8/7/2019 media3hhhh

1/17

MEDIA PLANNING

By:-MANJOT SINGH

M.B.A(4th SEM)

ROLL NO:-3

8/7/2019 media3hhhh

2/17

What is media planning?

Media planning is the process of selecting

time and space in various media for

advertising in order to accomplish marketing

objectives.

Or to keep it short: it is process of establishing

the exact media vehicles to be used for

advertising.

8/7/2019 media3hhhh

3/17

Why media planning?

Without media planning, advertisers would

not know where to sell their products as well

as what is the most effective media for their

product.

Media planning helps identify the best

advertising space ,targetmarket and media for

your clients product.

8/7/2019 media3hhhh

4/17

Basic words in Media Planning

Advertising space

Advertising space is the space in between a

television show where you see all theadvertisements ,it is the pages of

advertisement on sees in a magazine or

newspaper ,it is also the space in between a

radio show.

8/7/2019 media3hhhh

5/17

Medium

Amedium is a carrier and deliverer of

advertisements. It is a broad general categoryof carries such as newspapers ,television

,radio ,internet ,outdoor ,direct mail etc.

8/7/2019 media3hhhh

6/17

Media vehicle

It is a specific carrier within a media category .

so a discovery would be the vehicle in thecategory of TV. many a time a specific

programs or sections within a medium may be

termed as a vehicle.(eg.NTV7,Star newspaper

,Radio 4)

8/7/2019 media3hhhh

7/17

8/7/2019 media3hhhh

8/17

The Right Media

Traditional or mass media:tv,radio.idea to

reach largeaudience.

Niche media:cble tv,direct mail,etc. Reach the target audience with specific

demographics,narrowly defiend target

audience.

Non-conventional media:internet

8/7/2019 media3hhhh

9/17

Who are Media Planners?

Media planner is a job title in an advertising

agency responsible for selecting media for

advertisement placement on behalf of their

clients.

The main aim of media planner is to assist their

client in achieving business objectives through

their advertising budgets by recommending thebest possible use of various media platforms

available to advertisers.

8/7/2019 media3hhhh

10/17

Their roles may include analyzing target

audiences ,keeping abreast of media

developments ,reading market trends and

understanding motivations of consumers.

8/7/2019 media3hhhh

11/17

Media Plan

In order to choose the right media,it is

important to put together a media plan for

the advertising campaign.

Amedia plan is a custom tailored-designed

expressly to meet the needs of an advertiser

at a given time for specific marketing

purposes.

8/7/2019 media3hhhh

12/17

Media plan

These are the questions the clients

(companies ,organizations ,institutions ) will

be asking media planners:

Who are the competitors in the market?

Who are the audience you are targeting?

What media are you going to use and why?

How many of the target audience will be

exposed ? how often?

8/7/2019 media3hhhh

13/17

Media plan

Media planning today is all about:

Marketing

Research

Advertising

Consumer behavior

Creativity and sensitivity

8/7/2019 media3hhhh

14/17

Media planning procedure

Media planning is a component of the

marketing strategy of the organization

.Therefore ,marketing considerations must go

before media planning.

Media planning on the whole answers a lot of

questions like how many prospects do I need

to reach?.in which medium should I place

the ads?,etc.

8/7/2019 media3hhhh

15/17

Principles for selecting media vehicles

Select a media vehicle that can reach

prospects.

With an optimum amount of frequency

(repetition )

At the lowest CPM(cost per thousand)

With a minimum of waste

With a specified budget.

8/7/2019 media3hhhh

16/17

Problems in media planning

In sufficient media data.

Time pressures.

External influences-pressure to producecreative media plans.

Institutional influences on media decisions.

Lack of objectivity.

Measuring advertising effectiveness.

8/7/2019 media3hhhh

17/17