Media Planning

Media Planning = Selection + Scheduling

Factors Influencing Media Planning Decisions

 Target Market Profile

 Looking at Brand/Product Dynamics
 The Creative Execution
 Budget Considerations and Media Deals
 The Competitive Situation
 Availability and Timing Considerations
The Media-Planning Process

Involves the process of designing a

scheduling plan that shows how
advertising time and space will
contribute to the achievement of
marketing objectives
The Media-Planning Process

media planning involves coordination

of three levels of strategy
formulations:

• Marketing Strategy

• Advertising Strategy

• Media Strategy
 Overview for the Media
Planning Process
Advertising Strategy

Marketing Advertising Advertising Message Media

Strategy Objectives Budget Strategy Strategy

Media Strategy
• Audience Selection
• Objective Specification
• Media and Vehicle
• Media Buying
 The Media-Planning Process

Marketing Strategy:

Provides impetus and direction for choice of both

advertising and media strategies

Advertising Strategy:

Involves advertising budgets, objectives and

message and media strategies –
extends from overall marketing strategy
The Media-Planning Process

1. Selecting the 2. Specifying media

target audience objectives

3. Selecting media
categories and 4. Buying media
vehicles
Selecting the Target Audience

Four major factors

(1) Buying Behaviour

(2) Geographic

(3) Demographic

(4) Lifestyle/psychographics
 Specifying Media Objectives

1. What proportion of the population should be

reached with advertising message during specified
period (reach)

2. How frequently should audience be exposed to

message during this period (frequency)

3. How much total advertising is needed to

accomplish reach and frequency objectives
(weight)
 Specifying Media Objectives

4. How should the advertising budget be allocated

over time (continuity)

5. How close to the time of purchase should the

target audience be exposed to the advertising
message (recency)

6. What is the most economically justifiable way to

accomplish objectives (cost)
 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.
 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

 Frequency
Average number of times an
advertisement reaches the target audience
in a four-week period
 Media Scheduling

Reach
(% of target audience with opportunity for exposure to media
vehicle(s) or media plan in a given time frame)

+
Frequency
(average number of times target is likely to be exposed to the ad in
a given time frame)

100%
The Difference between Reach
and Frequency
 Evaluating the Media: Key Terms
 Rating point: the % of a given population group that
uses a specified media vehicle.

 Share: Households/persons using television % of homes

or people watching TV at a given time.

 Audience: number or % of homes or persons using a

media vehicle.

 Coverage: Same as reach – the % of homes or persons

receiving broadcast signal within specified area, or
receiving specific magazine or newspaper.
 Circulation: Total number of copies of a publication
sold through various forms of distribution.

 Readers per copy: average number of people who

read each issue of publication.
 Market Factors/Frequency Levels

Market Factor Type Frequency

• Brand History New High

• Brand Share High Low
• Brand Loyalty High Low
• Purchase Cycle Short High
• Usage Cycle Short High
• Share of Voice High High