Media planning, strategy &

mgt
The written document that summarizes the objectives and strategies
that guide how budget for IMC will be spent is called media plan
Activities involved in developing a media
plan
Process of developing media plan
Step-1 market analysis
Step-1 market analysis
To whom shall we advertise?-

• While a number of target markets might be derived from the situation

analysis, to decide which specific groups to go after, the media
planner may work with the client, account representative, marketing
department, and creative directors. A variety of factors can assist
media planners in this decision. Some will require primary research,
whereas others will be available from published (secondary) sources.
Step-1 market analysis
Internal and external factors operating -
• Media strategies are influenced by both internal and external factors operating at any
given time. Internal factors may involve the size of the media budget, managerial and
administrative capabilities, or the organization of the agency e.g
• In this organizational arrangement, the media buyers are responsible for a product or
group of products and/or brands. Their media planner both plans and buys for these
products/brands in whichever geographic areas they are marketed.
• In this approach, the market is the focal point of attention. Media planners become
“experts” in a particular market area and are responsible for planning and buying for all
products/brands the firm and/or agency markets in those areas
• Organizing around a specific class of media— for example, print or broadcast—is a third
alternative. The purchasing and development unit handles all the agency print or
broadcast business
Step-1 market analysis
Where to promote?-

1. A. category development index for each market in which the

advertiser is interested. To identify the areas of highest and lowest
rate of consumption for your product category.
B. brand development index – strength of your brand in that
geographical area.
Step-1 market analysis
Example Bombay dyeing bed sheets -
• Customers in Indian market- 100 M no’s
• Bed sheet sales nationally -350 M Rs.
• National brand sales – 60 MRs

Georaphical Category customers CDI Brand sales BDI

markets-no. sales-Rs
Delhi 27 10M 77 8 133
Mumbai 39 10M 111 3 50
Bangalore 30 8M 107 5 104
CDI=?
BDI=?
Step-2 Establishing media objectives
• Media objectives are the goals for the media program and should be
limited to those that can be accomplished through media strategies.
An example of media objectives is this:
• Create awareness in the target market through the following: • Use
broadcast media to provide coverage of 80 percent of the target
market over a six-month period.
• • Reach 60 percent of the target audience at least three times over
the same six-month period.
• • Concentrate heaviest advertising in winter and spring, with lighter
emphasis in summer and fall
Step -3 Developing and implementing media
strategies
1. The media mix- By employing a media mix, advertisers can add more
versatility to their media strategies, since each medium contributes its
own distinct advantages (as demonstrated in later chapters). By
combining media, marketers can increase coverage, reach, and
frequency levels while improving the likelihood of achieving overall
communica
2. Target Market Coverage- The goal of the media planner is to extend
media coverage to as many of the members of the target audience as
possible while minimizing the amount of waste coverage.
Step -3 Developing and implementing media
strategies- target market coverage
Step-3 Developing and implementing media
strategies
Step-3 Developing and implementing media
strategies-Scheduling
• Aperture- reaching right people at right time and at right place. This
ideal time/place is called aperture. To know when are the maximum
chances of TA being involved and tuned in. festivals, weekends etc
• Timing strategies-
• A. when- seasonality, days of week, time of day , lead time – before
seasonal sales/discounts start
• B. how long- duration
• C. how often –continuity
•
Step-3 Developing and implementing media
strategies-Scheduling-How often
• Continuity- refers to how advertising is spread over length of
campaign.
• 1. continuous- advertise evenly over the campaign period.
• 2. pulsing- has peaks and valleys. Adding weight during promotional
periods. Combines flighting and continuous scheduling.
• 3. flighting- alternative periods of continuous intense advertising and
the periods of no advertising. Builds on the carryover effect of
campaigns.
Step-3 Developing and implementing media
strategies
Step-3 Developing and implementing media
strategies
Step-3 Developing and implementing media
strategies
• Flexibility
• An effective media strategy requires a degree of flexibility. Because of
the rapidly changing marketing environment, strategies may need to
be modified. If the plan has not built in some flexibility, opportunities
may be lost and/or the company may not be able to address new
threats.
Step-3 Developing and implementing media
strategies
Step-3 Developing and implementing media
strategies
• 1. Cost per thousand (CPM). For years the magazine industry has provided
cost breakdowns on the basis of cost per thousand people reached. The
formula for this computation is
• CPM = Cost of ad space (absolute cost) × 1,000/ Circulation
• . Cost per ratings point (CPRP). The broadcast media provide a different
comparative cost figure, referred to as cost per ratings point or cost per point
(CPP), based on the following formula:
• CPRP( cost per rating point) =Cost of commercial time /Program rating
• Daily inch rate. For newspapers, cost effectiveness is based on the daily inch
rate, which is the cost per column inch of the paper.
• Newspapers: Cost of ad space × 1,000 /Circulation
Step-4 evaluation and follow up
• All plans require some evaluation to assess their performance. The
media plan is no exception. In the planning process, objectives are
established and strategies developed to achieve them. Having
implemented these strategies, marketers need to know whether or
not they were successful. Measures of effectiveness must consider
two factors: (1) How well did these strategies achieve the media
objectives? (2) How well did this media plan contribute to attaining
the overall marketing and communications objectives?
• If the strategies were successful, they should be used in future plans.
If not, their flaws should be analyzed.
Media characteristics
Media characteristics