Media Planning and Strategy

Media Planning and Strategy
Growth of Indian Media Industry
Source: PWC
Media Terminology
Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
Media Terminology
Print Media Media Vehicle Reach Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category 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 number of times the receiver is exposed to the media vehicle in a specific time period
Coverage
Frequency
Developing the Media Plan

Analyze the market Establish media objectives Develop media strategy Implement media strategy Evaluate performance

Analyze the market 1. Analyze the market
Analysis of internal & external factors
To whom shall we advertise Where to promote? (Geographic)
Brand and Category Analysis
High BDI High CDI
Low BDI
High market share Good market potential High market share Monitor for sales decline
Low market share Good market potential
Low CDI
Low market share Poor market potential
Brand and Category Analysis

High BDI High CDI The market usually represents good sales potential for both the product and the brand. Low BDI The product category shows high potential but the brand isnt doing well; the reason should be determined. Both the product category and the brand are doing poorly; not likely to be a good place to advertise.
The category isnt selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.
Low CDI

2. Establish media objectives Establish media objectives
3. Develop media strategy

Criteria The Medium Characteristics Target Market Coverage Geographic Coverage Scheduling Reach v/s Frequency Creative aspects Flexibility Budget Considerations
Target Audience Coverage

Population excluding target market Target market Media coverage Media overexposure Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market
Three Scheduling Methods
Continuity
Flighting
Pulsing
Jan
Feb Mar
Apr May Jun
Jul
Aug Sep Oct Nov Dec
Reach and Frequency

A. Reach of One Program B. Reach of Two Programs
Total market audience reached

C. Duplicated Reach of Both
Total market audience reached D. Unduplicated Reach of Both
Total reached with both shows
Total reach less duplicate
TRPs and GRPs
PRINT MEDIA
Magazine Pros and Cons

Advantages
Segmentation potential Quality reproduction High information content Longevity Multiple readers
Disadvantages
Long ad lead time for placement
Visual only Lack of flexibility
Classifications of Magazines
By Audience Content
By Geography
By Size
Consumer Magazines Business Magazines
Local
Large
Regional
National
Flat
Standard Small or Pocket
Special Magazine Features

Bleed Pages
Creative Space
Inserts
Gatefolds
Pop-Ups
Cover Positions
Magazine Circulation Concepts

Primary Circulation Total Audience Guaranteed Circulation
Controlled Circulation Pass-Along Readership
Circulation Verification
Newspaper Advantages and Drawbacks

Advantages
Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered
Disadvantages
Production quality may be low They have a short life span Not demographically selective Not psychographically selective There's heavy ad competition Potentially poor placement
May be overlapping circulation
Newspaper Classifications
Publication Frequency Daily Weekly National Type Special-audience Supplements
Standard
Size Tabloid Ethnic, religious, etc. Audience Type Business, financial, etc.
Newspaper Advertising
Local (mostly retail) Display Ads General (often national)
Paid reading notices (editorial look)

Small items arranged by topic Classified Ads Rates based on size, duration Classified display - combination Legal notices - public reports Public Notices Notices by people, organizations
Financial reports Printed Inserts

Prepared separately by advertisers
BROADCAST MEDIA
Television Pros and Cons

Advantages
Mass coverage High reach Impact of sight, sound and motion High prestige
Disadvantages
Low selectivity Short message life High absolute cost High production cost High production cost Clutter
Low cost per exposure

Attention getting Favorable image
TV Advertising Works Best When

The budget is large enough to produce high quality commercials.
The media budget is sufficient to generate and sustain the number of exposures needed.
The market is large enough and easily reachable through a specific network, station, or program.
There is a genuine need for a medium with high creative potential to exert a strong impact.
Methods of Buying Time

Sponsorship Participations Spot Announcements
1. Advertiser assumes responsibility for the production and perhaps content 2. Sponsor has control and can capitalize on the prestige associated with a show
1. Participating sponsors share the cost
2. May participate regularly or sporadically

3. Advertiser isnt responsible for production 4. Participants lack control over content
1. May be purchased by daypart or adjacency
Common Television Dayparts

11 10 9 12 1 2 10 9 11 12 1 2
AM
7 5
PM
7 5
8
6
8
6
Morning
Prime Time Late News Late Fringe Late Night
Daytime Early Fringe

Prime-Time Access
Radio Differs from TV

Is more limited communication
Offers only an audio message
Costs much less to produce
Has less status and prestige
Costs much less to purchase
Radio Pros and Cons

Advantages
Local coverage Low cost High frequency Flexible Low production cost Well-segmented audience
Disadvantages
Audio only Clutter Low attention getting Fleeting message
Dayparts for Radio

11 10 9 8 7 6 5 12 1 2 10 9 8 7 6 5 11 12 1 2
AM
3 4
PM
3 4
Morning Drive Time Daytime
Nighttime
All Night
Afternoon/Evening Drive Time
SUPPORT MEDIA
The Role of Support Media
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support, their messages.
Examples of Traditional Support Media

Outdoor Advertising
Aerial Advertising
Traditional Support Media
Mobile Billboards
In-store Media
Promotional Products Yellow Pages Other Media
Out-of-Home Media A Diverse Cross-Section of Formats
Other Miscellaneous Outdoor Media

Wall Drawings Sidewalk Signs Parking Meters Car Top Signs Ski Lift Poles Gasoline Pumps Trash Cans
Media Options
ATM Displays
Outdoor Advertising Pros & Cons

Advantages
Wide local coverage High frequency Geographic flexibility Creativity
Disadvantages
Waste coverage Limited message capability Wearout High cost Measurement problems Image problems
Creation of awareness
Efficiency Sales effectiveness Production capability
Timeliness Production Capability
Nontraditional Support Media

Product Placements Others Product Integration
Branded Entertainment
Ad-Supported VOD Content Sponsorship
Advertainment
Miscellaneous Other Media

Parking lot ads
Videogame ads
Bathroom ads
Others
Place-based media

Media Planning and Strategy

Uploaded by

Copyright:

Available Formats

Media Planning and Strategy

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Media Planning and Strategy

Uploaded by

Copyright:

Available Formats

Media Planning and Strategy

Growth of Indian Media Industry

Developing the Media Plan

Developing the Media Plan

Brand and Category Analysis

High BDI High CDI

Low market share Good market potential

Low market share Poor market potential

Brand and Category Analysis

Developing the Media Plan

3. Develop media strategy

Target Audience Coverage

Three Scheduling Methods

Apr May Jun

Aug Sep Oct Nov Dec

Reach and Frequency

Total market audience reached

Total market audience reached D. Unduplicated Reach of Both

Total reached with both shows

Total reach less duplicate

TRPs and GRPs

Magazine Pros and Cons

Visual only Lack of flexibility

Consumer Magazines Business Magazines

Special Magazine Features

Magazine Circulation Concepts

Controlled Circulation Pass-Along Readership

Newspaper Advantages and Drawbacks

May be overlapping circulation

Paid reading notices (editorial look)

Financial reports Printed Inserts

Television Pros and Cons

Low cost per exposure

TV Advertising Works Best When

Methods of Buying Time

1. Participating sponsors share the cost

2. May participate regularly or sporadically

1. May be purchased by daypart or adjacency

Common Television Dayparts

Prime Time Late News Late Fringe Late Night

Daytime Early Fringe

Radio Differs from TV

Offers only an audio message

Costs much less to produce

Has less status and prestige

Costs much less to purchase

Radio Pros and Cons

Dayparts for Radio

Morning Drive Time Daytime

Afternoon/Evening Drive Time

The Role of Support Media

Examples of Traditional Support Media

Traditional Support Media

Out-of-Home Media A Diverse Cross-Section of Formats

Other Miscellaneous Outdoor Media

Outdoor Advertising Pros & Cons

Timeliness Production Capability

Nontraditional Support Media