MEDIA PLANNING

• MEDIA PLANNING : is the pricess oif determining how to use time and
space to achieve advertising objectives.
• MEDUIM : is a single form of communication ( TELEVISION,
BILLBOARD, ONLINE MEDIA ETC).
• MEDIA VEHICLE : is a single program , magazine, or radio station.
• MEDIA MIX : Combination is combining media using TV , RADIO ,
MAGAZINE)
SETTING MEDIA OBJECTIVES

• Media plan has objective that support basic goals.

DEVELOPING MEDIA STRATEGIES

• TARGET AUDIENCE STRATEGIES:

• Retail scanners
• Database developments
• Marketing mix modelling
• Internet audience
MARKETING MIX MODEL

• IS A TECHNIQUE that enables marketer to determine the precise impact of

media plan on sales.
• Media allocation software code named MEDIAFX.
MEDIA SELECTION PROCEDURES

Number of people, degree of exposure, repetition ( frequency), and the efficiency ( cost per
thousand – CPM)
GROSS IMPRESSION : An impression is one persons, opportunity to be exposed to a
program – newspaper, magazine or outdoor.
If Tabish HASHMI has viewership of 100,000 viewers then each itme a brand buys its xxx
times total viewership.

Gross Impression as a primary measure.

GROSS RATING POINTS

• Gross impression becomes large & Difficult to remember, its easier to calculate in GRP
as it calculates
• Dividing the total number of of expressions by the size of audience and multiply by 100.
• Lets visit Tabish Hashmi :
100,000 viewers our of possible 500,000 viewers.
represents 20 percent means 20.00 rating points
4 times( telecast) its = 80 rating
• Reach : the percentage of target population exposed atleast once to an
advertisment
• Frequency : number of times they are exposed to an ad.
• Avergage Freqeuncy : GRP/REACH (100%)
• Cost per Thousand = CPM => COST OF MESSAGE UNIT/GROSS
IMPRESSION
• https://www.youtube.com/watch?v=Vz31mNFO088

• https://www.app.com.pk/national/media-ad-revenue-jumps-to-rs-260b-in-202
0-21-report/
• https://www.feedough.com/television-advertising-definition-types-examples/