Media Planning and buying

Key concepts from Chapter 11,12,13 and 14

Media Planning: Major Strategy Decisions
● Frequency
● Reach
● Aperture
● Understanding TRP (Role of media logic)
● Understanding CPM
● Understanding concepts of ‘TIME’ and ‘SPACE’
● Understanding media ‘DIVERSITY’
● Understanding media ‘CROWDEDNESS’
● Understanding ‘IMC’
Nature of Media in Pakistan

1: Diverse Space
Broadcast Media (TV, Radio)
Print
Digital / Online
 Nature of Media in Pakistan: Diverse space

Channels, Newspapers, Radio, Film, Theatre

All print publications. Websites.
Cable channels.
Outdoor/Banners. Mobiles. WoM.
 TV Channels Diverse Space

• Urdu Channels with different geographic location emphasis and

area importance
• Local channels with different popularity index in different areas
• Cable channels
• PTV main Urdu has a vast coverage area
• PTV regional has high visibility in different locations
• PTV English too has viewership
 TV Example

• News: Soft, hard, Celebrity, Fun and Games.

• CA: Hard Core, Crime, Satire.
• Morning Shows, Religious, Food, Sports
 Print: Newspapers Diverse Space

• English dailies
• English weeklies
• Urdu dailies
• Urdu weeklies
• Regional dailies
• Regional weeklies
• English, Urdu monthlies
• Fashion, entertainment
 Print & Outdoor

• Graffiti
• Posters and road banners
• Pamphlets
• Mosques both grand and local
• Word of Mouth
 Digital/ Online Diversity

• Generic websites
• Field specific websites
• Blogs, Facebook, Twitter etc.
• Mobile Apps
• E-magazines
Mobiles Diversity

MOBILES
“Sell-phones”
 Implications of Diversity

• One-size campaign would not fit all

• Message as per receptivity level
• Language is the key
• Media kits for kids: dumb down the content to pump up the volume
• Campaigns for targets audience: Age, region, class, interest level,
emotional receptivity.
Nature of Media in Pakistan

2. Crowded Space
 General Outlook Crowded Space

• Political talk dominates shows

• Information overload
• Helpline journalism keeps thoughtfulness away
• The follow-up flop is obvious
 Implications of Crowded Space
It is all about Engagement

• Media campaigns must contain a deliberate element of

crisis management
• Image building and positive positioning requires
constant vigilance
• Media space is determined by campaign stamina
Connecting all the above-mentioned issues

Integrated Marketing
Communications (IMC)