MEDIA TACTICS: ALLOCATING MEDIA BUDGETS

Submitted By
Group No. 08

K Swathi Premachandran 15pgp022

Lakshmi AR 15pgp027
Habeeb Rahman 15pgp079

Riya Swati Lakra 15pgp101

Shruti A Nagdive 15pgp108
Aswin Sekhar 15pgp129
Swagat Debbarma 15pgp137

With the changes and challenges in the media environment, the role of efficiency and creativity in
developing media plans is needed. A media plan is to identify and detail the media schedule. A media
schedule specifies the spending of media budget. There are 4 types of media factors:
i.
Media Class- type of medium
ii.
Media vehicles- immediate environment for advertisement
iii.
Media options- detailed description of advertisement characteristics
iv. Scheduling & time- Media options schedule over time
Media Class Decisions
1. Budget Allocation over various media
Quantitatively- Reach in the target market
Qualitatively- Considering the fit between the medium and creative execution
2. Production Logistics
TV & magazines- Long lead times
Radio & newspaper- lower production costs, flexible
3. Competitive setting
Its better to choose another media to avoid being swamped by high spending competitor or to
schedule own ad at a different time.
Media Vehicle Decisions the number of exposures that can be obtained and at what cost.
Reach and Frequency
Cumulative audience is the reach of two or more issues of the same media vehicle
each-net of both internal and external duplication
Frequency- number of times someone sees the ad
Average frequency-number of times a person or household is exposed to a schedule
GRPs=average frequency*reach
For a given budget there is always a trade-off between increasing reach or increasing frequency
Qualifying reach Considers the types of people being exposed, target segments
If a product user target segment can be defined in terms of demographics, the task of matching the target
segment to a vehicle audience is much easier.
Exposure-counting
It implicitly assumes that all exposure to an individual will have equal impact. There is a minimum
threshold frequency below, which the reach wont be effective and that is called effective frequency

Frequency/Exposure distribution
Exposure should always be within a minimum and maximum threshold. If the exposure is too low, it
wont be effective and at the same time, if the frequency is very high- it will become annoying. Thus
there are different methods available to measure the frequency distribution and they are: BBD,
Metheringham method etc.
Measuring print vehicle audience
It can be easily obtained from the Audit bureau of circulations. Approaches to obtain the probability
sample of print media exposure are:
Recent reading
Through-the-book
Measuring broadcast Vehicle audience
Principle methods of obtaining audience data for broadcast media are The People-meter, Audi meters and
The Diary.
Other Media Data
Various other sources of media information like Competitive media reporting, Leading national
advertisers; Standard rate and data service, Standard Directory of advertisers also become useful in
developing a media plan.
Using Computerized Media planning Modes To find the optimum mix of vehicles with the trade off
between cost, reach and frequency
Mathematical Optimization Techniques: Liner, Non-linear, integer or goal programming
Simulation Models: Based on real exposure data obtained from sample of customers
Heuristic Models: Develops reasonably superior, but not the optimum solution
Qualitative Media vehicle source effects measure of qualitative value of media vehicle
Target concentration index: Degree to which it reaches to the target segment
Number of compatible pages
Vehicle Attributes to be considered are
Un-Biasedness, Expertness, Editorial Fit, Prestige, Mood Created, Audience Involvement
Media Option Decisions - Starch survey can be used to find the effectiveness of one size over the other
or one location over other etc.
Advertisement Size and Color
Advertisement Location
Copy execution
Scheduling and timing Decision
Flighting - A burst of advertising alternated with periods of total inactivity.
Continuous - Advertising spread evenly through the campaign duration.
Pulsing a continuous base augmented by intermittent bursts of heavy advertising.
Media buying and Organization
Traditional buying media was advertising agency.
Now started in- House and media buying service

Media buying service consolidate buys from multiple clients and negotiates with media.