Lecture 7

Media
Media Planning Decisions
- Where to advertise: Media planners determine the most effective channels or platforms for reaching the target audience. This
decision involves selecting specific media outlets such as TV channels, radio stations, print publications, online platforms, and social
media networks based on the characteristics of the target audience and the campaign objectives.
- Setting the overall budget: the budget influences the scope and scale of the campaign, including the types of media that can be
utilized and the duration of the campaign.
- Allocation across different media: Media planners decide how to allocate the budget across different media channels. This involves
determining the optimal mix of media types to maximize reach and effectiveness. The allocation may vary based on the campaign
goals, target audience behavior, and media consumption patterns.
- Selection of specific media vehicles: Media vehicles refer to specific instances or outlets within a chosen media type. For example, if
TV advertising is selected, specific TV channels and programs need to be chosen. In print, it could involve selecting particular
magazines or newspapers. The selection is based on factors such as audience demographics, content relevance, and cost
considerations.
Reach, Frequency, GRP
- Scheduling the ads
Media Plans: Dual Task
- Media Planning (Strategy): involves the development of a comprehensive strategy to reach the target audience effectively and
efficiently with advertising messages. It's a process of making decisions about where, when, and how to advertise based on the
campaign objectives, target audience characteristics, and available resources. A comprehensive media plan that outlines the overall
strategy, media channels, budget allocation, and key performance indicators.
- Media Buying (Implementation): is the execution phase of the media plan. It involves negotiating and purchasing advertising space
or time in the chosen media channels to ensure that the campaign reaches the intended audience according to the strategic plan.
Implementation of the media plan, including the actual placement of ads across various media channels, as well as ongoing
monitoring and optimization.
The dual-task approach in media planning and buying recognizes the distinction between strategic planning and tactical implementation. This
separation allows for a more organized and efficient execution of advertising campaigns, leading to better outcomes and a more effective use
resources.
Where to Advertise
- Which geographical areas to focus on?
- How would you decide that?
1. Market Potential: refers to the anticipated sales or demand for a product or service in a specific geographical area. Focus on regions
with high market potential. Analyze demographic data, consumer behavior, and economic indicators to identify areas where there is
a significant demand for your offerings.
2. Performance Analysis: Evaluate the past performance of your products or services in different regions. Consider focusing on areas
where your brand is currently underperforming.
3. Competitor Landscape: Assess the presence and activities of competitors in various geographical areas. Identify regions where
competitors are strong or weak. It may be strategic to target areas where competitors are less dominant to gain a competitive
advantage.

Geographic Location (CDI and BDI by Markets)

Geographic Location (CDI and BDI by Markets)

Setting the Budget
Management Philosophy
- Cost v/s investment
Cost philosophy: Focuses on minimizing expenses and keeping costs as low as possible. Emphasizes efficiency, cost-cutting measures.
Investment phil: Views expenditures as strategic investments that can generate long-term value. Prioritizes spending on activities that
contribute to growth, innovations and competitive advantage.
- Bare minimum v/s “ideal”
Bare minimum phi: Seeks to meet minimum requirements or standards to operate efficiently. Minimizes resources and efforts to achieve
immediate goals.
Ideal: Strives for excellent and surpasses minimum requirements. Aims to deliver the higher quality, and exceed customer expectations.
- First to cut v/s last to cut
First: Reduces expenses, including marketing and advertising, at the first sign of financial challenges. Prioritize short-term cost reduction.
Last: Maintains investments in marketing and branding even during challenging times. Values the long-term benefits of brand continuity,
customer loyalty.
- Skeptical v/s believer
Skeptical: Approaches new strategies or innovations with cautions and skepticism. Prefers proven methods and may be risk-averse.
Believer: Embraces new ideas, technologies, and strategies with enthusiasm. Willing to take calculated risks in pursuit of innovation and growth.
Setting the Budget
- Top-Down Method : Affordable method: A-to-S Ratio, Competitive Parity
- Bottom Up-Methods: Objective and Task method
Affordability
- Budget decided after all other “essential costs taken care of . As a budgeting method involves allocating funds to advertising only
after all essential costs are covered. In other words, it is what remains in the budget after addressing other critical expenses.
Problem:
- Treats advertising as dispensable: When advertising is viewed as a residual expense, it may be considered dispensable or secondary
to core business costs. his approach might hinder the development of effective marketing strategies and limit the potential for brand
growth.
- Objectives not considered¨ Affordability-focused budgets may not align with specific marketing objectives or the level of investment
needed for successful campaigns. Objectives may be compromised, hindering the achievement of marketing goals.
- First one to be cut in bad times- should be the last one to be cut: In challenging economic times, the affordability method often
results in advertising being the first expense to be cut. T his contradicts the strategic principle that maintaining brand presence
during economic downturns can be crucial for long-term success. Advertising is often more effective when maintained consistently.
Advertising to Sales Ratio: involves allocating a specific percentage of sales revenue to the advertising budget. It's a common method where the
advertising spend is directly tied to sales performance.
- Fairly common to use this method
- Current Sales vs Forecasted sales
Potential Problems
- Does not work during recession. Why?: During economic downturns, sales may decrease while maintaining the same advertising
ratio could strain financial resources. This approach may not be responsive to changes in market conditions, leading to inefficient.
- Self-fulfilling prophecy: The ratio may create a self-fulfilling prophecy where the advertising budget influences sales, and vice versa. If
sales are down due to factors unrelated to advertising, maintaining the same ratio could lead to suboptimal outcomes.
- New products?: For new products with no historical sales data, setting an advertising-to-sales ratio becomes challenging. I t may be
difficult to determine an appropriate budget for promoting new products, potentially impacting their successful introduction to the
market.
Competitive Parity Method: involves setting the advertising budget based on the spending levels of competitors, often using their Advertising-
to-Sales (A/S) ratio as a benchmark.
- Uses competition A/S ratio to build own budget
- Problem
- Ignores own objectives. Kelvinator example: This method may neglect a company's unique goals, marketing objectives, and the level
of investment required for specific campaigns. The budget may not align with what is necessary to achieve the company's individual
strategic objectives.
- Follow rather than lead: By relying on competitor spending, a company may find itself in a perpetual state of following industry
trends rather than taking a leadership position. I t can limit the ability to differentiate and innovate in marketing strategies.
- Promotional wars? : If competitors engage in promotional wars, blindly following their spending levels can lead to unanticipated
budget wars. Companies may find themselves in an unsustainable cycle of increasing spending without clear benefits.
Example: In the 1950s, Kelvinator, a refrigerator manufacturer, based its advertising budget on a fixed percentage of sales, ignoring the
aggressive marketing strategies of competitors. While this approach initially kept costs low, it eventually led to a decline in market share as
competitors invested more heavily in advertising and promotion.

Objective and Task Method

- Defining the communications objectives (in terms of awareness, reach etc): Clearly outlining what the advertising campaign aims to
achieve, such as increasing awareness, reaching a specific audience, or driving sales.
- Determining specific strategies to achieve it (specific media and vehicles): Identifying the strategies and tactics needed to
accomplish the defined objectives. This includes selecting specific media channels and vehicles.
- Estimating costs: Calculating the costs associated with executing the chosen strategies and achieving the outlined objectives.
- Problems? Estimating costs accurately can be complex, especially when dealing with variables such as media buying, creative
production, and promotional activities. inaccurate estimations may lead to budget overruns or insufficient resource allocation. Also,
defining communication objectives can be subjective, and different stakeholders may have varying views on what constitutes success.
Misaligned objectives may result in a mismatch between budget allocation and campaign goals. Moreover, Developing detailed
objectives and task-based budgets can be time-consuming and resource-intensive. This method may be less practical for companies
with limited resources or tight timeframes.
How do we allocate the media budget?
- What media mix will achieve the communication objectives in the most effective manner: Ensure that the selected media mix
aligns with the communication objectives of the campaign, whether it's building awareness, driving engagement, or promoting a
specific message.
- “Sufficient and high quality” exposure: Aim for a balance between reaching a large audience (reach) and delivering the message
multiple times to enhance recall (frequency). Sufficient exposure ensures that the message is effectively communicated.
- To the largest proportion of the target audience: Choose media channels that resonate with the demographics and behaviours of
the target audience. Tailoring the media mix to the audience profile enhances relevance.
- At the lowest cost: Evaluate the cost-effectiveness of each media channel. Consider the cost per thousand impressions (CPM) or
other relevant metrics to maximize the impact of the budget.
- Set media objectives based on communication objectives and budget: Set specific media objectives based on the communication
goals and available budget. This could include metrics such as reach, frequency, and engagement levels.
Media Selection Decisions
- Media Class (e.g. TV, Radio, Outdoor, Internet): Select the broad category of media, such as TV, radio, outdoor, or the internet.
Choose media classes that align with the target audience's media consumption habits and preferences.
- Media Vehicles (e.g. Friends, Newsweek, Yahoo): Consider the reach, credibility, and audience demographics of each media vehicle.
- Media Options (e.g commercial length, page size): Specify the details of the advertising within chosen media vehicles, such as the
length of TV commercials, the size of print ads, or the placement of online banners. Tailor the media options to optimize the
effectiveness of the message within each chosen medium.
Allocating Across Media
Understanding the characteristics of different media:
- TV: Strengths: High reach, audio-visual impact, ability to convey emotion. Considerations: Cost can be high, and audience
fragmentation is a challenge.
- Cinema: Str: Large screen impact, captive audience but Limited reach compared to other media, high production costs.
- Magazines: St: Targeted audience, high-quality visuals, in-depth content but Limited frequency, production lead time.
- Newspapers: Timely, local reach, cost-effective but Declining readership, limited visual impact.
- Radio: St: Local targeting, cost-effective, audio impact but Limited visual elements, potential for audience multitasking.
- Outdoor: Broad reach, constant visibility but Limited space for detailed messages, dependency on location.
- Internet: Targeted advertising, interactive content, real-time tracking but Ad blocking, digital clutter, varied audience engagement.
Understanding role of different media: Sound, visual, quality, processing time, cost, flexibility, coverage
TV: Sound, visual, motion. Large, immediate coverage, Expensive
Cinema: Sound, visual, motion.
Magazines/Newspapers: Visual Text, no sound motion, no time constraint, slow build up
Radio: No visual, localized, inexpensive
Outdoor: Limited coverage, fleeting exposure
Internet: Interactive, flexible, cluttered, coverage, cost
Media Class (Selection Criteria)
- Broad/ Quick Reach: The ability of a media class to quickly reach a large audience. Suitable for campaigns requiring widespread
exposure in a short time.
- Target Selectivity: The ability to reach a specific, defined audience. But Important for products or services with a niche target market.
- Flexibility (Creativity, Lead Times): The degree to which a medium allows for creative and flexible advertising, considering lead times
for production. But mportant for dynamic and creative campaigns or those with tight timelines.
- Cost: The financial investment required for advertising in a particular medium. Balancing cost with reach and effectiveness is crucial
for optimizing the budget.
- Impact (Color, Sound, Motion): The sensory elements available in a medium, such as colour, sound, and motion. Important for
campaigns where sensory appeal enhances message delivery.
- Message Requirements: The nature of the message and its compatibility with the features of a particular medium. Different media
are more suitable for specific types of messages, such as detailed information in print or emotional appeal in TV.
Question: What product categories might be best suited for?
1. Newspaper Ads:
o Product Categories: Local services, classifieds, retail promotions.
o Message Type: Timely offers, local events, detailed information.
2. Magazine Ads:
o Product Categories: Lifestyle products, fashion, niche markets.
 o Message Type: High-quality visuals, in-depth content, brand storytelling.
13. Television Ads:
o Product Categories: Consumer goods, automobiles, entertainment.
o Message Type: Visually impactful, storytelling, demonstrations.
4. Radio Ads:
o Product Categories: Local businesses, quick-service restaurants, events.
o Message Type: Audio-based promotions, catchy jingles, limited-time offers.
5. Billboard Ads:
o Product Categories: High-traffic locations, local services, awareness
campaigns.
o Message Type: Brief and impact designs.
The One Big Question: How do we decide whether to buy an ad.?
1. Consider the Audience:• Assess the target audience of each show and its alignment with the product or service being advertised.
2. Cost-Effectiveness:° Evaluate the cost per thousand impressions (CPM) or other relevant metrics to determine the efficiency of each
placement.
3. Brand Fit: • Consider the image and values associated with each show and how well they align with the brand's identity.
4. Advertising Goals:• Align the choice with specific campaign goals, whether it's brand awareness, engagement, or propuct sales.
Selection of Specific Media:
1. Reach/Frequency Trade-Off:
Reach: Percentage of households exposed at least once to an ad during a specific period.
o Frequency: Average number of times households are exposed to an ad in a specific time span.
o Trade-Off: Balancing reach and frequency to optimize campaign effectiveness.
2. Set Objectives by GPs:
o Definition: Gross Rating Points (GRPs) represent the sum of the ratings achieved by a media schedule.
o Objective Setting: Establish objectives based on desired GPs to measure campaign impact.
3. Estimate CPM or Cost per Thousand:
o Definition: CPM measures the cost of reaching one thousand people with an advertising message.
o Considerations: Assess the cost efficiency of reaching the target audience.
4. Editorial Compatibility:
• Definition: Ensuring that the advertising message aligns with the editorial content and tone of the chosen media
Cons: Enhances the message receptivity and credibility.

Gross Rating Points (GRPs)

- Reach x Frequency.

When to Emphasize Reach/ Frequency

Media planning often involves decisions about whether to prioritize reach or frequency in terms of Gross Rating Points (GRPs). The question is
whether to start with Reach or frequency

Emphasize Reach:
Communication Objectives:
1. Building Awareness:
o Example: New brands or products entering the market.
o Rationale: Emphasizing reach is crucial for creating initial awareness among a broad audience.
2. Announcements of Product Improvement, Price Reductions:
o Example: Communicating changes or improvements to existing products.
o Rationale: Reaching a large audience quickly helps disseminate important information about changes or promotions.
Target Market:
o Mass Strategy:
o Rationale: When the goal is to reach a broad and diverse audience with a simple and universally appealing message.
Creative:
o Simple Message:
o Rationale: The creative execution should be straightforward, as the focus is on broad dissemination and quick comprehension.
Emphasize Frequency:
Communication Objectives:
1. Top-of-Mind Awareness (Increase Accessibility):
• Example: Brands aiming to be the first recalled by consumers in a particular category.
Rationale: Emphasizing frequency helps embed the brand in the minds of the audience, increasing accessibility.
2. Increase Memory for Benefits, Image, etc.:
o Example: Brands with specific attributes ortunique selling propositions.
o Rationale: Repeated exposure reinforces key brand messages, benefits, or image attributes.
Target Market:
• Concentrated/Niche Market:
o Rationale: When the audience is smaller and more defined, focusing on frequency helps reinforce the message within the niche.
Other Factors:
o Highly Seasonal Product:
o Rationale: For products with seasonal demand, maintaining continuous visibility helps sustain awareness throughout the year.
o Complex Message Needs to be Communicated:
o Rationale: When the message is intricate or requires deeper understanding, repetition through frequency aids comprehension.

Media Vehicle (Selection Criteria):

When selecting media vehicles within a chosen media class, advertisers consider various criteria to ensure effective communication with their
target audience. Here are key selection criteria for media vehicles:
1. Cost per Thousand (CPM):
• Definition: CPM measures the cost of reaching one thousand people with an advertising message.
Consideration: Evaluate the CPM of different media vehicles to maximize cost efficiency in reaching the target audience.
2. Editorial Compatibility:
o Definition: Editorial compatibility ensures that the advertising message aligns with the content and tone of the chosen media
vehicle.
o Consideration: Choose vehicles that provide a suitable context for the brand message, enhancing receptivity and credibility.
3. Competitor's Selection:
• Consideration: Analyze the media choices of competitors to identify opportunities for differentiation and avoid saturating the same channels.
4. Clutter:
• Consideration: Evaluate the level of advertising clutter in a particular media vehicle. Choosing less cluttered environments can increase the
visibility and impact of the ad.
5. Promotion/Merchandising Opportunities:
• Consideration: Some media vehicles offer additional promotional or merchandising opportunities, such as sponsorships or tie-ins.
Assess these options for added brand visibility.
1. Timing Consideration:
Consideration: Consider the timing of the ad placement in relation to the campaign goals or external factors. Seasonal relevance or
specific events may influence the timing of media vehicle selection.
2. Vehicle as a Component of a Creative Strategy:
• Consideration: Evaluate how the chosen media vehicle aligns with the overall creative strategy of the campaign. Different vehicles may offer
unique opportunities for creative execution.
Example of Applying the Criteria:
Scenario: Choosing between Magazine A and Radio B for a Beauty
Product Campaign
1. Cost per Thousand (CPM):
o Magazine A: $30 CPM
o Radio B: $15 CPM
o Decision: Radio B may be more cost-effective in reaching a thousand audience members.
2. Editorial Compatibility:
o Magazine A: Features beauty and lifestyle content.
o Radio B: Offers dedicated beauty segments.
o Decision: Both vehicles align well with the beauty product, ensuring editorial compatibility.
3. Competitor's Selection:
o Observation: Competitors heavily use Magazine A but not Radio B.
o Decision: Choosing Radio B provides a differentiation opportunity from competitors.
4. Clutter:
o Observation: Magazine A has multiple beauty product ads.
o Decision: Radio B may offer a less cluttered environment for the beauty product ad.
5. Promotion/Merchandising Opport .
J ies:
• Observation: Magazine A offers a special promotional section.
o 3.5 ~
o Observation: Magazine A offers a special promotional section.
 o Decision: Magazine A provides additional promotional opportunities.
6. Timing Consideration:
o Observation: Radio B has peak listenership during the campaign period.
o Decision: Timing aligns well with the campaign goals for Radio B.
7. Vehicle as a Component of a Creative Strategy:
o Observation: Magazine A allows for detailed visuals, while Radio B enables engaging audio content.
o Decision: Consider the creative strategy; if visuals are crucial,
Magazine A may be preferred.

Media Options: Length/Size of Ad, Color or Not When considering media options for an advertising campaign, decisions regarding the
length/size of the ad and whether to use color are crucial elements that impact the effectiveness of the communication. Striking the right
balance is essential for ensuring the ad stands out in the clutter while avoiding unnecessary wastefulness.
1. Length/Size of Ad:
o Consideration: The physical dimensions or duration of the ad can significantly impact its visibility and impact within a given media
space.
o Ideal Unit: The ideal size or length of the ad depends on the specific medium, the nature of the message, and the audience's
attention span.
o Too Small: If an ad is too small, it risks being overlooked in a cluttered advertising environment. Important details may be missed,
impacting the overall effectiveness.
o Too Large: Conversely, an excessively large ad might be seen as wasteful and could overwhelm the audience. It may not necessarily
lead to a proportiV ul increase in attention or recall.
• Example: In a print magazine, an ad that is too small may not capture attention among numerous other ads, while an overly large
ad might dominate the page but could be perceived as extravagant.
2. Color or Not:
o Consideration: The use of color in an ad can evoke emotions, enhance visual appeal, and contribute to brand identity.
However, the decision to use color depends on the medium, budget, and the desired emotional response.
o Ideal Unit: The ideal use of color depends on the creative strategy, the product or service being promoted, and the target
audience's preferences.
o Color: Utilizing color can make an ad visually compelling, aid in brand recognition, and convey emotions effectively.
o Black and White or MinimalSolor: In some cases, a black and
white or minimal color palette may be intentional for a sophisticated or classic look.
o Example: An ad for a vibrant, youth-oriented product may benefit from a colorful palette to grab attention, while a luxury
brand might opt for a more subdued color scheme for a sense of elegance
Impact: Finding the Ideal Unit
o Optimal Visibility: The ideal unit of an ad is one that ensures optimal visibility within the chosen media space, capturing the
audience's attention without being overshadowed by other content.
o Balance: Striking a balance between size, length, and color is crucial to maximize impact. This involves understanding the medium's
dynamics, the competitive landscape, and the audience's expectations.
o Creative Cohesiveness: The chosen unit should align with the overall creative strategy, conveying the intended message and brand
identity seamlessly.
Media Scheduling
How is advertising scheduled over the time span of a planning period (usually one year)
Media scheduling involves the strategic allocation of advertising efforts over a planned time span, typically spanning a year. The goal is to
optimize the impact of the advertising campaign by carefully timing and spacing out the delivery of messages. This process considers factors
such as the product's seasonality, target audience behavior, and budget constraints. Different scheduling strategies exist, including continuity,
where ads run steadily throughout the year; flighting, which involves intermittent bursts of advertising with periods of inactivity; and pulsing, a
hybrid approach that maintains a base level of advertising while incorporating periodic bursts of increased activity. The choice of scheduling
method depends on the campaign's objectives, the nature of the product or service, and the marnet conditions. Effective media scheduling
ensures that the advertising message reaches the audience at key moments, reinforcing brand awareness and influencing consumer behavior
over the course of the planning period.

Scheduling the Ads

Based on consumer buying patterns:
 Continuity: Spread across the time period (no seasonality)
 Flighting: Alternates periods of advertising with no
advertising (strong seasonality)
 Pulsing: Mixes low and high levels of advertising (mild seasonality)
 Blitz: High intensity during a given period (launch)
 Roadblocking: Buying airtime simultaneously on all channels

Blitz Scheduling strategy

Obj: Launching a new tech gadget in the market.
When introducing a new product like a tech gadget, creating a high level of awareness and excitement during the launch is crucial. A "Blitz"
scheduling strategy would involve concentrated and intensive advertising efforts during a specific period, such as the product launch week
Media Plan:
Week 1: TV ommercials during prime time, social media influencers posting about the product, online displays ads on popular tech websites
Week 2: Radio spots during peak commuting hours, sponsored content on relevant blogs and tech forums, email newsletters to subscribers
Week 3: youtube video ads showcasing product features, print adv in tech magazines,mobile app adv

Pushing: Obj: Increasing sales for seasonal product, like winter clothing
For products with mild seasonality, like winter clothing, it's essential to maintain a consistent presence in the market without overspending
during off-peak seasons. A "Pulsing" scheduling strategy involves a mix of low and high levels of advertising to sustain awareness and adapt to
seasonal shifts.
Media plan
- Months leading up to winter (low-pulse): social media teaser campaigns, periodic email newsletters with early-bird discounts,
infrequent radio spots on lifestyles channels.
- Peak winter months(high pulse): Tv commercial during prime time with winter fashion shows, aggressinve online displays ads
targeting cold regions, collaborations with influencer for winter fashion hauls
- Post-winter clearance(moderate pulse): clearance sale announcements across various channels, social media posts promoting
discounts on remaining inventory, reduced frequency of adv compared to peak months
Continuity: Obj: Promoting a subscription-based steaming service
For products or services with consistent demand throughout the year, like an online streaming service, maintaining a steady and continuous
presence in the market is crucial. The goal is to build long-term awareness and retain customers over an extended period.
Media plan
- Weekly basis (consistent presence): social media posts promoting new and popular content, email newsletters highlighting weekly
releases and personalized recommendations, continuous online display adv on various platforms
- Monthly basis (special features and promotions): montly newsletters with exclusive behind-the-scenes content or interviews with
creators, special promotions or discounts for new subscribers during the first week of each month, montly podcast series discussing
upcoming releases and industry trends
- Quarterly basis (subscriber engagement events): Quarterly virtual events or live Q&A sessions with popular actors or creators,
exclusive sneak peeks or early access for loyal subscr, quarterly customer surveys to gather feedback and improve services.
Flighting:Obj: Promoting a seasonal product with periodic demand fluctuations, such as a vacation package for a tropical resort.
For products or services that experience distinct peaks and valleys in demand, like vacation packages tied to specific seasons, a "Flighting"
scheduling strategy can be effective. This strategy involves alternating periods of intensive advertising with periods of little to no advertising to
align with the product's seasonality
Media plan
- Pre-summer flight (high intensity): Tv commercials highlighting the tropical paradise and exclusive summer deals, social media
campaigns with countdowns to summer vacation, online displays ads targeting potential travelers
- Summer hiatus (no ad):minimal to no ad during the peak summer months when demand is naturally high
- Post summer flight (high intensity: Resumption of advertising with a focus on fall and winter getaways, Special promotions for those
planning vacations during the off-peak season, Collaborations with travel influencers
- Winter hiatus (no ad): Reduced advertising during the winter months when demand for tropical vacations typically decreases
- Spring flight (high intensity): Renewed advertising efforts to capture the attention of those planning spring break vacations,
Promotions for early bookings and limited-time offers.
Roadblocking: A major technology company launching a new flagship product may opt for roadblocking
Obj: Launching the latest flagship smartphone
The company aims to create an unprecedented level of awareness and excitement for its new flagship product. Utilizing a "Roadblocking"
strategy will ensure that the target audience is exposed to the product launch simultaneously across various media channels, maximizing impact
and creating a buzz.
Media Plan:
- Television roadblock: simultaneous airing of sleek and visually compelling TV commercials across major networks during prime-time
slots, integrations of the product into popular TV shows and events, creating a seamless viewing experience.
- Digital roadblock: coordinated release of online ad campaigns on popular tech websites streaming platforms and social media
channels, exclusive online unveil event streamed live on the company’s official website, YouTube, and other streaming platforms.
- Radio roadblock: synchronized release of engaging radio commercials across various stations during morning and evening commute
hours, sponsorship of relevant tech and lifestyles radio shows to discuss the product features and benefits.
- Outdoor roadblock: placing eye-catching bliboards and digital displays in high-traffic urban areas and shooping districts
- Print roadblock: Full-page ad in major newspapers and tech magazines on the same day.

Creative use of media

1. Personalized Media:
• Example: Streaming platforms like Netflix or Spotify leverage personalized media by recommending content based on users' viewing or
listening history. In advertising, personalized emails, targeted social media ads, or customized promotions deliver messages tailored to
individual preferences and behaviors.
2. Inventive Use of the Medium:
• Example: Burger King's "Whopper Detour" campaign creatively used mobile geofencing technology. The campaign prompted users to go to a
McDonald's location to unlock a special deal on the Burger King app, showcasing an inventive and disruptive approach to mobile advertising
and location-based marketing.
3. Understanding People's Consumption of the Media and Advertising:
• Example: Social media platforms like Instagram leverage an understanding of users' scrolling habits and engagement patterns.
Advertisers utilize this insight to strategically place visually appealing and engaging ads within users' feeds, aligning with the platform's
aesthetics and user behavior.

Media Brief
 What is the current market situation: provides an overview of the current state of the market, including key trends, market share, and any
recent developments.
 What do we expect advertising to do: This section outlines the objectives of the advertising campaign. It could include goals such as increasing
brand awareness, driving sales, launching a new product, or shifting brand perception
 Whose behavior are we trying to affect: Identifying the specific audience whose behavior the advertising aims to influence is essential. It
might include demographics, psychographics, or behavioral characteristics.
 Regional requirements: Addressing regional nuances is important, especially if the market varies geographically. Regional requirements could
include language preferences, cultural considerations, or specific regional trends that impact the effectiveness of the advertising campaign.
 Timing/seasonality requirements: This section likely specifies any timing or seasonality considerations for the campaign. Certain products or
services may have peak seasons, and understanding these dynamics is crucial for optimizing the timing of advertising efforts.
 Competitive factors: This involves analyzing the strengths and weaknesses of competitors, potential market entry or exit, and how competitors
are currently positioned in the market.
 Creative preferences/advertisement type: It could include visual styles, messaging tones, or specific themes that align with the brand strategy.

 Placement requirements: Identifying where the advertisements will be placed is crucial. This could involve selecting specific media channels,
platforms, or publications.
 Frequency requirements: The desired frequency of the advertisements is outlined in this section. It could specify how often the target
audience should be exposed to the campaign to achieve optimal impact without overexposure
 Budget: This includes both overall budget allocation and how it will be distributed across different media channels.
 Special needs or constraints: Any unique needs or constraints, such as legal restrictions, ethical considerations, or logistical challenges, are
highlighted in this section