1.

Although the universe of all potential buyers may be your "market," dividing the market
into sections or "segments" can help you generate more revenue. This segmentation can
be based on any number of factors demographic or lifestyle factors. For example, you
could segment your customers by age group. Or, you might divide them by family size.
Different segments will have different needs and are likely to respond to different
advertising or promotions. By thinking in terms of "what does this group of customers
need," you can generate solutions that resonate with the target group.

Most marketers know that "20 percent of buyers consume 80 percent of product volume." If you
can identify that key 20 percent and find others like them, you can sell much more product with
much less effort. These loyal customers of your product or services can be thought of as a market
"niche" that you should attempt to dominate. Niche marketing today means targeting,
communicating with, selling, and obtaining feedback on the heaviest users of your business's
products or services.

2.
The sum of the reach number of specific media vehicles in a given media plan gives the
message weight. Here while summing the reach, duplication or overlapping is ignored.
Message weight is expressed in terms of gross impressions or gross rating points (GRP).

The total size of the audience for a set of ads or an entire campaign.
Message weight can be expressed as:
a. Opportunity to see: The possible exposure of the advertising message to one audience
member is called an opportunity to see (OTS).

b. Gross Impressions: It is the total number of potential exposures (audience size by the number
of times the ad message is used during a period). Gross impressions are a summation of
exposures of the target audience to media vehicles in a media plan.Each exposure is counted as
one impression.
c. Televisions households: Because gross impressions are often expressed in millions and are
awkward to handle, media planners prefer to use percentages - or a rating, for example, a rating
of TV households is the percentage of homes exposed to an ad medium. A rating of 20=20% of
the households with TV sets; televisions households, or (TVHH).

d. Gross Rating Points (GRPs) - the total weight of a specific media schedule, computed by
multiplying the reach, expressed as a percentage of the population, by the average frequency.
GRP is the combined measure of reach and frequency indicating the weight of a media plan
•The more GRPs, the more “weight” a plan has

3.
Live streaming enters the mainstream
Brands have to date approached live video streaming as an experiment or PR stunt, rather
than a core tactic within their marketing armoury. Expect that to change in 2017 as the live
streaming services of all the big social networks grow their user base and the concept gains
traction among consumers.
2. More transparency in media buying
Concerns about the lack of transparency in media buying reached fever pitch last year. In
a damning report, the Association of National Advertisers (ANA) in the US found widespread
evidence of media owners paying rebates to agencies based on the amount they spend. It
suggested that many agencies choose to buy media that does not align with their clients’
strategies as a result of these financial incentives.
Out-of-home becomes truly interactive

Perceptions of out-of-home (OOH) advertising shifted in 2016 as brands discovered new ways of

using the medium. Rather than simply raising awareness, outdoor ads were used to educate and
inform the public, or to immerse consumers in brand experiences.

‘Screen agnostic’ strategies

Several trends are encouraging brands to think less in terms of specific media and more in terms
of ‘content’ or ‘experiences’. The desire to achieve synchronisation across TV, desktop, mobile
and digital outdoor screens is resulting in creative executions that are immediately transferable
across all channels.

4.
For a mass media like a TV channel, message weight is expressed in gross rating points (GRPs).
It is a sum of the rating points of all programmes in the TV media plan. One rating point
indicates one percent of the target audience. GRPs of the entire media plan are given by

GRPs for TV are calculated generally for a week or a month. Television Rating points (TRPs)
are available in India calculated on the basis of the panel method. The ultimate business of TV is
to deliver the eyeballs. It is obviously an issue of audience share. Gross impressions in print
media are counted for every ad in every media vehicle used during the whole campaign.

There should be an attempt in the media objectives to balance the reach and frequency. There
should be an appropriate message weight at the same time.
This will help us realize our advertising plan. To face heavy competitive campaign, we should
have greater frequency to ensure the repetition of the message. It is not so important to have a
wider reach.
While advertising an innovation, a greater reach is preferred, to a greater frequency. It is also
important to have a large message weight. Once the media objectives are set, we are ready to
develop strategies to realize them.

 
5.
                    An advertising problem is a challenge in marketing to make an
advertisement message reach a certain target audience to a certain scale. In media planning, the
advertising problem determines the target audience and the most effective medium to use
 6.                
                  
Proper media planning enables the selection of the right media: selection of the right media is
crucial in the entire planning process. How best can I reach my target audience? Is the question
kept in mind?

It helps to allocate the advertising funds to the right products in the right media: for
example, ads for chocolates will be placed in a slot where there is maximum children viewer
ship. And channels like Nickelodeon, Cartoon Network or between 5-7 pm when most children
watch cartoons.

It indicates the period or the season in which the advertiser need to concentrate advertising
efforts: for example all the paint advertisements concentrate on the festive seasons. A few
months before the festival like Diwali the ads are released.
It helps achieve the advertising objectives.

It minimizes wastages of advertising funds: when money is used in the right direction there are
minimum wastages. A media plan helps the ad agency to obtain approval form the client. Proper
media planning will help the advertiser to reach the right target audience. It helps to finalize the
frequency of advertisements: how many repetitions of the advertisement should be done and are
required also specified in a media plan.

7.