2. Media
Media is the transmission device for delivering the
ad message to the target audience
Ad message travel through various media.
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3. Forms of media
Indoor media
Outdoor media
Direct media
Display media
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4. Factors Affecting Media Choice
Advertising objectives
Nature of product
Types of customers
Nature of message
Desired coverage
Impact of media
Advertising budget
Competitors’ media choice
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5. Media Research
Media research is concerned with gathering,
processing, interpreting and reporting media
information
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6. Media Planning Process
Market analysis
Identifying target audience
Internal analysis
Evaluating competitors’ media strategy
Deciding the market area for promotion
Media objectives and strategies
Media buying
Media scheduling
Feedback and evaluation
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7. Media Scheduling
Media scheduling is concerned with buying time
and space in various forms of media
It shows the number, size and timing of ads for
appearance in media vehicles
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8. Types of Media Scheduling
Continuity method
Concentration method
Flighting method
Pulsing method
Start up
Seasonal
Period
Promotional
Sponsored
Erratic
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