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MEDIA PLANNING
Media Planning refers to a series of

decisions required in delivering the
advertising message to to target audience.
MEDIA PLANNING PROCESS:
SET THE MEDIA STRATEGY EVALUATION

MARKET
MEDIA DEVELOPMENT & &
ANALYSIS IMPLEMENTATION
OBJECTIVES FOLLOW-UP
5 BASIC DIMENSIONS TO BE
CONSIDERED:
 CONTINUITY
 TAARGET MARKET DEFINITION
 MEDIA TYPE
 MEDIA VEHICLES & UNITS
 MEDIA SCHEDULING
PROFILE OF MAJOR MEDIA
TYPES
TELEVISION  High production cost
 Visual image, sound, motion.  Low selectivity
 Product demonstrations.  Short span of message
 Quick recognition, high reach.  clutter
 Credible source of
information.
 Mass coverage.
 Low cost per exposure.
 Variety of cost effective

channels.
 World market
RADIO
 High reach & local  Lacks visual element.
coverage.  Limited listener
 Spot of 7, 10, 15, 20 , attention.
30 seconds.  Clutter.
 High geographical &  Message is short lived.
demographic selectivity.
 Low production cost
 flexibility.
 Well-segmented
audience.
NEWS PAPER
 High market  Poor reproduction

penetration. quality.
 High believability.  Short life of
 High reader’s advertisement.
involvement.  Clutter.
 Geographic & language  Lacks demographic
selectivity. selectivity.
 Low cost  Waste circulation.
 Timeliness & mobility
MAGAZINES
 High geographic &  Most expensive media.
demographic selectivity.  Lack of ad frequency.
 High quality  Long lead time for ad
reproduction. placement.
 High readers  Visual only.
involvement.  Clutter.
 Longevity of message.  Some waste circulation.
 High information
content.
 Long life.
INTERNET & INTERACTIVE
MEDIA
 User attention &  Relatively new mwdia
involvement. with a low number of
 Interactive relationship. user in some countries.
 Sales potential.  Few valid measurement.
 Message tailoring  Technology limitations.
techniques.  Increases CPM.
 Favorable positioning
strategy.
 High exposure.
DIRECT MAIL
 High level of selectivity.  High cost per contact.
 Readers involvement.  Often thrown as junk
 High information mail.
content.  Clutter.
 Opportunity for repeat
exposure.
FACTORS AFFECTING CHOICE
OF MEDIA
 PRODUCT CHARECTERISTICS
 TARGET AUDIENCE
 COMPETITORS ADVERTISING
 DISTRIBUTORS COVERAGE
 ADVERTISING OBJECTIVES
 MEDIA COST
 MEDIA SELECTION
 MEDIA CIRCULATION
 MEDIA RESTRICTION
 MEDIA FLEXIBILITY
 MEDIA LIFE
 MEDIA SUPPORT & BENEFIT
 MEDIA AVAILABILITY
 MEDIA IMAGE
 ADVERTISING BUDGET
FACTORS CONSIDERED WHILE
SELECTING MEDIA MIX
 BUDGET  CREATIVE
 COMPETITOR’S STRATEGY CONSIDERATION
 FREQUENCY V/S REACH  THE MEDIUM & TARGET
 INCREASING CONSUMER MATCH
DISTRIBUTOR’S SUPPORT  LANGUAGE
 CONTINUITY  PRESTIGE OF THE MEDIA
 FLEXIBILITY  THE EDITORIAL
ENVIRONMENT
 FRANCHISE POSITION
 STD OF ACCEPTANCE &
 NATURE OF PRODUCT
CODE OF ETHICS SERVICE & MARKET
 COST PER THOUSAND
 AVAILABILITY OF MEDIA
TIME & SPACE
THE DO’S & DON’TS FOR
EFFECTIVE MEDIA PLANNING
 DO- understand the clients business needs.
 DO- study the clients brand that requires to be
worked on.
 DON’T- stereotype solutions.
 DON’T-base your strategy purely on numbers
generated by various software.
 DO- select the type of media making sure it
will hit the target.
 DO- make sure to try maximizing visibility.
 DON”T- make your schedules clash with major events.
 DON”T- ever act like a “buyer”. Media buying is to a
great extent a function of relationships
 DO- make sure to take advantage of major events for
advertising.
 DON’T- be rigid in your thinking
 DO- every client has a year beginning & ending
 DON’T- always look out for CPRP& GRPS.
 DO- start any plan with a clear picture.
Media strategy
 Step 1:
Reviewing the marketing and advertising situation.
Marketing factors.
 who is the competition and what do they hold?
 what is our marketing strategy? Our marketing
objectives?
 what buyer problems does our product solve?
 What marketing decisions have been made
about about the internal marketing elments
( product, price, promotion and distribution)?
 what external environmental factors are

influencing of our product?
Advertising factors
 What role is advertising expected to play in the
stimulation of brand demand?
 What are the advertising objectives?
 What is the size of the advertising investment?
 What is the creative strategy? What are our creative

tactics?
Step 2: Selecting the target market
 Classifiction of target audience:
 lifestyles
 Product usage.
 Age, sex group.
 Geographic conditions.
Step 3: Setting media objectives
 Terminology of media objectives.
 Reach.
 Frequency.
 Continuity.
Step 4: Evaluaitng media
alternatives
 Two levels of media evalutions:
 Media type level.
 Media vehicle level.

Comparing media vehicle efficiency
 CPM = cost of advertising x 100
total circulation
= Rs. 150000 x 1000

500000
Rs. 30
GROSS RATING POINT
 GRP is the basic unit of the counting in buying

television slots.
GRP = reach x average frequency.

How to evaluate media alternatives?
Stimulation models
 ADMOD
 MEDIAC
ADMOD model
 Aims to achieve cognitive changes in the
consumption pattern among customers.
 Concentrates within the segment rather than the total

segment.
 Product change which takes place over a period of

time.
 The exposure probability of media schedule is:

Pij=bij hj
 Where, Pij = probability that individual ‘i’ is
expected to be exposed to media option ‘j’.
 Bij = probability that individual ‘i’ is exposed

to vehicle ‘j’ is the vehicle associated with
media option ‘j’.
 Hj = probability that any one exposed to

vehicle ‘j’ will be exposed to media option ‘j’.
Step 5: Media Scheduling
 Media scheduling refers to preparing a
calender or blueprint of the advertising plan. It
offers specific details regarding what media
will be bought, when it will be purchased, and
how much time or space will be used for each
advertisment or commercial.
Media scheduling involves :
 Macro scheduling - in relation to the season

and the buyers cycle.
 Micro scheduling - allocates advertising

expenditure within a short period to obtain
maximum impact.
Media Scheduling Strategies
 Flighting
 Bursting
 Pulsing
continuity
flighting
pulsing
 Seasonal
 Teaser set-up
 Step down
 Steady
 Alternate method
LEVEL RISING FALLING ALTERNATING
Step 6: implementation the media
plan
 Media prices.
 Contracts.
 Insertion orders.
 Execution media plans.
 Media departments of advertising agencies.
 Media buying services.
 In house media group.
Step 7 : Evaluating the media plan.
 To understand the relevant media environment.
 The target market, particularly its demographically,

life-styles media habits.
 The competitions media investment patterns.
 All the possible media alternative and their abilties to

help fulfil the media.
Media Research
 Concerned with advertising reach, frequency
and the effectiveness of different media and
combination of media in reaching target
audience.
Role of Media Research
 Reader’s Profile
 Selection of Media
 Booking of Time & Space
 Importance to media owners
 Sponsorship of programmes
 Benefit to Audience
 Benefit to media planners
 Benefit to Research Organisations
Scope of Media Research
 The Reach & Circulation of different media
 Measuring impact of new media
 Finding appropriation of slots
 Understanding Consumer Profile
 Gathering information about best media buys
 Innovations that will increase visibility
 Media scheduling
 Increasing effectiveness of ad campaign
 Reducing wastage
 Appropriate positioning
Research Methods
 Measuring Broadcast
 Co-incidental Method
 Roster Recall
 Diary Method
 The Audimeter
 Measuring Print
 Recent Reading Method
 Reading Habit Method
 Through the Book Method
Media Research in India
Research on Press
 Audit Bureau of Circulations
 Press Audits
 National Readership Survey
 Children’s Media Survey
 Upmarket Media Survey
 Decision Makers Media Survey
 Businessman’s Readership Survey
Research on TV
 Audience Research
 Television Rating Points (TRP)
 TV Monitoring Reports
 NTS – MRAS
 TRP Clutter Index
 MRAS Ad Viewership Study

Radio Research
 Reach and Coverage Study
 CBS Listenership Survey, 1989
 CBS of AIR
Advertisement Brief
 The client briefs the agency on what is
required and obtains agreement before creative
work is done. Simply put it consists of what
the ad is expected to shoot for.
Ingredients Of An Advertising Brief
 Promotional objectives
 Budget
 Product profile
 Company profile
 Market analysis/Competition
 Production plans
 Pricing policy
 Distribution plans
 Legal aspects
 Any other information

Media brief
 Team
 Product
 Competition
 Budget
 Timetable
 Target audience
 Area
 Timing
 Purpose of campaign
 Regionality
 Seasonality
 Creative objectives
 Media objectives
 Research
Media budget
 Corporate objectives
 Stage in product life cycle
 Competition and clutter
 Market share and consumer base

 Market share goals
 Advertising frequency
 Product substitutability
 Budgeting period
 Affordability
 Crisis management
 Importance of middlemen
 Scope of the market
 Quality of campaign
 To measure the effectiveness of the media plan
 If the media they selected reached the
designated target market
 If the media plan delivered the desired levels
of reach and frequency
 If the media plan was efficient.

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MEDIA PLANNING

Media Planning refers to a series of

SET THE MEDIA STRATEGY EVALUATION

 Low cost per exposure.

 Variety of cost effective

 High market  Poor reproduction

 what external environmental factors are

 What are the advertising objectives?

 What is the size of the advertising investment?

 What is the creative strategy? What are our creative

 Age, sex group.

 Two levels of media evalutions:

 Media type level.

 Media vehicle level.

= Rs. 150000 x 1000

 GRP is the basic unit of the counting in buying

GRP = reach x average frequency.

 Concentrates within the segment rather than the total

 Product change which takes place over a period of

 The exposure probability of media schedule is:

 Bij = probability that individual ‘i’ is exposed

 Hj = probability that any one exposed to

 Macro scheduling - in relation to the season

 Micro scheduling - allocates advertising

 The target market, particularly its demographically,

 The competitions media investment patterns.

 All the possible media alternative and their abilties to

 Television Rating Points (TRP)

 TRP Clutter Index

 MRAS Ad Viewership Study

 CBS Listenership Survey, 1989

 Any other information

 Stage in product life cycle

 Competition and clutter

 Market share and consumer base

 Scope of the market

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