MEDIA PLANNING STRATEGY

MEDIA PLANNING
Dr. Arun Kumar Singh

Professor & Head
JEMTEC, Greater Noida
Two basic processes:
1. Planning media strategy, including the
specific types of consumers/audiences the
messages will be directed to.
2. Selecting and Buying media vehicles.
Media planning is both an art and a science.

An essential part of the advertising business.
Model of the Media Planning Process
Advertising Strategy
Marketing Advertising Advertising Message Media

Strategy Objectives Budget Strategy Strategy
Media Strategy
• Target Audience Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Media Questions
• Where should we advertise?

• Which media vehicles?
• When during the year?
• Should we concentrate our advertising?
• How often should it run?
• What opportunities are there to integrate our
media planning with other Promotion or
Communication tools?
Commonly Available Media Vehicles 1966 vs. 2006
• Broadcast TV, Cable TV, Pay TV,
• Broadcast TV VOD
• Cable TV (Limited) • Satellite TV and Radio
• Movies/Cinema Adv. • Movies/Cinema Adv.
• AM/FM radio • AM/FM radio
• Telephone • Telephone and Mobile phone
• Postal Mail • Postal Mail
• Newspapers • Newspapers, Magazines (17K
titles)
• Magazines (9K)
• CD, cassette, MP3, VCR, DVD,
• Books PVR
• Internet and web, including
email, web browsing, PC gaming,
• 1966: 24 hours a day Music downloading, P2P
• 2006: 24 hours a day • PDA’s, Pagers, Console and Game
Devices
Media Planning and Strategy
Basic Terms
• Media planning: The series of decisions involved in

delivering the message to the target audience.
• Media plan: The actual document detailing media
planning decisions.
• Media objectives: Objectives of media plan.
• Media strategies: action plans to reach objectives.
• Medium: channel such as print, broadcast.
• Media vehicle: Specific carrier in a media category
(television, magazines).
Media Terminology
Media A series of decisions involving the delivery of

Planning messages to audiences
Media Goals to be attained by the media strategy and

Objectives program
Media Decisions on how the media objectives can be

Strategy attained
Various categories of delivery systems, including

Media
broadcast and print media
Broadcast Either radio or television network or local station

Media broadcasts
Media Terminology
Print Publications, such as newspapers, magazines, direct

Media mail, outdoor, etc.
Media The specific carrier within a medium category

Vehicle
Number of different audience members exposed at

Reach
least once in a time period
The potential of audience that might receive the

Coverage
message through the vehicle
Number of times the receiver is exposed to the

Frequency
media vehicle in a time period
Developing the Media Plan
Situation Marketing Creative

analysis strategy plan strategy plan
Setting media objectives
Determining media strategy
Selecting broad media classes
Selecting media within class
Media use decision Media use decision Media use decision

— broadcast — print — other media
Specifying Media Objectives
1. What proportion of the 4. How should the advertising
population should be budget be allocated over
reached with advertising time (continuity)
message during specified
period (reach) 5. How close to the time of
purchase should the target
2. How frequently should audience be exposed to the
audience be exposed to advertising message
message during this period (Recency)
(frequency)
6. What is the most
3. How much total advertising economically justifiable way
is needed to accomplish to accomplish objectives
reach and frequency (cost)
objectives (weight)
Media Objectives, Strategies and Planning
Major Factors:
• 1. Target Market. Whom are you going to
sell to?
– Demographic, geographic and psychographics
characteristics
• 2. Where is product or service distributed?

– Local, regional, national or selected markets
– Remember BDI and CDI’s
• 3. What is Budget?
– Percentage of sales
– Share of market and Share of Voice
– Objective and Task
– Unit of Sales and Case Rate
– Competition
– Test Market
– Experimental
– Computer modeling
– Affordable and Available Funds
• 4. What is Competition Doing?

– Budgets
– Which Media?
– Which Schedules?
– And more
• 5. Nature of Message?
– Electronic/Broadcast
– Print
– Color/B&W
– Demonstration
– Simple Statements
• 6. Reach
vs.
Frequency
vs.
Continuity
(Continuous Schedule)
Setting Media Objectives
• Media Coverage
• Media Delivery
• Optimization or Balance
Frequency
Reach
Along A Continuum
Emphasis Emphasis
Reach Frequency
Balanced
Reach Frequency
Awareness/ Interest Attitude/

Attention Desire
Setting Media Objectives
• Some Examples:
– Emphasis Reach:
• Reach 80% of women 35-64 an average of 4 times
every 4 weeks.
– Emphasis Frequency:
• Reach 50% of men 25-49 an average of 3 times each
week before a home football game
Reach (Cume)
• The number of different or unduplicated households
or persons that are exposed to a television program
or commercial at least once during the average week
for a reported time period. During the course of the
schedule illustrated, seven different households were
exposed to the spot at least once. Since each home
represents 10 % of the universe, this makes the
reach or cume 70%.
Frequency
• Average number of times a household or a
person viewed a given television program,
station or commercial during a specific time
period.
Continuity/Continuous Schedule
• Advertising runs steadily and varies little.
Compare with:
• Flighting and Pulsing with scheduling
• Rating (RTG or %):

• The estimate of the size of a television
audience relative to the total universe,
expressed as a percentage. The estimated
percent of all TV households or persons tuned
to a specific station. In the example, three of
the 10 homes in the universe are tuned to
channel 2. That translates to a 30 rating.
• RATING = households tuned in to a given program
all households with television
• SHARE = households tuned in to a given program

all households tuned in to TV at that time (HUT)
(more simply: share measures the percentage of all TV sets in use watching a
particular program)
Here's an example: Your show is aired in a market that has 1 million

television househo2lds; 400,000 are tuned in to you. Therefore:
400,000
1,000,000 = .40, or a rating of 40
At the time your show airs, however, there are only 800,000 households using
television. Therefore, your share of the available audience is
Share = 400,000
800,000 = .50, or a rating of 50
If you can explain why a specific program's share is always higher than its
rating, then you understand the difference between the two.
• 7. Media Mix
– Combination of different media, and size of ads
– Which Media?
– And more
• 8. Seasonality and Length of Schedule?

– Hot tea vs. Cold tea?
– Snow blowers, toothpaste, coffee.
– Morning Drive and Evening Drive
– Flighting
– Pulsing
• 9. Tie-ins with Merchandising

and Sales Force?
– Coupons, Contests, Trade Deals, Sales Calls, Displays,
Budgets.
– Which Media?
– Events
• Super Bowl
• Academy Awards
• Sports
– And more
Where?
56.9% of media exposure took place in
the home, but 21.1% took place at
work, 8.3% in the car and 13.7% in
other locations.
10. Flexibility
4P’s
Messages Promotion and
7P’s
• 11. Cost Efficiencies

– Which Media?
– Which Vehicles?
Media Strategy Concerns
• Media mix.
• Target market coverage.
• Geographic coverage.
Media Strategy Concerns
• Media mix.
• Target market coverage.
• Geographic coverage.
• Scheduling.
– Continuity.
– Flighting.
– Pulsing.
Strategies to Accomplish the Objective:
Scheduling
• Continuous
– Consistent, sustainable level of support
– Continuous advertising schedule: an equal number of ad
dollars are invested throughout the campaign
• Flighting
– Support in peaks with hiatus periods in between
– Flighting: the advertiser varies expenditures throughout the
campaign and allocates zero expenditures in some months.
• Pulsing
– Consistent support with peaks and valleys
– Pulsing: some advertising is used during every period of the
campaign, but the amount of advertising varies from period to
period.
Frequency
Time
Continuity
Good for packaged consumer goods
Frequency
Time
Flighting
Good for seasonal goods like snow skis
Frequency
Time
Pulsing
Combination of continuity and flighting. Often used
with automobiles.
Frequency
Time
Three Scheduling Methods
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing Factors Determining Frequency
Marketing
Factors
Brand Loyalty Brand Share Usage Cycle
Purchase
Brand History Share of Voice Target Group
Cycles
Message Factors Determining Frequency
Message Message Complexity

or Creative
Factors Message Uniqueness
New Vs. Continuing Campaigns
Image Versus Product Sell
Message Variation
Wearout
Advertising Units
Media Factors Determining Frequency
Clutter
Repeat
Scheduling
Exposure
Media Factors
Editorial
Attentiveness
Environment
Number of Media
Used
Media Strategy Concerns -2
• Creative aspects, mood.
• Flexibility.
• Budget, cost-per-thousand.
Cost-per-Thousand
CPM = Cost of advertising X 1,000

Audience reached
Cost-per-Thousand
CPM = $300,000 X 1,000 = $15.00

20,000,000
Analyzing Market Potential
Index Number
Percentage of users
in a demographic segment
Index = Percentage of population X 100
in the same segment
Brand and Category Analysis
Brand Development Index
Percentage of brand to total U.S.

sales in market
BDI = X 100
Percentage of total U.S.
population in market
Brand and Category Analysis
Category Development Index
Percentage of total product category

sales in market
CDI = X 100
Percentage of total U.S. population
in market
Determining Relative Cost of Print Media
Cost per thousand (CPM)
Cost of ad space
CPM = (absolute cost) X 1,000
Circulation
Calculating CPM Based on Target Audience
Determining Relative Cost of Broadcast Media
Cost per rating point (CPRP)
Cost of commercial time

CPRP = Program rating
Media Strategy Concerns -2
• Creative aspects, mood.
• Flexibility.
• Budget, cost-per-thousand.
• Reach and frequency.
– Reach: who sees/hears our ad?
– How often do they see or hear it.
Reach and Frequency
Spot run Home Home Home Home Total

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3 3 8
Exp.
Reach and Frequency
Reach and Frequency
Home
A
Reach and Frequency
Home Home
A B
Reach and Frequency
Home Home Home

A B C
Reach and Frequency
Home Home Home Home

A B C D
Reach and Frequency -2
• Four television homes = universe.
Reach and Frequency
Home Home Home Home

A B C D
Reach and Frequency
Spot run Home Home Home Home

A B C D
Reach and Frequency

A B C D
1st time
Reach and Frequency

A B C D
1st time
2nd time
Reach and Frequency

A B C D
1st time
2nd time
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time
2nd time
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X
2nd time
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X
2nd time
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3 3
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3 3 8
Exp.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3 3 8
Exp.
• Three homes or 75% of universe receive
message. That’s a rating of 75.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3 3 8
Exp.
• Three homes or 75% of universe receive
message. That’s a rating of 75.
• In total, the message had 8 exposures.
Reach and Frequency

A B C D Exposures
1st time X X 2
2nd time X X 2
3rd time X 1
4th time X X X 3
Total 2 0 3 3 8
Exp.
Reach and Frequency 3
• 8 exposures divided by number of homes hit =
exposures.
• 8_exposures = 2.67 average exposures
3 homes
• Reach times frequency equals gross ratings points:
• 75 rating (3 homes hit in universe of 4) times 2.67
exposures = 200.25 gross rating points.
Another Gross Rating Point Concept
• 100 gross rating points would equal 100% of
the universe receives the message one time.
Reach and Frequency
Universe = 4

A B C D Exposures
1st time X X X X 4
2nd time
3rd time
4th time
Total 1 1 1 1 4
Exp.
• 100 gross rating points would be 50% of the
universe receives the message two times.
.
Reach and Frequency
Universe = 4

A B C D Exposures
1st time X X 2
2nd time
3rd time X 1
4th time X 1
. Total 0 0 2 2 4
Exp.
universe receives the message two times.
universe receives the message four times.
Evaluation and Follow-Up
How well did these strategies achieve

the media objectives?
How well did the media plan contribute

to attaining the overall marketing and
communications objectives?
Use again, or analyze flaws

Media Planning Difficulties
Measurement
Lack of Information
Problems
Problems
in Media
Planning
Time Inconsistent
Pressure Terms
Television Pros and Cons
Advantages
Mass coverage
High reach
Disadvantages
Sight, sound, motion
Low selectivity
High prestige
Short message life
Low cost per exposure High absolute cost
Attention getting High production cost
Favorable image Clutter

Radio Pros and Cons
Advantages
Local coverage
Low cost
Disadvantages
High frequency
Audio only
Flexible
Clutter
Low production cost Low attention getting
Well-segmented audience Fleeting message

Magazine Pros and Cons
Advantages
Segmentation potential
Quality reproduction
Disadvantages
High information content Long lead time for
ad placement
Longevity Visual only
Multiple readers Lack of flexibility

Newspaper Pros and Cons
Advantages
High coverage
Low cost
Short lead time for Disadvantages

placing ads
Short life
Ads can be placed in interest
sections
Clutter
Timely (current ads)
Low attention getting
Reader controls exposure Poor reproduction quality
Can be used for coupons Selective reader exposure

Outdoor Pros and Cons
Disadvantages
Short exposure time
Short ads
Advantages
Poor image
Location specific
Local restrictions
High repetition
Easily noticed
Direct Mail Pros and Cons
Advantages
High selectivity
Reader controls exposure

Disadvantages
High information content High cost per contact
Repeat exposure opportunities Poor image (junk mail)
Clutter
Internet Pros and Cons
Advantages Disadvantages
User selects product information Limited creative capability
User attention and involvement Websnarl
Interactive relationship Technology limitations
Direct selling potential Few measurement techniques
Flexible message platform Limited reach

MEDIA PLANNING STRATEGY

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MEDIA PLANNING STRATEGY

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MEDIA PLANNING

Dr. Arun Kumar Singh

Media planning is both an art and a science.

Marketing Advertising Advertising Message Media

• Where should we advertise?

• Media planning: The series of decisions involved in

Media A series of decisions involving the delivery of

Media Goals to be attained by the media strategy and

Media Decisions on how the media objectives can be

Various categories of delivery systems, including

Broadcast Either radio or television network or local station

Print Publications, such as newspapers, magazines, direct

Media The specific carrier within a medium category

Number of different audience members exposed at

The potential of audience that might receive the

Number of times the receiver is exposed to the

Situation Marketing Creative

Setting media objectives

Determining media strategy

Selecting broad media classes

Selecting media within class

Media use decision Media use decision Media use decision

• 2. Where is product or service distributed?

• 4. What is Competition Doing?

Awareness/ Interest Attitude/

• Rating (RTG or %):

• SHARE = households tuned in to a given program

Here's an example: Your show is aired in a market that has 1 million

• 8. Seasonality and Length of Schedule?

• 9. Tie-ins with Merchandising

• 11. Cost Efficiencies

Brand Loyalty Brand Share Usage Cycle

Message Message Complexity

New Vs. Continuing Campaigns

Image Versus Product Sell

CPM = Cost of advertising X 1,000

CPM = $300,000 X 1,000 = $15.00

Brand Development Index

Percentage of brand to total U.S.

Category Development Index

Percentage of total product category

Cost per thousand (CPM)

Cost per rating point (CPRP)

Cost of commercial time

Spot run Home Home Home Home Total

Home Home Home

Home Home Home Home

Home Home Home Home

Spot run Home Home Home Home

Spot run Home Home Home Home

Spot run Home Home Home Home

Spot run Home Home Home Home

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total

Spot run Home Home Home Home Total