media planning and techniques

1. Name : Nidhi Vats
Enroll : JV-U/12/5481
BBA+UGDBM

2. Advertising Media Planning- A Primer
INTRODUCTION
• Media Planning
• Media Planners
MEDIA OBJECTIVES
• Target Audience
• Communication Goals
MEDIA STRATEGIES
• Media Mix Decisions
• Geographic allocation Decisions
DESIGNING MEDIA TACTICES
• Reach Considerations
• Selection of media vehicles
EVALUATING MEDIA PLAN EFFECTIVENESS
• What To Measure?
• How To Measure?

3. Introduction
The two basic tasks of marketing communications are message
creation and message dissemination.
Media planning supports message dissemination.
Media planning helps you determine which media to use--be it
television programs, newspapers, bus-stop posters, in-store
displays, banner ads on the Web, or a flyer on Facebook. It also tells
you when and where to use media in order to reach your desired
audience.
Simply put, MEDIA PLANNING refers to the process of selecting
media time and space to disseminate advertising messages in order to
accomplish marketing objectives.
When advertisers run commercials during the Super Bowl game at
more than $2.5 million per thirty-second spot, for example, media
planners are involved in the negotiation and placement.

4.  Media planners often see their role from a brand contact
perspective. Instead of focusing solely on what medium is
used for message dissemination, media planners also pay
attention to how to create and manage brand contact.
 Media planning is a four-step process which consists of 1)
setting media objectives in light of marketing and advertising
objectives, 2) developing a media strategy for implementing
media objectives, 3) designing media tactics for realizing
media strategy, and 4) proposing procedures for evaluating
the effectiveness of the media plan.
 Let's take a look at the planning process through an example:
P&G's launch of the Gillette Fusion shaving system for men in
early 2006. First, P&G's media objectives called for a $200
million media blitz to reach men in the U.S.

5. Media Objectives
1. Target Audience
• Demographic and Psychographics
• Product and brand usage
• Primary and Secondary target Audience
• The Size of the target Audience
Audience can also be described in psychographics
terms – activities, interest, and opinions forming a
life style, personality traits, and brand preferences.
After having a complete picture of our target
audience, we undertake the study of the media’s
readership in terms of demographic, economic and
psychographics terms.

6. Media Objectives
2. Communication Goals
• Reach, Frequency & Gross Rating Points
• Frequency distribution, Effective
Frequency & effective Research
• Setting Communication Goals

7. Media Strategies
1. Media Mix decisions
The media mix has to reach the target
consumer. It the advertiser wants to reach men
between 25 and 55 who are professional, the
Economic Times will be obviously a more
appropriate choice than Femina.
• Mix Strategy : Media concentration VS
Media Dispersion
• Media Category Selection

8. Media Strategies
2. Geographic Allocation Decisions
• They have to see how strong a product is in a
particular geographical region and advertise more in
high potential areas.
• Media strategy is based upon market coverage. If
media planners want to market products nationally,
they will select all-India newspapers and magazines.
3. Media Scheduled Decisions
• Media scheduling decisions are the decisions about
the timing, continuity and size of the ads. We have
to see when to advertise, for how long, and for
what time period. We have to see the size and
placement of our ad.

9. Designing Media Tactics
1. Reach Considerations
There should be an attempt in the media
objectives to balance the reach and frequency.
There should be an appropriate message weight at
the same time. This will help us realize our
advertising plan
2. Frequency Considerations
While advertising an innovation, a greater reach is
preferred, to a greater frequency. It is also
important to have a large message weight. Once
the media objectives are set, we are ready to
develop strategies to realize them.

10. Designing Media Tactics
3. Creative aspects and mood
• Creative considerations such as the quality of reproduction,
the color effect, special effects, have to be considered. The
medium must be appropriate for the ad message.
• For example: The ads for ice-cream would be reproduced
better in color and therefore black and white newsprint is not
appropriate.
• Media decisions have to be made in consultation with the
creative team that has actually produced the ad
• Within the medium selected, decisions related to unit buying,
is also influenced by the creative team.
• 4. Budget considerations:
• A choice of media will depend to a large extent upon the size
of the advertising budget. Certain media types may be too
expensive for the funds available.

11. Evaluating Media Plans
• What TO Measure ???
• How TO Measure????