TYBMS Media Planning

1. MEDIA PLANNING AND MANAGEMENT
Jyostna Jain

2. Unit 1
 Overview of Media and Media Planning:
 Meaning of Media & Features of Media, Meaning of Media Planning , Scope of Media planning , Media Planning Elements,
Role of Media in Business, Media Planning Process, Impact of Marketing Objectives on Media Planning, Factors Influencing
Media Planning Decisions, Role and Importance of Media in Consumer Buying Decision, Role of Media Planner, Challenges of
Media Planning, Organization Structure of Media Company, Regulatory Framework and Legal Aspects in Media Planning
 b) Media Research: Meaning, Role and Importance Sources of Media Research : Audit Bureau of Circulation, Press Audits,
National Readership Survey/IRS, Businessmen’s Readership Survey, TRP, National Television Study, ADMAR Satellite Cable
Network Study, Reach and Coverage Study, ClB Listenership Survey

3. What is Media?
Media is communication channels through which
news,entertainment,education,data or promotional messages are
disseminated.
Media includes every broadcasting and narrowcasting medium such as
newspapers,magazines,TV, radio,billboards,telephone,fax and internet

4. Features of Mass Communication
 Large number of Audience
 Scattered Audience
 No Direct Feedback
 Outward Flow
 Use of Technology
 Persuasion

5. Media Planning
It is the process of deciding how to most effectively get your marketing
communications seen by your target audience

6. Scope of Media Planning
 Set concrete goals:
 Identify audiences
 Identify media outlets
 Identify news hooks
 Foresee obstacles
 Develop tactics and materials
 Plan for relationship building

7. Elements of Media Planning
 Media Mix
 Target market coverage
 Geographic coverage
 Schedulling
 Reach VS Frequency
 Flexibility
 Budget Considerations
 Market share
 Find customers

8. Media Planning Process
Budget Allocation and Media Buy
Selecting Media Mix
Channels
Media Strategy
Geographic selectivity Media Scheduling Selecting the media Size and placement
Media Objectives
Target Audience Reach Frequency Message weight
Market Analysis
Market size Growth rate Market Trends

9. Impact of Marketing Objectives on Media Planning
 Increase sales
 Build brand awareness
 Grow market share
 Example: “meetha hai khana aaj pehli taarikh hai” Cadbury Dairy Milk advertisement is advertisement to associate people
getting their salary and those small moments to celebrate. This was intended to increase sales and market share.

10. Factors Influencing Media Planning Decision
 Media
 Objectives of the campaign
 Budget available
 Research concerning the clientele
 Media classified by audience
 Media audience measurement
 Product
 Type of message or selling appeal
 Relative cost

11. Role of media in Consumer Behavior
Consumer
satisfaction
Encourage
reviews
Information
processing
Knowledgeable
media planners
outsourcing
Timely
presentation
Display
advertising
Choosing media
channels

12. Role of Media Planner
Preparation
Implementat
ion
Research
and analysis
Managing
client
relationship
Evaluating
campaigns

13. Challenges of Media Planning
Insufficient information: lack of data
Inconsistent Terminologies: standards of measurements are not always
consistent
Time pressures: Competitors strategy or sense of urgency
Difficulty measuring effectiveness: difficult to determine relative
effectiveness of various media or media vehicals

14. Organisation Structure of Media Company
 An Editor in Chief: leads editorial team, assign stories and represent the editorial team in important and controversial matters.
 Writers: writers and reporters who report on news and provide opinion and commentary.
 Junior Editors: Help edit stories and do administrative tasks for co-editors.
 Accounting and Finance Department: Decide the sources of finance and selection of which projects to invest in.
 Public Relations Department: Maintain cordial relationship with all stakeholders.
 Art Department: Advertising agency uses the power of creativity and to make the content more presentable and
agreeable.
 Production Department: the production department in consultation with the clients sends the communication to print
media like magazines,newspapaers etc.
 Research department: carry out research and obtain necessary information.

15. Regulatory Framework and Legal Aspects in Media Planning
• All India code for commercial advertising
• Doordarshan code
• Advertising standards council of india
• Advertising agencies association of india
• Advertising trade associations
Agencies involved in self-
regulation
• Emblems and names act,1950
• The companies Act,1956
• Young persons act,1956
• Consumer Protection act,1986
Laws protecting society and
consumers
• Press council Act,1978
• Cable television network rules,1994
• Code of commercial advertising on Doordarshan
• Code of commercial advertising on all India Radio
Laws governing media
• The drugs and cosmetic act,1940
• The prize chits and money circulation schemes act,1978
• Infant milk substitutes,feeding bottles and infant foods act,1992Industry specific laws