Media planning

Solvin Jose

Roll no:48

Contents:

• Media planning

• Components of a media plan

• Steps in developing the media plan

• Challenges of media plan

• Problems in media plan

• Summary

• Reference

Media planning

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.

…can be defined as the BEST and EFFECTIVE means of

REACHING out and communicating to the prospective

CONSUMERS or TARGET AUDIENCE of the brand

Media Planning – a plan of action to communicate a message to

the right people, at the right time, and the right frequency

The goal of a media plan is to be efficient: to gain maximum

exposure at minimum cost

The purpose of media planning is to conceive, analyse, and

creatively select channels of communication that will direct

advertising messages to the right people in the right place at the

right time.

The Media Plan

• Media Plan – a document that outlines the relevant

details about how a client’s budget will be spent

Media execution

Media Objectives

Media Strategy

Media Objectives

WHO

WHAT

WHERE

WHEN

HOW

…is the target market?

…is the message?

…is the best time to advertise?

…many, often, long?

…are the priorities?

Media Strategy• Media Strategy – a plan for achieving media objectives to reach the

target audience as effectively and efficiently as possible

• Limited financial resources

• Demands for accountability

• Should address:

How often to advertise

How long to advertise

Where to advertise

What media to use

Media Execution

• Media Execution – translating media strategies into

specific media action plans

• Look at cost efficiencies

• Develop a schedule

• Allocate budget

The components of a media plan

Media objectives

Media strategies

Media rational

Flow chart

Summary

Steps in Developing the Media Plan

Establishment of

media objectivesMarket analysis

Media strategy

development and

implementation

Evaluation and

follow -up

Market analysis• Every media plan begins with the market analysis or environmental analysis.

• Review of internal and external factors

• At this stage media planner try to identify answers of the following questions:

Who is the target audience?

What internal and external factors may influence the media plan?

Where and when to focus the advertising efforts?

The target audience can be classified in terms of age, sex, income, occupation, and other variables. The classification of target audience helps media planner to understand the media consumption habit, and accordingly choose the most appropriate media.

Establishing Media ObjectiveMedia objectives describes what you want the media plan to accomplish. There are five key media objectives that a advertiser or media planner has to consider:

Reach

Frequency

ContinuityContinuous

Pulsing

Discontinuous

Cost

Weight

Media strategy development • Media Mix

• Target Market

• Scheduling

Reach and frequency

Creative Aspects

Flexibility

Budget Considerations

Media Selection

Implementation of Media PlanThe implementation of media plan requires media buying.

Media Buying refers to buying time and space in the

selected media. Following are the steps in media buying:

Collection of information

Selection of Media/Media Mix

Negotiation

Issuing Ad - copy to media

Monitoring performance of Media

Payment

Evaluation and Follow-up

Two factors for evaluation of media plan:

How successful were the strategies in achieving media

objectives?

Was the media plan successful in accomplishing advertising

objective?

Successful strategies help build confidence and serve as

reference for developing media strategies in future, and failure is

thoroughly analysed to avoid mistakes in future.

Activities involved in developing the media planThe situation

analysis

The marketing

strategy plan

The creative

strategy plan

Setting media

objectives

Determining

media strategy

Selecting broad

media classes

Selecting media

within classes

Broadcast

Print

Other media

Media use

decisions—

Challenges of Media Planning

• More competitors

• Rising costs

• Media complexity

• Greater audience fragmentation

• More media options

Problems in Media Planning

• Insufficient information

• Inconsistent terminologies

• Times pressures

• Difficulty measuring effectiveness

Summary• Finding the best way to give the message to the target market. “Best” means largest part of market at best price and in best media environment for the message

• Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives

• Media Planning = Selection + Scheduling

REFERENCE

• Advertising and promotion an integrated marketing

communication perspective

By- George E. Belch & Michael

Page no.-301 to 347

• Advertising Management

By- Jaishree jethwani & Shruti Jain

• www.mediacom.com

THANK YOU ……