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Adv 3
Adv 3
Media Planning refers to a series of decisions required in delivering the advertising message to to target audience.
MARKET ANALYSIS
RADIO
High reach & local coverage. Spot of 7, 10, 15, 20 , 30 seconds. High geographical & demographic selectivity. Low production cost flexibility. Well-segmented audience. Lacks visual element. Limited listener attention. Clutter. Message is short lived.
NEWS PAPER
High market penetration. High believability. High readers involvement. Geographic & language selectivity. Low cost Timeliness & mobility Poor reproduction quality. Short life of advertisement. Clutter. Lacks demographic selectivity. Waste circulation.
MAGAZINES
High geographic & demographic selectivity. High quality reproduction. High readers involvement. Longevity of message. High information content. Long life. Most expensive media. Lack of ad frequency. Long lead time for ad placement. Visual only. Clutter. Some waste circulation.
DIRECT MAIL
High level of selectivity. Readers involvement. High information content. Opportunity for repeat exposure. High cost per contact. Often thrown as junk mail. Clutter.
MEDIA RESTRICTION MEDIA FLEXIBILITY MEDIA LIFE MEDIA SUPPORT & BENEFIT MEDIA AVAILABILITY MEDIA IMAGE ADVERTISING BUDGET
DONT- make your schedules clash with major events. DONT- 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. DONT- be rigid in your thinking DO- every client has a year beginning & ending DONT- 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?
Product usage.
Age, sex group. Geographic conditions.
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.
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.
Steady
Alternate method
Media Research
Concerned with advertising reach, frequency and the effectiveness of different media and combination of media in reaching target audience.
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
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.
Company profile
Market analysis/Competition
Legal aspects
Any other information
Media brief
Team Product Competition Budget
Timing
Purpose of campaign
Media objectives
Research
Media budget
Corporate objectives Stage in product life cycle Competition and clutter Market share and consumer base
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.