ADVERTISEMENT MEDIA PLANNING FOR ICE CREAM

INTRODUCTION TO STUDY
In today’s competitive marketing landscape, marketers need to serve consumers with the right
message, at the right time, on the right channel in order to see engagements. Media planning is
where marketers determine what these “rights” are. Media planning is the process advertisers go
through before buying and launching ads to gauge effectiveness and maximize ROI (return on
investment). It is a critical first step in any ad campaign.

RESEARCH PROBLEM
Media planning helps the advertiser in selecting most appropriate media, media mix, and in
deciding time and space in various media so that available resources can be utilized in an
optimum manner. The researcher aims to access, analyze the various media option available for
creating awareness & interest among the customers for the transformed brand Merricrem.

SCOPE OF STUDY
This study is conducted forice cream of company. The researcher aims to prepare a perfect
advertisement media plan for the ice cream by analyzing the use age pattern of customers in
different medias.

SIGNIFICANCE OF THE STUDY

The basic goal of media planning is to find out that combination of media which enables the
advertiser to communicate the ad-message in the most effective manner at lowest cost. Media
planning assists in controlling wasteful advertising. It ensures die optimum-utilization of
resources spent on advertising. Therefore, conducting this study can be useful for the company to
allocate the total ad budget effectively.
RESEARCH OBJECTIVES
The main objectives of this study are:
 a) To understand the selection of effective media options to reach the customers of ice
cream product category
b) To understand how to allocate the total ad budget according to the selected media c)
To understand the media scheduling, it decides the time and space of advertisement in
media. It decides the month, day and time of advertisement.

RESEARCH FRAMEWORK

Selection of effective
media options
Media scheduling

Allocating the total

RESEARCH Purchase
ad budget intention
HYPOTHESIS
Customers
attitude
towards the
brand

Hypothesis (H1a): There is a positive relationship between selection of effective media options
and the customer’s attitude towards the brand.
Hypothesis (H1b): There is a positive relationship between selection of effective media options
and the customer’s purchase intentions.
Hypothesis (H2a): There is a positive relationship between allocating the total ad budget and the
customer’s attitude towards the brand.
Hypothesis (H2b): There is a positive relationship between allocating the total ad budget and the
customer’s purchase intentions.
Hypothesis (H3a): There is a positive relationship between media scheduling and the customer’s
attitude towards the brand.
Hypothesis (H3b): There is a positive relationship between media scheduling and the customer’s
purchase intentions.

RESEARCH METHODOLOGY
1. Population and Sample ice cream Brand customers
2. Sample Size Estimation 200 Respondents
3. Sampling Procedure Non-Random Sampling
4. Data Collection Procedure Questionnaire
5. Data Analysis Excel

LIMITATION OF THE STUDY

obtaining open feedback from customers and persuading them to give up some of their precious
time to fill out the survey without having it interfere with their shopping experience.