Media Planning and Evaluating

Advertising Effectiveness
Module IV
What is media planning?
• Media planning is a process that marketers
use to determine the best method of
communicating a message to an audience.
Media planning involves analyzing
audiences, channels, platforms, messaging,
and advertisements to discover the most
effective marketing methods to promote a
particular brand or product. With thorough
media planning, you can reach potential
customers on the right channel with the
right message at the right time.
Benefits of having a media plan

• Getting to know your audience more intimately

• Communicating with your audience more effectively
• Systematizing your marketing efforts
• Monitoring campaign activity
• Optimizing campaign performance
• Keeping up with the latest media trends
• Driving overall business goals, from growing your customer base to
increase revenue
Media Planning Process

1.Conduct market research.

2.State your media planning objective.
3.Create your media plan using a template.
4.Implement your media plan.
5.Evaluate your success.
Media Planning Strategy
Components

• Media Planning Budget

• If you're aiming for free media, you can disregard this question. But if part
of your media planning involves media buying, you'll need to sit down with
your marketing leadership to understand what funds you have to work with.

• Set this budget before you start researching platforms and creating content.
You don't want to start formulating a campaign that you can't afford down
the road.
• Media Planning Messaging
• You don't have to pre-write all your media content, per se, but you
should establish the main themes at the beginning so all media is
consistent and on theme.
• These messaging points will come from your audience research and
may also influence what content types and platforms you pursue, so
be sure to establish these early on.
• Media Scheduling Strategy
• Media scheduling allows you to generate content when your
creative juices are flowing. It also helps you work on your
advertising strategy when you’re ready, which saves time in the
long run.
• Your scheduling strategy will look different based on the kind of
media you’re working on.
• Types of Media Planning Templates

• Use a media planning template to organize your paid media efforts and expenses in one
visual location.
• Use a social media strategy template to align your media content with your audience in
a way that provides value for your business.
• Use a social media calendar template to customize a timeline for when you’ll share your
social media posts in a simple, organized, manageable, and effective format.
• Use an editorial calendar template to plan and optimize all of the marketing content
you’ll publish and share, including blogs, social media posts, and campaigns.
• Use a blog post template to simply fill-in-the-blanks and begin writing engaging,
relevant, and well-optimized blog content for your audience (all while avoiding writer’s
block!).
• Use an ebook design template to take the guesswork out of how to make your ebook
professional, eye-catching, and beautiful, all while saving yourself valuable time.
• Use an infographic template in PowerPoint or Illustrator to quickly customize the way
you present data, share insights, and promote offers in a way that looks and feels
professional.
• Use an analytics and reporting template for Excel, PowerPoint, and Google Drive to
make the processes of pulling, organizing, and sharing data simple no matter which
metrics you track.
• Use a budget template to manage and review your spending and budget with Excel or
Google Sheets.
Print Media
• Print Media is the oldest form of media, and it used to
be the only medium of entertainment back in the 80s
and 90s. People depended on different types of print
news media like magazines, newspapers, and books
for all kinds of political, social, entertainment, and
informative news.
• Print media is one of the most effective media types to
know all kinds of information about the world or a
country. Print media includes newspapers,
magazines, books, and direct mail (including flyers
and postcards).
• 1. Newspapers as print media
• There are national, regional, and newspapers of specific interest made by news
and organizations for the masses to know about the world. They spread a large
amount of information, to the readers, especially at low prices.
• They include various advertisements like classified ads, special and free-
standing inserts, and display ads. Classified ads are arranged according to the
product or service. Display ads are promoted through illustrations, visual
elements, or photos.
• 2. Magazines as print media
• Magazines are the medium of specialized advertising, resulting in paying higher
for advertisements than newspapers. Magazines can be categorized into two
types, consumer magazines, and business magazines.
• Consumer magazines include information about lifestyle, glamour, special
interests, and the world of entertainment. They are published monthly. On the
other hand, business magazines deliver news, research, and information
associated with a specific industry. They are printed quarterly or monthly.
• They also contain content like informational pieces, research, recipes, etc., which
are helpful even after a long time. So, magazines enjoy a more extended period
of relevance than newspapers.
• 3. Direct Mail as print media
• It is a types of media that delivers informational flyers or performs promotions
through postcards via USPS. It ensures the delivery of information to the
customers at their business or home address.
• Broadcast Media or Mass Media
• The term broadcasting stands for the seeds sown in farms by
scattering them in a large field.
• So, broadcast media or mass media also eases the expansion
of information by disseminating it to a larger audience.
• It can conveniently reach illiterate people as it requires just the
visual and auditory sense organs to understand the news
played on radio, television, or movies. Audios, videos, and the
written content are included in broadcasting or mass media.
• They are the mediums through which information, whether
essential or entertaining, is reached to the masses using
specific methods. Television, radio, movies are the primary
forms of Broadcast media.
• 1. Television as Broadcast or Mass Media
• The invention of the television was done long after the newspapers were
considered the original form of media. It turned out to be one of the most
effective mediums of delivering information as it was used for various
purposes. There were very few channels available on television for the
audience in the past.
• 2. Radio as Broadcast or Mass Media
• The radio waves deliver the news by transmitting the content to the public.
Radio has a high audience reach, so it is widely used for advertisements of
products and brands.
• It is the oldest type of media, and people use it today for knowing weather
forecasts and traffic. Radio has extended coverage as it enjoys millions of
listeners across the nation.
• 3. Movies as Broadcast or Mass Media
• Movies are the most significant opportunity for advertisers to market their
products beyond the traditional methods of advertising. Movies have vast
reach and are reported to have 1 billion viewers on an annual basis.
• The movie studio can have a deal with the company wanting to sell its
product. As a result, the characters in the movies may take the names of
products or brands or can be shown using them, which leads to their
advertisement.
• Interactive online media
• Interactive online media refers to digital content that allows users to
actively engage with and manipulate the content rather than passively
consuming it. This type of media often involves user participation,
feedback, and real-time interaction.
• Interactive Websites: Websites that go beyond static pages and
incorporate dynamic elements or features that respond to user input. This
could include interactive maps, quizzes, games, or immersive
experiences.
• Social Media: Platforms like Facebook, Twitter, Instagram, and TikTok
allow users to create, share, and engage with content. Users can
comment, like, share, and create their own content, fostering a dynamic
and interactive online environment.
• Online Games: Video games, whether played on consoles, PCs, or
mobile devices, offer interactive experiences where players can make
choices that affect the game world. Multiplayer games also enable social
interaction between players.
• Virtual Reality (VR) and Augmented Reality (AR): These technologies
provide immersive and interactive experiences. VR creates a completely
virtual environment, while AR overlays digital information on the real world,
enhancing the user's perception.
• Interactive Videos: Videos that allow viewers to make choices or
interact with the content. This may include branching narratives or
clickable elements within the video.
• Live Streaming: Platforms like Twitch and YouTube Live enable
real-time interaction between content creators and their audience.
Viewers can chat, ask questions, and sometimes influence the live
content.
• Podcasts and Webinars: Interactive discussions and Q&A sessions
during podcasts or webinars allow audiences to actively participate
and engage with the content creators.
• Online Learning Platforms: Interactive educational platforms often
include quizzes, discussions, and interactive exercises to engage
learners actively.
• Interactive Advertising: Advertisements that invite users to interact
with the content, such as clicking, swiping, or playing a game, rather
than just passively watching.
• Virtual Tours: Interactive 360-degree tours or experiences that allow
users to explore locations or environments virtually.
Reasons To Measure Advertising
Effectiveness
• Awareness
• When measuring your advertising, one of the most important things
to look at is the impact your campaign has on brand recall and
awareness. This indicates how many people are aware of your brand
and if your advertising has attracted any new customers. The
simplest way to measure the effectiveness of your campaign is to
monitor the traffic in-store and online, to understand whether
your ad has created awareness of your brand. Take note of the
traffic before your advert ran, during and after it has finished.
If this increases during the advertisement period, you know your
campaign was effective. However, it is important to continue to
measure traffic after the campaign has ended as the effects could
be delayed for several reasons.
• When understanding brand awareness, it is advised to measure share
of voice as this determines how many consumers are searching for
your brand and shows your brand desirability. For consumers to
directly search for your brand, they must be aware of your
products or brand and are looking for more. To calculate share of
search, you need to divide the total number of searches for your
brand by the number of searches for all competitors.
• Intent
• When measuring your advertising, it is essential to look at
consumer intent to understand the consumer’s conversion process.
Your brand will use site data to see which pages they viewed and
how long they spent on each page. Measuring intent allows your
brand to ‘read the customers mind’ so you can guide them to what
they need. Your brand will be able to gauge whether your campaign
was effective if the customer’s intent has increased.
• Measuring the increase in consumer intent will warrant your brand
to use direct marketing to reach consumers with the content they
have previously looked at, pulling them back into the marketing
funnel. We can use intent to understand what the consumer will do,
to see if they will make a purchase decision or abandon their
basket. We can then tailor our direct marketing to remove
barriers; for example, sending a discount code or free shipping
may change their intent.
• When we look at consumer intent data, we break it into two parts,
explicit and implicit intent. Explicit intent is the willingness
to buy a product or an action taken by the customer showing their
intent; this is where we send abandoned basket marketing materials
to draw them back in. Whereas implicit intent is based on the
consumer’s behaviours, such as browsing patterns on your site.
Discount codes or direct marketing may reinterest the consumer.
Understanding the differences in consumer intent will allow your
brand to make informed decisions and create marketing campaigns
tailored to consumer behaviours and needs.
• Sentiment
• Sentiment in digital marketing is how your
consumer feels about your brand or product.
Understanding the overall feelings towards your
brand and measuring how this has been affected by
your advertising will help your brand understand
how the campaign resonated with consumers. If you
can see an increase in consumer sentiment, you can
link this to brand loyalty, but equally measuring
bad sentiment will allow your brand to know how to
respond.
• Measuring sentiment can be tricky and requires a
range of measures to understand. Looking at the
reaction and tone of consumers through likes and
comments on social media will help your brand to
understand the feelings of the consumers but is
not an exact measure towards your brand.
• Conversion rate
• Looking at how many customers have completed the
goal will help your brand see which form of
advertising is most effective. By measuring
customer conversion rate, your brand can make
informed decisions when looking at your ROI; for
example, a high conversion rate would indicate a
successful advertising campaign and therefore have
a good ROI. If your campaign has a low conversion
rate, altering what you offer and provide will
help create an effortless customer journey that
will increase customer conversions.
• Measuring the conversion rate of your advertising
will give your brand the ability to report on
cost-per-acquisition or how much it cost per
conversion. This will allow you to calculate the
bottom-line of what you are doing more accurately,
meaning you can accurately know how much profit
you are making. Your brand can then make
improvements.
• ROI
• Measuring ROI will prove whether your marketing
efforts were successful or not. When your brand
understands how well the business is doing and
which areas could improve, you can begin to
achieve your goals. It is essential to
understand if your efforts are paying off or
whether you need to change your advertising
technique to grow your business. By measuring
the ROI of your advertising, you will
understand and alter future campaigns to reach
your objectives.
Powerful Methods of Measuring Advertising
Effectiveness
• Key Performance Indicators (KPIs)
• To gauge the success of advertising efforts, businesses must identify and monitor key performance
indicators (KPIs).

• 1) Conversion Rates
• Conversion rates are the heartbeat of advertising success, providing a clear picture of how
effectively an audience translates interest into action.
• By tracking conversions, businesses gauge the tangible outcomes of their campaigns, such as
purchases, sign-ups, or other desired actions.

• 2) Click-Through Rates (CTR)

• CTR serves as a vital metric indicating the level of engagement with an advertisement.
• It quantifies the proportion of users who actively interacted with the ad by clicking through, offering
insights into the ad’s appeal and resonance with the audience.
• 3) Return on Investment (ROI)
• ROI is the financial backbone of advertising efforts, revealing the
profitability of the campaign in relation to the invested resources.
• By calculating ROI, marketers assess the economic impact of their
advertising strategies, ensuring that the returns align with or surpass the
initial investment.

• 4) Brand Awareness
• Brand awareness is a foundational KPI, capturing the extent to which the
target audience recognizes and recalls the advertised brand.
• It goes beyond immediate actions, focusing on building a lasting
connection with the audience and establishing a brand presence in the
minds of consumers.
 Quantitative
Methods
• Quantitative methods employ statistical analysis to measure advertising effectiveness. A/B testing,
for instance, involves comparing two versions of an ad to determine which performs better.

• 1) Statistical Analysis
• Quantitative methods rely on statistical techniques to process and interpret data objectively.
• This analytical approach ensures that insights are derived from numerical data, providing a solid
foundation for understanding campaign performance.

• 2) A/B Testing
• A/B testing, a prominent quantitative method, involves the comparison of two versions of an
advertisement – A and B.
• This method serves as a controlled experiment, allowing marketers to discern which version
performs better in terms of predefined metrics.
• 3) Comparison for Performance Evaluation
• A/B testing facilitates a side-by-side comparison of different elements, such as
ad copy, visuals, or call-to-action buttons.
• Marketers can identify the elements that resonate most effectively with the
target audience, enabling data-driven decisions for subsequent campaigns.
• 4) Concrete Data Generation
• One of the primary advantages of A/B testing is its ability to generate concrete,
numerical data.
• Metrics like click-through rates, conversion rates, and engagement metrics
provide tangible insights into the real-world impact of each ad variant.
• 5) Iterative Improvements and Optimization
• The insights gained from quantitative methods, especially A/B testing, empower
marketers to make iterative improvements to their campaigns.
• By understanding what elements contribute to better performance, continuous
optimization becomes a strategic imperative for enhancing overall advertising
effectiveness.
 Qualitative
Methods
• While numbers offer valuable insights, qualitative methods delve into the
subjective realm of consumer perceptions. Surveys, focus groups, and social
media sentiment analysis provide a holistic understanding of how audiences
perceive and engage with advertising content, offering qualitative depth to
complement quantitative data.
• 1) Subjective Consumer Perceptions
• Qualitative methods delve into the subjective realm of consumer perceptions,
going beyond numerical data to capture the qualitative nuances of how
audiences interpret and engage with advertising content.
• 2) Surveys
• Surveys are a fundamental qualitative method that involves gathering in-
depth feedback from respondents.
• By posing open-ended questions, surveys provide insights into consumer
opinions, preferences, and emotional responses to advertising campaigns.
• 3) Focus Groups
• Focus groups bring together a diverse set of participants to discuss and provide feedback on advertising
materials.
• This method fosters interactive discussions, revealing collective sentiments, preferences, and even
potential pain points that might not emerge through quantitative analysis alone.
• 4) Social Media Sentiment Analysis
• Social media sentiment analysis involves assessing the overall sentiment (positive, negative, or neutral)
expressed by users on platforms like Twitter, Facebook, or Instagram regarding a specific advertising
campaign.
• This method taps into the immediate and unfiltered reactions of the audience, offering valuable insights
into public perception and sentiment.
• 5) Holistic Understanding
• Qualitative methods contribute to a holistic understanding of the audience’s emotional and psychological
responses to advertising content.
• By exploring the ‘why’ behind certain reactions, marketers gain a more profound comprehension of how
their campaigns resonate with the target demographic.
• 6) Complementing Quantitative Data
• Qualitative methods serve as a crucial complement to quantitative data, enriching the analysis with depth
and context.
• While quantitative methods provide numerical insights, qualitative methods offer the ‘human’ side of the
story, helping marketers understand the motivations and feelings driving consumer behavior.
 Technology and Tools
• In today’s digital age, technology plays a crucial role in advertising measurement. Advanced
analytics and AI-powered tools enable marketers to track and analyze campaign
performance in real-time. Leveraging these technologies not only streamlines the
measurement process but also uncovers nuanced insights that traditional methods might
overlook.
• 1) Digital Age Dynamics
• In today’s digital age, where consumer interactions are predominantly online, technology
becomes the linchpin for effective advertising measurement.
• The dynamic nature of digital platforms necessitates tools that can swiftly adapt to
changing trends and consumer behaviors.
• The shift to online shopping and e-commerce platforms has intensified the need for
sophisticated advertising measurement tools, as consumer interactions increasingly
occur in digital spaces.
• 2) Advanced Analytics
• Advanced analytics platforms serve as the backbone of advertising measurement, offering
robust capabilities for processing vast amounts of data.
• These tools go beyond basic metrics, providing sophisticated insights that empower
marketers to make informed decisions about their campaigns.
• Google Analytics is a prime example of an advanced analytics platform that provides
marketers with in-depth insights into website traffic, user behavior, and campaign
performance.
• 3) AI-Powered Tools
• Artificial Intelligence (AI) is a game-changer in advertising measurement, bringing automation
and intelligence to data analysis.
• AI-powered tools can process complex data sets, identify patterns, and predict trends, allowing
marketers to stay ahead of the curve in a rapidly evolving landscape.
• 4) Real-Time Tracking
• One of the notable advantages of technology in advertising measurement is real-time tracking
of campaign performance.
• Marketers can monitor key metrics as they unfold, enabling quick adjustments and
optimizations to enhance the impact of ongoing campaigns.
• 5) Streamlining Measurement Processes
• The integration of technology streamlines the traditionally complex process of measuring
advertising effectiveness.
• Automation reduces manual efforts, allowing marketers to focus on strategic decision-making
rather than spending excessive time on data processing.
• 6) Adaptability to Multiple Channels
• Technology-driven measurement tools are adaptable to diverse advertising channels, be it social
media, search engines, or display advertising.
• This adaptability ensures a comprehensive and unified approach to measurement across various
platforms.