Dr. Lintang Ratri Rahmiaji, M.

Si

1. Introduction to Media Strategy

2. Basic Skills and Competence
3. Practices of Media Strategy Nowadays
4. Studying Media Strategy
5. Group Assign
WE ARE WE NOW IN OUR JOURNEY TO BE
A COMMUNICATION STRATEGIST
GRADUATE?

Kampanye
PR

Manajamen
Pemasaran
Sosial
 The Focus
Integrated Marketing Communication
- outlines a company's overall strategy for
promoting and selling its products or
services. It includes the company's target
market, branding strategy, pricing,
distribution, and promotion, including
media planning.
- The objectives focus on increasing market
share, improving customer loyalty, or
increasing sales.
Media Strategy
- Media strategy focuses specifically on the use of media to
achieve the marketing objectives.
- The media plan outlines the media objectives, target audience,
media channels, frequency, reach of advertising and the
budget for media activities and the timeline for media
activities.
- It focus on reaching target audiences through specific media
channels, such as TV, print, digital, or outdoor, with a specific
frequency and reach.
- Examples of media objectives include increasing brand
awareness, driving website traffic, or generating leads.
Media
Premise Media exist primarily to
deliver message content—
entertainment, information,
and advertisements to a vast
audience.

Media as carriers and

delivery systems
Media strategy is a process or a series of
decisions that provides solutions to a set
of marketing and communication
problems
THE MEDIA PLAN
• The strategic
recommendations with
organized rationales
• The blueprint for the
selection and use of
media for promotional
purposes.
• The guide for
purchasing the media
 MEDIA (PLAN) STRATEGY
the series of decisions:
What are the best means
How many prospects (for
of delivering
purchasing a given brand In which media should I
advertisements to
of product) do I need or place ads?
prospective purchasers of
can I afford to reach?
my brand or service?”

How many times a month Where should the ads

During which months
should prospects see appear? In which markets
should ads appear?
each ad? and regions?

How much money should

be spent in each
medium?
Media Planner
Market Insights Consumer Insights
Knowledge and
Skills that we learn
in this class
Marketing and
Integrated Marketing
Communication
Communication Plan
Objectives

Characteristics,
Advantages and Terms and Methods of
Disadvantages of Paid, Measurements and
Paid Digital, Owned and Evaluations
Earned Media.

Procedures to Develop A
Challenges in Media
Media Plan for a
Planning
Product/Brand
 • Media planning is an attempt to reach the best
market prospects
The Changing • Traditionally, the best prospects were characterized
to accommodate the massive broadcast of
Practices traditional media, of which very generic.
• Challenges of traditional media planning: from
clutters to advertising avoidances
Todays’ Media Planning
is a more challenging
Fragmentation of media consumption across multiple
channels and devices
The rise of ad-blockers and declining trust in advertising

Increased competition for consumer attention

The need for data-driven and accurate measurement of media

impact
The complexity of digital media buying and planning

The rise of new technologies such as artificial intelligence and

programmatic advertising
Maintaining brand safety and avoiding ad fraud

etc
 Technological
advancements
and Today’s media planning
requires planners to
audience identify smaller groups of
product users and the
fragmentation media that best reach
them.
 • Ad-blockers allow users to block ads from appearing on websites, which can impact the reach and
effectiveness of advertising campaigns.

AD-BLOCKS • Additionally, there is a growing advertising Avoidance among consumers, who are often
bombarded with irrelevant and intrusive ads.

AND ADS • Consumers becoming more selective about which ads they engage with, and has increased the
need for advertisers to create compelling, relevant, and trustworthy ads that add value to the user

AVOIDANCE
experience.
• To overcome these challenges, media planners must be strategic in their targeting, use ad formats
that are less intrusive, and focus on creating content that is informative, engaging, and relevant to
the target audience.
INCREASED COMPETITION
FOR CONSUMER ATTENTION

• There is a growing number of brands and advertisers

vying for the limited attention span of consumers.
• With the rise of digital media and the internet,
consumers are exposed to an overwhelming amount
of content and ads.
• This has made it more challenging for brands to
stand out and get noticed, as they compete for
consumers' attention with a multitude of other
brands and advertisements.
• This has resulted in advertisers having to adopt
more creative and innovative strategies to engage
and retain consumers, leading to an increase in
competition for consumer attention.
THE NEED FOR • The rise of digital and online media has made it easier to track and measure audience
engagement, but it has also created a need for more sophisticated methods of measurement.
DATA-DRIVEN • Marketers must now consider factors such as reach, frequency, impressions, and conversions
AND ACCURATE when evaluating the effectiveness of their media plans.
• This requires access to large amounts of data and the ability to analyze it in real-time to make
MEASUREMENT informed decisions about media spend and optimization.

OF MEDIA • The challenge lies in finding the right balance between the volume of data available and the
insights it can provide, while also ensuring that the data is accurate and relevant to the objectives
IMPACT of the media plan.
THE COMPLEXITY OF DIGITAL
MEDIA BUYING AND
PLANNING
• The difficulties faced in navigating the numerous
and ever-changing digital media channels,
platforms, and formats available for advertising.
• This complexity arises from factors such as the
sheer volume of options, fragmentation of
audience across platforms, different pricing models,
and the need for technical expertise in areas such
as data analysis, programmatic buying, and
attribution modelling.
• Effective digital media planning requires a deep
understanding of the target audience, their
behavior across different platforms, and the most
effective ways to reach them.
• It also involves keeping up with constantly evolving
technologies, privacy regulations, and ad formats,
which can add to the overall complexity of the task.
THE RISE OF
ARTIFICIAL
INTELLIGENCE
AND
PROGRAMMATIC
ADVERTISING

AI and Programmatic
advertising have made
it possible to automate
and optimize ad buying,
making it easier and
more efficient for
advertisers to reach
their target audience.
 • The media planner must ensure that a brand's advertising appears in appropriate and
relevant content environments.
MAINTAINING • Ad fraud refers to illegal activities aimed at tricking advertisers into paying for advertising
BRAND SAFETY that never reaches its intended audience or is seen by bots instead of real people.
• The rise of ad-blockers and declining trust in advertising, along with the complexity of
AND AVOIDING digital media buying and planning, has made it more challenging to maintain brand safety
and avoid ad fraud.
AD FRAUD • Advertisers must stay vigilant and use tools and techniques to minimize the risk of ad fraud
and maintain the integrity of their brands.
THEN HOW THE BEST
WAY WE SHOULD
STUDY IT?
Any idea or recommendation (or wishy washy—like just gives me A!)?
 Project Based Learning:
Target Output
• Comprehension of Practices, Concepts, and Contexts of Media Planning
Indi • Comprehension of Problems and Challenges of Media Planning
vid • Comprehension of Procedures and Process in Developing Media Planning
ual

• Producing A Media Plan

Gro
up
HANDBOOKS
(AVAILABLE IN KULON)
 MEDIA STRATEGY (REGULER/IUP)
OUTPUT: Developing the Media Plan
LEARNING
NO ABILITIES BASIC LEARNING AND TRAINING
SCHEDULE
1 Student understand the management of Media Plan Conceptual and practical understanding on: WEEK 1
• The strategic Media Planning WEEK 2
• Integrated Advertising Campaign Online and Offline WEEK 9
• Media Planning Concepts (Rating, Share, Reach, Frequency, Relevance, WEEK 15
Engagements Rates, Conversion Rates, GRP)
• The management and Principles of Media Planning
• The Media Buying Challenges and Problems
2 Students can produce the Media Plan Situation analysis Conceptual and practical understanding on: WEEK 3
• Consumer Media Journey WEEK 10
• Competitive Analysis
• Data Driven Analysis
3 Students can develop the Media Plan Objectives and Strategies Conceptual and practical understanding on: WEEK 11
• Marketing and Communication objectives WEEK 12
• Media Objective WEEK 4-7
• The Media Plan Strategies: Reach, Relevance, Frequency
4 Students can develop the Media Buying Tactics and Actions Conceptual and practical understanding on: WEEK 13
• Advertising Medium and Vehicles (Paid, Owned, Earned) Online and WEEK 4
Offline WEEK 5
WEEK 6
WEEK 7
5 Students can account the Cost and Budgeting for Media Plan Conceptual and practical understanding on: WEEK 13
• Media Buying WEEK 14
• Targeting and Personalization WEEK 4-7
• Cost and Budgeting
6 Students can measure the Media Plan Effectiveness Conceptual and practical understanding on: WEEK 14
• Effectivity Measurements and ROI WEEK 15
 THE LEARNING MAP

BASIC
UNDERSTANDIN
BASIC G ON MEDIA SITUATION OBJECTIVES
BASIC CHARACTERIST STRATEGY CONTROL
UNDERSTANDIN ANALYSIS • COMMUNICATION
UNDERSTANDIN ICS • Reach, Relevance, TACTICS ACTIONS • Media Measurements
G ON • Consumer Media
OBJECTIVES
G ON • MEDIA OBJECTIVES Frequency • Targeting and Weighting • Media Buying Plan (GRP) MEDIA PLAN
CONSUMER AS Paid Media Journey
MANAGING (Based on Marketing • Engagements • Personalization • Contents Plan • Conversion
TARGET • Competitive Analysis
• Cost and Budgeting • Return on Investment
MEDIA PLAN Paid Digital Media • Data Analysis
Objectives and
AUDIENCE Branding Objectives)
Earned Media
Owned Media
STRATEGI MEDIA (Week 1-8)
WEEK LEARNING FOCUS
1 Basics of Media planning
the learning of Media Strategy
2 Integrated Media Planning and Basic Concepts
3 Understanding the Target Market
4 Working with Paid Traditional Media
5 Measuring The Effectiveness of Paid Traditional Media
6 Working with Paid digital Media
7 Working with Owned and Earned Digital Media
8 MID-TERM FORMATIVE ASSESMENTS
TARGETED LEARNING OUTPUTS LEARNING METHODS
• Understanding on the Strategic Media Planning • Note Taking, Calendar Marking,
• Understanding the objectives, outputs, scopes and process of group set, Individual Worksheets
learning: Assignments and Datelines
• Conceptual and practical understanding on the topic • Individual Worksheets
• Conceptual and practical understanding on the topic • Individual Worksheets
• Conceptual and practical understanding on the types of ads • Group Activity and Individual
medium and vehicles; its advantages and disadvantages; and how Worksheets
to measure its effectiveness
• Conceptual and practical understanding on the types of ads • Group Activity and Individual
medium and vehicles; its advantages and disadvantages; and how Worksheets
to measure its effectiveness
• Conceptual and practical understanding on the types of ads • Group Activity and Individual
medium and vehicles; its advantages and disadvantages; and how Worksheets
to measure its effectiveness
• Conceptual and practical understanding on the types of ads • Group Activity and Individual
medium and vehicles; its advantages and disadvantages; and how Worksheets
to measure its effectiveness
• Comprehension, Application and Analysis • Individual Paper
STRATEGI MEDIA (Week 9 -16)
WEEK LEARNING FOCUS TARGETED LEARNING OUTPUTS LEARNING METHODS

9 The management and Principles of Media Planning • Understanding on the Management of Media Plan • Group Activity and
(CLIENT BRIEF) Submission
10 Situation analysis • Producing Situation Analysis for the media plan • Group Activity and
• Consumer Media Journey Submission
• Competitive Analysis
• Data Driven Analysis
11 Determining Objective • Producing Objectives for the media plan • Group Activity and
• Marketing and Communication objectives Submission
• Media Objective

12 The Media Plan Strategies • Producing Strategies for the media plan • Group Activity and
• Reach, Relevance and Effective Frequency Submission
• Geographic, Seasonality and Scheduling Weighting
• Engagements
• Conversion Rates
13 The Media Plan Tactics and Actions • Producing Tactics and Actions for the Media Plan • Group Activity and
• Media Buying Submission
• Targeting and Personalization
• Cost and Budgeting
14 The Media Plan Control and Measurements • Producing Control and Measurements • Group Activity and
Effectivities, Measurements and ROI Submission
15 The Media Buying Challenges and Problems • Conceptual and Practical Understanding on Challenges Account Executive Role
and Problems Taking
16 FINAL ASSESMENTS: PITCHING • The Media Plan • Submission, presentation
and negotiation
ASSESSMENT AND GRADING

1. Individual

- Quiz (Kulon)

- Individual Worksheet Submission

- Mid Terms Assessment

2. Group Project

- Group Worksheet

- Group Presentations

- A Media Plan
Now, let’s assign you to - Decide a group of FIVE!
- Brand your working group
your working group - Improve the group’s cohesion and
bounding
The
learning
guidance!
 Thorough and continuous checking
of the learning guidance

 Being committed in the learning

process

 Methods of Learning:
- Lecturing

- Workshop

- Group Project

- Individual Learning

 Study the suggested materials

 Do your best on the assessments

 Never missed datelines!