“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.

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

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)

Generally the task of a media agency

entails finding the most appropriate

media platforms for a client's brand or

product

Advertising is an investment in future

sales.

It’s greatest powers are in short-term

promotions and its cumulative long-

range effects.

. 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?

. 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.

. 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

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?

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

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?

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Broadcast TV Cable TV (Limited) Movies/Cinema Adv. AM/FM radio 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 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

1.Market analysis

2.Media objectives

3.Media strategies

4.Media Mix

5.Budget and Media Buying

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.

To establish firm objectives for your plan

in order to demonstrate how it will help

your brand achieve its marketing goals

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

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

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.

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.

. 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

Frequency

Average number of times a household

or a person viewed a given television

program, station or commercial during a

specific time period.

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.

. Media Mix

› Combination of different media, and size

of ads

› Which Media?

› Which Schedules?

1.Conduct media research

2.Determine media objectives

and strategies

3.Determine the media mix

4.Do the actual media buy