 Media is a vehicle through which information is circulated

from organization to the audience.

 In today’s competitive environment marketers need to inform
customers with the right message, at the right time and on the
right media vehicle (channel) to maximize its products and
services visibility and subsequently Return on Investment.
 Media planning is the process by which organization
determine where, when and how often promotional activities
will run in order to maximize engagements and subsequently
profit.
 Media planning is an exercise to find the best medium or
combination of media that will produce the best overall effect
relative to the needs of the advertised brand.
 Budget

 Campaign Objectives

 Target Audience
 Focus

 Readership of Media

 Circulation of Media

 Timings
 According to Wells Burnett, “Media planning is a
decision process regarding use of advertising time and
space to assist in the achievement of marketing
objectives.”
 According to S.W. Dunn, “Media planning is the process
of determining how to use time and space of media to
achieve advertising objectives.”
 According to Fryburger, “Media planning involves
selecting appropriate media for carrying advertising
message to target audience and deciding how much to
spend on each media and scheduling (deciding the
time) when the advertisement is to run.”
 Brand Objectives
 Achieving Advertising Objectives
 Selecting of Appropriate Media
 Selection of Optimum Media Mix
 Allocation of Advertising Budget
 Proper Scheduling of Advertising
 Optimum Utilization of Resources
 Measurability and ROI
 What : What type of message should be communicated?
Advertising objectives
 When : When the advertisement is to be given?
Deciding month, day, time of advertisement i.e. Media
Scheduling
 Where : Where are potential customers located?
Geographical location.
 Which : Which media is to be picked for communicating
with audience?
Identifying suitable media mix (Combination of media
vehicle)
 Whom : Whom does a marketer want to reach?
Identifying target audience (potential customers)
 Step 1. Market Analysis
 Step 2. Message Distribution
 Step 3. Selecting Suitable Media
 Step 4. Selecting Optimum Media Mix
 Step 5. Selecting Suitable Media Vehicle within Each
Selected Media
 Step 6. Media Scheduling
 Step 7. Executing Advertising Programme
 Step 8. Follow-Up and Evaluation
  Nature of customer
Media Objectives  Nature of product
 Reach
Introduction
5W  Frequency
DAGMAR
OR  Nature of the message (ATL/BTL)
ACCA Model  Size of Advertising budget
and
Impression/Reach/  Media used by competitors
Frequency
 Media Availability
 Media Image
 Reach
 The number of people, households, or businesses in a target audience
exposed to media vehicle or message schedule at least once during a given
time period is called as ‘Reach’ of media.
 Frequency
 The average number of times an individual or household within a target
audience is exposed to a media vehicle in a given period of time (typically
a week or a month) is termed as frequency.
 When reach and frequency is multiplied, one gets what is known as the
Gross Exposure or GRP of a given campaign.
 Target Ratings Points (TRPs):
 It is the number of times (frequency) and the number of individuals in the
primary target audience that the media will reach.
D - Defining
A - Advertising
G - Goals for
M - Measured
A - Advertising
R - Results
 DAGMAR was an advertising model proposed by Russel H. Colley
in 1961.
 According to DAGMAR, each purchase prospect goes through 4
steps:
o Awareness
o Comprehension
o Conviction
o Action
 These steps are also known as ACCA advertising formula.
ACCA/DAGMAR is a descendant of AIDA advertising formula and
considered to be more popular and comprehensive than AIDA.
Developed for the measurement of advertising effectiveness it maps
the states of mind that a consumer passes through.
 Important parts of the DAGMAR model are definitions of target
audience, (people whom the advertising message is addressed to)
and objectives (goals of advertising message)
Awareness
 Before the purchase behaviour is expected from target audience
it is necessary to make the audience aware with the product or
company. The initial communication task of the advertising
activity is to increase the consumer awareness of the product or
offer.

Comprehension
 Only Awareness is not be sufficient to stimulate a purchase,
sufficient knowledge and information about product or
organization is necessary. This step involves the target audience
to learn something about product, organization, or offer. Here
communication task of advertising activity is to make consumer
learn about product - product characteristics, benefits, or uses.
Attitude or Conviction
 At this step a sense of conviction is established. By creating
interest and preference, buyers are moved to a position
where they are convinced that a particular product in the
class should be tried at the next opportunity. At this step
communication task of advertising activity is to mould the
audience’s beliefs about the product and this is often done
through messages that demonstrate the product’s
superiority over a rival or by talking about the rewards as a
result of using the product.

Action
 Finally, communication must encourage buyer to engage in
purchase activity.
 Print Media
 Electronic Media
 Digital Media
 OOH Media (Out of Home)
 Transit Media
 Combination of all these media is called Media Mix.
 Media Strategy can be defined as the usage of an appropriate media mix in
order to achieve desired and optimum outcomes from the Advertising
Campaign
 The objective Media Strategy is not just about procuring customers for their
product or services but also focuses on placing a right message towards the
right people at the right time and ensuring that the message is relevant &
persuasive
 Media Strategy is designed to achieve stated targets in reference to the budget
set, thus the role of media strategy is to find out the right path to transfer or
deliver the message to the targeted customers
 There are three “W’s” to be decided upon:
 Where to Advertise

 When to Advertise

 Which type of Media to use

 Continuous
 Flighting
 Pulsing
Continuous:
 When the advertisement is scheduled to run throughout the
year, it is called continuous.
Pulsing:
 In this strategy, advertisement will run throughout the year
but at certain time period advertising expenses will be less
and at other time period it would be more expensive.
Flighting
 At some time periods, there are heavier advertising and at
other time there is no advertising.
 Creativity is use of imagination or an idea to implement in such
a way that it brings meaningful conversation to the audience.
 Creative visualization is Cognitive process of purposefully
generating visual mental imagery with eyes open or close.
 Cognition refers to “the mental action or process of acquiring
knowledge and understanding through thought, experience and
the senses”.
 Importance
 Engagement
 Generate Interest
 Brand Recognition
 Attention
 Reduce Media Expenditure
 Product Differentiation
 Easy Recall
 In traditional Sense, a market is where buyers and sellers meet to exchange goods
and services
 In economics, we do not refer to a market as a physical place. Economists will
describe a market as coming together of the buyers and sellers , i.e. an arrangement
where buyers & sellers come in direct or indirect contact to sell/buy goods and
services
 E.g. – the market for mobile will constitute all the sellers & buyers of mobile
phones in an economy . It does not necessarily refer to a geographic location
 On the Basis of
On the Basis of On the Basis of
On the Basis of Time Nature of
Geographic Location Regulation
Transaction

• Local • Very Short • Spot • Regulated

Markets Period Market Market
• Regional Market • Future • Unregulate
Markets • Short Market d Market
• National Period
Markets Markets
• Internation • Long Term
al Markets Period
Important Elements to Consider:
 Target Audience
• Demographics and Psychographics
• Generational Cohorts
• Product or Brand Usage
• Primary & Secondary Target Audience
• The size of the target Audience
 Communication Goals (Model of Advertising Research
Foundation) – Vehicle Distribution, Vehicle Exposure, Advertising Exposure
 Factors Affecting Media Selection:
• Potential Market
• Nature of Product
• Advertising Objectives
• Distribution strategy
• Selling Message
• Levels of Competition
• Media Availability
• Advertising Budget
Media characteristics differs widely and these differences
have deep bearing on the choice of media vehicle. These
characteristics are:
 Coverage
 Reach
 Cost
 Consumer Confidence
 Cost – ‘Relative Cost’ refers to the amount of money spent on using a particular
vehicle. It is one that involves inter vehicle and medium cost analysis and comparison.
This cost is expressed with reference to the time and the space bought, in case of
newspaper, it is the milliner rate, in case of magazine , it is rate per thousand readers, in
case of radio and television, it is per thousand listeners or viewers per minute or ten
seconds
 ‘Consumer Confidence’ - refers to the confidence placed in the medium
by the consumer. This consumer credibility of a vehicle is important because credibility
of advertising message is depending on it. Speaking from this point of view, newspapers
& magazines enjoy high degree of credibility than radio & TV commercials. Outdoor
medium is considered least credible
 Frequency – It refers to the number of times an audience is reached in a given
period of time. Limited frequency makes little or no impression on the target audience.
Thus, newspapers, TV, Radio and outdoor media are known for highest frequency while
magazine, screen displays and direct advertising are the lowest

Media Selection is a matter of Juggling, Adjusting, Tailoring, Filling,

revising an Reworking to match to individual situations
 Broadcasting is the distribution of audio or video content to a dispersed audience via any
electronic mass communications medium, but typically one using the electromagnetic
spectrum (radio waves), in a one to many model.
 Broadcasting began with AM (Amplitude Modulation) radio, which came into popular use
around 1920 with the spread of vacuum tube radio transmitters and receivers. Before this,
all forms of electronic communication (early radio, telephone, and telegraph) were one to
one, with the message intended for a single recipient.
 Over the air broadcasting is usually associated with radio and television, though in recent
years both radio and television transmissions have begun to be distributed by cable (cable
television).

Broadcast Media
 Television
 Cable TV television
 Video Advertising
 Drama and Music Program
 Radio
 On Demand Television
 It is a vehicle of mass communication
 It has a deep impact on the minds and emotions of the
audience.
 It is a highly flexible and selective medium.
 It is persuasive.
 It includes popular means like radio, television, drama,
music etc.
 The message can be changed according to the
requirements of the product or listeners.
 People listen to the radio and watch TV at leisure time so
the selling message can be easily conveyed to them due
to their receptive mood.
 Radio as a Medium - Television as a Medium –
Advantages: Advantages:

 Reach  Trust
 Selective Targeting  Increase Sales
(Localized)
 Reach
 Cost effective
 Result Oriented
 Brand Awareness
 Any Where, Any Time
 Brand Awareness
Medium  Educates
 Easy to use
Online Advertising: Introduction
• Online advertising is a marketing strategy that involves the
use of the Internet as a medium to obtain website traffic and
target and deliver marketing messages to the right customers.
• Since the early 1990s there has been an exponential increase
in the growth of online advertising.
• Online advertising is also known as Internet advertising or
Digital Advertising.
• A major advantage of online advertising is the quick
promotion of product information without geographical
boundary limits.
• Examples of online advertising include banner ads, search
engine results pages, social networking ads, email spam,
online classified ads, pop-ups and spyware.
Online advertisements are purchased through one
of the following common vehicles

• Cost per Thousand (CPM): Advertisers pay when their messages are
exposed to specific audiences.
• Cost per Click (CPC): Advertisers pay every time a user clicks on
their ads.
• Cost per Action (CPA): Advertisers only pay when a specific action
(generally a purchase) is performed.
 Advantages of Internet Advertising

• Data Access
• Reach
• Speed
• Easily Targeted
• Customized message
• Easily monitor spending
• Easily track result
• Sales Potential
 PRESS ADVERTISING

• Apart from the poster, the press is the oldest advertising medium
• On the one hand, it is a mature form of the art of interpersonal
communication, created on the basis of the experience of
generations of outstanding artists.
• On the other, an ultra-modern, fast-evolving mass medium. At first,
advertising was visually unattractive, characterized by a monotony of
colour and limited graphic solutions..
• Modernity has given press advertising a high quality of print and
paper, technologies for managing the content and unlimited
possibilities of inserting and connecting different forms of promotion
within the press
 PRESS ADVERTISING
• Currently, press advertising does not restrict itself to the static form. It also
has multimedia equivalents in online newspapers and digital editions,
which, in addition to the static image, may use moving (shorts films,
animations), sound and interactive (quizzes, rebuses) forms to engage
the advertisement’s addressee.
• Press advertising is one of the best ways for a company to communicate with
the market. Its advantages primarily include:
 high frequency of information
 the ability to convey accurate and broad advertising information
 The communication with recipients may occur at different times and with different
frequency
 Benefit of geographical division (which differentiates between the regional and
national press)

Note: Aside from the aforementioned factors, the efficiency of advertising depends
on the circulation of a newspaper. The higher the circulation, the more likely it is
that the advertisement will reach a wider audience.
 TYPES OF PRESS ADVERTISING
• Classified Advertisements – they constitute the most profitable source of
income and are concentrated in different categories (e.g. vehicles). It should
be emphasized that classified advertising is considered to be an excellent
barometer of a country’s economic condition – they are followed by
economists, who examine the distribution of proportions – employers and
job seekers;
• Illustrated Classified Advertisements – apart from the standard types of
classified advertisements, newspapers also print illustrated advertisements
in classified advertisement sections. They are known as framed classified
advertisements and are usually located among those concerning vehicles
and properties. They may contain various content except for legal
information and announcements
• Modular Advertisements – this group contains almost all advertisements
with the exception of classified advertisements and legal or public
announcements. They are mostly colorful and include graphic elements.
These advertisements are divided into local and national
 TYPES OF PRESS ADVERTISING
• Local Advertisements – advertisements placed in a newspaper by local
companies, organizations or private individuals. This kind of press has a
particular audience and advertisements published in it should be directed
towards the specific segment. Mail as well as radio and television regional
advertising (cable television) are its main rivals in this market. Owing to
the expansion of suburban areas, community papers and advertising
brochures have become the main competitors in the fight for the
advertising budgets of companies
• National Advertisements – used predominantly by nationwide
companies, e.g. supermarket chains, restaurants, hotels.
• Joint Advertising – it is – as the name suggests – a joint medium for local
and national advertisers. Joint advertising is planned and ordered by a
local advertiser, but partially or entirely covered by a national one. It also
contributes to building good relationships with distributors and retailers
as well as allowing the exercise of a certain degree of control over the local
advertising
Thank You