8 main phases - Planning process

Understand
brand, market &
audience
Post-campaign Communication
analysis & planning
learning

Implementation & Media objectives &

reporting budget setting

Media strategy
Buying and
Mix, weights &
negotiation
scheduling
Media plan and
rationale
Channel Role & Usage
Which media will build efficient reach among the
target consumer to communicate the brand message

Which media , content and / or application will

engage consumers to positively change their existing
perception or usage of the brand

Channels are not just traditional media. They can also

be content, internet, mobile applications,
sponsorships, in-store promotion, OOHor any other
form of consumer interaction
Role of Media
Ability to build Reach

Ability to deliver Frequency

Deliver Impactful message

Build Interactivity

Measurability / ROI
Role of Mediacontd
Geographical coverage

Drive Response

Target group Media Consumption

Competitive activity

Quantitative parameters Reach, CPT

Qualitative parameters Selectivity

Time spent on the medium, loyalty, clutter

Role of Media
Creative considerations

Medium as Message
Suitability of the Medium - Dailies
Pros Cons
Quick Reach High cost

Local coverage Cost inefficient for national

Portable campaigns

Informative, credible Low pass along, retention

Low lead times Literacy

Sampling, ground Exposure vs Reach

activation Printing quality

Drive response Wastage

Suitability of the Medium - Mags
Pros Cons

Reproduction quality Not mass reach builders

Long shelf life Slow burn

Active, not passive Inability to localize

Medium as message Long lead times

Niche targeting

Sampling
Suitability of the Medium - TV
Pros Cons
Audio visual impact High total cost/outlay

Mass Reach Clutter

National, local and Passive, short-lived

niche coverage Inventory issues

Cost efficient High production cost

Suitability of the Medium - Radio
Pros Cons
High frequency build up Background medium

Mobile Fleeting message

Low cost Support medium

Local Clutter

Content integration

Ground activation
Suitability of the Medium - Cinema
Pros Cons
Local Slow reach build up

Audio-visual Long lead times

Size Low levels of frequency

Scope for targeting Passive, inattentive

Small town reach audience

Low cost option

Suitability of the Medium - OOH
Pros Cons
Local coverage Simple message only

Size No editorial

24 hour exposure Exposure, but Reach?

Quick reach build up Blind spot

Can be attention High cost

grabber Restrictions
Suitability of the Medium - Internet
Pros Cons
Active medium Limited reach

Dynamic customization Constantly changing

Geo-targeting medium

Real time measurement Consumer profile data

Controlled costs
suspect
Low response CTR
Interactive
Limited penetration
ROI measurement
Suitability of the Medium - Mobile
Pros Cons
Personalized Data access restricted

Low cost Small screen size limits

Interactive creativity

Measurable Lack of standards across

Mass reach
carriers and platforms

Privacy
Applications possible
TG Media consumption patterns
TG Dailies Mags TV Radio Cinema Outdoor Internet Mobile
Medium
Youth 15- Music, High V High V High
Medium
25, SEC Low Sports, High FM High Colleges, Chats, Voice,
City Supp
AB Movies, Hangouts Blogs, SM SMS, VAS
News
TG Media consumption patterns
TG Dailies Mags TV Radio Cinema Outdoor Internet Mobile
Medium
Youth 15- Music, High V High V High
Medium
25, SEC Low Sports, High FM High Colleges, Chats, Voice,
City Supp
AB Movies, Hangouts Blogs, SM SMS, VAS
News
High
Women V High Medium
Women's
25-45, Medium Mass, Medium Low Medium Low Voice,
, Fashion,
SEC AB Movies SMS
Health
TG Media consumption patterns
TG Dailies Mags TV Radio Cinema Outdoor Internet Mobile
Medium
Youth 15- Music, High V High V High
Medium
25, SEC Low Sports, High FM High Colleges, Chats, Voice,
City Supp
AB Movies, Hangouts Blogs, SM SMS, VAS
News

High
Women V High Medium
Women's
25-45, Medium Mass, Medium Low Medium Low Voice,
, Fashion,
SEC AB Movies SMS
Health

Medium
News, V High
Men 25- High Gen Medium High High
High Eng & Sports, Email,
45, SEC Interest, FM Drive Medium Office VAS,
Biz Infotain Search,
AB Biz time routes Email
ment, Portals
Movies
Creating the Experience Journey
Discover How does the consumer first
Discove experience the
r communication?

Involve How does the consumer link to

Involve the communication expand
IDEA the experience, get more
YOU information or explore the
product or service?
LOVE TO
Act How will the consumer act on
SHARE Act the communications
experience, attend, transact,
redeem or buy?
Share Share How will consumers pass on or
share the experience?
Consumer journey
Creating awareness or addressing a felt need. Media -
Discover maximise reach and build frequency

Involve Involve through interactive media, experiential marketing

Act Create opportunities for dialogue, feedback

Share Generate WOM - Encourage consumers to talk

Consumers absorb messages differently, react differently. These steps are

not necessarily sequential or with the same time frame for all
Consumer Journey Major tasks
Notic
Notice
e

Share
Share Think
Think

Act Feel
Act Feel
Arriving at sub tasks
Parameter Score
How well known is the brand (among target audience
1 6
consumers)?

2 How "top of mind" is the brand? 3

To what extent are consumers aware of the current brand
3 3
positioning?
Is the brand currently considered "a brand for me" - a
4 brand that consumers can relate to or have shared values 2
with?
Arriving at sub tasks
Parameter Score
Is there a clear advantage over the competition that will
5 3
be evident with usage/ product experience?

To what extent are consumers likely to talk with each

6 3
other about the category?

When they do occur, how influential are recommendations

7 8
from other consumers on category purchase behavior?

To what extent are brands in the category seen by

8 7
consumers as clearly differentiated from one another?
Arriving at sub tasks
Parameter Score
How high involvement vs. low involvement are category
9 4
purchase decisions?
When are brand choices in the category typically made?
10 Are they thought out far in advance, or made quickly at the 3
point of purchase?

How important is it for consumers to experience the

11 6
product first-hand in order to fully understand its appeal?

Have our brand's communications become boring,

12 5
homogenous, or predictable to consumers?
Arriving at sub tasks
Parameter Score
Is there factual information to convey about the product
13 (or product performance) that can significantly impact 1
consumer perception and influence purchase behavior?

Is there a specific, non-purchase consumer action that can

significantly enhance consumer perception of the brand
14 and influence purchase behavior? 6
e.g. sign up, visit a website, search for info, download an
app, call a number, etc.

Is it important (to the brand) to provide a community forum

15 that brings consumers together and fuels their passion for 8
the brand?
 Consumer Journey Sub tasks
Share Notice
Build Awareness
Build a Community Be a Reminder

Create Word of Mouth Create Surprise

Act Think
Drive Product Experience /
Convey a Detailed Message
Trial

Generate an Action Convey a Simple Message

Build a Relatable Brand Change Existing (Rational)

Identity Perception
Generate Excitement Build Trust

Feel
Thank you