Media Planning and Strategy

 Media planning refers to an analytical method

for making media decisions, and describes
the process of taking the message across to
the target audience at the right time and
place, and using the right media vehicle.
 The planning should concentrate on:
 i. Whom to reach,
 ii. When and where to reach,
 iii. The total target group,
 iv. The frequency of exposure,
 v. The affordable cost involvement.
 Media planning involves the coordination of

three levels of strategy development – a)

Marketing Strategy, b) Advertising Strategy, c)
Media Strategy. 
Media planning includes the answer
to following 5 Ws:
 1. Which – Which media is to be picked for
communicating with our target audience? i.e.,
identifying suitable media-mix.
 2. When – When the ad is to be issued? i.e., deciding
month, day, time of ad.
 3. What – What type of message should be
communicated? i.e., the message is informative or
demonstrative in nature.
 4. Whom – Whom does a marketer want to reach?
i.e., identifying target audience (potential
customers).
 5. Where – Where are potential customers located?
i.e., identifying geographical area.
factors affecting media planning:
 Nature of Product
 Nature of Customers

Some of the consumer traits affecting media

selection are:
 Age 
 Level of Education
 Number of Customers
 Distribution of Product
 Advertising Objectives
 Nature of Message
 Size of Ad-Budget
 Media Used by Competitors
 Media Availability
 Media Reach and Coverage
 Media Frequency
 Media Image
Media Planning – Importance

 Optimum Utilisation of Resources

 Helps in Achieving Advertising Objectives
 Selection of Appropriate Media
 Selection of Optimum Media Mix
 Helps in Allocating Advertising Budget
 Ensures Appropriate Timing of Advertising
 Helps in Controlling
 
Steps involved in the Media Planning Process

 Market Analysis
  Message Distribution( Reach, Frequency,
Message Weight)
 Selecting Suitable Media
 Selecting Optimum Media-Mix
 Selecting Suitable Media Vehicle within Each
Selected Media
 Media Scheduling
 Executing Advertising Programme
 Follow-Up and Evaluation
Types of Media
 Newspaper 
 Television 
 Radio
 Magazine
 Direct Mail 
 Transportation Advertising
 Outdoor Advertising
 Advertising Specialties or Gift Advertising
 Internet
Media Scheduling
 Media scheduling is simply a time-table
showing:
 (1) The time decision – when to advertise,
 (2) The duration/space decision – how much

to advertise each time, and

 (3) The frequency to advertise the message

through different media – how many times in

a year (or specified time period) the message
should be advertised in each of the media
Strategies of Media Scheduling
 1.  Continuous scheduling
 Under this strategy, an advertisement runs throughout
the year with an equal amount of weight each month.
This strategy should be used if a particular product
category is sold thought the year. No external factors
are considered such as seasons, events, etc.
 2.  Flighting advertisement
 This is when an advertisement runs for some period
and then there is a gap, this means advertisers shows
a heavy advertisement for a specific period of time and
no advertisement on other time of the year. A business
should use this strategy in case of seasonal products.
   Pulsing advertisement
  In this strategy, advertisers run ads throughout
the year but for a specific period, there will be
more advertisements as compared to other
times of the year. Pulsing advertisement is a mix
of both – Continuous and flighting advertising
strategies. In strategy, the pulse means high-
level advertising during a certain period. Pulse
can occur at the time of product/brand launch to
increase awareness.
 Example: Launch of TATA NANO
Media Strategy
 A media strategy is a type of strategy that
implements the use of a particular media to
achieve advertising or marketing goals. Media
strategies are frequently used in advertising
campaigns to increase brand awareness and
interest in a company's products or services.
However, media strategies often don't solely center
around promoting a product or service; rather,
they work to get the right message in front of the
right people to draw in more of a company's target
audience both in the short term and long term.
Types of media strategies

 Media concentration strategy-A media

concentration strategy is an approach that
focuses only on a select few types of media to
reach a distinct target audience.
 Media dispersion strategy-A media

dispersion strategy is an approach that uses a

large variety of media types to reach a broad
audience.
 Earned media strategy-An earned media
strategy refers to a marketing and advertising
approach that aims to gain media or publicity
organically. This is considered one of the best
types of media strategies because it requires
no payment or commission and is generated
by a third party.
 Paid media strategy-A paid media strategy
refers to a media approach in which the
company promotes its content, services or
goods through paid advertisements. These
paid ads can be placed on various platforms,
including social media, TV and radio. For
example, pay-per-click advertising is a type
of paid media that charges the company a
small fee every time a user clicks on its ad.