Media Planning

and Buying

GROUP 2

BRAJESH PANDEY
DIBYAJOTI DEY
JAMILA BANO
SARFRAZ KHAN
SAURABH SINGH
Understanding Media
What is media?

Radio
Internet
Cinema
Television
Posters
Press
 What is media?
Word of Mouth
Events
Merchandise Sampling Point of Sale
Retail environment Radio DM
Internet Staff
Sponsorship Cinema
Television
Posters In­store
Press
Point of Sale
Corporate Communications
PR Company vehicles
Packaging
Brand Figureheads
Ambient Product placement
Call centres
What is media
planning?
 “I know half the money I 
spend
On advertising is wasted, 
but I
Can never find out which 
half.”
­ Anonymous

• Media planning can be defined as:
– Finding  ways  of  reaching  the  right  number  of 
appropriate people;
– the right number of times;
– at the best time and place;
– with the right advertisement;
– at minimum cost;
– to achieve the brand’s/service’s objectives.
Need of Media Planning
 Media is continuously
fragmenting
400+ Channels
22 National 75% m/c
1300 8,300 homes
Regional Magazines 1.5m PVRs

80% online
100,000 + sites
100m blogs

3480
Screens

4.2 bn
Items 244,000
90% of adults a year traditional
276 stations Poster sites
50% bluetooth
10,000 online
Different Channels Carry Different
Types of Influence
 Media exposures are rising
Ad Avoidance
400+ Channels
22 National 75% m/c
1300 8,300 homes
Regional Magazines 1.5m PVRs

80% online
100,000 + sites
100m blogs

500+
3480 media exposures
Screens on average
every day
4.2 bn
Items 244,000
83% of adults a year traditional
276 stations Poster sites
30% bluetooth
10,000 online
SWOT Analysis
 New Emerging Media
(Electronics)

• Internet  (  Blogs,  Social  Networking 

Sites, Mailing sites)
• Mobile
• Cinema – increase in product placement
•
 Media Planning process
A  Media Plan is a Written Document that Summarizes 
the  Recommended  Objectives,  Strategies,  and  Tactics 
Pertinent  to  the  Placement  of  a  Company’s  Advertising 
Messages.
Background and
Background and Discusses Media Options, 
Discusses Media Options, 
Situation Analysis
Situation Analysis Opportunities and Target Audience.
Opportunities and Target Audience.

Goal or Task that Media Can 
Goal or Task that Media Can 
Media Objectives
Media Objectives Accomplish
Accomplish

Media strategy
Media strategy Translates  media goals into general 
Translates  media goals into general 
development and guidelines that will control the 
guidelines that will control the 
development and
implementation planner’s selection and use of media.
planner’s selection and use of media.
implementation The effectiveness of the entire plan 
Evaluation and
Evaluation and The effectiveness of the entire plan 
follow­up that is implemented and the 
that is implemented and the 
follow­up
corrections measures reqd.
corrections measures reqd.
 Situation analysis
Analysis  is  made  of  a  company  and  its 


competitors on the basis of :
üSize and share of total market
üSales history, costs and profit
üDistribution practices
üMethods of selling
üUse of advertising
üIdentification of prospects
üNature of the product
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on:
The Basic Goals That Direct Media Strategy Typically Focus 
Setting Media Objectives
Specifying Media Objectives

• 1.  What  proportion  of  the  target  audience 

should be exposed to our message
“Reach”
• 2. How often should the target audience be 
exposed to our message?
“Frequency”
 ­­ “Motivational frequency”
 ­­ “Effective reach and frequency”



 When high frequency is
required
• A new brand
• A smaller, less known brand
• A low level of brand loyalty
• Relatively short purchase and use cycle
• With  less  involved  (motivated  and 
capable) target audiences
• With  a  great  deal  of  clutter  to  break 
through 
rce : Joseph Ostrow at Y & R , JAR , 1984
 Specifying Media Objectives
(cont’d)
• 3.  How  much  total  advertising  is  necessary  to 
achieve the reach and frequency objective?
“Weight” (GRPs/TRPs, Gross Impressions)
 ­ FCB research: no awareness with <1000 GRPs
• 4. How to schedule the advertising campaign?
“Scheduling” or “Continuity”
  ­ Continuous scheduling
  ­ Pulsing
  ­ Fighting
•
 Specifying Media Objectives
(cont’d)

• 5.  What  is  the  least  expensive  way  to 

accomplish media objectives?
“Cost”: Absolute and relative costs
 ­ CPM or CPP: Measures cost efficiency
• 6. Other considerations
 ­­ Geographic coverage
 ­­ Qualitative media environment
 ­­ Recall research

 Developing and
Implementing Media
Strategies
 1. The media mix
• Single medium or multiple medium
• The 
– objectives sought, 
– the characteristics of the product or service, 
– the size of the budget, and 
– individual preferences  etc 
2. Target market coverage
Coverage 
Full Market Partial Market Exceeding
Coverage Coverage Target Market

Population excluding target market

Target market

Media coverage

Media overexposure
 3. Scheduling
Objective of scheduling is  to time  promotional  efforts 
so  that  they  will  coincide  with  the  highest  potential 
buying times. 
Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul

Aug Sep Oct Nov Dec
 4. Reach Vs Frequency
• Reach    ­  Exposing  potential  buyers  to  the 
message
• New  brands  or  products  need  a  very  high 
level  of  reach,  since  the  objective  is  to 
make  all  potential  buyers  aware  of  the 
new entry
• Frequency  is  the  number  of  times  one  is 
exposed  to  the  media  vehicle,  not 
necessarily to the ad itself
• Overstatement  ,  rather  ‘opportunities  to 
see’
Program ratings


• Gross rating points = reach x frequency.
• GRPs  are  based  on  the  total  audience  the 
media  schedule  may  reach;  they  use  a 
duplicated reach estimate.
• Target  ratings  points  (TRPs)  refer  to  the 
number  of  people  in  the  primary  target 
audience the media buy will reach—and the 
number of times.
• Effective reach­ represents the percentage of a 
vehicle’s  audience  reached  at  each  effective 
frequency increment.
• Determining effective reach.

 5. Creative aspects and mood
• Creative aspects­
– To  implement  creativity  strategies, 
medium  to  be  chosen  which  supports 
such strategy
–
• Mood­ Certain media enhance the creativity of 
a  message  because  they  create  a  mood  that 
carries over to the communication 
 Budget consideration
Advertising  and  promotional  costs  can  be 
categorized in two ways. 

The  absolute  cost    of  the  medium  or  vehicle  is 

the  actual  total  cost  required  to  place  the 
message. 

Relative  cost  refers  to  the  relationship  between 

the price paid for advertising time or space and 
the  size  of  the  audience  delivered;  it  is  used  to 
compare media vehicles.
Determining Relative Costs of
Media

1.  Cost  per  thousand  (CPM).  For 

years  the  magazine  industry  has 
provided cost breakdowns on the basis of 
cost  per  thousand  people  reached.  The 
formula for this computation is
CPM=Cost  of  ads  pace  (absolute  cost)  × 
1,000   divided by Circulation
 Method 2

2.  Cost  per  ratings  point  (CPRP). 

The  broadcast  media  provide  a  different 
comparative  cost  figure,  referred  to  as 
cost  per  ratings  point  or  cost  per  point 
(CPP), based on
the following formula :
CPRP = Cost of commercial time divided 
by Program rating
 Method 3

3.  Daily  inch  rate.  For  newspapers,  cost 

effectiveness  is  based  on  the  daily  inch 
rate,  which  is  the  cost  per column  inch  of  the 
paper.  Like  magazines,  newspapers  now  use 
the  cost­per­thousand  formula  discussed 
earlier to determine relative costs.
 Evaluation and Follow-Up
Measures  of  effectiveness  must  consider  two 
factors: 
(1)How  well  did  these  strategies  achieve  the 
media objectives?
(2)How  well  did  this  media  plan  contribute  to 
attaining  the  overall  marketing  and 
communications objectives? 
If the strategies were successful, they should be 
used  in  future  plans.  If  not,  their  flaws  should 
be analyzed.
THANK YOU