FOUNDATIONS OF

ADVERTISING
THEORY AND PRACTICE

MEDIA SELECTION
PLANNING SCHEDULING &
STRATEGY
 Types of Media

 Above-the-line Media:
 Below-the-line Media:
i. Print Media
ii. Broadcast Media
iii. Outdoor Media
iv. Transit Advertising Media
v. Other Media
 Media Selection

 The media plan is part of the overall market plan,

and media selection is the last stage in the process
of promotion through advertising. Media decisions
are mainly concerned with the following:
1. Available Media
2. Medium media selected
3. Best combination or mix of media
4. Bets specific schedule for the release of our ads
 Media Planning: New Perspective
 Media plan steps
1. The first step in media planning is the collection of useful
information about the people or the market
2. The second significant step in media planning is to decide upon the
nature of the message to be conveyed to the target market.
3. Search for an ideal match of the audience characteristics of media.
check for the perfect adaptability of the message (copy) requirement
with the media.
4. Reach is expressed in terms of the number of households or
individuals reached by a given medium over a period of time.
Frequency refers to the average number of times different
households or individuals are reached by a medium in a given period
of time.
 Average frequency is:

 GRPs can be calculated in two ways.

i. Gross rating points (GRPs) = Total gross
impressions / Target audience × 100
ii. Gross rating points (GRPs) = Reach per cent ×
Average Frequency
 Media Planning Process
 When (the timing of the release)
 Which (the media selection)
 How (the co-ordination in media planning)
 How much (the budgetary allocation).
i. Distribution Measurement: Expressed in the number of
copies circulated.
ii. Audience Measurement: Expressed in terms of audience
size, audience composition and the amount of audience
exposure.
iii. Exposure Measurement: The advertiser looks for the ability
of the media to create advertising exposure. Once the media
have produced the desired exposure, the quality of the
message will determine the subsequent impact in terms of
perception, communication and behavioural response.
 The milline rate is defined as:
 Media Strategy

 Four basic elements of media strategy

statement are: (a) Media mix, (b) Usage of
media, (c) Geographic allocation and (d)
Schedulling ‘strategy.’
 Three Major media strategies
1. National Plan
2. Regional or Zonal Plan
3. Market is segmented and based on such
factors as income, social status, educational
level
 Media Scheduling
a. Steady pulse
b. Seasonal pulse
c. Period pulse
d. Erratic pulse
e. Start-up pulse
f. Promotional pulse
 Television Rating Points (TRPs)

 One TRP is equal to one per cent of TV

audience.
TRPs are a quantitative analysis of TV audience.
Programme Genre Rating No. of Spots Gross Rating
(Rating × No. of Spots)
Prime Time Serial 60 60 3600
Film-based 50 75 3750
Programme
7350
 National Readership Surveys

NRS I 1970 ORG

NRS II 1978 IMRB-ORG
NRS III 1983 IMRB
NRS IV 1989 IMRB
NRS IV 1991 IMRB-MARG
NRS V 1995 IMRB, Nielson, Mode (NRSC) — INS, AAAI, ABC
NRS VI 1997-98 Media Research Users Council (MRUC), (IRS)
ORG-MARG
NRS, 1999 1999 National Readership Studies Council (NRSC)
NRS, 2001 2000 National Readership Studies Council
NRS 2002 2002 National Readership Studies Council
 Prime Time
It is the time at which the viewership is maximum
Media Matrix of the Future: Four important media
— print, radio, TV and Internet and all these
mainstream media will co-exist even in future.
 Swapping Ad Space
It is a cross-media barter.