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    Introduction To Media Planning: By: Usman Qayam

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    Assam Altaf
    Media planning involves determining how advertising time and space will be used to achieve marketing objectives. The goal is to place advertising messages before the target audience as many times as necessary. Key considerations in media planning include identifying the target audience, determining the appropriate message, deciding when to communicate, how often, and what media mix or vehicles to use. Evaluating media execution is also important. Minimizing advertising clutter requires considering factors like creativity, branding, audience, location, timing and frequency of messages.

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    Introduction To Media Planning: By: Usman Qayam

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    Assam Altaf
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    Media planning involves determining how advertising time and space will be used to achieve marketing objectives. The goal is to place advertising messages before the target audience as many times as necessary. Key considerations in media planning include identifying the target audience, determining the appropriate message, deciding when to communicate, how often, and what media mix or vehicles to use. Evaluating media execution is also important. Minimizing advertising clutter requires considering factors like creativity, branding, audience, location, timing and frequency of messages.

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    Usman_1490_17743_1_1st Lecture

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    Media planning involves determining how advertising time and space will be used to achieve marketing objectives. The goal is to place advertising messages before the target audience as many times as necessary. Key considerations in media planning include identifying the target audience, determining the appropriate message, deciding when to communicate, how often, and what media mix or vehicles to use. Evaluating media execution is also important. Minimizing advertising clutter requires considering factors like creativity, branding, audience, location, timing and frequency of messages.

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    © All Rights Reserved
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    37 views27 pages

    Introduction To Media Planning: By: Usman Qayam

    Uploaded by

    Assam Altaf
    Media planning involves determining how advertising time and space will be used to achieve marketing objectives. The goal is to place advertising messages before the target audience as many times as necessary. Key considerations in media planning include identifying the target audience, determining the appropriate message, deciding when to communicate, how often, and what media mix or vehicles to use. Evaluating media execution is also important. Minimizing advertising clutter requires considering factors like creativity, branding, audience, location, timing and frequency of messages.

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    of 27

    INTRODUCTION TO MEDIA PLANNING

    By: Usman Qayam


    What is Advertising?

    It is a complex form of communication that operates with objectives and
    strategies leading tovarious types of impact on consumer thoughts,

     feelings and actions.


    In a way Advertising is simple. It’s about creating
     a message and sending it to
    someone, hoping it would react in a certain way.
    The Modern View

    Advertising is paid persuasive communication that uses


    non personal mass media, as well as other form of
    interactive communication to reach broad audiences to
    connect an identified sponsor with a target audience.
    Advertisement
    Concepts
    Key concepts of advertising
    In describing advertising we refer to four broad factors:

    • Advertising Strategy
    • Creative Idea
    • Creative Execution
    • Creative Media
    Four Broad Factors
    • Advertising Strategy: is the logic and planning behind
    the advertisement that gives it direction and focus.

    • Creative Idea: is the ad’s central idea that grabs


    your attention and sticks in your memory.
    Four Broad Factors
    • Creative Execution: Effective ads are well executed. That means the details,
    the photography, writing, acting, printing and the way the product is depicted
    all reflect the highest production values available to the industry.

    • Creative Media: Every message has to be delivered somehow. Most


    advertisers use media – communication channels to reach a broad audience,
    such as television, magazines or the internet.
    Functions of Advertising
    • From the advertiser’s perspective, advertising, in general,
    performs 6 basic functions:

    • Builds awareness of products and brands


    • Creates a brand image
    • Persuades people
    • Provides incentives to take action
    • Provides brand reminders
    • Reinforces past purchases and brand experiences
    Key Players in Advertising
    All players have different perspectives and objectives and a great
    advertisement is produced only when they come together as a team
    with a common vision, the players are:

    • Advertiser or Client
    • Agency
    • Media
    • Audience
    Key Players


    The Advertiser: Advertising begins with the advertiser, the person or
    organization that uses advertising to send out a message about its products.
     
    The advertiser initiates the advertising effort by identifying a marketing
    problem that advertising can solve.


    Advertising Agency: is the agency or department that creates the
    advertisement. Advertisershire independent agencies to plan and implement
    part or all of their efforts.
    Key Players

    Media: is composed of thechannels of communication that carry the message from the
     advertiser to the audience.



    Audience: a target audience, or target group is the primary group of people that
     usually an advertising campaign, is aimed at and is appealing to the
    something,
    group.
    Why Advertise?
    • Generally accepted reasons:
    • To create awareness/inform
    • To build comprehension
    • To reinforce/modify perception

    • These are steps to the primary reason.

    • The primary reason : “SELL”


    • Great advertising is one that leads to sales
    • However, there is no direct correlation between advertising and sales
    Does Advertising Sell???
    What impacts sales?
    Competition

    Seasonality Product Attributes

    Sales
    Economic factors Distribution

    Advertising Pricing
    Where does media management fit in marketing?

    Marketing Objectives

    Marketing Plan

    Advertising Objectives
    Media Objectives
    Media Plan
    Some Basic concepts
    ATL Media BTL Media
    • Above the line • Below the line
    • Mass Audience • Small Audience
    • Audience identity • Audience identity known
    unknown • Two way communication
    • One way communication • Customized sales pitch
    • Generalized sales pitch
    Some Basic concepts
    Equity Advertising Tactical Advertising
    • Image or Position • Promotional or Sales
    advertising based advertising
    • Long Term • Short Term
    • Capitalizes on USP • Capitalizes on promotion
    • Creates brand loyalty • Creates quick sales
    • Leads to higher sales • Leads to higher sales
    in the long run in the short run
    What is the biggest obstacle
    Clutter

    Advertising clutter refers to what most consider to be a constant
    multi-media barrage of commercial messages to which humans are
    subjected. It has been estimated that in a typical day in the 21st
    century, a person will see or hear hundreds, if not thousands of
     
    commercial impressions, between broadcast, print, Internet,
    billboards etc.



    The term may also be used to identify the extreme challenge advertisers
    face getting their message seen or heard as they develop strategies.
    Communication Model
    Noise

    Sender Message Receiver

    Noise
    Can clutter be Eliminated ?!?
    How Can clutter be Minimized ?!
    How Can clutter be Minimized
    Clutter can be minimized by considering the following:

    • Creativity
    • What is being said Brand
    • Who is saying it

    • Which audience to speak with


    • Where to speak
    Media Planning
    • When to speak
    • How Long to speak
    • How Often to speak
    Media Planning

     time & space will be used to
    The process of determining how advertising

     achievement of marketing objectives.




    The ultimate goal is to place the advertising message before the target
    audience as many time as necessary.
    Media Planning

    The media function was once largelya clerical function (media buying), but now is
    a managerial or executive function.

     
    Three reasons:
     
     Adoption of marketing concepts
     
     Demands by advertisers for more accountability
     
    Expansion of the media
    Questions in Media Management
     
     Who should you communicate to?
     
     What should you communicate?
     
     When should you communicate?
     
     How often should you communicate?
     
     What medium/ mix of media should you use?
     
     What media vehicle should you use?
     
     How much of each media vehicle should you use?
     
    How should you evaluate your media execution?

    Thank You

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