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Media Planningand Strategy

Presented by:S Meraj Ahamad

3rd semRoll No:35

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Media Planning : Art or Science

MYTH : Media Planning is a Science, it is all about numbers, schedules, deadlines and low salaries

FACT : Media Planning is an Art, it is all about Strategy It consists of a series of decisions made by the advertisers to answer the question of a targeted market. In realty, What is the best means of delivering ents 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

prospective purchasers of my brand or service?

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Strategic Decisions need to be taken e.g.

• Who should be our primary targets? Heavy, medium or light users?

• How many prospects do we need to reach and how many times ?

• What reaction should we take as a result of media used by competitors ?Use same media mix as competitors ?Allocate same weight as competitors ?Ignore competitors ?

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Strategic Decisions need to be taken e.g.

• In which markets/regions should the ads appear?• What pattern of geographic weighting should we

use ?Should we weight by GRPs or money ? Where?

• What pattern of scheduling ?Continuity / flighting / pulsing ?When should we weight more heavily ?

• Does media have to support promotions ?How much of budget for promotional support ?What media mix ?

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The Changing Media Landscape

• Traditional Media Television, radio, newspapers,

magazines, outdoor, direct mail• Traditional but Different

• sponsorships, Organizing events• New Media

• Internet/interactive, wireless, search ads, blogs, video games, paid search, social media

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New Media

• Wireless—mobile phones, smartphones• Social Media (Facebook, Twitter, YouTube)• Blogs- online information of specific content• Video games – brands integrated into games or

games created for advertainment• Paid Search - targeted ads appear when people

type queries into search engines such as Google. Advertisers bid for placement.

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Factors Leading to Changes in Media

• Consumers are busy and time crunched• Multitasking becoming more prevalent• Changing lifestyles• Technology developments/changes• Consumer attitudes toward media

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Developing the Media Plan

Selecting media within class

Selecting broad media classes

Determining media strategy

Media use decision— print

Media use decision— broadcast

Media use decision— other media

Setting media objectives

Marketing strategy plan

Situation analysis

Creative strategy plan

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Developing a Media Plan

Evaluate performance

Analyze the market

Establish media objectives

Develop/implement media strategy

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Using Index Numbers

Percentage of users in a demographic segmentPercentage of population

in the same segmentIndex = X 100

Index Number

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Using the Brand Development Index

Percentage of brand to total sales in marketPercentage of total population in market

BDI = X 100

Brand Development Index

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Using the Category Development Index

Percentage of total product category sales in marketPercentage of total population in market

CDI = X 100

Category Development Index

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Using BDI and CDI

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BDIs And CDIs Are Often Used To Help Evaluate Market Potential

BDILow

BDIHigh

CDILow

CDIHigh

0 10050

150

200

200

50

0

Maintenance Markets(little growth)

Key Markets(protect from competitors)

No Potential for Growth Opportunity Markets

(high growth potential)

150

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Developing Media Strategies

• Criteria to consider during plan development• The media mix• Target market coverage• Geographic coverage• Scheduling• Reach and frequency• Creative aspects and mood• Flexibility• Budget

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The Media Mix

• Selection considerations• Objectives sought• Product or service characteristics• Individual preferences• Type of platform to enter into (print, web,

radio . . .)

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Target Audience Coverage

TargetMarket

Proportion

FullMarket

CoveragePartialMarket

Coverage

CoverageExceeding

Target Market

Population excluding target marketTarget marketMedia coverageMedia overexposure

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Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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Reach and FrequencyA. Reach of One Program B. Reach of Two Programs

Total marketaudience reached

Total marketaudience reached

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Marketing Factors Determining Frequency

Target Group

Brand History

Share of Voice

Purchase Cycles

Brand Loyalty

Brand Share

Usage Cycle

Marketing Factors

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Media Factors Determining Frequency

Cluster

Number of Media Used

Repeat Exposure

Editorial Environment

Scheduling

Attentiveness

Media Factors

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Creative Aspects and Mood

• Creative aspects• Media may drive strategy, or strategy

may drive media• Media and creative departments must

work closely together• Mood

• Media can drive mood• Media and vehicle image can carry over

to the message placed within them

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Flexibility in Media Planning Strategies

Market opportunities Market threats

Availability of media

Changes in media or media

vehicle

Flexibility

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MEDIA STRATEGIES

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Media Strategies

• Evolve from media objectives and describe how they will be accomplished

• Reflect specific course of action to be taken

• A matter of evaluating different media types and mixes to determine best way to achieve objectives within given budget

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Television Advantage and Limitations

Mass coverage

High reach

Sight, sound, motion

High prestige

Low cost per exposure

Attention getting

Favorable image

AdvantagesAdvantages

Short message life

High production cost

Low selectivity

High absolute cost

DisadvantagesDisadvantages

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Radio Advantages and Limitations

Local coverage

Low cost

High frequency

Flexible

Low production cost

Well-segmented audience

AdvantagesAdvantages

Clutter

Fleeting message

Audio only

Low attention getting

DisadvantagesDisadvantages

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Magazines Advantages and Limitations

Segmentation potential

Quality reproduction

High information content

Longevity

Multiple readers

AdvantagesAdvantages

Visual only

Long lead time for ad placement

Lack of flexibility

DisadvantagesDisadvantages

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Newspaper Advantages and Limitations

High coverage

Low cost

Short lead time for placing ads

Ads can be placed in interest sections

Timely (current ads)

Reader controls exposure

Can be used for coupons

AdvantagesAdvantages

Clutter

Poor reproduction quality

Short life

Selective reader exposure

DisadvantagesDisadvantages

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Outdoor Advantages and Limitations

Location specific

High repetition

Easily noticed

AdvantagesAdvantages

Short ads

Local restrictions

Short exposure timeDisadvantagesDisadvantages

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Poor Image (Junk Mail)

Clutter

High Selectivity

Reader Controls Exposure

High Information Content

Repeat Exposure Opportunities

Poor Image (Junk Mail)

Repeat Exposure Opportunities

High Information Content

Reader Controls Exposure

High Selectivity

Direct Mail Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

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Websnarl (Crowded Access)

Few Valid Measurement Techniques

Limited Creative Capabilities

Technology Limitations

Limited Reach

User Selects Product Information

User Attention and Involvement

Interactive Relationship

Direct Selling Potential

Flexible Message Platform

Few Valid Measurement Techniques

Technology Limitations

Websnarl (Crowded Access)

Limited Creative Capabilities

Flexible Message Platform

Direct Selling Potential

Interactive Relationship

User Attention and Involvement

User Selects Product Information

Internet Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

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Evaluation and Follow-Up

Use again, or analyze flaws

How well did these strategies achieve the media objectives?

How well did the media plan contribute to attaining the overall marketing and

communications objectives?

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THANK YOU