Media planning is generally outsourced to a media agency and entails sourcing and selecting optimal media platforms for a client's brand or product to use. - Prakash Joshi.

1. Media Planning and Strategy
Presented By
Prakash Joshi

2. Media Planning
• Media planning is the process of identifying
and selecting media outlets – mainly
newspapers, magazines, websites, TV and
radio stations, and outdoor placement – in
which to place paid advertisements.

3. Why Media Planning?
• The whole purpose of advertising is to make
potential customers aware of a company’s
products or services and to persuade them to
buy them.
• The job of media planning is to determine the
best combination of media to achieve the
marketing campaign objectives.

4. Media Planner
• The person responsible for evaluating the
many media options and strategizing
campaigns to support a particular product,
service, or brand is called a media planner.
• Media planners typically are employed by
advertising agencies.

5. Role of Media Planner
• A media planner’s job is to develop a coordinated
plan for a particular client’s advertising budget.
• They decide where, when, and how often to
feature a specific ad.
• The more the planner can optimize – meaning
stretch – a client’s budget to reach the largest
number of people, the better his or her odds of
seeing results.

6. Steps Involved in Media Planning
1.Market analysis
2. Establishing media objective
3. Determining media strategies
4. Implementation of media plan

7. Steps Involved in Medial Planning
1.Market Analysis
• Every media plan begins with the market analysis
or environmental analysis. Complete review of
internal and external factors is required to be
done. At this stage media planner try to
identify answers of the following questions:
Who is the target audience?
What internal and external factors may influence
the media plan?
Where and when to focus the advertising efforts?

8. Steps Involved……..
2. Establishing Media Objective
Media objectives describes what you want the
media plan to accomplish. There are five key
media objectives that a advertiser or media
planner has to consider - reach, frequency,
continuity, cost, and weight.
• Reach - Reach refers to the number of people
that will be exposed to a media vehicle at
least once during a given period of time.

9. Steps Involved….
• Frequency - Frequency refers to the average
number of times an individual within target
audience is exposed to a media vehicle during
a given period of time.
• Continuity - It refers to the pattern of
advertisements in a media schedule.
• Cost - It refers to the cost of different media
• Weight - Weight refers to total advertising
required during a particular period.

10. Steps….
3. Determining Media Strategies
• Media Mix - From the wide variety of
media vehicles, the advertiser can employ one
vehicle or a mix suitable vehicles.
• Target Market
• Scheduling - It shows the number of
advertisements, size of advertisements, and
time on which advertisements to appear

11. Steps Involved………
• Reach and frequency
• Creative Aspects - Creativity in ad campaigns decides the
success of the product, but to implement this
creativity firm must employ a media that supports such a
strategy.
• Flexibility - An effective media strategy requires a degree
of flexibility.
• Budget Considerations - In determining media strategy cost
must be estimated and budget must be considered.
• Media Selection - It covers two broad decisions - selection
of media class, and selection of media vehicle within media
class.

12. Steps Involved….
4. Implementation of Media Plan
The implementation of media plan requires
media buying. Media Buying refers to buying time
and space in the selected media.
Collection of information
Selection of Media/Media Mix
Negotiation with media
Issuing Ad - copy to media
Monitoring performance of Media
Payment

13. Steps Involved…..
5. Evaluation and Follow-up
Evaluation is essential to assess the
performance of any activity. Two factors are
important in evaluation of media plan:
 How successful were the strategies in
achieving media objectives?
 Was the media plan successful in
accomplishing advertising objective?

14. Types of Media Used for Advertising
• The Print Media
• The broadcast Media
• Outdoor advertising Media

15. 1. Print Media
• The oldest media forms are newspapers,
magazines, journals, newsletters, and other
printed material. These publications are
collectively known as the print media.
• Anything written in the print media to grab the
attention of the specific target audience comes
under the purview of print advertising.
• Print advertisements are only effective when
people see them.

16. For Example

17. For eg.

18. 2. Broadcast media
• Broadcast media are news reports broadcast
via radio, television and internet.
• The broadcast media like radio and television
reaches a wider audience as opposed to the
print media.
• The radio, television and internet commercials
fall under the category of mass marketing as
the national as well as global audience can be
reached through it.

19. For Example

21. Radio
• A radio ad must be aired several times before it
actually sinks in the minds of the consumers. Thus the
frequency of the ad is important.
• The type of your target audience is also important.
Therefore, one must do a research on which type of
audience listens to which channels if they want the ads
to be successful.
• The voice talent in the commercial should be taken
keeping in mind the type of audience and the type of
commercial.

22. Television
• The television advertising is usually considered
the advertising for the corporate giant, though
even the small businesses can benefit from it.
• A strong audio and video combination is a must
for the success of the commercial. But it is also
important that the audio and video should
function well without each other.
• For example, if a person is not viewing the TV but
just listening to it, s/he should get the idea and
vice versa.

23. 3. Outdoor Advertising
• Outdoor advertising communicates the
message to the general public through
highway billboards, transit posters and so on.
• Outdoor advertising is a very important form
of advertising as the ads are huge and are
visible to one and all.

24. For Example

25. Any Question??

26. Thank you