Amity University

Name of the institute: Amity school of communication Students Name- SHIPRA DWIVEDI Roll No- LK31091001

COMPANY- ORIGINS ADVERTISING PVT LTD INTERNSHIP REPORT

Master in Journalism and Mass Communication Year: 2009-2011

ACKNOWLEDGEMENT

I express my sincere thanks to Miss. GEETA GUPTA. Media planning head, Origins advertising pvt ltd. Who guided me throughout my project with constant cooperation,

encouragement and motivation. I thank to record my gratitude our college Director for his encouragement and Valuable support towards us. I wish to place on record my gratitude to all the persons I have met during the data collection phase of my Project. Their inputs are indispensable. Last but not the least I would thanks my friend for sharing the resources required For successful completion of this project.

SHIPRA DWIVEDI

CONTENTS TOPICS
1 Company Profile 2 Introductions about Media Planning 3 Media terms 4 Objectives of Media Planning 5 Media Planning Strategy 6 Steps of Effective Media Planning 7 Media Mix 8 Media Planning process 9 Media Cost and Media Availability 10 Media Scheduling

DIAGRAMS
1 Channel Rating Diagram 2 Flexibility of Media Channel

ORIGINS ADVERTISING PVT.LTD

Origins Advertising Pvt.LTD co- founded on 24th March 2000 by professionals having over twelve years of rich experience in the glamorous world of advertising. We provide specialized, need based quality advertisement service in the entire region of Uttar Pradesh and Uttaranchal through significantly valuable and diversified portfolio of media assets and strategically placed offices across the region. Origins believe that they are in the business of manufacturing advertisement. This is what our clients come to us for and we spare no effort to ensure that quality of our product the best. We always have been front runner in adopting and promoting visually innovative and aesthetic media.

CLIENTS
Aaren Innitative outdoor advertising pvt ltd Meridian Communication pvt ltd ICICI Pru Life Insurance co.ltd Porland India outdoor pvt ltd Godrej & Boyce Mfg co.ltd Ashok & co pan bahar ltd HDFC ltd (All Products) Aircel Digilink India ltd And many more

SERVICES
Our talents are available for almost all media. Print(periodicals & Dailies). Cinema, outdoors (Hoardings, Banners, , Signage, Digital Printing) and Creative/Designing etc. Creative/Designing Print Campaigns Outdoors Branding & Visual Merchandising Electronic Media

REPORT ON MEDIA PLANNING INTRODUCTION:

The term media is a plural for medium. In advertising terms, medium is a channel of communication such as news channels, entertainment channels, news papers, magazines etc. A medium is a vehicle for carrying the sales message of an advertiser to the prospects. It is indeed a vehicle by which advertisers convey their messages to a large group of prospects and thereby aid in closing the gap between the producer at one end and the consumer at the other end. Media planning is a very important task in the advertising process, which deals About four Ws. 1. Where 2. What 3. Who 4.When Media planning involves selecting appropriate media for carrying the advertisers message to target markets, deciding what to buy and how much to spend in each medium and scheduling when the advertising is to run. Eighty percent of the budget paid to media. This, in it suggests how important media decisions are. Considering the extent and diversity of the Indian market, which is matched by a vast and diverse network of advertising media, the complexity of the media planning becomes apparent.

MEDIA TERMS:
Media Planning is a very important component of the Marketing Strategy of an organization. Media Planning is defined as "Process of designing a scheduling plan that shows how advertising time and space in selected media and vehicles contribute to the achievement of marketing objectives in an advertising campaign". Media planning, in general terms, is a tool that allows the advertiser to select the most appropriate media to communicate the message in sufficient frequency towards the maximum number of potential customers at the lowest cost. * Medium: A medium is a carrier and deliverer of Advertisements. It is a broad

General category of carries such as Newspapers, Television, Radio, Internet, Outdoor, Direct Mail etc. * Vehicle: It is a specific carrier within a Media category. So a HY TV would be the vehicle in the category of TV. Many a time a specific programs or sections within a medium may be termed as a vehicle. For example, DAKSHINAYAN" on HY TV would be the vehicle in the Television category. * Frequency: How frequently are the recipients being exposed to message. In other words it is the average number of times an advertisement reaches each recipient in a given period. * Continuity: The amount of advertising budget being allocated over the period. There are basic types of ways in which the advertising budget is allocated: Continuous Scheduling, Pulsing and Flighting. * Weight: The amount of total advertising is needed to accomplish advertising Objectives. * Viewership: It refers to the number of people watching a given program. A viewer is a person who is watching the program. * Gross Rating points: The total audience delivery or weight of a specific media schedule is counted by working on the total number of viewers. However in media the information is gauged in gross rating points (GRP).for example if 75% of the people of our target market watched a commercial on television four times in a week, to determine the gross rating points, the following formula will be used: Reach*frequency=GRP 75*4=300GRP Objectives of media planning: Grab ATTENCTION Excite INTEREST Create DESIRE Prompt: ACTION

MEDIA PLANNING STRATEGY:

The purpose of media planning is to conceive, analyze, and select channels of communication that will direct advertising message to the right people, in the right place at the right time. It involves many decisions: i. Where should we advertise? (In what countries, states, or parts of town) ii. Which media vehicles should we use? iii. When during the year should we concentrate our advertising? iv. How often should we run the advertising? v. What opportunities are there for integrating other communications? vi. Media objectives translate the advertising strategy into goals that media can accomplish. They explain who the target audience is and why. Where messages will be delivered and when and how much advertising weight needs to be delivered. In the initial stage of the product life cycle, the objective is to maximize awareness of it by consumers. At the maturity stage, continuity of the purchase becomes the main objective. During the declining stage of product use, the media remind the consumers that the product shall retain their appealing attributes. The media objectives are Reach, frequency and continuity respectively for the early, maturity and declining stages of the product lifecycle. The media objective is analyzed in the light of constraints and components.

CONSTRAINTS:
The objectives are controlled by the budget available for Advertising. In the beginning, a significant amount is available; but at the later stage of the product life cycle, only a small proportion is allocated to advertising. The effect of budgeting on advertising has been acknowledged by every organization. The positioning of the product also influences the objectives. If the producer is willing to challenge the leader, he will spend more money on advertising. The range, Frequency and continuity will be effected by budget and positioning of the product.

COMPONENTS:
Media objectives have different components, viz, specification of the target market, geographical location of the market, reach and frequency, continuity or timing, creative requirements and potential market coverage level.

STEPS TO ACHIEVE EFFECTIVE MEDIA PLANNING:

To achieve the effective media planning we should do the following steps: 1) We should have good knowledge about the product or service. 2) We should be very clear with the budget allotted for advertising. 3) It is very important to select an appropriate ad agency which can fulfill the Needs and desires of the manufacturer or producer. 4) Some companies will have their own advertising departments but still they will go for ad agencies to maximize the productivity. E.g.: Vodafone. 5) The communication between the producer and the ad agency must be good. 6) The producers views and ideas about the product must be shared with the ad agency. 7) We must know about the target market. 8) We must know about the tastes and preferences of the target audience. 9) According to the budget allotted for advertising select the best media vehicle. 10) Select the prime time slots if you are going for TV advertisement. 11) Give freedom to ad agency in selecting the media vehicle. 12) After completing all the above steps go for negotiations.

Media Mix
Combination of different media, and size of ads Which Media? Which Schedules?

MEDIA PLANNING PROCESS:

1. When (the timing of the release) 2. Which (The media selection) 3. How (The coordination in media planning) 4. How much (The budgetary allocation)

MEDIA COST AND MEDIA AVAILABILITY:

To get the most out of the advertising budget spent the primary concern for the advertiser is media selection. The cost of buying space or time is weighed against the number of audience secured by such advertising. In fact, buying advertising space and time is nothing different from buying commodities. The media availability is measured under the following heads: i. Distribution measurement (in terms of number of distributors in a geographical area) ii. Audience measurement (Expressed in terms of TAM ratings) Iii. Exposure measurement the advertiser looks for the ability of the media to Create advertising exposure. Summarizing media selection factors we may say that they are: A. Media characteristics, such as editorial environment flexibility, frequency and Durability. B. Nature of the target market. C. The nature and type of the product. D. The nature of the distribution network. E. Overall cost of the medium.

MEDIA SCHEDLING:
We can follow a steady schedule or a pulsed campaign. Normally scheduling is done for a 4 week period. The six types of schedules available are:

1. Steady pulse: It is the easiest. For example one ad/week for 52 weeks or one ad/month for 12 months. 2. Seasonal pulse: Products like Vicks balm, ponds cold cream follow this approach. 3. Period pulse: Scheduling follows a regular pattern for example media scheduling for consumer durables, non durables etc. 4. Erratic pulse: The advertisements are placed irregularly. Perhaps we want to change the typical purchase cycles. 5. Startup pulse: It is concentrated media scheduling. It launches a new product or a new campaign. 6. Promotional pulse: A one short affair it suits only a particular promotional team.