The document discusses key aspects of media planning such as defining media planning, objectives, strategies and types of media. It outlines 11 major factors that must be considered in media planning including targeting the right audience, budget, competition, nature of messages, reach vs frequency vs continuity, media mix, seasonality, tie-ins with other promotional activities, flexibility, cost efficiencies. Media planning is about selecting the appropriate media vehicles and schedules to effectively deliver marketing messages to the target audience.
1. Media Planning
By
Ajitha Sheril A. C.
Anbu Kumar M.
Anu Paul
Brajesh Kumar Singh
2. Media Planning
• 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.
3. Media Planning
• Media vehicle: Specific carrier in a
media category (television, magazines).
• Media mix.
Media Strategy Concerns:
• Target market coverage.
• Geographic coverage
4. Media Questions
Two basic processes:
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.
5. Media Questions
• 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?
6. Media Planning
• Planners direct the messages to the
right people at the right time in the
right environments.
• TV: Networks, syndication, local,
cable, satellite.
• National, Regional and Local issues
• Non traditional: In flights, parking meters,
blimps, shopping carts, milk cartons,
litter cans, taxis, sponsorships.
7. Media Planning
• Increasing media choices and options
• Audience fragmentation
• Costs and rate hikes
• Multimedia, and interactive
• Diverse audiences
• And more
8. Commonly Available Media Vehicles 1966 vs. 2006
• Broadcast TV, Cable
• Broadcast TV TV, Pay TV, VOD
• Cable TV (Limited) • Satellite TV and Radio
• Movies/Cinema Adv. • Movies/Cinema Adv.
• AM/FM radio • AM/FM radio
• Reel to Reel tape • Telephone and Mobile
phone
• Telephone
• Postal Mail
• Postal Mail
• Newspapers, Magazines
• Newspapers (17K titles)
• Magazines (9K) • CD, cassette, MP3, VCR, DV
• Books D, PVR
• Internet and
web, including email, web
• 1966: 24 hours a day browsing, PC
gaming, Music
• 2006: 24 hours a day
downloading, P2P
• PDA’s, Pagers, Console and
Game Devices
9. Media Planning
Major Factors:
• 1. Target Market. Whom are you going to
sell to?
– Demographic, geographic and psychographics
characteristics
• 2. Where is product or service distributed?
– Local, regional, national or selected markets
– Remember BDI and CDI’s
10. Media Planning
• 3. What is Budget?
– Percentage of sales
– Share of market and Share of Voice
– Objective and Task
– Unit of Sales and Case Rate
– Competition
– Test Market
– Experimental
– Computer modeling
– Affordable and Available Funds
11. Media Planning
• 4. What is Competition Doing?
– Budgets
– Which Media?
– Which Schedules?
– And more
12. Media Planning
• 5. Nature of Message?
– Electronic/Broadcast
– Print
– Color/B&W
– Demonstration
– Simple Statements
13. Media Planning
• 6. Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)
15. Media Planning
Reach (Cume)
• The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least
once during the average week for a reported
time period. During the course of the
schedule illustrated, seven different
households were exposed to the spot at least
once. Since each home represents 10 % of
the universe, this makes the reach or cume
70%.
16. Media Planning
Frequency
• Average number of times a household
or a person viewed a given television
program, station or commercial during
a specific time period.
17. Media Planning
Continuity/Continuous Schedule
• Advertising runs steadily and varies
little. Compare with:
• Flighting and Pulsing with scheduling
18. Media Planning
• 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.
19. Media Planning
• RATING = households tuned in to a given program
all households with television
• SHARE = households tuned in to a given program
all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use
watching a particular program)
Here's an example: Your show is aired in a market that has 1
million television househo2lds; 400,000 are tuned in to you.
Therefore:
400,000
1,000,000 = .40, or a rating of 40
At the time your show airs, however, there are only 800,000
households using television. Therefore, your share of the available
audience is
Share = 400,000
800,000 = .50, or a rating of 50
If you can explain why a specific program's share is always
higher than its rating, then you understand the difference
between the two.
20. Media Planning
• 7. Media Mix
– Combination of different media, and
size of ads
– Which Media?
– Which Schedules?
– And more
21. Media Planning
• 8. Seasonality and Length of Schedule?
– Hot tea vs. Cold tea?
– Snow blowers, toothpaste, coffee.
– Morning Drive and Evening Drive
– Flighting
– Pulsing
22. Media Planning
• 9. Tie-ins with Merchandising
and Sales Force?
– Coupons, Contests, Trade Deals, Sales Calls,
Displays, Budgets.
– Which Media?
– Events
• Super Bowl
• Academy Awards
• Sports
– Which Schedules?
– And more
23. Media Planning
Where?
56.9% of media exposure took
place in the home, but 21.1% took
place at work, 8.3% in the car and
13.7% in other locations.
25. Media Planning
• 11. Cost Efficiencies
– Which Media?
– Which Schedules?
– Which Vehicles?
26. Media Planning
• Advertising is an investment in future
sales.
• It’s greatest powers are in
short-term promotions and its
cumulative long-range effects.
• And more
