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Background Media planning is a process of determining how to use time and

Background Media planning is a process of determining how to use time and space to achieve advertising objectives Media decisions are complex due to cross‑ substitutability of various media . Each media is capable of achieving what the other- media may achieve.

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Background Media planning is a process of determining how to use time and

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  1. Background • Media planning is a process of determining how to use time and • space to achieve advertising objectives • Media decisions are complex due to cross‑ substitutability of various • media. Each media is capable of achieving whatthe other- media • may achieve.

  2. Media choice is important from two reasons : It leads to outgo of • funds and delivers message to desired target market. • For making right decisions about media choice, it is important for the • marketer to know where does the customer spend his entertainment • time.

  3. Steps in Media Manning Marketing Objectives • Marketing Communication • Objectives • Strategy • Direct Marketing • Objectives • Strategy • Sales Promotions • Objectives • Strategy • Advertising • Objectives • Strategy

  4. Personal Setting • Objectives • Strategy • Public Relations • Objectives • Strategy • Internet • Objectives • Strategy Media Planning Creative Planning Target Audience Analysis Media Schedule & Training Media Objectives Evaluation & Control Media Class Decisions Media Vehicle & Option

  5. Factors that influence major Media decisions: • Type of Product • Stage of PLC • Company Policy • Budget • Nature of Audience

  6. Major media decisions are : Media class, media vehicle, media • option, media scheduling and timings. • Media planning is important due to proliferation of media choices • and their increased costs. • Media planning is the last stage and very important in marketing • strategy of a firm. if not handled professionally, it may jeopardize • the whole efforts and money.

  7. Terms in Media Planning Media Class : Type of Media : TV, Newsletter, Magazine, Radio & Internet etc. Media Vehicle : A single programme, magazine, or radio station (TOI, India Today) Media Option : It is selecting the unit of advertising that is to be employed. Example. 15 seconds or 30 seconds sport in TV Commercial; Half page or Full page; Black & While or color Ad; Inside page or Back cover page.

  8. Scheduling : Scheduling is concerned with timing the insertion of advertisements in the selected media. Decisions in this area are essentially based on certain assumptions regarding how the target audience will respond to the presence or absence of the advertising messages with respect to the set advertising objectives.

  9. 3 approaches to scheduling : Continuity, Fighting and Pulsing. It is based on the advertising objectives (Brand awareness or brand attitudes), buying cycles, competitive spending, advertising decay and available budget etc.

  10. Timing's : It relates to where and when the ad. be placed i.e. specific issues, days and time etc. Target Rating Points (TRPs) : The reach of Media to number of persons in the primary target audience and the number of times. Gross Rating Points (GRPs) : This measure represents the total delivery of a media schedule during a specified time period. It is reach multiplied by average frequency of media schedule.

  11. Frequency : Refers to the number of times the audience is exposed to the advertising message in a given period of time. Reach : is the measure of the number of different audience members exposed at least once to a media vehicle carrying the advertising message within a given time period (actual audience). Coverage : Refers to the potential audience that might get exposed to the ad. message through a media vehicle. (potential audience)

  12. Zipping : It occurs when customers fast – forward through commercials as they play back a previously recorded program. Zapping : It refers to changing channels by the remote to avoid commercials.

  13. Fleeting message : The commercials are becoming shorter & shorter because of the increasing cost & increasing demand for a limited amount of broadcast time. Increasing media costs are forcing advertisers to consider shorter commercials of 15 second, 10 seconds & 5 seconds. The commercials appears to be a fleeting moment in time.

  14. Scheduling Strategy : Deals with when to insert the advertisements • Pulsing – It alternates between high and low levels of advertising. • It has peaks & valleys. Peak Valleys Ad. Spend Time

  15. Continuity : It spreads the advertising continuously & evenly over • the length of a campaign. Ad. Spend Time

  16. Flighting :It alternates between intense & no advertising Intense Ad. Spend Nil Time

  17. Setting Media Budget • Basic principles : • Affordability • Objectives - oriented

  18. Methods of setting objectives % of sales Affordable rate Competitive parity Object and Task oriented

  19. Source of Media Statistics Information related to consumer demographics and popularity of a media is available with : IRS NRS AC Nielsen ORG – MARG

  20. Examples of Media Plan • Fast Food Co. Media Mix decisions • MagazinesNewspapersTVRadioYellow Pages • Pizza Hut 0% 0.7% 0.16% 91.0% 3.3% 5.5% • Domino’s 0% 0.3% 0.19% 90.0% 4.4% 5.4%

  21. TAM Rating (of a Media Vehicle) for TV Medium Star News DD News Aaj Tak Zee News ND TV Channel7 Sahara India TV Samay 26% 4% 22% 16% 14% 6% 6% 6%

  22. Readership Survey • Newspaper & Magazines etc. • NRS • IRS • AC Nelson Report

  23. (b) SBI (Personal Banking) • Objective : • Change of consume perception • Bank of choice not bank of habit • Talk to Youth and not the Yuppies : without alienating the loyalists • (Attract New Gen. Indian through surprise & Delight)

  24. Product knowledge (category & line) • Understand Target audience (Non customers, All adults SEC AB • 25-35 years & current customers) • Total Ad spend by banks Rs.341 crores (TV + Press) • SBI is highest with 45% of total spend

  25. Print • All India & cities are decided • Dailies — English, Hindi & Language • Publications are decided (Media Vehicles) • Ad Size in CC & No. of Insertions are decided • Total cost is calculated • Magazines are decided • Location and issues are decided • Size (Full or Half)

  26. Radio Stations Market Duration H.spots Cost (in lacs) AIR Mumbai 30 Sec. 480 15 lacs FM Delhi 30 sec. 480 15 lacs 3 sports/day for 3 months Roll out activities are decided (fighting or pulsing etc.)

  27. Period : 20 Sept. – 31 Dec., 2005 Media Mix • IV – 30 Secs, 6 Copies • Press – Theme – 10 copies, 260 cc color • Auto Loans – 1 copy, 260 cc color • Home Loans – 1 copy, 260 cc color • Vishwa Yatra Card - 1 copy, 260 cc color

  28. ( c) Radio 30 secs. Commercial • Internet Pop – under Fixed spot • Email logout Banner • Targeted Mailer • Rediff.com, Google, India times, Yahoo, India infoline • Shaadi.com, Naukari.com, Sify.com, Thomas Cook, Journey Mart etc.

  29. TV Channels • Star plus, Sony • AajTalk, ND TV India • NDTV 24x7, Star News, CNBC • MAX, Star Gold • ESPYN-Star Sports • Star Movies, HBO

  30. Discovery, National Geography • Sun TV, Gemini, Surya, Eenadu, Uday • No. of spots and its associated cost is decided channelwise • Frequency and reach is decided to get GRPs • Media Vehicle & sports are decided

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