MEDIA PLANNING

REACH,FREQUENCY,CONTINUITY By :- Anupam Kumar, VVISM,Hyderabad.

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Media Terminology
Media Media Planning Planning Media Media Objectives Objectives Media Media Strategy Strategy Media Media Broadcast Broadcast Media Media A series of decisions involving the delivery of A series of decisions involving the delivery of messages to audiences messages to audiences Goals to be attained by the media strategy and Goals to be attained by the media strategy and program program Decisions on how the media objectives can be Decisions on how the media objectives can be attained attained The various categories of delivery systems, The various categories of delivery systems, including broadcast and print media including broadcast and print media Either radio or television network or local Either radio or television network or local station broadcasts station broadcasts
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Media Terminology
Print Print Media Media Media Vehicle Media Vehicle Publications such as newspapers, magazines, Publications such as newspapers, magazines, direct mail, outdoor, etc. direct mail, outdoor, etc. The specific carrier within a medium category The specific carrier within a medium category Number of different audience members Number of different audience members exposed at least once in a given time period exposed at least once in a given time period The potential audience that might receive the The potential audience that might receive the message through the vehicle message through the vehicle The number of times the receiver is exposed to The number of times the receiver is exposed to the media vehicle in a specific time period the media vehicle in a specific time period
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Reach Reach

Coverage Coverage

Frequency Frequency

The Media Plan :• The Media Plan is… a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are:
• Goal-Oriented – increase sales/share • Make sense effective/efficient • Manageable - can be executed, flexible, developed before the buy. –
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Developing the Media Planning
Analyze the Market Analyze the Market Establish Media Objectives Establish Media Objectives Develop Media Strategy Develop Media Strategy Implement Media Strategy Implement Media Strategy Evaluate Performance Evaluate Performance

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Media Planning Difficulties
Measurement Measurement Problems Problems Lack of Lack of Information Information

Problems Problems in Media in Media Planning Planning

Time Time Pressure Pressure

Inconsistent Inconsistent Terms Terms
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Reach
 Percentage of target audience that is exposed to an advertisement, at least once, during a certain time frame (usually four weeks)  Reach represents the percentage of target customers who have an opportunity to see the advertisers message.

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Factors Determining the reach
 More people are reached when a media schedule uses multiple media  The number and diversity of media vehicles used  By diversifying the day parts

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Frequency

 Average number of times an advertisement reaches the target audience in a four-week period.

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The Difference between Reach and Frequency

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The Media-Planning Process
1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media
 

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Media Planning – The process
• • • • • • • • • • • • • • • QUESTIONS Who are we talking to ? Where are these people ? ANSWERS : Target audience : Markets : Reach

How many people to reach ? How many times ? Which media ? Which vehicles ? Which months & what time of the day?

: Avg Frequency/ Avg OTS : Media selection : Vehicle selection

: Scheduling
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• • • • • • • • • • • • •

Media : All Carriers and deliverers of advertisements Medium : A broad general category of carriers Vehicle : A specific carrier within a medium Medium Vehicle Television Jassi Jaisi Koi Nahi Newspapers Times of India Magazines India Today Radio Radio Mirchi Outdoor Any hoarding CD/DVD CD or DVD of a movie Internet Web site (Rediff.com)

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Advantages
Mass Coverage Mass Coverage Mass Coverage Mass Coverage High Reach High Reach Impact of Sight, Sound Impact of Sight, Sound and Motion and Motion High Prestige High Prestige Low Cost Per Exposure Low Cost Per Exposure Attention Getting Attention Getting Favorable Image Favorable Image

Television

Disadvantages

Low Selectivity Low Selectivity Short Message Life Short Message Life High Absolute Cost High Absolute Cost High Production Cost High Production Cost Clutter Clutter

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Advantages
Local Coverage Local Coverage Low Cost Low Cost High Frequency High Frequency Flexible Flexible Low Production Cost Low Production Cost Well-segmented Audience Well-segmented Audience

Radio

Disadvantages

Audio Only Audio Only Clutter Clutter Low Attention Getting Low Attention Getting Fleeting Message Fleeting Message

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Advantages
Segmentation Potential Segmentation Potential Quality Reproduction Quality Reproduction

Magazine

Disadvantages

Long Lead Time for Long Lead Time for Ad Placement Ad Placement Visual Only Visual Only Lack of Flexibility Lack of Flexibility

High Information Content High Information Content Longevity Longevity Multiple Readers Multiple Readers

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Advantages
High Coverage High Coverage Low Cost Low Cost

Newspaper

Disadvantages

Short Life Short Life Clutter Clutter Low Attention Getting Low Attention Getting Poor Reproduction Quality Poor Reproduction Quality Selective Reader Exposure Selective Reader Exposure

Short Lead Time for Placing Short Lead Time for Placing Ads Ads Ads Can Be Placed in Ads Can Be Placed in Interest Sections Interest Sections Timely (Current Ads) Timely (Current Ads) Reader Controls Exposure Reader Controls Exposure Can Be Used for Coupons Can Be Used for Coupons

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THANK YOU &

ANY QUESTION .. ??

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