Module 4

Media Planning
Media Strategy
 Creativity
• Refers to the generation and presentation of
novel ideas, differently, innovatively, across
target audience.
• It refers to eye catching illustration that create
good recall value
 Creativity Strategy
• Product/ service: E.g. use of devil in Onida
• Must contain a powerful idea: E.g. Fevi Kwik
fishing advertisement
• Creating unexpected impact: E.g. Pepsi, sumo
wrestlers and soccer player
• Portraying brand personality: E.g. Window XP,
NarayanMurthy as Brand ambassador
• Should be visually stunning
 Creativity Strategy
• Should focus on central theme: E.g. Amul, The
taste of India; Hutch, where ever you go the
network follows
• Portrays the benefit offered to target
audience: E.g. Opel Corsa, offers free
Insurance, free Service.
• Satifies subliminal desires of the target
audience: E.g. Lux soap with beauty queens
Approaches to determine central theme
• Using USP: E.g. De Beers, A diamond for ever
• Creating a Brand Image: E.g. BMW, the ultimate
driving machine
• Find the inherent drama: E.g. Maruti Esteem, boy
says can we go for a drive please
• Positioning: E.g. Hyundai Santro, A complete
family car
• Strategy Statement: E.g. Hero Honda, Desh Ki
Dhadkan
 Creativity Strategy: Implementation

• Rational Appeal: Components

– Practical: E.g. Travellers Cheques by IOB
– Functional : E.g. Moonlight cell phone, LG CDMA
– Utility: E.g. Lock Godrej, Double duty door lock
– Features: E.g. Sun Silk Shampoo, Almonds for
normal, Amla for dry, Lemon for greasy hair
– Benefits: E.g. Ponds Cream, Your skin requires
regular care
– Reasons for buying: E.g. Tide extra whiteness
 Creativity Strategy: Implementation

• Emotional Appeal
– Psychological needs: E.g. Vimal, Women express
herself in many languages, Vimal is one of them
– Inner satisfaction: E.g. Marlboro Cigarettes, for the
He man
 Advertising Execution Style
1. Straight talk
2. Scientific / technical advice
3. Demonstration
4. Comparison
5. Testimonial
6. Slice of life
7. Animation
8. Personality symbol
9. Fantasy
10.Dramatization
11.Humor
 Components of Print Media
• The Headline
– Direct: E.g. Electolux, convenient to use with a single knob
– Indirect: E.g. Teaser ads
– News-oriented: E.g. Gillette introducing Body spray,
“Introducing body flowers, It follows you everywhere”
– How- to Headline: E.g. investing in share of Infosys “How to
own big shares as a small investor”
– Question Headline: E.g. “Whirlpool effect…..have you felt it
as yet?”
– Command Headline: E.g. “Buy Alto now at lowest ever
interest rates or else repent”
 Importance of headline
1. Attract attention
2. Select right prospect
3. Present complete selling idea
4. Present product news of interest to the
reader
5. Captions
 Components of Print Media
• Body copy
– This is a logical continuation of the headline and
sub-head
– Smaller than headline
– This is where “Salesmanship in Print” begins.
– Long and short body copy
• Illustrations and visual elements: must
emphasize
– Point to be driven home quickly
– Emotional or rational appeal to be used
– Create a mood for a positive reponse
Media Planning
 Media Plan
• Determines the best way to get the
advertiser’s message to the market through
various media
• The Activities:
– Media objective
– Media class- broadcasting, TV or radio
– Print – newspaper or magazine
 Problems of Media Planning
• Insufficient Information
• Inconsistent terminology
• Time Pressure
• Difficulty in measuring effectiveness
Factors for Media Planning in India
• Stage in the product Life Cycle
• Breadth of the target market
• Repurchase-cycle
• Target market turnover
• Message creativity
• Product differentiation
• Competitor Activity
• Consumer response
 Stages in Developing Media Plan
• Market Analysis:
– Brand Development Index
– Category Development Index
• Establishment of objectives: creating
awareness in target market
 Stages in Developing Media Plan
• Development of strategy and implementation:
– Media mix
– Target market coverage
– Scheduling
– Reach vs scheduling
– Flexibility
– Budget consideration
• Evaluation and follow-up
– what extent media objectives achieved
– How far marketing objectives have been achieved
 Support Media
• It reinforces a message being delivered
through some other media
• It is a non traditional media
• Types:
– Media based: outdoor advertising like, point of
purchase, transit advertising
– Non media based: supportive advertising
like,branding, logos, slogan, packaging
 Types of Outdoor Advertising
• Poster Panels
• Painted Bulletins
• Spectaculars
 Non Media based
• Branding
• Logo
• Slogan
• Packaging/ labelling
 Major Media Vehicles in India
• Television
• Newspaper and Magazines
• Radio
 Evaluation of Media
• 3 major media vehicles in our country:
– Television
– Newspaper and Magazine
– Radio
 Planning a TV Commercial
• Script or story board
• Buying television time
• Network advertising
• Local advertising
 Newspaper
• Buying space in newspaper
• Sample format
 Magazines
• Advantages
– Selectivity
– Popup ads
– Reproduction quality
– Business relay cards
– Creative flexibility
– Clutter effect
– Pass long rate
 Magazines
• Disadvantages
– Cost
– Frequency problem
– Long lead time
– Circulation
List top ten magazines in India.
 Questions
1. List two consumer magazines and two
business magazines.
2. Companies manufacturing clothing for
women, chose magazine like Women’s Era
instead of T.V. why?
Thank you