Media Planning

Presented by: Jatin Arora Adtiya Palande Arjun Vaishnav Brijesh Mishra Ronak Kitta

What is Media Planning?

The process of deciding how to most effectively get your marketing communications seen by your target audience
i.e. Determining the best media mix to reach a particular target for a particular brand situation

Who is a Media Planner ?

The person at the advertising agency who develops and executes a media plan

Functions of a Media Planner

Conduct Media Research

Determine the Media Mix Determine Media Objectives & Strategies Actual Media buy

What is a Media Plan?

The document or flowchart which details the tactics used to accomplish the media objectives

Task

To prepare a media plan for New Swift 2011 using the following media:-

Newspaper
Any : (Color: Rs. 3855 , BW: Rs. 3855)

Back : (Color: Rs. 4855 , BW: Rs. 4855 ) Front : (Color: Rs. 6255 , BW: Rs. 6255 )

Any :

(Color: Rs. 680 , BW: Rs. 520)

Back : (Color: Rs. 705 , BW: Rs. 545 ) Front : (Color: Rs. 780 , BW: Rs. 620)

Any : (Color: Rs.2195, BW: Rs. 2195)

Back : (Color: Rs. 2435 , BW: Rs. 2435 ) Front : (Color: Rs. 3175 , BW: Rs. 3175 )

Rates are in per sq cm

Outdoor Advertising

Rates vary according to locations and traffic

Budget : Rs 5 crores Duration : 2 months ( 5th Oct to 30th Nov)

DIWALI Location : Mumbai

Demographic Profile
Age

25 yrs to 60 yrs

Gender
Education

M/F
Literate / Illiterate

Occupation

Service Professionals Businessmen Travel agencies

Psychographic Profile
Upper/Middle class segment whose budget is limited Looking for comfort and sporty look at affordable cost Value for money Low maintenance Fuel efficient Easy repairs & availability of spare parts Large no of service centers.

Brand name
Impulsive buyers

Media Plan

Vehicle

Rate/sq cm

Location

Size ( w x h)

Insrt

Amount

Date

Justification
TOI a prestigious medium,thoug h CPM high Perfect match of target consumer and product Reach is high

TOI

6255/-

Front

33 x 25 LH

51,60,375/-

5th Oct
A shubh mahurat for starting any business acc to hindu calender 2011. Keeping Diwali in consideration

NBT

780/-

Front

33 x 25 LH

6,43,500/-

10th Oct

Large no migrants from UP & Bihar who prefer reading Hindi newspaper. High readership and low rates

Mega Launch
Vehicle Rate/ sq cm Location Size ( w x h) Insrt Amount Date Justification

ET

3175/-

Front

LH

26,19,375/-

16th Oct

(Mega Launch)

Read by business, office going going people who have good purchasing power.

TOI

6255/-

Front

LH

51,60,375/- 16th Oct

(Mega Launch) Same as earlier

NBT

780/-

Front

Full

13,38,480/-

16th Oct (Mega Launch) Same as earlier

Vehicle

Rate per sq cm

Location

Size (w x h)

Insrt

Amount

Date

Justifi cation

ET

3175/-

Front

LH

26,19,375/-

24th Oct
(Dhanteras) Same as earlier Same as earlier Same as earlier

TOI

3855/-

Any

12 x 17

7,86,420/-

1st Nov

ET

2195/-

Any

12*17

4,47,780/-

7th Nov

NBT

705/-

Back

Full

12,09,780/-

12Th Nov

Same as earlier
Same as earlier

TOI

3855/-

Any

12*17

7,86,420/-

18th Nov

Vehicle

Rate per sq cm

Location

Size (w x h)

Insrt

Amount

Date

Justifi cation

NBT

780/-

Front

Full

13,38,480/-

24th Nov

Same as earlier
Same as earlier Same as earlier

ET

2435/-

Back

LH

20,08,875/-

24th Nov

TOI

6255/-

Front

12*17

12,76,020/-

30th Nov

Total

25395255/-

Outdoor Advertising
Vehicle Size (ft) Location Traffic Amount (in lakhs) Duration

Outdoor Outdoor Outdoor Outdoor

40 x 40 60 x 40 40 x 20 30 x 20

Sarovar Bridge (Goregaon) Inorbit Mall (Malad W) Opp Tulip Star (Juhu) Linking Rd (Bandra W)

MT ET ET ET

10/10/20/10/-

2 months 2 months 2 months 2 months

Outdoor
Outdoor Outdoor

80 x 20
40 x 20 20 x 20

BWSL flyover
Mahim church Haji Ali

MT
ET MT

30/20/10/-

2 months
2 months 2 months

Outdoor
Outdoor

30 x 20
40 x 20

Marine DivePatel Bridge

Andheri Jog Flyover

MT
MT

18/20/-

2 months
2 months

Vehicle

Size (ft)

Location

Traffic

Amount (in lakhs)

Duration

Outdoor (25) Back lits (75) Non- lits

40 x 40 -----

Kandivali Mahavir Jn -------

ET -----

10/50/30/-

2 months 2 months 2 months

(50) Pole Kiosks (Back lits)

---

----

---

20/-

2 months

Total

2,58,00,000/-

Grand Total

5,11,95,255/-

CONCLUSION
1st week TOI OUTDOOR 2nd week NBT OUTDOOR 3rd week TOI NBT ET OUTDOOR 7th week
TOI OUTDOOR

4th week ET OUTDOOR

5th Week
TOI ET OUTDOOR

6th week
ET OUTDOOR

8th week
TOI NBT ET OUTDOOR

Outdoor advertisements are there for the duration of complete 2 months