MEDIA PLANNING AND BUYING

NOTES AND PPT BY

PROF.CHAHAT HARGUNANI
 CHAPTER 1

INTRODUCTION TO MEDIA
PLANNING AND SELECTION
WHAT IS MEDIA?
MEDIA

REACH
 WHAT IS MEDIA PLANNING?
• TASK ---MEDIA AGENCY---HELPING CLIENT---TO
CHOOSE THE BEST MEDIA---WHERE AND WHEN
TO USE—MEDIA—TO REACH(TARGET AUDIENCE)
 DELIVER A PROMOTIONAL MESSAGE.
 CONDUCTED BY PROFESSIONAL MEDIA
PLANNING AGENCY.
 BASIC FUNCTION IS--- MESSAGE FORMATION
AND MESSAGE DESSIMATION
 FUNCTION---ARE CARRIED OUT BY—
PROFESSIONAL MEDIA PLANNERS
MEDIA BUYING
ADS AGENCIES AGENCIES
PLANNERS
 DEFINITIONS
MEDIA PLAN
A BLUE PRINT
A PLAN OF ACTION
PROMOTING BUSINESS
THROUGH MEDIA CHANNELS
TO ACHIEVE BUSINESS GOAL
RAISING BRAND AWARNESS
TO NEW OR EXISTING PRODUCT
FUNCTIONS OF MEDIA PLANNING IN
ADVERTISING
MAIN FUNCTION
TO CREATE ADVERTISING CAMPAIGN
TO ACHIEVE
CLIENTS
STARTEGIC MARKETING OBJECTIVE
BY CHOOSING RIGHT MEDIA CHANNELS
 FUNCTIONS:
MEDIA CHANNEL RECOMMENDATIONS

ALLOCATION RIGHT FUNDS TO RIGHT PRODUCT

INDICATES RIGHT PERIOD TO ADVERTISE

ACHIEVE STARTEGIC OBJECTIVE

 WHO IS MEDIA PLANNER?
• WORKS UNDER---ADS AGENCIES—MEDIA AGENCIES.
• HE MAKES STARTEGIES FOR CLIENTS
• SUGGESST MEDIUMS FOR BUILDING AWARNES
• THEY WORK WITH VARIOUS TOOLS
• THEY ARE RESPONSIBLE FOR PUTTING ADS IN THE
RIGHT PLACE AT RIGHT TIME, RACHING THE DESIRED
AUDIENCE FOR THE RIGHT AMOUNT OF MONEY.
• THEY GATHER INFORMATION ON PEOPLE VIEWING
AND READING HABITS.
• THEN THEY TURN INFORMATION OVER TO MEDIA
BUYER WHO TRACK MEDIA SPACE AND TIMES
AVAILABLE TO PURCHASE, NEGOTIATE AND PURCHASE
TIME AND SPACE FOR ADS, AND MAKE SURE ADS
APPEAR AS PER SCHEDULED.
ROLE OF MEDIA PLANNER
CO-ORDINATION

EVALUATING
CAMPAIGNS &
DECISION
BUDGET MAKING
ALLOCATION TO
RIGHT MEDIA

MANAGING
RESEARCH
CLIENT
ANALYSIS
RELATIONSHIP
 WHAT I MEDIA BRIEF?
• The media brief can be referred to as a
checklist for the media planners to help them
prepare media plan for a client organization.
• an overall campaign planning.

WHAT SHOULD IT CONTAIN TO HELP THE MEDIA PLANNER IN

MAKING AN IDEAL PLAN TO HELP FACILITATE DECISION-MAKING AT
THE CLIENT’S END?
 A GOOD MEDIA BRIEF SHOULD
IDEALLY INCLUDE THE FOLLOWING:
1. MARKETING INFORMATION CHECKLIST:
This should reflect the marketing objectives and
proposed strategies, product characteristics,
distribution channels, brand category,
expenditure level and ad. expenditure of close
competitors, ad. expenditure for the current,
previous years and proposed appropriation.
2.The objectives:

•THIS MUST CLEARLY INDICATE WHETHER THE OBJECTIVE IS TO INTRODUCE A

NEW PRODUCT, INCREASE AWARENESS ABOUT THE EXISTING BRAND, REINFORCE
THE CURRENT POSITION, REPOSITION THE CURRENT BRAND, RELAUNCH A
DECLINING BRAND, ELICIT DIRECT RESPONSE, IMPROVE OR ENHANCE THE
COMPANY’S REPUTATION OR CHANGE THE PEOPLE’S ATTITUDE TOWARDS THE
COMPANY, BRAND OR PRODUCT CATEGORY.
•IT WOULD ALSO INDICATE THE SOURCE OF BUSINESS, I.E., THE TARGET
AUDIENCE, PROFILE OF THE CURRENT USERS, PROPOSED USERS, ETC.
3. PRODUCT CATEGORY INFORMATION

•MEDIA PLANNER TO HAVE A THOROUGH KNOWLEDGE ABOUT THE PRODUCT

CATEGORY AND THE POSITIONING OF THE BRAND BEING HANDLED. THIS HELPS IN
ASSESSING THE STRENGTHS AND WEAKNESSES OF THE BRAND AND ALSO HELPS
IN SETTING ACHIEVABLE TARGETS.
•THE INFORMATION DETAILS WITH THE FOLLOWING BROAD AREAS:
1. CATEGORY DEFINITION,
2. COMPETITIVE BRANDS,
3. MARKET SHARE OF THE VARIOUS BRANDS,
4. SALES VOLUME OF EACH BRAND,
5. LIFE CYCLE STAGE FOR BRAND/CATEGORY (NEW, MATURE, STAGNATING OR
NEAR EXTINCT),
6. MARKET EXPANSION OPPORTUNITY, INTEREST LEVEL (HIGH/LOW),
RESPONSIVENESS TO ADVERTISING,
7. PURCHASE CYCLE OF THE PRODUCT-TO HELP DETERMINE THE SCHEDULING
PATTERN.
 4. GEOGRAPHY/LOCATION

•The media brief helps the planner in knowing his media markets. In other
words, for example, if the product is only available in the metros, then the
planner will restrict his media options to only those vehicles, which reach the
target audience in the metros.
• In case, however, the product is being launched on all-country basis, the
media planner although keeping in view the holistic approach will also keep in
mind the consumption pattern in various geographical locations for giving
relative weightage to areas, where the product usage is more. Besides this, he
will also keep in view the brand development index, sales volume and local
market problems and opportunities.
 5. SEASONALITY/TIMING:
• Information regarding seasonality of the product is an important
consideration for the media planner. In the Indian context, where
there are extreme climates in different parts of the country at the
same time, some products are season-specific.
• The sale of woolens is always there in the hilly areas especially,
Srinagar, Himachal Pradesh and higher reaches of Uttar Pradesh,
while in southern India, except probably in some parts of Karnataka,
woolens are generally not available.
• The North experience severe cold for some months, hence one
sees a spurt in advertising.
• Besides, the planner should keep track of the sales pattern,
influence factors such as festivals, holidays and the weather,
spending considerations, specific sales promotion drive, and client
mandated spending constraint, etc.
 6.Target audience:
• A profile of those who buy the existing category
as also those who buy competitive brands is a
very important consideration for the media
planner.
• Buying habits must also include information
about buying cycles, purchase points, frequency
of purchase, etc.
• This helps the planner to know the consumer
characteristics by category, brand and
competitor; demographics-age, income,
 WHAT IS MEDIA AUDIT
• MEDIA AUDIT IS A MULTIMEDIA SURVEY
CONDUCTED FOR THE PURPOSE OF
DEVELOPING STATISTICALLY
• VALID INFORMATION ABOUT THE
AUDIENCE LEVEL AND AUIDENCE
• CHARACTERTICS OF RADIO STATION,
LOCAL TV NEWS PROGRAMS AND CABLE
TV VIEWING,
• DAILY NEWSPAPER,WEEKLY AND
MONTHLY PUBLICATIONS,THE INTERNET,
SOCIAL MEDIA, MOBILE INTERNET
USAGE, LOCAL MEDIA WEBSITES, DIRECT
MAIL AND OUT OF HOME MEDIA.
 PROCESS OF MEDIA AUDIT
• IT –CHECKS- PROCESS OF MEDIA
BUYING,SCHEDULING, PLANNING, RATES ACROSS
MEDIA AND COMPARES IT WITH A BENCHMARK.
• COMPONENTS:
FINANACIAL AUDIT BY MEDIA AUDIT FIRM OF THE RECORDS OF
1. FIRST- THE MEDIA BUYING AGENCY

2. SECOND-
MBA HAS CONTRACTUAL RELATIONSHIP ON BEHALF OF
3. THIRD- CLIENT THEY BUY SPACE AND TIME

4. FOURTH- MEDIA AUDIT EXAMINES WHETHER CLIENT HAS GOT WHAT IS

ORDERED AND IF THEY ARE PAYING FOR THE SAME

2ND TYPEOF AUDIT IS RETURN OF REBATES AND DISOUNTS

 IN DIS TYPE MEDIA OWNERS GIVE THE MEDIA BUYING
FIFTH AGENCIES DIRECTLY FOR SPACE AND AIR TIME BOOKING

MEDIA BUYING AGENCIES PUSH ADVERTISERS TO SPEND ON

SIXTH THE GIVEN MEDIUM TO GAIN VOLUMES AND REBATES

3RD TYPE IS CRITIQUES ON THE WAY MEDIA PLANNING HAS

SEVENTH BEEN DONE BY THE AGENCY.

THE MEDIA AUDITOR EXAMINES WHETHER THE MEDIA PLAN

WAS WAS FAIR AND OPTIMUM

MEDIA PROCESS INVOLVES ALL THE APPRORIATE

DISCIPLINES WITH FINANCIAL AND MARKETING
ORGANISATION AT THE ADVERTISER COMPANY.
 WHO IS MEDIA BUYER?

AS A MEDIA BUYER YOU WILL NEGOTIATE,

PURCHASE AND MONITOR ADVERTISING
SPACE AND AIRTIME ON BEHALF OF CLIENTS.
THE AIM IS TO REACH THE HIGHEST NUMBER
OF PEOPLE IN THE TARGET AUDIENCE AT THE
LOWEST POSSIBLE COST. ROLES TEND TO BE
BASED IN ADVERTISING
AND MEDIA AGENCIES.
• All media inventory goes through phases of
optimisation, which is dependent on budget,
type of medium (radio, internet, TV, print
etc.), target audience and targeting. Media
buyers can purchase media inventory
regionally or nationally.
MEDIA BUYING SPECIALIST
WHAT LD MEDIA
SHOULD B FOR
PRODUCT

CONTROLS AND
EVALUATES THE
PERFORMANCE

AD –MAKE MBU
TO BUY
ADVERTISING
SPACE

IT BENEFITS NOT ONLY

AD AGENCIESBUT
ADVERTISERS

BCZ OF COST
EFFECTIVENESS
 ROLE OF A MEDIA BUYER
MAINTAINING RELATIONSHIP
SELECTING MEDIA VEHICLE
MONTITORING BUY

MAKE GOODS

POWER OF NEGOTIATION

OPTIMIZATION
BUDGET MANAGEMENT
EVALUATION