Media Planning

D.K.SINGH
7870701208
 What is it?

 Media:carrier of the msg

channel that delivers the msg to the TA
 MP:deciding in advance on media related issues that could
ensure reaching out to TA with the msg in the most
effective &efficient manner over the campaign period.
 4Ws:1.what-to achieve→media objective(R/F/I)
2.why-optimum allocation of media budget
3.who-to reach out to(TA)
4.when-to hit the TA with the ad msg(scheduling)
→MP=MS(Mmix)+MS,subject to TA&AB
 Reasons for MP

Constraint of media budget

Allocation of budget over diff media

Proliferation of media types & Vehicle

Escalation of media cost

Devpg media mix* for synergy(max impact)

Media mix decisions
D.K.SINGH
 WHAT IS IT?
CON S ID ERIN G M ORE THAN ON E M ED IU M IN A PLAN
ITS ES S EN TIAL L Y THE BLEN D IN G ACT OF THE D IFFEREN T
M ED IA TO GENERATE SYNERGY

WHAT IS IT FOR?
1.TO AD D AU D IEN CE WHICH IS N OT AVAILAB LE THROU GH A
S IN GLE M ED IU M :HEAV Y VERS U S LIGHT VIEWERS OF TV.

2.A S ECON D ARY M ED IU M ,WHIC H IS LES S EXPEN S IVE, IS

U SED TO SU PPORT THE THE PRIM ARY M ED IU M ,TO AD D TO
THE FREQU ENCY ,E G . TOI & M ID –D AY

3.TO REACH D IFF KIND S OF AU D IENCE WITH D ISTINCT

D EM OGRAPHI CS& PS YC H O GRA P HI CS
 media mix decision

1 . S ELECT ONE OR M OR E M ED IA TYPE(S )

2. M ED IA VEHICLE(S) WITHIN THE BR OAD

M ED IA TYPE

3. M ED IA U NITS: THE D U R ATION OR S IZE

TO BE R U N IN THE M ED IA VEHICLE/S
Media planning process
Analysis of TA

Selecting the media objective

Selecting the media types

Selecting the media vehicle

Deciding on media scheduling

Ascertaining the media budget

Evaluation of results & follow up

 1.Analysis of TA

 TA is analysed in terms of
a)geographic location-to determine the
geographic spread of the TA whether it is calls for
local,
spot(regional),or
national buys

b)media exposure,preference & habit of the TA

 2.Setting the objective

 To be set in terms of Reach(R),Frequency(F),Impact(I)

with a due consideration to Cost (C) implications
 R:the no. of ppl exposed to the media at least once during
the campaign period
 F:the no. of time an average individual is exposed to the
media during the campaign period
 I:the qualitative value of an ad exposure due to a
particular medium that carries it
 C:how much it would cost the advertiser
 Statement of media objective:to cover 60% of the TM,at
least 3 times in 6 months,through print media ,starting
from July with max concentration bet Sept.&Oct
 Reach is estimated in terms of the
circulation/readership/viewership of the media.In
India, ABC,NRS,TRP provide the estimates
 Frequency:there are two opposite stands on what
should be the frequency of ad exposures.
a) more, the better-it leads to acquaintance &
subsequent reinforcement.
b)more, the worse-it leads to indifference,
irritation & aversion,as ads wear out& viewers tune
out.
 Krugman’s 3-hit

 Just 3 effective ad exposures* are sufficient to serve

the purpose
1st exposure-what is it→awareness
2nd. Exposure –what of it→relvance
3rd.exposure-provoking action→reminder
(putting on hold may lead to disengagement)
Any other ad repetition is a sheer waste.However,11-12
exposures on an average could ensure 3 effective ad
exposures
*when undivided attention to the ad is paid.
Impact:

EFFECT
the impact
of the
media in TV
conveying
the ad msg MT

is quite
Mag
different.
It varies with
MT& MV Nwp
Tabloid National daily of repute

MV CREDIBILITY
 Trade-off

F=5
I=2
Awareness

F=5
I=1
Trade-off bet RFI
For a desired level
of A

F=3
I=1

Reach
 Relationship between RFI
 1.Total no. of exposure(E)
E=RXF ;(also referred to as GRP=Gross Rating Point)
 no.of ppl in the primary TA the media buy will reach along
with the frequency
For a exposure of 80% reach& average frequency of 3
GRP=80x3=240
The media planner to ascertain the combination of R&F that
could
(i)max GRP,for a budgetary allocation
(ii)min media cost, for a pre-determined level of GRP
 2.Weighted no. of exposures(WE)
WE=RXFXI
 The media planner to figure out the most cost effective
combination of RFI
 3.Selecting the media type

 Assess the capacity of the media type to deliver the

intended RFI with a due consideration to the cost &
media budget
 Media type analysis

 Media class:generalised category of ad delivery system

eg.Print,Broadcast,Outdoor,Transit,Non-
conventional,POP
 Media sub-class:the specific category within the general
category
eg.Print-Nwp/Mag
Broadcast-Radio/TV
 Media Vehicle-ultimate degree of specificity of the msg
carrier within the media class
TOI,yuva vaani,KBC
 Media type

 1.Print:Nwp/Mag
 2.electronic:
Broadcast-Radio/TV
Narrowcast/Non broadcast-video,cable,CCTV,
cinema,telephone,internet,kiosk
 3.outdoor(OOH)extra-mural-poster,banner,wall
painting, hoarding(billboard),e-signboard,sign-
post(name of shop with
ad),handbill(flyer),brochure(pamphlet)
 4.transit
 5.non-conventional
 Newsletter,POP,yellow page,direct mail
 Media differ in terms of ……

 Selectivity
 Coverage
 Flexibility
 Cost
 Editorial envt.
 Reproduction quality
 permanance
 Factors affecting the choice of media

1.product-consumer/industrial
women’s dress(magazine)
2.TA-illiterate(TV/Radio).media exposure,preference, habit/
3.mkt-size(No.)/geographic location-local~
regional~national/purchasing power
4..msg-info content,timeliness,need for illustration or display of
product
5.Objective of advtg-IPR,hold or stimulate demand, confront or
defend against comptn
6.circulation-Reach~wide/selective
7.competitors-their media pref
8.Life of ad:campaign period
9.cost:fund availability
Coverage possibilities of MT
 4.Selecting MV

Remember MV?
…YOU BETTER!

1.audience size

3.cost 2.composition
Audience size

C=circulation-the no. of
physical units carrying the ad

A=Audience-the no. of ppl.

Exposed to the vehicle~
‘passed on readership’

EA=Effective Audience-no. of
ppl. exposed to the vehicle who
qualify for TA

EAEA=Effective Ad Exposed
Audience-the no. of EA who
notice ads
 composition

 Who reads what?

 Reader profile wrt geographic & demographic
profile,eg.age,gender,income,occupation,residence
 →biz class prefer ET
 →corporate mgr….BS
 COST

 CPT=(page rate x space)x1000/circulation

 CPM=(line or column rate X no. of lines or
columns)X 10,00,000/circulation
 →Obviously, the MV(s) with the least CPT is
preferred provided they meet the expected RFI
 The media planner either will have to
a)max RFI,for a given level of cost(budget)
b)min cost,for a given level of RFI
 5.Media scheduling

 Deciding on the date & time of ad appearances in diff

media over the campaign period
 It involves
 i)micro scheduling:allocating ad appearances
within a short period in the campaign
 ii)macro scheduling: deciding the pattern of ad
appearances, during a period, in relation to the
season & the biz cycle when there is a spurt of
demand for the product or vice-versa

 Micro scheduling
 Suppose a media planner decides to buy 300 radio
spots for the month of sept.
 Micro scheduling
D→
F^
 Mi S-Strategies
 1.concentration(burst):ad appearances are confined in
relatively fewer days
 →fit for-seasonal pdts/pdts for special occasion(sale)
 2.continuity: ad appearances evenly spread out throughout a
given period
 →fit for-expanding mkt/frequently purchased items tightly
defined buyer category/intensive comptn
 3.flighting(intermittent):ad appearances are followed by
hiatus(no ad) and successive resurgence
 →fit for limited funding/infrequent purchase cycle/seasonal
items
 4.pulsing:continuous ad at low level throughout which is
reinforced periodically by waves of bursts of advtg
 →draws on the strengths of both conti &flights for a combo
adv
 Ma S

 Remember….or you have forgotten this too!

 If 70% of sales occurs bet June & Sept., a media
planner could consider any of the 3 alternatives:
 1Follow-when the advtg intensity follows the
seasonal pattern
 2.Oppose-when the ad intensity is inverted in
relation to the level of mkt demand
 3.constant-when the ad intensity is indifferent to the
demand pattern
 MaS patterns

Follow

Oppose

Constant
 Mas

The macro scheduling decision needs to consider

 1)TA media habit:The opportune moment to hit the msg so
that the TA is actually exposed to it.
 2)mkt characteristics: ^BPF→conti.
a)buyer turnover-rate at which buyer enter/leave the mkt
b)purchase frequency-the no.of times during the period
that the average buyer buys the product
c)forgetting rate-the rate at which buyer forgets the
brand due to entries of new brands in the mkt
d)copmtn:the inensity of competitor’s media strategy
e)D&F trade off;to optimise the allocation of the media
budget over D&F
 6. Ascertaining media budget

 The media planner will have to take a note of the

costs of diff MVs considered, and the total no of the
appearances of ad in each of the respective
media,during the campaign period.
Where,MB=Media Budget
Ni=no.of appearances in
vehicle i for the C-period
MB= Ci=MV cost for a single ad
appearance in vehicle i
 The media planner considers the BDI & CDI for
determining the allocation of media budget for the
coverage of diff geographical location
 BDI:Brand Devpt Index=% of brand’s sales in the
MA/% of TA in the MA
 CDI=Category Devpt Index=% of pdt’s sales in the
MA/% of the TA in the MA
 F&F:Evaluation of Results

 An inquiry is made to ascertain the extent to which

the media objectives have been accomplished.An
analysis of the shortfalls is then followed to
comprehend the nature ,extent & the reasons for the
deviance so that they are not repeated.
 A follow up action plan is also chalked out &
implemented to control the damage
That’s all
 A billboard is a large outdoor advertising structure,
typically found in high-traffic areas such as alongside
busy roads. ... Hoarding is a temporary fence-like
structure that is built around a building work in
order to add information and security guiding for
preventing accidents to the public.
 A pamphlet is a small booklet or leaflet that contains
information or arguments about a single subject. It
typically has no hardcover. It may contain a single
sheet of paper printed on both sides or few pages
that are folded in half and stapled at the middle to
make a book. a leaflet is made from a single
sheet of paper whereas a pamphlet may
contain one or more sheets of paper.