6. Special Studies in Marketing

BMS 2012 Reema Rijhwani

Media Planning & Media Buying

Media, Medium & Vehicle

• Medium – A medium refers to a class of carriers such as television, newspaper, magazines etc. It refers to a group of carriers that have similar characteristics.

• Media is a singular form of medium.

• Vehicle is an individual carrier within medium – ex. Times of India within newspaper group

• Media is non – personal means of carrying & delivering the message to the target audience

• Media can pass information both from company to consumers & vice a versa

• Media has become interactive in today’s time

Types of Media

• Print – newspaper, magazine, brochures, fliers • Broadcast – radio, television, internet• Network – phones, cable• Display – OOH – signage, hoarding, kiosks,

fairs, BQS, ‘on road’, transit media – transfers(trains & buses), vans

• Digital – internet - social media tools - websites

• Covert – theatres, entertainment, shows

Print - Newspaper

Advantages• Local Emphasis• Immediacy• Geography flexibility• Demographic accuracy (Target

Specific) • Detail centric • Sizes can vary • Ease in gauging response• Easy circulation• Scope of Innovation

Disadvantages• Limited shelf life• Limited to literate audience • Limited appeal compared to

broadcast• Lost in clutter among other

adverts, content etc

Print – Magazine/Trade Journals

Advantages• Specific Targeting• Higher Shelf Life• Demographic accuracy • Detail centric • Prestige value• Ease in gauging response

Disadvantages• Limited scope in sizes• Limited to literate audience • Lost in clutter among other

adverts, content etc• Lead time • Less flexibility – innovation • Subscription dependency

Broadcast – Radio (support medium)

Advantages• Sensory – sound - creative• Portable medium• Vast reach across geographies • Technologically advanced • Mass marketing• Specific targeting• Inexpensive in mass media• Support to other medium

Disadvantages• Impersonal • Difficult or and expensive to

alter • Limited time play – limited

attention span• Background medium• Selective message due to

time constraints • Cluttered• Message reach dilution

Broadcast - TV

Advantages• Sensory – sound & sight -

appeal maximum • Intrusive• Vast reach across geographies • Creativity• Cheap cost per contact due to

reach• Believability factor added

Disadvantages• Impersonal • Expensive compared to

other forms • Difficult or and expensive to

alter • Limited time play • Selective message due to

time constraints • Cluttered• Message reach dilution

Broadcast - Internet

Advantages• Interactive • Instantaneous feedback• Easy to alter• Scope for Creativity• Cost effective• Measurable• Specific & mass marketing• Facilitates direct action like e-

commerce

Disadvantages• Cluttered• Message reach dilution • Support medium• Two possibilities - image

building or image tarnishing

Media Planning

• Media Planning is a process of designing a course of action that shows how advertising time and space will be used to contribute to the achievement of marketing objectives.

• In this process, the media planner takes into consideration factors like media strategy, media tactics, media planning models and the cumulative effect of advertising along with procedures for buying media.

Media Plan is a blue print of advertising

program of a company. Sheet

given**

Media Buying• Media Buying is the procurement of the best possible

placement and price of a piece of media (vehicle) within any given media. The main task of Media Buying lies within the negotiation of price and placement to ensure the best possible value can be secured

• Media Buyers are individuals responsible for purchasing time and advertising space for the purpose of advertising

• They need to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted.

Terms

• Circulation – No. of prints in circulation or subscribed. Forbes magazine, TOI subscription rates. Different of different media

• Coverage/Reach***chk – No. of people or household covered by that media/medium. TOI reaches in Mumbai to X no. of houses. Or it covers X% of houses in Mumbai or areas in Mumbai. Different of different media

• Frequency – No. of times a message is being passed on to prospects

Process of Media Planning

• Sheet circulated***

• Based on Marketing Objectives, planners derive Media Objectives

Media Objective

Media objectives are guidelines. They answer – • Who the advertising has to reach (Target group)• Where they are to be reached• When (timing)• How (which media or vehicles)• How many medium• How often (frequency) • How long (duration)• What environment (strategic)

• Sheet circulated***

Use Depends on ……

Direct AdvtgRadio Advtg

Point of PurchaseOutdoor

NewspaperMagazine

TransitTelevision Specialty

Others etc

Media objectivesCostMedia selectivity Media coverageMedia availabilityMedia restrictionsMedia FlexibilityMedia life Media acceptance Media benefits

Problems in Media Planning

• Media Selection – variety of choices • Media Proliferation – too many options and too

cluttered; no direct connection with prospects**• Insufficient media data measurement • Time pressures – time bound activity • Highly coordinated efforts

Important Factors for Media Planners…. Planners ought to know before staring a plan

• Marketing Problems – what the advertiser aims to achieve. Local, national or international. Understanding marketing mix

• The Recommended Actions – a list of actions in conjunction to the advertisers list. Reach vs Frequency vs Creativity

• Complexity of Strategies – Budget constraints, execution constraints, market situation

• How the product is sold – Marketing mix & communication

• How advertising sells a product to one customer – trial

• Neutralize competitors strategies – increase reach, frequency, budgets, better the communication, understanding consumers

• Cost of the strategies – budget?