MEDIA PLANNING

REACH,FREQUENCY,CONTINUITY

By :- Anupam Kumar,
VVISM,Hyderabad.

1
 Media Terminology
Media
Media A
A series
series of
of decisions
decisions involving
involving the
the delivery
delivery of
of
Planning
Planning messages
messages to to audiences
audiences

Media
Media Goals
Goals to
to be
be attained
attained by
by the
the media
media strategy
strategy and
and
Objectives
Objectives program
program

Media
Media Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can be
be
Strategy
Strategy attained
attained

The
The various
various categories
categories of
of delivery
delivery systems,
systems,
Media
Media including
including broadcast
broadcast and
and print
print media
media

Broadcast
Broadcast Either
Either radio
radio or
or television
television network
network or
or local
local
Media
Media station
station broadcasts
broadcasts
2
 Media Terminology
Print
Print Publications
Publications such
such as
as newspapers,
newspapers, magazines,
magazines,
Media
Media direct
direct mail,
mail, outdoor,
outdoor, etc.
etc.

Media
Media Vehicle
Vehicle The
The specific
specific carrier
carrier within
within aa medium
medium category
category

Number
Number of
of different
different audience
audience members
members
Reach
Reach exposed
exposed at
at least
least once
once in
in aa given
given time
time period
period

The
The potential
potential audience
audience that
that might
might receive
receive the
the
Coverage
Coverage message
message through
through the
the vehicle
vehicle

The
The number
number of
of times
times the
the receiver
receiver is
is exposed
exposed to
to
Frequency
Frequency the
the media
media vehicle
vehicle in
in aa specific
specific time
time period
period
3
 The Media Plan :-

• The Media Plan is… a blueprint for

future action… organizing a
brand’s advertising into media
objectives and strategies that are:
• Goal-Oriented – increase
sales/share
• Make sense -
effective/efficient
• Manageable - can be
executed, flexible, developed
before the buy.
– 4
Developing the Media Planning
Analyze
Analyze the
the Market
Market

Establish
Establish Media
Media Objectives
Objectives

Develop
Develop Media
Media Strategy
Strategy

Implement
Implement Media
Media Strategy
Strategy

Evaluate
Evaluate Performance
Performance
5
 Media Planning Difficulties

Measurement
Measurement Lack
Lack of
of
Problems
Problems Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time Inconsistent
Inconsistent
Pressure
Pressure Terms
Terms
6
 Reach
 Percentage of target audience that is
exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)
 Reach represents the percentage of
target customers who have an
opportunity to see the advertisers
message.


7
Factors Determining the reach

 More people are reached when a

media schedule uses multiple media
 The number and diversity of media
vehicles used
 By diversifying the day parts


8
 Frequency

 Average number of times an

advertisement reaches the target
audience in a four-week period.


9
The Difference between Reach and
Frequency

10
The Media-Planning Process

1. Selecting the target audience

2. Specifying media objectives

3. Selecting media categories and

vehicles
4. Buying media

11
 Media Planning – The process
• QUESTIONS ANSWERS
• Who are we talking to ? : Target audience
•
• Where are these people ? : Markets
•
• How many people to reach ? : Reach
•
• How many times ? : Avg Frequency/ Avg OTS
•
• Which media ? : Media selection
•
• Which vehicles ? : Vehicle selection
•
• Which months & what
• time of the day? : Scheduling

12
• Media : All Carriers and deliverers
• of advertisements
• Medium : A broad general category of carriers
• Vehicle : A specific carrier within a medium
•
• Medium Vehicle
• Television Jassi Jaisi Koi Nahi
• Newspapers Times of India
• Magazines India Today
• Radio Radio Mirchi
• Outdoor Any hoarding
• CD/DVD CD or DVD of a movie
• Internet Web site (Rediff.com)


13
 Television
Advantages Disadvantages
Mass
Mass Coverage
Coverage
Mass
Mass Coverage
Coverage Low
Low Selectivity
Selectivity

High
High Reach
Reach Short
Short Message
Message Life
Life

Impact
Impact of
of Sight,
Sight, Sound
Sound High
and
and Motion
Motion High Absolute
Absolute Cost
Cost

High
High Prestige
Prestige High
High Production
Production Cost
Cost

Low
Low Cost
Cost Per
Per Exposure
Exposure Clutter
Clutter

Attention
Attention Getting
Getting

Favorable
Favorable Image
Image
14
 Radio
Advantages Disadvantages
Local
Local Coverage
Coverage Audio
Audio Only
Only

Low
Low Cost
Cost Clutter
Clutter

High
High Frequency
Frequency Low
Low Attention
Attention Getting
Getting

Flexible
Flexible Fleeting
Fleeting Message
Message

Low
Low Production
Production Cost
Cost

Well-segmented
Well-segmented Audience
Audience

15
 Magazine
Advantages Disadvantages
Segmentation Long
Long Lead
Lead Time
Time for
for
Segmentation Potential
Potential Ad
Ad Placement
Placement

Quality
Quality Reproduction
Reproduction Visual
Visual Only
Only

High
High Information
Information Content
Content Lack
Lack of
of Flexibility
Flexibility

Longevity
Longevity

Multiple
Multiple Readers
Readers

16
 Newspaper
Advantages Disadvantages
High
High Coverage
Coverage Short
Short Life
Life

Low
Low Cost
Cost Clutter
Clutter

Short
Short Lead
Lead Time
Time for
for Placing
Placing Low
Ads
Ads Low Attention
Attention Getting
Getting

Ads
Ads Can
Can Be
Be Placed
Placed in
in Poor
Interest
Interest Sections
Sections Poor Reproduction
Reproduction Quality
Quality

Timely
Timely (Current
(Current Ads)
Ads) Selective
Selective Reader
Reader Exposure
Exposure

Reader
Reader Controls
Controls Exposure
Exposure

Can
Can Be
Be Used
Used for
for Coupons
Coupons
17
 ****************
 THANK YOU


 &


 ANY QUESTION .. ??


18