Approach to Strategic

Media Planning
Media Planning
 Media planning is about delivering the
marketing communication/ message to the
target audience, in most cost efficient
manner, to get the desired response
Route to Desired Response
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A ud ience of numb
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Response
Media Objectives vs.
Media Strategy
 Objectives
◦ In terms of target market and target audience
◦ In terms of the overall task

 Strategy
◦ In terms of role of media/ broad media mix
◦ In terms of reach and frequency
◦ In terms of budget
Steps in Media Planning Process

How
What Who Where
Media When
Marketing/ Target Target
weight Buying &
Advertising Audience Markets
Media Mix Scheduling
Objectives Profile

Pre & Post Evaluation

We will study budgeting separately
Setting Objectives

Business Objectives
Sales/ revenue growth Market share increase

Marketing Objectives
Penetration Increase in consumption

Communication Objectives
Awareness, Image building Benefit (Functional or Emotional)
Defining Target Audience
 Age  Lifestyle
 Gender  Attitude
 Marital Status
 Activities /Interests
 Mother Tongue
 Occupation
 Geographic location
 Education
 Family size
 Ownership of Durables
Demographics
Psychographics
Defining Target Audience (contd)
 Usership  Needs
◦ User/Non- User ◦ Benefits sought:
◦ Solo ◦ Taste
◦ Tried Non User ◦ Health
◦ Never Tried ◦ Appearance/ Look
◦ Aware Not Using ◦ Convenience
 Consumption  Purchase Occasion
◦ Heavy ◦ Festivals
◦ Medium ◦ Winter
◦ Low ◦ Summer

Behavioural Behavioural
Market Prioritization
 With limited budgets, brands have to prioritize the markets in
which they need to invest
 The prioritization could be on:
 Size of the market

◦ Mature / Emerging
 Intensity of the competition
◦ High/ Low Heat
 Brand Growth rate of a market
 Category growth rate of a market
 BDI/ CDI
 Potential entry of competition

◦ Popular Test market ?

 Cost of Advertising in a market
 Response to advertising in a market
Parle Biscuits
We will study market prioritization
separately
Setting Media Weights
 The most critical thing is to ensure that the
media weights planned for the brand is
◦ at the most efficient level or
◦ at the level which best achieves communication
objective

 Media weights are usually set in terms of SOV

& SOM/reach & frequency/ GRPs
Factors Used in
Setting Media Weights
 SOV – The brands advertising returns as
compared to other brands in the evoked set
 Reach – the proportion of the target audience
having an opportunity to see advertising at least
once
 AOTS – average number of times (frequency)
within a specified period that an individual got
opportunity to see the ad
 GRPs (Gross Rating Point) – total exposure
achieve by the campaign expressed as a
percentage of the universe
Approaches to
Media Weight Setting

1. Counter competition
2. Efficient media weight
3. Task based media weight
4. Budget based
5. Benchmarking across other categories
Counter Competition
 Competition forms the most important basis
of setting objectives as all brands operate in
a competitive context, and none are isolated

 First step is to get a complete understanding

of the past activity within the category

 Any of the approaches can be used

Analysis of Competitor’s Activities
 Trend analysis of overall spends
 Share of expenditure
 Spends by medium
 Market skew if any
 Seasonality analysis
 Theme Vs promotion
Analysis of Competitor’s Activities
(Contd.)
 SOE/ SOV
 Terrestrial Vs Satellite
 Chanel genre
 Day part mix
 Program mix
 Value adds
 Duration, or edit mix
 Market wise GRPS
TV Analysis
 SOE/ SOV
 Dailies Vs Magazine
 Eng Vs regional
 Colour Vs B&W
 Edition mix
 Magazine genre
 Size of ads
 Positioning of ads
 Market skews
 Innovation used
Print Analysis
Advertising Intensiveness
 Profit taking brands or under-spenders
◦ There are mostly established, large share brands
operating with SOV lower than, or equal to their
SOM. Eg. Surf…
 Investment brands or over spenders
◦ These are mostly small share brands, or new
brands operating with SOV higher than their SOM.
Eg. Vanish
Efficient Media Weight Setting
 To counteract the shortfall of SOV-SOM
method of setting objectives, we have a
method which incorporates efficiencies into
the process, this is Effective Frequency an
Effective Reach
 It rely on 2 basic principles
◦ It requires a certain OTS to stimulate the desired
consumer response
◦ With increase in coverage, law of diminishing
returns sets in the response curve
Determining Effective Frequency
 There are various models which help to
estimate effective frequency:
 Krugman 3+
 Ostrow Model :
◦ Brand, Communication, Market factors
 John Philip Jones
◦ Recency
Krugman’s 3 Hit Theory
How Krugman’s Theory Works
Estimating Effective Frequency Using
Ostrow’s Methods 1
 Joseph Ostrow laid down 3 critical factors which
determine effective frequency
◦ Brand factors
◦ Market/Media factors
◦ Communication factors
 Factors can be scored on a scale of 1-5
 These factors can also given weights depending
on the category/brand realities
 A weighted score thereafter determines the
effective frequency level required for the brand
initiative
John Philip Jones Recency Method
 A single exposure close to purchase can trigger a
response
 Focus on reach not on frequency
◦ Maximize reach in 1 week ( shorter planning cycle )
◦ It reduces weekly weight to add more weeks of advertising
 Brands do not spend less, they spend more
effectively
 Recency’s contribution is to focus us on the
present, the next purchase-- whether the brand is
new or established, Cornflakes or cars
◦ Because if there is not enough next purchases, building a
brand doesn’t matter
Recency Vs. Effective Frequency
 Reminds consumers  Persuades consumers
 Targets to maximise  Targets to optimise
purchase through reach among
reach consumers
 Claims First exposure
 3+ exposure most
is most effective effective

Recency Effective Frequency

Comparison of Two Approaches
Media Strategy Determines
Media Mix
Media Mix Selection
 Media mix involves decisions on Channel Mix &
Vehicle Selection
◦ At the macro level, Channel Mix (an inter-channel) choice
has to be made
 Choice of using one vs.. the other or one or more
communication channel For example:
◦ TV or Digital or Out of Home
 At the micro level, Vehicle Selection (an intra-
channel choice) has to be made
◦ Choice of which vehicles within the selected channel
(media)
◦ For example: Within Newspapers which titles
Defending Selection of
Multi-Media
 To reach people not reached with the first media
 To provide additional repeat exposure in a less

expensive
 Secondary medium after optimum reach is

obtained in the first medium

 To utilize some of the intrinsic values of a

medium for extending the creative effectiveness

of the campaign
◦ For example:
◦ Music on radio or long copy in print or to deliver
coupons in print media when primary media is TV
Building a Media Plan
Elements of a media plan
 Media Budget
 Allocation across media
 Layering
 Utilisation of creative units
 Objective & deliveries
Three Approaches to Scheduling
We will study scheduling separately
 Media Planning involves an upside
down approach

Objective & Strategy

Media Planning
Back to the drawing board

Media mix & Evaluation