MEDIA DECISION

Regarding advertisement

Media decision include.

Selecting appropriate media for carrying the advertisers message to target markets y deciding what to buy and how much to spend in each medium y Scheduling when the advertising is to run
y

MEDIA STRATEGY
process of analyzing and choosing media for an advertising and promotions campaign

MEDIA PLANNING
usually includes:
1. Marketing Analysis (careful consideration of target market(s)) 2. Advertising Analysis (fundamental Advertising Strategy and Budget) 3. Media Strategy (Media to be used and creative decisions) 4. Media Scheduling (What ads when and where) 5. Justification and summary (Metrics of success)

Media Planning Roles

Media Planner formulates program of when and where to place ads. y Media Buyer buy space and negotiate rates, times and schedules.
y

Advertising Objectives
y y y y y

Reach (depth) # of target reached with the medium Frequency (repetitive hits) # of times target exposed to same ad within
a specified time frame

GRP (Gross Rating Points) impact or intensity of media plan

vehicles rating X frequency=GRP

Effective Rating Points (ERP) Cost

CPM (cost per thousand) cost to reach 1000 of the target audience/vehicle CRP (cost per rating point) = cost per media buy/Vehicles rating Weighted CPM = ad cost x 100 / actual audience reached

Continuity exposure pattern or schedule used in the ad campaign

Continuous Pulsating Discontinuous

Impressions - # of gross impressions = # of exposures to entire audience

Four Ws in MEDIA Planning

Who do we want to reach? y Where are they located? y What is the message ? y When do we run the ads?
y

MEDIA SELECTION
y y y y y y y y

TV Radio Outdoor Internet Magazines Newspapers Direct Mail Alternative Media

leaflets, brochures, carry-homes,Ads on carry-homes,Ads on Tshirts & caps, movie trailers, free-standing signs, motel room ads, yellow pages, mall kiosks, by fax, video replay scoreboards, arenas, airline seats, walls of airports, subways, bus terminals, buses, cabs

Conclusion
To develop a media plan and select media that will carry their message most efficiently to people comprising their market, advertiser should carefully analyse all available facts bearing on the marketing situation and media alternative.

THANK YOU..