MEDIA PLANNING & STRATEGY

MEDIA TERMINOLOGY
• Media planning : series of decisions involved in
delivering the promotional message to the
prospective purchasers and/or users of the
product or brand.
• Media Objectives : Goals to be attained by the
media strategy and program.
• Media Strategy : Decisions on how the media
objectives can be attained.
• Media : The various categories of delivery
systems, including broadcast and print media.
 Media Planning – The process
QUESTIONS ANSWERS
Who are we talking to ? : Target audience

Where are these people ? : Markets

How many people to reach ? : Reach

How many times ? : Avg Frequency/ Avg OTS

Which media ? : Media selection

Which vehicles ? : Vehicle selection

Which months & what

time of the day? : Scheduling
 MEDIA TERMINOLOGY
• Media Vehicle : The specific message carrier,
such as The Hindu or Times of India.
• Coverage :The potential audience that might
receive the message through the vehicle.
TV Homes/Households Using Television
• Reach :The actual number of individual
audience members reached at least once by
the vehicle.
• Frequency :The number of times the receiver
is exposed to vehicle in a specific time period.
 MEDIA TERMINOLOGY
DEFINE Media planning :
it is series of decisions involved in delivering the
promotional message to the prospective
purchasers and/or users of the product or brand.

• Media Strategy : Decisions on how the media

objectives can be attained.

• Media : The various categories of delivery systems,

including broadcast and print media.
•“Media planning involves SELECTING APPROPRIATE MEDIA FOR
CARRYING ADVERTISING MESSAGE TO TARGET AUDIENCE AND
DECIDING HOW MUCH TO SPEND ON EACH MEDIA AND
SCHEDULING when the advertisement is to run.”

•Media planning is the SERIES OF DECISIONS/ACTIONS

INVOLVED IN DELIVERING THE PROMOTIONAL MESSAGE to the
prospective purchasers and/or users of the product or brand.

•Media planning is ABOUT DETERMINING THE BEST MEDIA MIX (I.E.,

THE BEST COMBINATION OF ONE-WAY AND TWO-WAY MEDIA) TO
REACH A PARTICULAR TARGET for a particular brand situation.

Media plan decides how advertising time and space in various media
will be used to achieve the advertising objectives and marketing
objectives of the company. The basic goal of media plan is to find out
that combination of media which enables the advertiser to communicate
the ad-message in the most effective manner at lower cost. It requires
development of specific media objectives and specific media
strategies (plans of action) designed to attain these objectives
LIST OF MEDIA OBJECTIVES:
1. appeal to a new segment of the market

2. to reach the target audience/to communicate the message all over

3. attack an existing competitor’s product

4. to spread awareness/to provide information

5. enhance the image of a product, a brand, a cause, a fi rm or an

organization

6. increase sales of a product

7. Support an existing brand.

8. introduce a new brand or product

 MEDIA TERMINOLOGY
• Media Vehicle : The specific message carrier, such as
The Hindu or Times of India.

• Coverage :The potential audience that might receive

the message through the vehicle.
TV Homes/Households Using Television

• Reach :The actual number of individual audience

members reached at least once by the vehicle.

• Frequency :The number of times the receiver is

exposed to vehicle in a specific time period.
 Reach (Coverage)
The percentage (%) of the target audience (TG)
who saw the commercial at least once during a
given campaign period

TG is the set of viewer who have

similar profile and media habits

All Adults, 25+, SEC A Male , 25+, SEC AB Female, 25+, SEC AB

Basic understanding of concepts

 Reach (Coverage)

Total TG= 6

TG which saw the

commercial= 4

Reach % = 4/6 *100

67%

Basic understanding of concepts

 Reach
• Reach refers to the total number of households
that will be exposed to the message through a
particular media vehicle over a set period of time
or
• It is the measure of the number of different audience
members exposed to at least once to a media vehicle
in a given period of time.

• Reach is usually expressed as a percentage of total

number of households in a prescribed area that have
been exposed to the advertising message.

• The purpose of reach is the optimal exposure.

 FREQUENCY
 Frequency refers to the number of times the receiver is
exposed to the media vehicle
or
o Refers to the number of exposures to the same message that
each household supposedly receives.
Since frequency may differ for different set of households the
average frequency is

total exposure for all households

Average frequency =
Reach
o Average frequency means that the average household is
exposed to the message …. times
Define Flighting (or "bursting")
In media scheduling for seasonal product categories,
flighting involves intermittent and irregular periods of
advertising, alternating with shorter periods of no
advertising at all.
Define Pulsing
Pulsing combines flighting and continuous scheduling by
using a low advertising level all year round and heavy
advertising during peak selling periods. Product
categories that are sold year round but experience a surge
in sales at intermittent periods are good candidates for
pulsing. For instance, under-arm deodorants, sell all year,
but more in summer months.
Define Continuity
This model is primarily for non-seasonal products, yet
sometimes for seasonal products. Advertising runs
CONTINUOUS ADVERTISING
Flighting advertising
Pulsing advertising
MEDIA STRATEGY/ factor affecting Media
The media planner may decide or decisions are made based
upon the marketing objectives for different media for
1. Media Mix
2. Ad agency
3. Target Market
4. Scheduling
5. Reach and frequency
6. Creative Aspects
7. Flexibility
8. Budget Considerations

9. Media Selection
Scheduling methods available to the media planner
1. CONTINUITY,
2. FIGHTING AND
3. PULSING

Continuity: refers to a continuous pattern of advertising, which may mean every day,
every week, or every month. The key is that a regular (continuous) pattern is
developed without gaps or non-advertising periods. Such strategies might be used
for advertising for food products, laundry detergents, or other products consumed
on an ongoing basis without regard for seasonality.

Fighting: employs a less regular schedule, with intermittent periods of advertising and
non-advertising. At some time periods there are heavier promotional expenditures,
and at others there may be no advertising.
Many banks, for example, spend no money on advertising in the summer
but maintain advertising throughout the rest of the year.

Pulsing
It is actually a combination of the first two methods. In a pulsing strategy,
continuity is maintained, but at certain times promotional efforts are stepped up. In the
beer industry, advertising continues throughout the year but may increase at
holiday periods such as diwali, dussehera etc.
Media strategies are influenced by both internal and external
factors operating at any given time.

Internal factors may involve the

1. size of the media budget,
2. managerial and administrative capabilities, or
3. the organization of the agency.

External factors may include the economy

1. The rising cost of media,
2. changes in technology ( the availability of new
media),
3. competitive factors, and the like.
EXPLAIN THE PROBLEMS IN
MEDIA PLANNING:

• Insufficient information:
• Flexibility
• Inconsistent
• Budget considerations
Terminologies:
• More competitors
• Time pressures:
• Rising costs
• Difficulty measuring
• Media complexity
effectiveness:
• Greater audience
• Target market coverage
fragmentation
• Geographic coverage
• More media options
• Scheduling
• Creative aspects and
mood
PROBLEMS IN MEDIA PLANNING

1. Lack of information

2. Inconsistent terms

3. Serious time pressure

4. Measurement problems
STEPS IN MEDIA PLANNING
PROCESS/STEPS IN DEVELOPING THE
MEDIA PLAN:

1. Market Analysis

2. Establishment of media objectives

3. Media strategy development and

implementation

4. Evaluation and follow-up

Market Analysis:
1. Performing a market analysis involves determining who
your audience is.
2. The audience is the number and type of people your
advertising targets. The audience can be classified
according to age, sex, income, occupation, etc.
3. Performing this analysis will help you to project costs and
determine the right media for your campaign. This is a
critical step in the process of developing a media plan.
4. It helps determine all the factors you need to take into
consideration before deciding on a media strategy.
Questions asked in this step are:
5. To whom shall our company advertise? Where and when
are we going to promote?
6. What internal and external factors may effect the media
plan and the organisation?
Establishment of media objectives:

When doing a media situation analysis you

will be able to determine specific media
objectives. Media objectives are the goals
for the media program. These media
objectives should be limited to those that
can be accomplished through the use of
media strategies
 TYPES OF MEDIAS
Print Media Electronic Media

1. -Newspaper Radio
-

2. -Magazines, Brochures, leaflets

-Television
3. All the other type of publications
( e.g.House Journals)
4. Cinema (Media)
Traditional/Folk Media Outdoor Media
-Puppetry
-Banner
- Natak
-Neon Sign Boards
-Jatra
-Transit Media
-Folk Songs
-Sky balloons
-Folk Dance
-posters,etc
-Nautanki
-Tamasha
 TELEVISION
Merits Demerits
1. Mass coverage  Low selectivity
2. Audio & video  Short message life
3. High reach  High absolute cost
4. Impact of sight, sound, and  High production costs
motion  Clutter(CONFUSION)
5. High prestige  Limited viewer attention
6. Low cost per exposure  Distrust and Negative
7. Attention getting Evaluation
8. Favorable image  Buying television time
 Radio
Merits Demerits
 Local coverage  Audio only
 Low cost  Creative limitations
 High frequency  Clutter
 Flexible  Limited listener
 Low production costs attention
 Well-segmented  Fleeting(short lived)
audiences message
 Advantages and disadvantages of print and audio-visual media

Print
Newspapers Disadvantages
Advantages Limited selectivity
High reach Low quality of reproduction
Flexible Short life span
Credible
Regional
Large amount of information

Magazines
Advantages Disadvantages
High reach Slow medium
Selectivity Less flexible
High quality of reproduction High clutter
High involvement
Credible
Large amount of information
Long life span
 PRINT
Magazine and newspapers have been advertising
media for more than two centuries; for many years,
they were the only major media available to
advertisers. With the growth of the broadcast media,
particularly television, reading habits declined.

More consumers tuned to TV viewing not only as

their primary source of entertainment but also for news
and information. But despite the competition from the
broadcast media, newspapers and magazines have
remained important media vehicles to both consumers
and advertisers.
 Newspaper
Merits Demerits

1. High coverage 1. Short life

2. Low cost 2. Clutter
3. Short lead time for placing ads 3. Low attention-getting
4. Geographic Selectivity capabilities
5. Reader involvement and 4. Poor reproduction
acceptance quality
6. Ads can placed in interest sections 5. Lack of selectivity.
7. Timely (current ads)
8. Reader controls exposure
9. Can be used for coupons
 .

.
 Outdoor media (billboards, banners)
MERITS DEMERITS

1. Location specific 1. Short exposure time

2. High resolution requires short ad
3. Geographic flexibility 2. Poor image
4. Easily noticed 3. Local restrictions
5. Frequency 4. Limited message
6. Creativity capabilities
7. Ability to create 5. Measurement problems
awareness 6. Wear out:
Advantage of Outdoor media:
• Wide local coverage
• High Frequency
• Geographic Flexibility
• Creativity
• Ability to create awareness
• Efficiency
• Effectiveness
Waste coverage High cost

Limited message capability Measurement problems

Wearout Image problems

 Magazines
MERITS DEMERITS
1. Segmentation potential 1. Long lead time for ad
2. Quality reproduction placement
3. Consumer receptivity 2. Visual only
and involvement: 3. Limited Reach and
4. High information Frequency
content 4. Lack of flexibility
5. Longevity
6. Multiple readers
 Advantages and disadvantages of print and audio-visual media

Door-to-door
Advantages Disadvantages
Geographically flexible Less selective
Fairly high reach Low involvement
Large amount of information Low quality of reproduction
Low cost clutter

Audio-visual media
TV
Advantages Disadvantages
Creativity High cost
Impact Lack of selectivity
Captivity Short life span
Attention Clutter
High reach
Geographically selective
 Print

Newspaper Magazines

Pros Pros
• Local targeting • Demo / Content targeting
• Immediacy • Creative reproduction
• Multiple reader • Longer shelf life
• Multiple reader/longetivity

Cons Cons
• Production quality • Long lead time (deadlines)
• Cost • High CPM costs
• Short shelf life • Long lead time for ad placement
• Visual only
• Limited Reach and Frequency
 Broadcast

TV Radio
Pros Pros
• High Reach • High Frequency
• High Impact • Format targeting

Cons Cons
• Heavy clutter • Limited to audio
• Short air time • Short air time
Billboards
Pros
• High frequency
• High reach
• Location specific
• High resolution
• Geographic flexibility
• Easily noticed
• Frequency
• Creativity
Cons
• Short messaging
• Hard to measure
• High initial cost
• Short exposure time requires
short ad
• Poor image
• Local restrictions
 Internet / Interactive Media
MERITS
1. User selects product
information
2. User attention and
involvement
3. Interactive relationship
4. Direct selling potential
5. Flexible message
DEMERITS
1. Limited creative
capabilities
2. Web snarl (crowded
access)
3. Technology limitations
4. Few valid measurement
techniques
5. Limited reach
 CREATIVITY

Advertising creativity is the ability to generate fresh,

unique, and appropriate ideas that can be used as
solutions to communications problems.

To be appropriate and effective, a creative idea must

be relevant to the target audience
Many ad agencies recognize the importance of
developing advertising that is creative and different
yet communicates relevant information to the target
audience
WHAT IS THE IMPACT OF CREATIVITY
1. Quick demand for product

2. It creates easy awareness about product

3. It creates desires & motivates the customers to change

behavior

4. It quickly attract and generate desires with prospects

5. It creates easy conscious about their needs.

6. Creative ideas and thoughts increase brand image and

market share of the product
 Define advertising copy

• Ad copy is the written or spoken message which

the advertiser wants to communicate to its target
audience through any type of advertisement

• Elements of ad copy
• Headlines(leading position of ad)
• Subheads
• Illustration (sketch, drawing, figures)
• Body copy(detailed regarding product)
• Identification marks( logos, picture, symbol)
 HEADLINES

The headline is the words in the leading position of

the ad—the words that will be read first or are
positioned to draw the most attention.

Headlines are usually set in larger type and are often

set apart from the body copy or text portion of the ad
to give them prominence.

Most advertising people consider the headline the

most important part of a print ad.
IDENTIFICATION HEADLINE
DECLARATIVE HEADLINE
 Headline
• Usually at the top or bottom of the ad, that
attracts attention, communicates a key selling
point, or achieves brand identification.

• Purpose:
• Give news about the brand
• Emphasize a brand claim
• Give advice to the reader
• Select prospects
• Stimulate the readers curiosity
• Identify the brand
The Headline: guidelines

 Be persuasive
 Entice to read body copy
 Appeal to self-interest
 Entice to examine
visuals

 Inject maximum  Never change typeface

information  Never rely upon body

copy
 Keep it simple & familiar
 Limit to five-eight
words
 Include the brand name
 Functions
The Headline
 Gives news about the brand
 Emphasizes brand claims
 Gives advice to the reader
 Selects targeted prospects
 Stimulates curiosity
 Establishes tone & emotion
 Identifies the brand

63
• Functions :
– It establish a link with the target audience

– It is an attention getting device

– It should move us / Propel us to read the further copy

– It is the essence of the whole ad.

Define Headlines
The headline is the words in the leading position of the ad –
the words that will be read first or are positioned to draw
the most attention.
Headlines are usually set in larger type and are often set apart
from the body copy or text portion of the ad to give them
prominence.

The head line should achieve the following :

It should attract the attention to the advertisement.
It should select the right prospects
Its should present the complete selling idea
The headline should present product news of interest to the
reader
titles
The head line advantages

It should attract the attention to the advertisement.

It should select the right prospects
more detailed and persuasive information
the illustration to communicate the entire advertising message
Its should present the complete selling idea
The headline should present product news of interest to
the reader
the headline must give the reader good reason to read the copy
portion of the ad,
 BodyCopy:

The main text portion of a print ad is referred to as

the body copy (or sometimes just copy).

While the body copy is usually the heart of the

advertising message, getting the target audience to
read it is often difficult.

The copywriter faced a dilemma: the body copy must

be long enough to communicate the advertiser’s
message yet short enough to hold readers’ interest.
 The body copy

• It is the textual component of an advertisement &

tells a more complete story of a brand.

• Techniques for preparing body copy:

– Straight line copy
– Dialogue
– Testimonial
– Narrative
– Direct response copy
1.Direct headlines
2.Indirect headlines

Direct headlines
These are straightforward and informative in terms of the message they
are presenting and the target audience they are directed toward.
Common types of direct headlines include those offering a specific benefit, making a
promise, or announcing a reason the reader should be interested in the product or
service.

Indirect headlines are not straightforward about identifying the product or service or
getting to the point. But they are often more effective at attracting readers’
attention and interest because they provoke curiosity and lure readers into the body
copy to learn an answer or get an explanation.
•Techniques for writing indirect headlines include using questions, provocations, how-
to statements, and challenges.
WHAT ARE THE GOOD CHARACTERS OF AD COPY
A good copy of advertisement should possess the following
characteristics or qualities or values-
1. Attention value,
2. Suggestive value,
3. Memorizing value,
4. Conviction value,
5. Sentimental appeal value,
6. Education value,
7. Instinctive value: function of an advertisement copy is to
induce, persuade and motivate the prospects to think’ well of a
product and to take to its use
8. Conviction(confidence) value: They indicate reactions of a
person in favor or against a particular product.