MEDIA PLANNING

&
MEDIA RESEARCH

INDEX
Sr no Topics

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2 3

Media planning
Process Need and importance

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5 6 7 8 9

Factors
Problems Media scheduling & methods Different media of advertising Types of advertising media Pros and Cons of various advertising media

NAME GAGAN BHASIN SPARSHENDU GHOSH SUMIT SHEKHAWAT AKANSHA SINGH ABHILASHA SRIVASTAVA

ROLL NO. 3406 3429 3527 3532 3540

GAGAN BHASIN

MEDIA PLANNING
Media Planning refers to a series of decisions required in delivering the advertising message to target audience.

MEDIA PLANNING PROCESS:

DECIDING ABOUT TARGET MRKT FOR ADVERTISING

DECISION ABOUT ADV. MESSAGE

MATCHING MEDIA WITH TARGET GROUP

SELECTION OF MEDIA

SELECTION OF SPECIFIC MEDIA VEHICLE

SELECTION OF MEDIA SCHEDULE

ALLOCATING FUNDS TO EACH MEDIA AND VEHICLE

NEED AND IMPORTANCE

Growth Media

of media of sales clients

selection

Promotion

Advertising Suitability Providing

suplements

FACTORS TO BE CONSIDERED BY MEDIA PLANNERS Reach Frequency Cost per thousand Cost per point Impact

Selectivity

PROBLEMS IN MEDIA PLANNING

Insufficient information Inconsistent terminology Difficulty measuring effectiveness Time pressures

SPARSHENDU GHOSH

MEDIA SCHEDULING
Media scheduling decisions are the decisions about the timing, continuity and the size of the ads. We have to see when to advertise, how long to advertise, and for what time period. The size decision is based upon our objectives, the creative execution necessary and the reach and frequency decision.

MEDIA SCHEDULING STRATEGIES

Bursting strategy BurstHiatus-Flight strategy Flight strategy Pulsing strategy Alternating strategy Steady strategy Step down strategy Teaser step up strategy

MEDIA RELATED TERMINOLOGY

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Reach-Media planners use reach to set their objective for the total
number of people exposed to the media plan. Reach is one of the most important terms in media planning and has three characteristics.
First, reach is a percentage, although the percentage sign is rarely used. When reach is stated, media planners are aware of the size of the target audience. Second, reach measures the accumulation of audience over time. Because reach is always defined for a certain period of time, the number of audience members exposed to the media vehicles in a media plan increases over time. Third, reach doesn't double-count people exposed multiple times if the media plan involves repeated ads in one media category or ads in multiple media categories. Media planners use reach because it represents that total number of people exposed to the marketing communication.

Frequency-Frequency is the ratio of GRP over reach. Frequency is a

measure of repetition. The formula of calculating frequency is: Frequency = Gross rating points / Reach.

Gross Rating Points (GRPs)-media planners use Gross

Rating Points as a shorthand measure of the total amount of exposure they want to buy from media outlets such as TV networks. Media planners often think in terms of gross rating points because ad prices often scale with this measure. GRPs is used to express the combination of reach and frequency. GRPs = Reach x Average frequency

SUMIT SHEKHAWAT

Continuity- it relates to the timings of the media insertions . Coverage- the media planner determines which target market should receive
the most immediate emphasis developing media strategies involve matching the most appropriate media to this market by asking to which media and media vehicles can I best get my message to prospective buyers? This is called as the coverage of the market

Media planners perform geographic analyses by assessing the geographic concentration of sales in two ways. The first method is called the Brand Development Index (BDI) of a geographic region. BDI measures the concentration of sales of a company's brand in that region. The second method is called the Category Development Index (CDI) and measures the concentration of sales of the product category (across all brands) in that region.
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BDI (Brand Development Index)-it is a percentage of a brands scales in a particular area in relation to the percentage of the countrys population in that area.
CDI (Category Development Index)-it measures the sales strength of a particular category of a product , within a specific market.

CDI=

Market X's Share of Total Category Sales

Market X's Share of Population in specific market

x 100

8 Cost Per ThousandTo determine a publications cost per thousand , also known as CPM, divide the cost of the advertising by the publications circulation in thousands 9 Cost Per Point-one rating point equals 1% of your target audience. Divide the cost of the schedule being considered by the number of rating points it delivers 10 Cost Per Rating Point- (CPRP) the broad cast media provide a different comparative cost figure , referred to as cost per rating point (CPR) or cost per point (CPR). CPRP= cost of commercial time programme rating

DIFFERENT MEDIA OF ADVERTISING

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o o o o o o

Print media : magazines, newspapers, journals and other publications Broadcast : TV, radio, DD, satellite channels and prasar bharati Non- broadcast: cenema, video, cable, closed circuit tv Outdoor: hoardings, posters, xeon signs etc Vehicular/transit: trains, railways, busses, taxies, private vehicles
etc

Point of purchase: stickers ,banners ,painted signs, window

display

Specialty media: buttons, T shirts stickers, budges, diaries,

calenders, keychains etc

Miscellaneous

: trollys at airport direct mail advertising etc

TYPES OF ADVERTISING MEDIA

Television Advertising Radio Advertising Magazines Advertising Newspaper Advertising Outdoor or OutOf-Home (OOH) Advertising Direct mail Advertising Internet Advertising

AKANSHA SINGH

TELEVISION PROS AND CONS

Advantages
Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image

Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter

RADIO PROS AND CONS

Advantages
Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience

Disadvantages
Audio Only Clutter Low Attention Getting Fleeting Message

MAGAZINE PROS AND CONS

Advantages
Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers

Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility

ABHILASHA SRIVASTAVA

NEWSPAPER PROS AND CONS

Advantages
High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons

Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure

OUTDOOR PROS AND CONS

Advantages
Location Specific High Repetition Easily Noticed

Disadvantages
Sort Exposure Time Short Ads Poor Image Local Restrictions

DIRECT MAIL PROS AND CONS

Advantages
High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities

Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter

INTERNET PROS AND CONS

Advantages
User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform

Disadvantages
Limited Creative Capabilities Web snarl (Crowded Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach