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MEDIA PLANNING REACH,FREQUENCY,CONTINUITY

By :- Anupam Kumar,

VVISM,Hyderabad.

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Media TerminologyA series of decisions involving the delivery of messages to audiences

A series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and program

Goals to be attained by the media strategy and program

Decisions on how the media objectives can be attained

Decisions on how the media objectives can be attained

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

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

Either radio or television network or local station broadcasts

Either radio or television network or local station broadcasts

A series of decisions involving the delivery of messages to audiences

A series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and program

Goals to be attained by the media strategy and program

Decisions on how the media objectives can be attained

Decisions on how the media objectives can be attained

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

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

Media

Planning

Media

Planning

Media

Objectives

Media

Objectives

Media

Strategy

Media

Strategy

MediaMedia

Broadcast

Media

Broadcast

Media

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Media TerminologyPublications such as newspapers, magazines, direct mail, outdoor, etc.

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

The specific carrier within a medium categoryThe specific carrier within a medium category

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

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

The potential audience that might receive the message through the vehicle

The potential audience that might receive the message through the vehicle

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

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

The potential audience that might receive the message through the vehicle

The potential audience that might receive the message through the vehicle

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

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

The specific carrier within a medium categoryThe specific carrier within a medium category

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

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

Print

Media

Print

Media

Media VehicleMedia Vehicle

ReachReach

CoverageCoverage

FrequencyFrequency

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The Media Plan :-

• The Media Plan is… a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are:

• Goal-Oriented – increase sales/share

• Make sense - effective/efficient• Manageable - can be executed,

flexible, developed before the buy.–

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Developing the Media Planning

Evaluate PerformanceEvaluate Performance

Implement Media StrategyImplement Media Strategy

Develop Media StrategyDevelop Media Strategy

Establish Media ObjectivesEstablish Media Objectives

Analyze the MarketAnalyze the Market

Implement Media StrategyImplement Media Strategy

Develop Media StrategyDevelop Media Strategy

Establish Media ObjectivesEstablish Media Objectives

Analyze the MarketAnalyze the Market

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Media Planning Difficulties

Measurement

Problems

Measurement

ProblemsLack of InformationLack of Information

Inconsistent

Terms

Inconsistent

Terms

Time

Pressure

Time

Pressure

Inconsistent

Terms

Inconsistent

Terms

Lack of InformationLack of Information

Measurement

Problems

Measurement

Problems

Problems

in Media

Planning

Problems

in Media

Planning

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Reach• Percentage of target audience that is

exposed to an advertisement, at least once, during a certain time frame (usually four weeks)

• Reach represents the percentage of target customers who have an opportunity to see the advertisers message.

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Factors Determining the reach

• More people are reached when a media schedule uses multiple media

• The number and diversity of media vehicles used

• By diversifying the day parts

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Frequency

• Average number of times an advertisement reaches the target audience in a four-week period.

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The Difference between Reach and Frequency

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The Media-Planning Process

1. Selecting the target audience

2. Specifying media objectives

3. Selecting media categories and vehicles

4. Buying media

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Media Planning – The process

• QUESTIONS ANSWERS• Who are we talking to ? : Target audience

• Where are these people ? : Markets

• How many people to reach ? : Reach

• How many times ? : Avg Frequency/ Avg OTS

• Which media ? : Media selection

• Which vehicles ? : Vehicle selection

• Which months & what • time of the day? : Scheduling

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• Media : All Carriers and deliverers• of advertisements• Medium : A broad general category of carriers • Vehicle : A specific carrier within a medium•• Medium Vehicle• Television Jassi Jaisi Koi Nahi• Newspapers Times of India• Magazines India Today• Radio Radio Mirchi• Outdoor Any hoarding• CD/DVD CD or DVD of a movie• Internet Web site (Rediff.com)

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Television

Short Message LifeShort Message Life

High Production CostHigh Production Cost

Low SelectivityLow Selectivity

High Absolute CostHigh Absolute Cost

ClutterClutter

Mass CoverageMass Coverage

High ReachHigh Reach

Impact of Sight, Sound and MotionImpact of Sight, Sound and Motion

High PrestigeHigh Prestige

Low Cost Per ExposureLow Cost Per Exposure

Attention GettingAttention Getting

Favorable ImageFavorable Image

High Production CostHigh Production Cost

High Absolute CostHigh Absolute Cost

Short Message LifeShort Message Life

Low SelectivityLow Selectivity

Favorable ImageFavorable Image

Attention GettingAttention Getting

Low Cost Per ExposureLow Cost Per Exposure

High PrestigeHigh Prestige

Impact of Sight, Sound and MotionImpact of Sight, Sound and Motion

High ReachHigh Reach

Mass CoverageMass Coverage

Advantages Disadvantages

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Radio

ClutterClutter

Fleeting MessageFleeting Message

Audio OnlyAudio Only

Low Attention GettingLow Attention Getting

Local CoverageLocal Coverage

Low CostLow Cost

High FrequencyHigh Frequency

FlexibleFlexible

Low Production CostLow Production Cost

Well-segmented AudienceWell-segmented Audience

Low Attention GettingLow Attention Getting

ClutterClutter

Audio OnlyAudio Only

Well-segmented AudienceWell-segmented Audience

Low Production CostLow Production Cost

FlexibleFlexible

High FrequencyHigh Frequency

Low CostLow Cost

Local CoverageLocal Coverage

Advantages Disadvantages

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Magazine

Visual OnlyVisual Only

Long Lead Time for Ad PlacementLong Lead Time for Ad Placement

Lack of FlexibilityLack of Flexibility

Segmentation PotentialSegmentation Potential

Quality ReproductionQuality Reproduction

High Information ContentHigh Information Content

LongevityLongevity

Multiple ReadersMultiple Readers

Visual OnlyVisual Only

Long Lead Time for Ad PlacementLong Lead Time for Ad Placement

Multiple ReadersMultiple Readers

LongevityLongevity

High Information ContentHigh Information Content

Quality ReproductionQuality Reproduction

Segmentation PotentialSegmentation Potential

Advantages Disadvantages

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Newspaper

ClutterClutter

Poor Reproduction QualityPoor Reproduction Quality

Short LifeShort Life

Low Attention GettingLow Attention Getting

High CoverageHigh Coverage

Low CostLow Cost

Short Lead Time for Placing AdsShort Lead Time for Placing Ads

Ads Can Be Placed in Interest SectionsAds Can Be Placed in Interest Sections

Timely (Current Ads)Timely (Current Ads)

Reader Controls ExposureReader Controls Exposure

Can Be Used for CouponsCan Be Used for Coupons

Selective Reader ExposureSelective Reader Exposure

Poor Reproduction QualityPoor Reproduction Quality

Low Attention GettingLow Attention Getting

ClutterClutter

Short LifeShort Life

Can Be Used for CouponsCan Be Used for Coupons

Reader Controls ExposureReader Controls Exposure

Timely (Current Ads)Timely (Current Ads)

Ads Can Be Placed in Interest SectionsAds Can Be Placed in Interest Sections

Short Lead Time for Placing AdsShort Lead Time for Placing Ads

Low CostLow Cost

High CoverageHigh Coverage

Advantages Disadvantages

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&

ANY QUESTION..??