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] 1/6
 1] Media planning [r1] 2/6

a] The challenge [b]

b]Role of media [b] yarra prth

c]Media planning frame work [ b]

i]media planning is integrating 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] tuch

b0708p3

a]audience objectives [b] YATRA PARTH

b]message distribution objectives [b]

1]audience size & message wt. [g]

2] audience accumulation & research [g]
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 = circulation’s 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 impressions & b] [f]gross rating

point

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 accumulation [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] 4/6

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] 5m—markets ,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

3]competitive strategy & budget

c 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] 5/6

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