strategies: action plans to reach
objectives.
 Medium: channel such as print, broadcast.
 Media vehicle: Specific carrier in a media
category (television, magazines)

5.  Generally the task of a media agency
entails finding the most appropriate
media platforms for a client's brand or
product

6.  Advertising is an investment in future
sales.
 It’s greatest powers are in short-term
promotions and its cumulative long-
range effects.

7.  . Defining the marketing problem. 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?

8.  . Translating the marketing requirements
into attainable media objectives. Do
you want to reach lots of people in a
wide area (to get the most out of your
advertising dollar)? 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.

9.  . Defining a media solution by
formulating media strategies. Certain
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. Radio 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

10.  Who is the target market?
 What is the message?
 Where are the priority markets?
 When is the best time to
advertise?
 How many, often, long?

11. 1. Planning media strategy, including the
specific types of consumers/audiences
the messages will be directed to.
2. Selecting and Buying media vehicles.
Media planning is both an art and a
science. An essential part of the
advertising business

12.  Where should we advertise?
 Which media vehicles?
 When during the year?
 Should we concentrate our advertising?
 How often should it run?
 What opportunities are there to integrate
our media planning with other
Promotion or Communication tools?

13.  Broadcast TV
 Cable TV (Limited)
 Movies/Cinema Adv.
 AM/FM radio
Olden days
 Reel to Reel tape
 Telephone
 Postal Mail
 Newspapers
 Magazines (9K)
 Books
 Broadcast TV, Cable TV, Pay TV, VOD
 Satellite TV and Radio
 Movies/Cinema Adv.
 AM/FM radio
 Telephone and Mobile phone
Current
 Postal Mail
 Newspapers, Magazines (17K titles)
 CD, cassette, MP3, VCR, DVD, PVR
 Internet and web, including email, web browsing,
PC gaming, Music downloading, P2P
 PDA’s, Pagers, Console and Game Devices

14. 1.Market analysis
2.Media objectives
3.Media strategies
4.Media Mix
5.Budget and Media Buying

15. To determine the attractiveness
of a market and to understand its
evolving opportunities and threats as
they relate to the strengths and
weaknesses of the firm.

16. To establish firm objectives for your plan
in order to demonstrate how it will help
your brand achieve its marketing goals

17.  Media strategy is the way we seek to
realize our media objectives
 .When formulated correctly, it enables
an advertiser to rise above the clutter of
ads , and stand out in the competition

18. Numerous factors are evaluated and they are
usually ranked based on priority
• Target market and media matching
strategy
• Creative strategy influences media choices
• Coverage decisions are based on the
budget
• Timing decisions are crucial for scheduling
• Reach, frequency, and continuity priorities
• Budget

19. The advertising strategy encompasses
the use of more than one type
of advertising media to get its message
across the target audience. A
combination of media types is known as
the media mix.

20. Budget Allocations : classifies spending
my medium , region, and time of year
Media buyers work in
advertising and media agencies
negotiating, purchasing and monitoring
media space on behalf of their clients.
They aim to reach the highest number of
people in the target audience at the
lowest possible cost.

21.  . Target Market. Whom are you going to sell to?
› Demographic, geographic and psychographics
characteristics
 . Where is product or service distributed?
› Local, regional, national or selected markets
 . Nature of Message?
› Electronic/Broadcast
› Print
› Color/B&W
› Demonstration
› Simple Statements

22. Frequency
Average number of times a household
or a person viewed a given television
program, station or commercial during a
specific time period.

23.  Rating (RTG or %):
The estimate of the size of a television
audience relative to the total universe,
expressed as a percentage. The
estimated percent of all TV households
or persons tuned to a specific station. In
the example, three of the 10 homes in
the universe are tuned to channel 2. That
translates to a 30 rating.

24.  . Media Mix
› Combination of different media, and size
of ads
› Which Media?
› Which Schedules?

25.  1.Conduct media research
 2.Determine media objectives
and strategies
 3.Determine the media mix
 4.Do the actual media buy