Media Planning - CH1

8/12/2019 Media Planning - CH1

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Course: Media Planning And ResearchCourse Supervisor: Ms. Ayesha Shaikh


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A written document that summarizes

the objectives and strategies pertinentto the placement of a companysadvertising messages


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Either radio or television network or local stationbroadcasts

A series of decisions involving the delivery of messagesto audiences

Goals to be attained by the media strategy andprogram

Decisions on how the media objectives can be attained

The various categories of delivery systems, includingbroadcast and print media

MediaPlanning

MediaObjectives

MediaStrategy

Media

BroadcastMedia


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Evaluate Performance

Establish Media Objectives

Implement Media Strategy

Develop Media Strategy

Analyze the Market

Media Planning Process


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Media Use Decision

Print

Media Use Decision

Broadcast

Media Use Decision

Other Media

Selecting Media Within Class

Determining Media Strategy

Selecting Broad Media Classes

Setting Media Objectives

MarketingStrategy Plan

CreativeStrategy Plan

SituationAnalysis


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Fragmentation of mainstream media andproliferation of new media

The Aperture Concept: The goal of the media planner is to expose the target audience to themessage at the critical point when theconsumer is receptive to the brand message


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Targeted marketsPrevious promotions and their performance

Product sales and distribution patternsBrand plansBrand/Campaign budget


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Various media provide information about thesize and makeup of their audiencesIdentify the designated advertising areaMedia planners use consumer information tolocate the target audience within mediamarkets


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The Media Planning Process


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1. Exposure and GRPs

Gross impressionsThe sum of the audiences of al the media vehiclesused during a certain time span

Gross Ratings PointsMedia planners convert impressions to grossratings points in order to compare the efficiencyof media schedules


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2. The Reach Objective: Percentage of the audiencethat is exposed at least once to the advertisersmessage during a specific time frame importance ofunduplicated audiences.

3. The Frequency Objective: Estimates the numberof times the exposure is expected to happen

4. Effective Frequency: Combines the reach and frequency elements into one factor


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Determine the most cost-effective media mixthat will reach the target audience and satisfy

the media objectives.

Media mix selection: Using a variety of mediato get the message out to customers.

Media selection is based on message needsand brand objectives.


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1. Target audience strategiesMedia useGeographyConsumption patterns

2. Scheduling StrategiesTiming strategiesDuration: How longContinuity: How often

The media budget: An initial assessment of the amount ofmoney available determines the media mix.

Media Planning - CH1

Documents