Dr. Gopal Thapa: Media, media research, advertising, factors affecting media choice, media planning process, media planning, and scheduling

1. Media Planning
Dr. Gopal Thapa
Nepal Commerce Campus

2. Media
 The word Media came from the Latin word
"Middle".
 Media carry message to or from a targeted
audience and can add meaning to the message.

3. Planning
 Media planning is determining the media mix to
achieve a specific advertising or marketing goal.

4. Media Planning
 Media planning is a decision process regarding
use of advertising time and space to assist in the
achievement of marketing objectives.
 Wells Burnett
 Media planning is the process of determining how
to use time and space of media to achieve
advertising objectives.
 S.W. Dunn

5. Media Planning
 Media planning involves selecting appropriate media for
carrying advertising message to target audience and
deciding how much to spend on each media and
scheduling (deciding the time) when the advertisement is
to run.
 Fryburger
 Media-planning is the series of decisions involved in
delivering die promotional message in the most effective
manner to the largest number of potential customers at
lowest cost.
 George EL Belch

6. Media planning includes:5 W’s
 Which – Which media is to be picked for communicating with our
target audience? i.e., identifying suitable media-mix.
 When – When the ad is to be issued? i.e., deciding month, day, time of
ad.
 What – What type of message should be communicated? i.e., the
message is informative or demonstrative in nature.
 Whom – Whom does a marketer want to reach? i.e., identifying target
audience (potential customers).
 Where – Where are potential customers located? i.e., identifying
geographical area.

7. Media Planning Process
 Market Analysis
 Identifying target audience
 Internal analysis
 Evaluating competitors’ media strategies
 Identify the market area for promotion
 Media objectives and strategies
 Media scheduling
 Feedback ad evaluation

8. Media Scheduling
 Media scheduling is concerned with buying time
and space in various forms of media
 It shows the number, size and timing of ads

9. Types of Media Scheduling
 Continuity schedule
 Flighting
 Pulsing
 Seasonal
 Start up
 Promotional
 Erratic