Media Planning

Challenge to Planners

Right PeopleRight Message Right Time

Aperture

Right Contact Point

Media Planning Process

1. Who should receive our media? (Target Audience)

2. Where do they live / where to advertise? (Geography)

3. What media are they in contact with? (Media Mix)

4. When do we start & stop advertising? (Scheduling)

5. How many targets do we want to reach? (Reach)

6. How often should we repeat ads? (Frequency)

7. How much do we spend on advertising? (Budget)

Geographic Spending

• National Approach– Spend in all markets

• Spot Approach – Spend in select markets

• Combined – Spend in all + additional in select markets

Scheduling

• Continuity

• Flighting

• Pulsing

• Influenced by:– Seasonality– Product purchase cycle– Interval between decision & purchase/action

Brand A

Brand B

Brand C

Brand A

Brand B

Brand C

$1000,000 $500,000 $200,000 $900,000 $2,600,000

(SOV)

Radio

Media Mix Spending & SOV

$900,000

% of spending by one brand in a given media category relative to the total spending by all brands that are advertising in that category.

Basic Concepts

• Impressions / Gross impressions / GRPs

• GRP = GI/Universe * 100

EX: Assume there are 85 million TV homes:

Prog. Rating # HH #insertions GI’s (M) GRPs

A 20 2

B 15 4

C 25 4

Basic Concepts

• Reach unduplicated audience– Example in book

• Frequency GRP / Reach– Example in book

Optimizing Reach & Frequency

• Reach

– New product– Wide market– Awareness of new

product / features– Reminder for masses’

brand– Simple

messages/products

• Frequency

– New product– Smaller market– Complex messages /

products– Announcements– Trial / attitude change– Daily use products– Build SOV in

competitive market

CPP / CPM

• Calculating Media Efficiency– CPM Cost to generate 1000 impressions

= Cost of Ad Unit X 1000

Gross program impressions

– CPP Cost to reach 1% of target audience

= Cost of Ad Unit

Program Rating

CPM - Example (Television)

Capital Talk Jawab Deh

Cost of 30s 10,000 20,000Rating 20 30

Total TV HH = 1,000,000CPM =

A: 10,000/200,000 * 1000 = Rs. 50B: 20,000/300,000 * 1000 = Rs. 66

So Capital Talk is more cost-efficient

Basic Rules of Media Planning

1. Optimize Reach & Frequency (effectiveness)

2. Minimize CPM

(efficiency)

3. Avoid Waste

4. Stay Within the Budget