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ADVERTISING MANAGEMENT

Lecture 3

MEDIA PLANNING
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MEDIA PLANNING: OVERVIEW

Media planning is the task of a media agency and entails finding the most
appropriate media products for a client's brand or product. The job of media
planning involves the best combination of media to achieve the given marketing
campaign objectives.

The media planner needs to address the following questions

1. How much of the audience can I reach through different media?
2. On which media (and ad vehicles) should I place advertisements?
3. What should be the frequency for each medium?
4. Budget Allocation for each medium?
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MEDIA PLANNING: FREQUENCY

Media Planning is defined as "Process of designing a scheduling plan

that shows how advertising time and space in selected media and
vehicles contribute to the achievement of marketing objectives in an
advertising campaign".

Media planning is a tool that allows the advertiser to select the most
appropriate media to communicate the message in sufficient
frequency towards the maximum number of potential customers at the
lowest cost.
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MEDIA PLANNING: MEDIUM & VEHICLE

The two most basic words in Media Planning are:

* Medium: A medium is a carrier and deliverer of Advertisements.

It is a broad general category of carries such as Newspapers,
Television, Radio, Internet, Outdoor, Direct Mail, etc.

* Vehicle: It is a specific carrier within a Media category. E.G. Zee

TV would be the vehicle in the category of TV. AAJ TAK – NEWS
CHANNEL, ESPN – FOR SPORTS, SERIALS - Star Plus would be
the vehicle in the Television category.
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MEDIA PLANNING: KEY COMPONENTS

The three components of a media plan are as follows:

1. Defining the marketing problem. Do you know where your business
is coming from? Do you know which markets offer the greatest
opportunity? Do you need to reach everybody or only a select group
of consumers? How often is the product used

2. Translating marketing requirements into attainable media objectives.

If you want to reach large sections of people in a wide area, then
mass media might be the best option. If your target market is a
select group in a defined geographic area, then direct mail could
be your best bet.
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MEDIA PLANNING: KEY COMPONENTS

3. Defining a media solution by formulating media strategies.

Certain schedules work best with different media. For example, the
general consensus is that a print ad must run several times before it
gets noticed. Radio advertising is most effective when run
frequently at certain times of the day or around certain programs.
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MEDIA PLANNING: KEY CONCEPT

The process of establishing the exact media vehicles to be used for

advertising

Choosing which media or type of advertising to use is sometimes

tricky for small firms with limited budgets and know-how.

Large-market television, newspapers are often too expensive for a

company. Magazines, unless local, usually cover too much territory to
be cost-efficient for a small firm. Also, Metropolitan radio stations
present the same problems as TV and metro newspapers.
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MEDIA PLANNERS: CRITICAL ROLES

Media planner in an advertising agency is responsible for selecting
media for advertisement placement on behalf of their clients.

The main aim of a media planner is to assist their client in achieving

business objectives through their advertising budgets by
recommending the best possible use of various media platforms
available to advertisers.

Their roles may include analyzing target audiences, keeping

abreast of media developments, reading market trends and
understanding motivations and behavior of consumers
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ADVERTISING MEDIA: INCLUDES WHAT ?

1. Television – Most regional and national Channels

2. Radio – FM Channels
3. Newspapers and Magazines ( General and Specific)
4. Outdoor billboards
5. Public transportation
6. Yellow Pages and Classifieds
7. Direct mail
8. Specialty advertising on items like pencils, calendars, telephone pads,
shopping bags, etc
9. Other media -catalogs, samples, handouts, brochures, newsletters
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MEDIA CHOICE: COST & EFFECTIVENESS

The cost and effectiveness of various advertising media depends on:

1. Reach. It is the number of individuals (or homes) you want to

expose your product to through specific media scheduled.
2. Frequency. How many times, on average, should the individuals in
your target audience be exposed to your advertising message?
3. Cost per thousand. How much will it cost to reach a thousand of
your prospective customers E.g. To determine a publication's cost
per thousand – entire cost divide by the number of copies
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MEDIA CHOICE: COST & EFFECTIVENESS

4. Selectivity. To what degree can the message be restricted to
those people who are known to be the most logical prospects?

5. Cost per point. How much will it cost to buy one rating point for
your target audience, a method used in comparing broadcast
media. Divide the cost of the schedule being considered by the
number of rating points it delivers.

6. Impact. Does the medium in question offer full opportunities for

appealing to the appropriate senses, through its graphic design
and production quality?
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MEDIA CHOICE: CRITERIA

Advertising media selection is the process of choosing the most

cost-effective media for advertising, to achieve the required
coverage and number of exposures in a TARGET AUDIENCE

This is typically measured on two dimensions: frequency and spread.

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MEDIA CHOICE: CRITERIA

Frequency: Even with high coverage, it is insufficient for a target
audience member to have just one 'Opportunity To See' (OTS) the
advertisement. To build attitudes that lead to brand switching may
require SEVERAL OTS.

For even reaching to 70 per cent of the overall audience, almost

20 or 30 peak-time transmissions of a commercial, or a significant
number of insertions of press advertisements in the national media is
warranted.
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MEDIA CHOICE: CRITERIA

SPREAD: More sophisticated media planners look at the 'spread' of

frequencies. Ideally all of the audience should receive the average
number of OTS. Those who receive fewer are insufficiently
motivated. As with coverage, the pattern is weighted towards a
smaller number of heavy viewers,

Frequency is also a function of time. A pattern of 12 OTS across

a year may be scarcely noticed, whereas 12 OTS in a week is
evident to most viewers. This is often the rationale for intense
advertising in `bursts' or `waves' (described as `pulsing').
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TYPES OF MEDIA
o Traditional or Mass Media: TV, Radio, etc to reach large audience.

o Niche Media: Cable TV, Direct mail, etc. Reach the target audience
with specific demographics, narrowly defined target audience.

* Non-Conventional Media: Internet, and use of Traditional Media in

the Online space

The web has more or less become an environment of convergence.

Broadband has brought to online the ability to generate and serve an
increasingly complex array of advertising formats.
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MASS MEDIA: VARIETY

Mass media are media, which can be used to communicate and

interact with a large number of audiences. Mass media are an
inseparable part of our lives.

Mass media is a double-edged sword which means that there are

positive effects of media as well as negative influences of media.

o
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MASS MEDIA: VARIETY

Print Media: The print media includes newspapers, magazines,

brochures, newsletters, books and even leaflets and pamphlets.
Visual media like photography can also be mentioned under this sub-
head. Public Address and event organizing can also be considered
as a form of mass media.

Electronic Media: For many people, it is impossible to imagine a life

without their television sets .This mass media includes television and
radio. This category also includes electronic media like movies, CDs
and DVDs

o
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MASS MEDIA: VARIETY

New-age Media: With the advent of new technologies like Internet,

we are now enjoying the benefits of high technology mass media,
which is not only faster, but also has a widespread range.

Mobile phones, computers and Internet are often referred to as the

new-age media. Internet has opened up several new opportunities for
mass communication which include email, websites, blogging

o
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SOCIAL MEDIA: POPULAR

‘Social media is nothing but a tool or website which helps to

interact with other peoples.’

When we talk about social media sites then we think about social
community sites like Facebook, Twitter , My Space

Mainly social media sites are categorized as ‘Social Bookmarking’,

‘Social Networking’ and ‘Media Sharing’.

o
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SOCIAL MEDIA: POPULAR

Social Networking: Fundamentally social networking sites are used

for making new connections, interacting with friends, colleagues,
potential business partners and family members.

Facebook.com, Twitter.com, Myspace.com are popular examples

of Social networking sites

o
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SOCIAL MEDIA: POPULAR

Media Sharing: Sites are becoming quite famous these days. The best
example is YouTube. You can share photos, videos, audios etc.

Types of Media sharing sites are

Blogs- WordPress, Blogger, TypePad etc.
Photo Sharing: Flickr, Photobucket etc
Video Sharing: YouTube, Metacafe etc
Presentation Sharing: Slideshare.net, Scribd etc
o
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MEDIA STRATEGIES
Media planners make three crucial decisions:

1. Where to advertise (geography)

2. When to advertise (timing)
3. What media categories and vehicles to use (media
mix)

Decisions are made in the face of budget constraints. Firms spend as

little as 1% to more than 20% of revenues on advertising, depending
on nature of their business. As some media options are more cost
effective than others, the media planners formulate the best media
strategies -- allocating budget across media categories, geographies,
and time.
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MEDIA MIX CHOICE
When making media mix decisions, planners do not rely on just traditional
media vehicles such as TV, radio, and print. Media planners consider all
opportunities that can be non-traditional brand contact opportunities such as
online advertising, sponsorships, product placements, direct mail, mobile
phones, blogs, etc
e.g.
1. Product placement in a video game makes sense if the target audience
plays video games.
2. Real Estate Sector, Travel Agents, use On- Line Marketing tools, SMS Alerts.
Print Media, Bill-Boards to promote product awareness and visibility
3. Health Care Products, Sports Items use Teleshopping route, Print Media to
boost consumer interest
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MEDIA CATEGORY SELECTION

Most media options can be classified into three broad categories:

1. Mass media,
2. Direct response media, and
3. Point-of-purchase media.

If the media planner wants to create broad awareness amongst largest possible
number of consumers, then he will opt for mass media
If the media planner wants to encourage an immediate sales response, then direct
response media such as direct mail, Internet and mobile phone are good choices.
Finally, if media planners want to convert shoppers into buyers, then they might use
point-of-purchase media such as coupons and price-off promotions.
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MEDIA CATEGORY SELECTION
Online ads for general insurance/ Education Programs/ Airlines
Deals/ Telecom Services link directly to the application process to
capture the customers at the time they are interested in the service.

An integrated campaign, where ITC, Unilever use multiple categories

1. National TV ads, Print Media to introduce the product,

2. Internet media to provide one-to-one information
3. In-store displays to drive sales.
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MEDIA STRATEGY: GEOGRAPHICAL SPREAD

In addition to allocating advertising by media category, media

planners must allocate advertising by geography.

In general, a company that sells nationally can take one of three

approaches:

• National approach (advertise in all markets),

• Spot approach (advertise only in selected markets), or
• Combined national plus spot approach
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MEDIA STRATEGY: GEOGRAPHICAL SPREAD
Example:

NATIONAL APPROACH: For Products if sales are relatively uniform across

the country, such as for Surf EXCEL, SONY, LG, Samsung, MUL or Toyota
automobiles.

SPOT APPROACH: For Products and services which could be popular in

specific regions and requires awareness promotion inducing sales.

Tourist Destinations: Resorts, Leisure Boats, Bars, Fast food restaurants

Rural Areas: Promote and Advertise commodity and local Brands
Rich Metropolitan Areas: Advertise premium products, Elite services
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MEDIA SCHEDULING
PLAN that identifies the Media Channel used in an advertising
campaign, and specifies insertion or broadcast dates, positions and
duration of messages.

Once the target publications isidentified and cost is estimated one can
establish a media schedule. This is a chart that shows which
publications you will use, along with projected run dates captured in
a spreadsheet.

When determining the media schedule, you have decide if you will
have an ongoing campaign throughout the year, or if you only
have the budget to advertise during the launch.
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MEDIA SCHEDULING
Continuity: This model is primarily for non-seasonal products. Advertising runs
steadily with little variation over campaign period.
There may be short or long gaps at regular intervals. This pattern of advertising is
prevalent in packaged goods that require continuous reinforcement on the audience.

FMCG - bread, soft drinks and toilet paper probably require continuous weekly
advertising in a competitive market to constantly reinforce brand awareness

Advantages:
1. Works as a reminder
2. Covers the entire purchase cycle
3. Cost efficiencies in the form of large media discounts
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MEDIA SCHEDULING
Flighting (or "bursting“): Flighting involves intermittent and irregular periods of
advertising, alternating with shorter periods of no advertising at all. For instance, all
of 2000 Target Rating display in a single month, then remaining silent for the rest of
the year.

e.g. Companies advertise fur coats in winter and suntan lotions in summer.
Likewise, some products sell faster around specific holidays, such as flowers on
Valentine’s Day, ornaments around Wedding period.

Advantages:
Little waste, since advertising concentrates on best purchasing cycle period
Series of commercials appear as unified campaign on different media vehicles
Creating better impact than the competitors
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MEDIA SCHEDULING
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 experience a
surge in sales at intermittent periods are ideal for pulsing.

e.g. Deodorants, Ice Creams sell all year, but more in summer months
Airlines – Holidays for causing Brand Switching
Advantages:
Covers different market situations
Advantages of both continuity and flighting possible
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MEDIA SCHEDULING: IMPRESSIONS

The thumb rule is that it takes 5-7 impressions before a prospect buys.

• The first time they are aware of your product.

• The second they take note.
• The third they may decide to find out more about the product
• The fourth they may decide to get it.
• The 5th time they may actually write down the phone number or URL
• The 6th time they might actually call/ visit the web site to place the order.
• If not available on-line, it may take a few more impressions for them to
Persuade them to go to the store and purchase.