A Presentation On Media Planning

A Presentation on Media
Planning
Presented By:
AHEL VITSU
NU/MN-02/11
Contents
1. Introduction
2. Meaning of Media Planning
3. Needs and Importance of Media Planning
4. Steps in Media Planning Process
5. Conclusion
6. References
Introduction
• Advertising is most effective when it reaches the right people at the right
moment.
• Media Planning is an important strategy to achieve such goals of
advertising.
• Finding the right moment to deliver a message is the key challenge to
media planners.
• The goal of the media planner is to expose the target audience to the
advertiser’s message at the critical point when a consumer is receptive to
the brand message.
Meaning of Media Planning
Meaning
Media planning is generally the task of a media agency and entails
finding the most appropriate media platforms for a client's brand or product.
The job of media planning involves several areas of expertise that the media
planner uses to determine what the best combination of media is to achieve
the given marketing campaign objectives.
Definition
“An advertising strategy most commonly employed to target consumers
using a variety of informational outlets. Media planning is generally
conducted by a professional media planning or advertising agency and
typically finds the most appropriate media outlets to reach the target
market”.
Needs and Importance of Media Planning
• Increasing number of Media agencies thus leading to competitions

• The rise in the number of rival brands and products too has made it all the
more necessary to advertise competitively in carefully-selected media and
vehicles
• The primary reason for the importance of media planning is that
advertisers are asking for returns from advertising expenditure; they
expect the ad agencies to justify their media decisions and plans.
Steps in Media Planning Process
1) Target Market Study/ the Market Analysis

2) Establishing Media Objective

2) Establishing Media Objective
3)Determining Media Strategies

3)Determining Media Strategies
4) Implementation of Media Plan

5) Evaluation and Follow-up

The first step in media planning is the gathering of useful data about the
target market or audience to be reached by advertising.
The kind of data needed about the target audience could be classified
into the following:
 Demographic data
 Psychographic data
 Consumer Profile
 Media Profile
2) Establishing Media Objectives
Media objectives describe what we want the media plan to accomplish.

There are five key media objectives that an advertiser or media planner has to
consider, which are as follows;
 Reach
 Reach
 Frequency
 Frequency
 Continuity
 Continuity
• Continuous
• Continuous
• Pulsing
• Pulsing
• Discontinuous/ flighting
• Discontinuous/ flighting
 Cost
 Cost
 Weight
 Weight
3) Determining Media Strategies
Strategic thinking in media involves a set of decision factors and tools

that help identify the best way to deliver the advertising message. Media
strategy is determined considering the following:
 Media Mix Strategies
 Media Mix Strategies
 Target Audience Strategies
 Target Audience Strategies
 Scheduling Strategies
 Scheduling Strategies
• Timing
• Timing
• Duration
• Duration
• Continuity
• Continuity
 Budget Considerations
 Budget Considerations
The implementation of media plan requires media buying. Media Buying

refers to buying time and space in the selected media. Following are the
steps in media buying:
 Collection of information
 Collection of information
 Selection of Media vehicles/Media Mix
 Selection of Media vehicles/Media Mix
 Negotiation
 Negotiation
 Payment
 Payment
 Monitoring performance of Media
 Monitoring performance of Media
Evaluation is essential to assess the performance of any activity. Once a

campaign is completed, the buyer’s duty is to compare the plan’s
expectations and forecasts with what actually happened. Two factors are
important in evaluation of media plan:
• How successful were the strategies in achieving media objectives?
• Was the media plan successful in accomplishing advertising objective?
Conclusion
Conclusion
Media Planning is a process of finding the most appropriate media
platforms for a client's brand or product. It is generally done by the media
agencies who try to expose the target audience to the advertiser’s message
at the critical point when a consumer is receptive to the brand message. Its
need is immensely felt due to the increasing number of media agencies to
deliver better services and also due to the fast growing competition among
the advertising companies.
A media plan is developed going through certain steps starting from
collection of information of the target through the target market study or
market analysis, and then establishing the objectives of the media to describe
what we want the media plan to accomplish considering the key objectives
such as reach, frequency, continuity, cost, and weight. After which, the Media
strategies are determined so that the most cost-effective media mix will
reach the target audience and satisfy the media objectives. Then comes the
actual implementation of the media plan through the media buying which
refers to buying time and space in the selected media and finally evaluating
and following up for making an advertising campaign effective.
References
References
• Wells, Moriarty & Burnett, “Advertising Principles and Practice”,

• Wells, Moriarty & Burnett, “Advertising Principles and Practice”,
Pearson Education, Seventh Edition, pg.239-315.
Pearson Education,
• Chunawalla, SeventhSubramanian
Kumar, Sethia, Edition, pg.239-315.
& Suchak, “Advertising
• Chunawalla, Kumar, Sethia, Subramanian & Suchak, “Advertising
Theory and Practice”, Himalaya Publishing House, Fifth Revised Edition
Theory and Practice”, Himalaya Publishing House, Fifth Revised Edition
pg.205-208.
pg.205-208.
• http://www.enotesmba.com/2012/07/mba-notes-media-planning-
• http://www.enotesmba.com/2012/07/mba-notes-media-planning-
process
process
• http://www.businessdictionary.com/definition/media-planning
http://www.businessdictionary.com/definition/media-planning
• • www.balticmedianews.eu/wp-
• www.balticmedianews.eu/wp-
content/Advertising_Media_Planning.pdf
content/Advertising_Media_Planning.pdf
• en.wikipedia.org/wiki/Media_planning
• en.wikipedia.org/wiki/Media_planning
Thank You! 

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A Presentation on Media

• Increasing number of Media agencies thus leading to competitions

1) Target Market Study/ the Market Analysis

2) Establishing Media Objective

3)Determining Media Strategies

4) Implementation of Media Plan

5) Evaluation and Follow-up

Media objectives describe what we want the media plan to accomplish.

Strategic thinking in media involves a set of decision factors and tools

The implementation of media plan requires media buying. Media Buying

Evaluation is essential to assess the performance of any activity. Once a

• Wells, Moriarty & Burnett, “Advertising Principles and Practice”,

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