8. Media Planning

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Media Planning

and Strategy


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Growth of Indian Media Industry

Source: PWC


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A series of decisions involving the delivery ofmessages to audiences

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

Either radio or television network or localstation broadcasts

A series of decisions involving the delivery ofmessages to audiences

Goals to be attained by the media strategyand program

Decisions on how the media objectives canbe attained

The various categories of delivery systems,including broadcast and print media

Media Terminology

MediaPlanning

MediaObjectives

MediaStrategy

Media

BroadcastMedia


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Publications such as newspapers,magazines, direct mail, outdoor, etc.

The specific carrier within a mediumcategory

Number of different audience membersexposed at least once in a given time period

The potential audience that might receivethe message through the vehicle

The number of times the receiver is exposedto the media vehicle in a specific time period

The potential audience that might receivethe message through the vehicle

Number of different audience membersexposed at least once in a given time period

The specific carrier within a mediumcategory

Publications such as newspapers,magazines, direct mail, outdoor, etc.

Media Terminology

PrintMedia

MediaVehicle

Reach

Coverage

Frequency


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Evaluate performance

Implement media strategy

Develop media strategy

Establish media objectives

Analyze the market

Implement media strategy

Develop media strategy


Analyze the market

Developing the Media Plan


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Analyze the market


1. Analyze the market

Analysis of internal & external factors

To whom shall we advertise

Where to promote? (Geographic)


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High market share

Good market

potential

High market share

Good market

potential

Brand and Category Analysis

Low

CDI

Hig

hCDI

High BDI

Low market share

Good market potential

Low market share

Good market potential

Low BDI

High market share

Monitor for salesdecline

High market share

Monitor for salesdecline

Low market share

Poor market potential


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The market usuallyrepresents good salespotential for both theproduct and the brand.

The market usuallyrepresents good salespotential for both theproduct and the brand.

Brand and Category Analysis

LowCDI

HighCDI

High BDI

The product categoryshows high potential butthe brand isnt doing well;the reason should bedetermined.

The product categoryshows high potential butthe brand isnt doing well;the reason should bedetermined.

Low BDI

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise butshould be monitored forsales decline.

The category isnt sellingwell but the brand is;

may be a good market inwhich to advertise butshould be monitored forsales decline.

Both the product categoryand the brand are doing

poorly; not likely to be agood place to advertise.


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3. Develop media strategy

2. Establish media objectives


Criteria The Medium Characteristics

Target Market Coverage Geographic Coverage

Scheduling Reach v/s Frequency

Creative aspects Flexibility Budget Considerations


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TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

CoverageExceeding

Market

Target Audience Coverage

Population excluding target marketTarget market

Media coverage

Media overexposure


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Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


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Reach and Frequency

A. Reach of One Program

Total market audience reached

B. Reach of Two Programs

Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate

TRPs and GRPs


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PRINT MEDIA


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Visual only

Long lead time forad placement

Lack of flexibility

Segmentation potential

Quality reproduction

High information content

Longevity

Multiple readers

Visual only

Long lead time forad placement

Multiple readers

Longevity

High information content

Quality reproduction

Segmentation potential

Magazine Pros and Cons

Advantages Disadvantages


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ByGeography

Local

Regional

National

ByContent

Consumer

Magazines

Business

Magazines

BySize

Large

Flat

Standard

Small orPocket

ByGeography

ByAudience

Classifications of Magazines


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Pop-UpsPop-Ups

Bleed Pages

Cover Positions

InsertsCreative Space

GatefoldsGatefolds

Cover Positions

Inserts

Bleed Pages

Special Magazine Features


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PrimaryCirculation

Pass-AlongReadership

GuaranteedCirculation

Circulation

Verification

TotalAudience

Controlled

Circulation

Controlled

Circulation

Pass-AlongReadership

Circulation

Verification

GuaranteedCirculation

PrimaryCirculation

Magazine Circulation Concepts


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They have ashort life span

Production qualitymay be low

They have ashort life span

Production qualitymay be low

Newspaper Advantages and Drawbacks

Not psychographicallyselective

Not demographicallyselective

There's heavy ad

competition

Extensive penetration

Flexibility

Geographic selectivity

Involvement, acceptance

Services offered

Potentially poor placement


May be overlapping

circulation

Not psychographicallyselective

Not demographicallyselective

There's heavy ad

competition

Extensive penetration

Flexibility

Geographic selectivity

Involvement, acceptance

Services offered

Potentially poor placement


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Ethnic, religious, etc.Ethnic, religious, etc.

Daily

Weekly

Standard

Tabloid

Business, financial, etc.

Special-audience

National

Supplements

Daily

National

Special-audience

Standard

Publication

Frequency

Type

SizeTabloid

Size

Supplements

Type

Weekly

Publication

Frequency

Newspaper Classifications

Audience Type


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Rates based on size, durationRates based on size, duration

General (often national)

Local (mostly retail)

Paid reading notices (editorial look)

Small items arranged by topic

Classified display - combination

Notices by people, organizations

Legal notices - public reports

Financial reports

Notices by people, organizations

Legal notices - public reports

Small items arranged by topic

General (often national)

Local (mostly retail)

Newspaper Advertising

Prepared separately by advertisers

Display Ads

Classified Ads

Public Notices

Financial reports

Public Notices

Classified display - combination

Classified Ads

Paid reading notices (editorial look)

Display Ads

Printed Inserts


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BROADCAST MEDIA


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Short message life

High production cost

Low selectivity

High absolute cost

Clutter

Mass coverage

High reach

Impact of sight, soundand motion

High prestige

Low cost per exposure

Attention getting

Favorable image

High production cost

High absolute cost

Short message life

Low selectivity

Favorable image

Attention getting

Low cost per exposure

High prestige

Impact of sight, soundand motion

High reach

Mass coverage

Television Pros and Cons



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There is a genuine need for a medium with highcreative potential to exert a strong impact.

The market is large enough and easily reachablethrough a specific network, station, or program.

The media budget is sufficient to generate and sustain

the number of exposures needed.

The budget is large enough to producehigh quality commercials.

The market is large enough and easily reachablethrough a specific network, station, or program.

The media budget is sufficient to generate and sustain

the number of exposures needed.

The budget is large enough to producehigh quality commercials.

TV Advertising Works Best When


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Sponsorship

1. Advertiserassumesresponsibility forthe productionand perhapscontent

2. Sponsor hascontrol and cancapitalize on the

prestigeassociated with ashow

Participations

1. Participatingsponsors sharethe cost

2. May participateregularly orsporadically

3. Advertiser isnt

responsible forproduction

4. Participants lackcontrol overcontent

Spot

Announcements

1. May bepurchased bydaypart oradjacency

ParticipationsSponsorship

Methods of Buying Time


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Common Television Dayparts

Prime-Time Access

Late News

Morning

Early Fringe Late Fringe

Prime Time

Daytime

Late Night

PM

121

2

3

45

6

10

11

9

78

AM

121

2

3

45

6

10

11

9

78


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Is more limitedcommunication

Costs much lessto produce

Costs much lessto purchase

Offers only anaudio message

Costs much lessto purchase

Costs much lessto produce

Is more limitedcommunication

Offers only anaudio message

Radio Differs from TV

Has less statusand prestige


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Clutter

Fleeting message

Audio only

Low attention getting

Local coverage

Low cost

High frequency

Flexible

Low production cost

Well-segmented audience

Low attention getting

Clutter

Audio only

Well-segmented audience

Low production cost

Flexible

High frequency

Low cost

Local coverage

Radio Pros and Cons



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Dayparts for Radio

Nighttime

Afternoon/Evening Drive Time

Morning Drive Time

Daytime All Night

PM

12

12

3

4

56

1011

9

7

8

AM

12

12

3

4

56

1011

9

7

8


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SUPPORT MEDIA


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The Role of Support Media

To reach those people in the

target audience that primarymedia (TV, print, etc.) may not

have reached and to reinforce,

or support, their messages.

l f d l d


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Outdoor Advertising

Aerial Advertising

Mobile Billboards

In-store Media

Promotional Products

Yellow PagesYellow Pages

Promotional Products

In-store Media

Mobile Billboards

Aerial Advertising

Outdoor Advertising

Examples of Traditional Support Media

Other Media

TraditionalSupportMedia

Out-of-Home Media A Diverse Cross-Section of


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Out of Home Media A Diverse Cross Section ofFormats

O h Mi ll O d M di


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GasolinePumps

GasolinePumps

WallDrawings Car TopSigns

Ski Lift

Poles

TrashCans

ATMDisplays

ParkingMeters

Sidewalk

Signs

ParkingMeters

ATMDisplays

TrashCans

Ski Lift

Poles

Car TopSignsWallDrawings

Other Miscellaneous Outdoor Media

MediaOptions

O td Ad ti i P & C


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CreativityCreativity

Outdoor Advertising Pros & Cons

Limited message capability

High cost

Waste coverage

Wearout

Measurement problems

Wide local coverage

High frequency

Geographic flexibility

Creation of awareness

Efficiency

Sales effectiveness

Image problems


Production capability

Limited message capability

High cost

Waste coverage

Wearout

Measurement problems

Wide local coverage

High frequency

Geographic flexibility

Creation of awareness

Efficiency

Sales effectiveness

Production capability Production CapabilityTimelinessTimeliness

N t diti l S t M di


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AdvertainmentAdvertainment

ProductPlacements

ContentSponsorship

ProductIntegration

Others

Ad-Supported

VOD

Ad-Supported

VOD

ContentSponsorship

ProductIntegration

ProductPlacements

Nontraditional Support Media

BrandedEntertainment

Mi ll Oth M di


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Parking lotads

Bathroom ads

Place-basedmedia

Others

Videogameads

Place-basedmedia

Bathroom ads

Parking lotads

Videogameads

Miscellaneous Other Media

Documents

8. Media Planning