Introducing media

and its various

forms
 Media planning framework

Objective is to conceive, analyze, select,

placing ad at right place on right time.
“its about understanding most optimal way of
connecting with the customer at right time in
the right place with the most compelling
messages”.
5 impt’s- Where, which, when what and how
Role media plays:
In identify the ideal and best combination of
various outlets for marketing your product,
service, or brand

Strengthen engagement strategies

Convert followers into lead

 Challenges???

• Scattered Audience
• Changing dynamics
• Changing preferences
• Transparency Issues
• Compliance with laws/regulations.
• Concern relating to Data Privacy.
• Licensing requirements.
• Copyright and piracy issues.
 Process of Planning

• Defining Media Objectives

• Developing Media Strategy
• Media Tactics
 It starts with setting media
objectives
“ it translate the advertising strategies into
goals that media can accomplish”
It has two major components

Audience objective (demographic)

Distribution objective
Message distribution objectives

Understand few terms like Weight,

Reach, frequency, continuity.
Message Weight
• Circulation
• Subscription
• Reader per copy
• Circulation × Reader/copy≈ total audience
 Message weight

Other way to measure media weight is knowing gross

impression/ gross rating points.
If planner knows the audience size (Opportunity-To-
See OTS), they can calculate the number of
advertising impression.

Total audience size × ots ≈

gross impression.
 Reach

“ It refers to the total number of people or households

exposed, at least once, to the medium during a given period
of time (4 weeks)”.
Reach should not be confused by the number of people going
to be exposed to an commercial or Ad but the number of
people actually exposed to the commercial or ad.
Ad advertiser can accumulate reach in two ways:
• Using same media over a period of time
• Using multiple media over period of time.
 Frequency

“ It is expressed in number of times the same

person is exposed to a message”.

It is used to measure intensity of media schedule.

It’s repetitive nature helps in recalling and

remembering the message.
Calculated as an average number of times an individual or
house is exposed to the medium.
Average Frequency= total exposure*frequency ÷ Audience
reach
20,000×3÷ 40,000 = 1.5
now if reach and frequency is known very easily we can
determine message weight = R× F
40×1.5=60
Hence Message Weight = 60%
 Continuity

“ Planner generally refer it to duration of an

advertising message or campaign over a
given period of time as continuity”.
• It’s a crucial decision as when to continue
and when to stop
• As frequency helps in recall it helps in
sustaining memory.
 How Planner can Optimize all
these???
Effective Reach- to determine the quality of reach
Effective Frequency- given by Michael Naples’s 1979 and demonstrated few things to
remember
• Wearout Stage
• Advertising Response Curve

threshold

F
 Media Strategy

“Media strategy is a tool by which an advertiser can

defend the attainment of media objectives”:
Hence requires a proper blending of media mixes.
• Market
• Money
• Medium
• Methodology
• Measurements
 Scope of Media!

1. Scope of the media plan: National / International Plan.

2. Sales potential of different market.

Brand development index

Category development index

• BDI = (% Market Brand Sales / % Market
Population) x 100
• CDI = (% Market Category Sales / % Market
Population) x 100
 Media Tactics –Selecting

• Campaign Objectives
• Audience Character
• Exposure, Attention and Motivation
• Cost Efficiency