Media planning & media strategy.

In to days market media plays critical

role in all walks of the life.

Metamorphosis in technology has created many media ,channels

&small key is enough to change This has fragmented the customers. This leads to planning to.

Media planning & media strategy.

tuch E910 1

1] Media planning [r1] a] The challenge [b] yatra parth b]Role of media [b] c]Media planning frame work [ b] 2] Defining media objectives [r2] a]audience objectives [b] b]message distribution objectives [b] c] Optimizing reach & frequency .[b] 3] Developing media strategy.[r3] a]elements of media mix .[b] b]factors influence media strategy decisions [b] c] stating the media decisions [ b] 4] Media tactics [r4] a]criteria for selecting media vehicle[b] b]economics of foreign media[b] c] the synergy for mixed [b] d]methods for scheduling media[b]

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1] Media planning [r1] a] The challenge [b] b]Role of media [b]

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yarra prth

c]Media planning frame work [ b] planning is integrating

i]media

creativity &

science.
ii] media planning is to conceive , analyze ,& creatively select channel that will direct advertisement message to the right people in the right place at right time . iii] for successful media planning many concepts should

be clear [day of the jackal]

iv] limited sources as well as imited channells . v] independent media planning organizations dinosaurs are

the obstacles .
vi]media panning is as important & more critical

than

creating an adv
vi]Media planners are well versed with different media ,their potentials ,financial social , political status , their potentials .

vii] Media planners are great bargainers negotiators. Negotiations are just like a cold wars between husband & wife , wars go on but both of them take care not to take divorce . they know time gone is gone on and above they inject the same genes in next generation
Media planning can be further discussed as under ---1] media options are increasing having different advantages at the same cost . 2] MEDIA OPTIONS & TECHNOLGY & continuous changes 3] Media options are increasing ,audiovisual [67%] ,print adv [37], audio [16 %] and other 4] Audience fragmentation media increased the complexity, -channels, time, prime time, class .. 5]coverage area wise ,
2] Defining media objectives [r2] b0708p3 a]audience objectives [b] YATRA PARTH b]message distribution objectives [b] 1]audience size & message wt. [g] 2] audience accumulation & research [g] tuch

3]exposure frequency [g] 4]continuity [g] 5]effective reach & frequency [g]

3/6 c] Optimizing reach & frequency . [b]

1]effective reach 2] effective frequency 1] media objectives have two major components- a]audience objectives & b] message distribution objectives . 2] a]audience objectives is a definite set of people , having common need or similar characteristics . 3]selection of media vehicle & step a head media units is associated with audience objective. B] Message distribution objectives . c]Audience size to count the number of people in mediums audience . c]Audience size = circulations X no of readers per cir. d]Message Wt The total size of the audience for the set of entire campaign. The message wt is expressed in two ways
a ] e] gross

point

impressions &

b] [f]gross rating

a ][e] Gross impression calculates the opportunity to see defined adv.

or [e] gross impression is possible exposure of adv. message to same audience number. Or percentage is considered as [e]gross impression ,which also known as rating[f] . [ g]The rating is simply the percentage of homes or individuals exposed to adv medium. Eg. Particular show has 45% rating means 45% TVs are tuned to this show In reality we see adv through many adv. vehicles the collective rating is expressed as GRP[n]
Gross rating point.

Audience accumulatio n [i] & reach [j] YATRA YOGE

Total number of different people exposed at least once is called reach [j] for defined period for that media vehicle . To increase the reach advertiser can use can use two or more media veichles and Ie called as accumulation [I] of reach . Media planning 4 Xyz product used MTV channel as media v., & 40 % of one lack people tune this Channel during one month then the reach is 40,000 . Xyz product used ABC print media having reach 3oooo [different] then Accumulation [I] of reach is 40 +30 thousand 70 ,000 , Exposure and frequency .[n] number of times the same media vechile is used in defined period is called its exposure frequency . Average frequency is the ratio of total exposures & audience reach .

The product of reach & average frequency is called GRP gross rating point .

c ] Optimizing reach & frequency .[b]

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1] effective reach g YATRA PARTH 2] effective frequency g Effective reach is quality aspect of exposure . Effective frequency is defined as the average number of times a person must See or listen message before it becomes effective .

3] Developing media strategy. & the media mix [r3] a] elements of media mix . [b] 1] 5mmarkets ,money ,media ,machines &
methodology. G

5ms = Media strategy 1]markets global ,national ,regional. similarly markets are , socio-economical , educated .. 2]money budget & media strategy go hand in hand 3]media effective communication veichle

4]mechanics methods to the plans into reality by considering probable problems & solutions . 5]methodology over all strategy of selecting & scheduling media vechles to achieve message wt ,reach & frequency .negotiations & executions .

b] factors influence media strategy decisions [b]

1]Scope of the plan g 2]sales potentials of different market. G c 3]competitive strategy & budget consideration g 4]media availability g 5]nature of medium & mood of message g 6]message size & position .g 7]buyer purchase decision g YATRA PARTHA

c] stating the media strategy [ b]

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b c] more about media strategy 1]strategy varies as per area region., national , global . 2]No of media vehicles are to be used . 3]message in respective media vehicle 4]market potential & brand development . 5]strategy of competitors & their budget . 6]media coverage 7]media availability channels to slates 8]size & positions 4] Media tactics [r4] MEDIA 6/6 a]criteria for selecting media vehicle[b] 1]overall campaign objectives

2]characteristics of media audience 3] exposure attention , motivation of, media veicle. 4]cost efficiency. b]economics of foreign media[b] c] the synergy for mixed [b] d]methods for scheduling media[b]
1]continuous [ ] , flighting], pulsing 2]additional pattern .

e]computer scheduling.

a1]compatibility ie characteristic of media audience content = audience 2]Psychographic data & brand.
YATRA PARTH

3]Exposure, attention & motivation value of veichle media planner must choose media to achieve desired exposures on & above it attract attention and motivation

405 (A) : INTEGRATED MARKETING COMMUNICATION 1. IMC; The concept and the process, The value of IMC plans. 2. Advertising; Definition, Objectives, Functions of Advertising, Advertising in Marketing Mix, Decisions in Advertising. 3. Advertising Creativity : Planning creative process, Creative strategy implementation. 4. Advertising Media; Media strategy and media planning, Media factors, Media mix, Media evaluation. 5. Evaluation of Advertising: Evaluating Advertising Effectiveness through Pretests, Posttest, Recognition Test, Recall Test.

6. Sales promotion; Definition, Objectives of Sales Promotion, Channels of Sales Promotion, Different types of promotion, Relationship between sales promotion and advertising. 7. Public Relations; PR department and its functions, Tools and techniques, Public Relations and sponsorship programs. 8. Cases & Caselets of IMC
Books Recommended
1. Integrated Advertising, Promotions and Marketing Communication by Clow & Baack