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Media Planning refers to a series of decisions required in delivering the advertising message to to target audience.
MEDIA PLANNING PROCESS:
SET THE MEDIA OBJECTIVES
MEDIA STRATEGY DEVELOPMENT & IMPLEMENTATION
EVALUATION & FOLLOW-UP
5 BASIC DIMENSIONS TO BE CONSIDERED:
CONTINUITY TAARGET MARKET DEFINITION MEDIA TYPE MEDIA VEHICLES & UNITS MEDIA SCHEDULING
PROFILE OF MAJOR MEDIA TYPES
TELEVISION Visual image, sound, motion. Product demonstrations. Quick recognition, high reach. Credible source of information. Mass coverage. Low cost per exposure. Variety of cost effective channels. World market
High production cost Low selectivity Short span of message clutter
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.
High market penetration. High believability. High reader’s involvement. Geographic & language selectivity. Low cost Timeliness & mobility
Poor reproduction quality. Short life of advertisement. Clutter. Lacks demographic selectivity. Waste circulation.
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.
INTERNET & INTERACTIVE MEDIA
User attention & involvement. Interactive relationship. Sales potential. Message tailoring techniques. Favorable positioning strategy. High exposure.
Relatively new mwdia with a low number of user in some countries. Few valid measurement. Technology limitations. Increases CPM.
High level of selectivity. Readers involvement. High information content. Opportunity for repeat exposure.
High cost per contact. Often thrown as junk mail. Clutter.
FACTORS AFFECTING CHOICE OF MEDIA
PRODUCT CHARECTERISTICS TARGET AUDIENCE COMPETITORS ADVERTISING DISTRIBUTORS COVERAGE ADVERTISING OBJECTIVES MEDIA COST MEDIA SELECTION MEDIA CIRCULATION
MEDIA RESTRICTION MEDIA FLEXIBILITY MEDIA LIFE MEDIA SUPPORT & BENEFIT MEDIA AVAILABILITY MEDIA IMAGE ADVERTISING BUDGET
FACTORS CONSIDERED WHILE SELECTING MEDIA MIX
BUDGET COMPETITOR’S STRATEGY FREQUENCY V/S REACH INCREASING DISTRIBUTOR’S SUPPORT CONTINUITY FLEXIBILITY FRANCHISE POSITION STD OF ACCEPTANCE & CODE OF ETHICS COST PER THOUSAND
CREATIVE CONSIDERATION THE MEDIUM & TARGET CONSUMER MATCH LANGUAGE PRESTIGE OF THE MEDIA THE EDITORIAL ENVIRONMENT NATURE OF PRODUCT SERVICE & MARKET AVAILABILITY OF MEDIA TIME & SPACE
THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNING
DO- understand the clients business needs. DO- study the clients brand that requires to be worked on. DON’T- stereotype solutions. DON’T-base your strategy purely on numbers generated by various software. DO- select the type of media making sure it will hit the target. DO- make sure to try maximizing visibility.
DON”T- make your schedules clash with major events. DON”T- 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. DON’T- be rigid in your thinking DO- every client has a year beginning & ending DON’T- always look out for CPRP& GRPS. DO- start any plan with a clear picture.
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?
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?
Step 2: Selecting the target market
Classifiction of target audience: lifestyles Product usage. Age, sex group. Geographic conditions.
Step 3: Setting media objectives
Terminology of media objectives. Reach. Frequency. Continuity.
Step 4: Evaluaitng media alternatives
Two levels of media evalutions: Media type level. Media vehicle level.
Comparing media vehicle efficiency
CPM = cost of advertising total circulation = Rs. 150000 x 1000 500000 Rs. 30
GROSS RATING POINT
GRP is the basic unit of the counting in buying television slots. GRP = reach x average frequency.
How to evaluate media alternatives?
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:
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’.
Step 5: Media Scheduling
Media scheduling refers to preparing a calender or blueprint of the advertising plan. It offers specific details regarding what media will be bought, when it will be purchased, and how much time or space will be used for each advertisment or commercial.
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.
Media Scheduling Strategies
Flighting Bursting Pulsing
Seasonal Teaser set-up Step down Steady Alternate method
Step 6: implementation the media plan
Media prices. Contracts. Insertion orders. Execution media plans. Media departments of advertising agencies. Media buying services. In house media group.
Step 7 : Evaluating the media plan.
To understand the relevant media environment. The target market, particularly its demographically, life-styles media habits. The competitions media investment patterns. All the possible media alternative and their abilties to help fulfil the media.
Concerned with advertising reach, frequency and the effectiveness of different media and combination of media in reaching target audience.
Role of Media Research
Reader’s Profile Selection of Media Booking of Time & Space Importance to media owners Sponsorship of programmes Benefit to Audience Benefit to media planners Benefit to Research Organisations
Scope of Media Research
The Reach & Circulation of different media Measuring impact of new media Finding appropriation of slots Understanding Consumer Profile Gathering information about best media buys Innovations that will increase visibility Media scheduling Increasing effectiveness of ad campaign Reducing wastage Appropriate positioning
Measuring Broadcast Co-incidental Method Roster Recall Diary Method The Audimeter Measuring Print Recent Reading Method Reading Habit Method Through the Book Method
Media Research in India
Research on Press Audit Bureau of Circulations Press Audits National Readership Survey Children’s Media Survey Upmarket Media Survey Decision Makers Media Survey Businessman’s Readership Survey
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
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.
Ingredients Of An Advertising Brief
Promotional objectives Budget Product profile Company profile Market analysis/Competition
Production plans Pricing policy Distribution plans Legal aspects Any other information
Team Product Competition Budget
Timetable Target audience Area Timing Purpose of campaign
Regionality Seasonality Creative objectives Media objectives Research
Corporate objectives Stage in product life cycle Competition and clutter Market share and consumer base
Market share goals Advertising frequency Product substitutability Budgeting period
Affordability Crisis management Importance of middlemen Scope of the market Quality of campaign
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.
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