Media Planning

MEDIA PLANNING AND STRATEGY

The primary objective of the media plan is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective manner possiblethat will communicate what the product, brand, and/or service can do.

Media Planning

It is the series of decisions involved in delivering the promotional messages to the prospective purchasers and/or users of the product or brand. It guides for the media selection It requires to develop specific media objectives and specific media strategies design to attain these objectives.

Basic Concepts
Medium : It is general category of available delivery systems which includes broadcast media, print media, direct mail, outdoor advertising other support media. Media vehicle : It is the specific carrier within the medium category. Reach : It is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time. Coverage : Refers to the potential audience that might receive the message through a vehicle. Frequency : refers to the number of times the receiver is exposed to the media vehicle in a specied period

Developing a Media Plan.

Market Analysis and Target Market Identification

1) 2) To whom shall we advertise.
Secondary Data

Who is the Target Market ?

3)

What are the Internal factors may involve The size of the media budget Managerial and administrative capabilities of the organization of the agency.

4)

What are the External factors may include The economy (the rising costs of media) Changes in technology (the availability of new media) Competitive factors

Establishing Media Objectives.

Media objectives are the goals for the media program and should be implemented to those that can be accomplished through media strategies. e.g. OBJECTIVE : To Create an awareness in the target audience through the following (a)Use broadcast media to provide coverage of 80% of target market over a six month period. (b) Reach 60% of target market at least 3 times over six month period. (c) Concentrate heaviest in winter and Spring, with lighter emphasis in summer and fall.

Media Development and Implementation

Media Options Available

Types of Advertising
y y y y y y y y

Print Advertising Outdoor Advertising Broadcast Advertising Specialty or Merchanding advertising Covert Advertising Surrogate Advertising Public Service Advertising Celebrity Advertising

Print Advertising
y y y y y y y

Newspapers Magazines Brochures Catalogs Samples Handouts Newsletter

Outdoor Advertising

y y y y

Billboards Kiosks Trade-shows Events

Broadcast Advertising
Television y Radio y Internet
y

Specialty or Merchanding advertising

y y y y y

Matchbook Pencils Calendars Telephone pads Shopping bags

Covert Advertising
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. For Example: The use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. For Example: Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messages about important matters and social causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty.

Celebrity Advertising
Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

Media Space

I know half the money I spend On advertising is wasted, but I Can never find out which half.

What is media space? --Media spaces are "electronic settings in which groups of people can work together, even when they are not present in the same place and time. In a media space, people can create real-time visual and acoustic environments that span physically separate areas.

Problems in Media Space

Insufficient information y Inconsistent terminologies y Time pressures y Difficulty measuring effectiveness
y

Creating a media space

A Media space is a stage that Summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Companys Advertising Messages.
Background and Situation Analysis Media Objectives & Aperture Opportunities Strategy: Selection of Media Flow Chart Scheduling & Budgeting
Discusses Media Options, Opportunities and Target Audience. Goal or Task that Media Can Accomplish Based on Aperture Opportunities. Explains Why a Single Medium or Set of Media is Appropriate. Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media Space.
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Division of Media Space

Authoritative
3% 11% 20%

Influential
2% 3% 9% 5%
57%

81%

9%

Television Radio

Newspapers Magazines

Dont know

Media Buying
Buying is a complicated process The American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy

Providing inside info Media buyers are important information sources for media planners Close enough to day-today changes in media popularity and pricing to be a constant source of inside information

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Media Buying
Selecting Media Vehicles Choose the best vehicles that fit the target audiences aperture The media planner lays out the direction; the buyer is responsible for choosing specific vehicles Negotiation Media buyers pursue special advantages for clients Locate the desired vehicles and negotiate and maintain satisfactory schedule and rates

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Media Buying
Preferred Positions y Locations in print media that offer readership advantages y Preferred positions often carry a premium surcharge Extra Support Offers y Value-added media services Contests Special events Merchandising space at stores Displays Trade-directed newsletters
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Media Buying
illing and Payment It is the responsibility of the advertiser to make payments to various media The agency is contractually obligated to pay the invoice on behalf of the client Monitoring the Buy The media buyer tracks the performance of the media plan as it is implemented, as well as afterward Poorly performing vehicles must be replaced or costs must be modified

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Media Buying
Make-Goods y A policy of compensating for missed positions or errors in handling the message presentation y Ensure that the advertiser is compensated appropriately when they occur Post-campaign Eval y Once a campaign is completed, the planner compares the plans expectations and forecasts with what actually happened y Provides guidance for future media plans

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