media strategy media planning scheduling

1. Media Strategy:
Media Planning, Selection, Factors influencing the Plan, Scheduling
Abdul Shiyas A
215114031
DoMS, NIT Trichy

2. Media Strategy
• Way we seek to realize our media objectives
• Enables an advertiser to rise above the clutter
of ads, and stand out in the competition
• Media strategy expects media planners to be
creative in using the media
• The ad should provoke readers to look at it
more than once
• Media can be used to build credibility

3. Four basic elements of Media strategy
1. Media Mix
• Media mix refers to the various advertising channels through
which a company communicates with its audience in order to
fulfill a campaign as outlined in the media plan
2. Usage of Media
3. Geographic Allocation
4. Scheduling Strategy

4. Media Planning and Selection
Definitions-
• “The series of decisions advertisers make regarding the
selection and use of media, allowing the marketer to
optimally and cost-effectively communicate the message to
the target audience”
• “Process of selecting the advertising media and deciding the
time or space in which the ads should appear”
• Media planning is about determining the best MediaMix (i.e.,
the best combination of one-way and two-way media) to
reach a particular target for a particular brand situation.

5. Media Planning and Selection
In the process of planning the media planner
needs to answer questions such as:
1. How many of the audience can I reach through
different media?
2. On which media (and ad vehicles) should I place
ads?
3. Which frequency should I select?
4. How much money should be spent in each
medium?

6. Components of the Media Plan
1.The media mix
2.Target market coverage
3.Geographic coverage
4.Scheduling
5.Reach versus frequency
6.Creative aspects and mood
7.Flexibility
8.Budget considerations

7. Media Selection Factors

8. Media Scheduling
• Scheduling refers to the pattern of advertising timing,
represented as plots on a yearly flowchart. These plots
indicate the pattern of scheduled times advertising must
appear to coincide with favorable selling periods.
• The classic scheduling models are
– Continuity
– Flighting
– Pulsing.

9. Media Scheduling
• Continuity
– This model is primarily for non-seasonal products. Advertising
runs steadily with little variation over the campaign period.
– There may be short gaps at regular intervals and also long
gaps—for instance, one ad every week for 52 weeks, and then a
pause. This pattern of advertising is prevalent in service and
packaged goods that require continuous reinforcement on the
audience for top of mind recollection at point of purchase.
– Advantages:
Works as a reminder
Covers the entire purchase cycle
Cost efficiencies in the form of large media discounts
Positioning advantages within media

10. Media Scheduling
• Flighting (or "bursting")
– Media scheduling for seasonal product categories, flighting
involves intermittent and irregular periods of advertising,
alternating with shorter periods of no advertising at all. For
instance, all of 2000 Target Rating Poinered in a single
month, "going dark" for the rest of the year.
– Advantages:
Advertisers buy heavier weight than competitors for a
relatively shorter period of time
Little waste, since advertising concentrates on the best
purchasing cycle period
Series of commercials appear as a unified campaign on
different media vehicles

11. Media Scheduling
• Pulsing
– Pulsing combines flighting and continuous scheduling
by using a low advertising level all year round and
heavy advertising during peak selling periods. Product
categories that are sold year round but experience a
surge in sales at intermittent periods are good
candidates for pulsing. For instance, deodorants, sell
all year, but more in summer months.
– Advantages:
Covers different market situations
Advantages of both continuity and flighting possible

12. Factors affecting Media Plan
1. Budget
2. Competitor’s Strategy
3. Frequency v/s Reach
4. Increasing distributors’
support
5. Continuity
6. Flexibility
7. Cost per thousand
8. Creative Consideration
9. The medium and Target
consumer Match
10. Language
11. Prestige of media
12. Availability of Media
Time and Space
13. Nature of the
product/service and
nature of the market to
be covered
14. Standard of Acceptance
and Code of Ethics