• Media : All Carriers and deliverers

of advertisements
• Medium : A broad general category of carriers
• Vehicle : A specific carrier within a medium

Medium Vehicle
Television NDTV
Newspapers Times of India
Magazines India Today
Radio Radio City
Outdoor Any hoarding
CD/DVD CD or DVD of a movie
Internet Web site (Rediff.com)
Step 1: Media Objectives
 Target Audience
 The first objective of a media plan is to select the target
audience: the people whom the media plan attempts to
influence through various forms of brand contact.

 Because media objectives are subordinate to marketing

and advertising objectives, it is essential to understand
how the target audience is defined in the marketing and
advertising objectives.
•Definition : The demographic group that has been identified as
the key consumer group for the brand. All
marketing/advertising activity is concentrated on
reaching/appealing to this group.

•In Practice : The Pepsodent target audience is Female, SEC ABC,

25-44 year old.
 UNIVERSE
•Definition : The actual & total number of individuals present in a
Demographic segment

•In Practice:
25-44 yrs Pepsodent universe is 2.7 million.
Size of the TA for Pepsodent is 2.7 million.
• It is a way of describing audience based on factors
such as

-age
-gender
-education level
-town class
-income class etc…
• It is a way of describing audience, based on their

- Life style
- attitudes
- aspirations
- habits including media & product consumption
• Categorization of a household based on both
occupation and education of the Chief Wage
Earner
• Approved by ‘Market Research Society of
India
 A common marketing objective is to increase sales by a
specific amount.
 But this marketing objective does not specify a target
audience, which is why the media objective is needed.
 Consider Kellogg's Corn Flakes and all the different strategies
the advertiser could use to increase sales among different
target audiences. For example, one target audience might be
current customers -- encouraging people who eat one bowl a
day to also "munch" the cereal as a snack.
 Or, the advertiser might target competitors' customers,
encouraging them to switch brands.
 Or, the advertiser might target young adults who are shifting
from high sugar "kids cereals" to more adult breakfast fare.
 Finally, the advertiser could target a broader lower-income
demographic. The point is that each campaign could increase
sales via a different target audience.
 Marketers analyze the market situation to identify the
potential avenues for boosting sales increase and
consider how advertising might achieve those aims.
 If the advertiser chooses to attract competitors'
customers ,the media plan will need to define the
target audience to be brand switchers and will then
identify reasons to give those potential switchers to
switch, such as greater convenience, lower cost, or
additional plan features.
Media Planning –
 Communication goals
 After media planners define the target audience for a media
plan, they set communication goals: to what degree the target
audience must be exposed to (and interact with) brand
messages in order to achieve advertising and marketing
objectives.
 For example, one communication goal can be that 75 percent
of the target audience will see the brand in television
commercials at least once during a period of three months.
 Another communication goal is that 25 percent of the target
audience will form a preference for a new brand in the first
month of the brand launch
Step 2: Developing and Implementing
Media Strategies
 The media mix
 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations
Media Mix
 Variety of media available

 Based on
 Objectives
 Product
 Budget
 Individual preferences

One media may be selected

Geographic coverage
 Brand development Index (BDI)
= Percentage of brand to total (country) sales in the market X 100
Percentage of total (country) population in the market
 Category development index (CDI)
= Percentage of product category total (country) sales in the market X 100
Percentage of total (country) population in the market
Target Market Coverage
Target Full
Market Market
Proporti Coverag
on e

Partial Coverage
Market Exceeding
Coverag Market
e
Scheduling
Media Scheduling
Even Skip

Pulse Seasonal

Blitz Build-Up

©2005 Pearson Education

Canada Inc. 5-21
Reach / Frequency / Continuity
Total audience exposed to a
Reach message one or more times in a
period, usually a week.

The average number of times a

Frequency message has been exposed to an
audience over a period of time.

The length of time required to

Continuity generate impact on a target.

©2005 Pearson Education

Canada Inc. 5-22
 Reach versus frequency
 Reach -The actual number of individual audience members reached at
least once by the vehicle.
 Frequency -The number of times the receiver is exposed to vehicle in a
specific time period.
 GRP (Gross rating point) = Reach x frequency
Reach and Frequency
Spot Hom Hom Ho Ho Total
run e A e B me me Exposu
C D res
1st X X 2
time
2nd X X 2
time
3rd X 1
time
4th X X X 3
time
Total 2 0 3 3 8
Exp.
Reach and Frequency
 Four television homes = universe.
 Three homes or 75% of universe receive message. That’s a
rating of 75.
 In total, the message had 8 exposures.
Reach and Frequency 3
 8 exposures divided by number of homes hit =
exposures.
8 exposures = 2.67 average exposures
3 homes
 Reach times frequency equals gross ratings points:
 75 rating (3 homes hit in universe of 4) times 2.67
exposures = 200.25 gross rating points.
Graph of Effective Reach
25%
Ineffective
Reach
20%
Effective
Percentage Reach

Reach
15%
Ineffective
10% Reach

5%

0% 0 5 10 15
Exposures
Graph of Effective Reach
25%
Ineffective
Reach
20%
Effective
Percentage Reach

Reach
15%
Ineffective
10% Reach

5%

0% 0 5 10 15
Exposures
Graph of Effective Reach
25%
Ineffective
Reach
20%
Effective
Percentage Reach

Reach
15%
Ineffective
10% Reach

5%

0% 0 5 10 15
Exposures
Graph of Effective Reach
25%
Ineffective
Reach
20%
Effective
Percentage Reach

Reach
15%
Ineffective
10% Reach

5%

0% 0 5 10 15
Exposures
Graph of Effective Reach
25%
Ineffective
Reach
20%
Effective
Percentage Reach

Reach
15%
Ineffective
10% Reach

5%

0% 0 5 10 15
Exposures
Creative aspects and
mood

Flexibility:
Market Opportunities
Market Threats
Availability of Media
Changes in media vehicle
Budget Considerations

 Absolute cost
example, a full-page four-color ad in Newsweek magazine
costs about $183,000.
 Relative cost
Determining Relative Costs of
Media
 Cost per thousand (CPM):
 CPM = Cost of ad space (absolute cost) × 1,000
Circulation
Comparing Media Alternatives

The cost of the ad divided by the

CPM circulation (in thousands).

Magazine Cost Circ. (000) CPM

ROB $18,800 363.7 $51.69

National Post Business $15,010 311.3 $51.10

Canadian Business $14,000 80.5 $173.91

©2005
Pearson
5-35 Educatio
n Canada
Inc.
 Cost per ratings point (CPRP)

 CPRP = Cost of commercial time

Program rating
 Daily inch rate : For newspapers, cost effectiveness is
based on the daily inch rate, which is the cost per
column inch of the paper

 TV ------ Cost of 1 unit of time × 1,000

Program rating

 Newspapers------
Cost of ad space × 1,000
Circulation
Media Execution

Selecting the right media is usually a three stage decision process.

1. Type of Media Magazine Television

2. Class of Media Sports Network
3. Specific Medium Sports Illustrated CTV

When selecting a specific medium, CPM is a determining factor.

©2005
Pearson
5-38 Educatio
n Canada
Inc.
Final Step in media Planning

 Implement Media Strategy

 Evaluate Performance

 How well did these strategies achieve the media objectives?

 How well did this media plan contribute to attaining overall

objectives?

 Base on the results flaws to be corrected and performance to

be enhancec
Assessing Media Alternatives

The strengths and weaknesses of all media options are

evaluated.

Medium Pro Con

Television Impact High Cost
Reach Clutter

Radio Targeting Fragmentation

Frequency Message (Sound only)

©2005
Pearson
5-41 Educatio
n Canada
Inc.
Assessing Media Alternatives

Medium Pro Con

Newspaper Local Reach Short Life
Key Market Coverage Clutter

Magazine Targeting Clutter

Message Quality Low Frequency

Outdoor Reach Creative Limitations

Frequency Low Targeting
©2005
Pearson
5-42 Educatio
n Canada
Inc.
TV Advertising Alternatives

Factors such as the budget available and market coverage priorities

influence television decisions. TV is expensive.

• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content

©2005
Pearson
5-43 Educatio
n Canada
Inc.
Radio Advertising

In radio all decisions are usually based on demographics.

1. Station format determines the audience profile.

2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market” strategy is
recommended.

©2005
Pearson
5-45 Educatio
n Canada
Inc.
Magazine Advertising

Magazines are excellent at targeting precisely defined audiences.

1. Magazines are a “class” medium instead of a

“mass”medium.
2. The clustering of ads has a negative influence on message
impact.
3. Magazines are ideal for “profile matching” media
strategies.

©2005
Pearson
5-47 Educatio
n Canada
Inc.
Newspaper Advertising

Local market circulation and readership make newspapers an

attractive medium.

1. Newspapers are ideal for a “key market” media strategy.

2. Newspapers are attractive to national advertisers, and
national and local retailers.
3. Newspapers offer “merchandising” opportunities.

©2005
Pearson
5-49 Educatio
n Canada
Inc.
Out-of-Home Advertising

Outdoor is a passive medium but the message is very visible.

1. Outdoor ads reach the same audience frequently.

2. A wide variety of alternatives are available. Outdoor
can be virtually anywhere!
3. An ideal medium for “shotgun” media strategies in key
markets.

©2005
Pearson
5-51 Educatio
n Canada
Inc.