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Amity School of Business

BBA, Semester V
ADVANCE DIGITAL MARKETING- I

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DIGITAL MEDIA PLANNING

MODULE- II

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INTRODUCTION
• Media planning is a part of advertising where it is decided exactly
which channel is the best suited to yield the best marketing, advertising
and media goals (Hardy, Powell and Macrury, 2018).
• Media planning is mostly about the correct timing and placement of the
advertisements. (Tellis and Ambler, 2015)
• In other words, it is a technique to ensure that the client’s work reaches
the target audience at the right time. Planners rely on market,
consumer, and media information to develop the media plan and
establish the exact media vehicles to be used for advertising.
• Hence, media planning is all about finding right MEDIA PLATFORM
for different BRANDS or PRODUCTS for the different concerned
CLIENTS and involves CREATIVE MESSAGE DEISGN PROCESS.

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FUNCTIONS OF MEDIA PLAN

• Identification of TARGET AUDIENCE of the brand they are
promoting
• To ANALYSE and SELECT the right channels to REACH the desired
target audience.
• Ensuring that messages are in SYNC with overall OBJECTIVES and
right message is delivered to the audience.
• Helps in achieving advertising objectives and minimizing the wastages
of advertising funds
• Helps the advertiser to strategies efficiently so that the client approves
the concerned ad agency work.
• Identifies and indicates the time or season, an advertiser needs to
concentrate.
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IMPORTANCE OF MEDIA PLAN

A Media Plan explains the rationale for using different types of media to be
used. It defines the target audience and the priorities of weighing them, the
specific reach, frequency and continuity goals. Therefore, a media plan is
required for executing an advertising campaign. Media planning is a
complex function, and it becomes even more complicated because of the
following reasons:
1.Increasing Media Options: Today, we have a range of media products to
choose from. For example, we have different digital platforms and TV is
also getting more fragmented into network, syndicated, and local television.
Traditional media is also getting regionally penetrated.
2.Increasing Fragmentation of the Audience: The consumers have
become very selective, and they read, watch, and listen to programmers
according to their own choice.

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3. Increasing Cost: Advertising is a costly affair, so we need

media planning to invest money at the right place.
4. Increasing Competition: It has been observed that independent
media buying services have grown in the past few years.
5. Increasing Complexity in the Media Buying Process: Media
companies offer value added packages and different schemes to
choose from as these packages are designed towards integrating
marketing communication efforts. Relationship marketing is
trending and a whole new breed of media planners is emerging.
These planners are coming from both media and marketing
backgrounds.

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SOME TERMS & CONCEPTS

• MEDIA PLANNING: It’s a series of decision involved in delivering the
promotional message to the prospective purchasers and/ or users of the
product/ brand.
• MEDIUM: A general category of available delivery system which
includes broadcast media, print media, direct marketing, outdoor ads etc.
• MEDIA VEHICLE: Is the specific carrier within the medium category.
• REACH: it’s a measurement of the number of different audience members
exposed at least once to a media vehicle in each period.
• COVERAGE: It’s the potential audience that might receive the message
through a vehicle.
• FREQUENCY: Defined as the number of times the receiver is exposed to
the media vehicle in a specific period.
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MEDIA PLANNING STRATEGIES

• MEDIA WEIGHT THEORIES: Media Weight theories refer to
the number of media selected and what is the emphasis given to
these media according to the schedule (Jethwaney, 1999). In sync
with the objectives of the advertising campaign, these media
theories are kept in view to choose a single media or various
media so that the objectives are fulfilled.
• THE WAVE THEORY: According to this theory, the space and
time are bought for a short duration by the advertisers and then
they move out in waves and expect that the impact of those
advertisements will be there even in the periods of no
concentration.

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• THE MEDIA DOMINANCE THEORY: The Media

dominance theory states that bulk time or space in one media is
bought by the advertiser for a short period of time. The advertiser
builds frequency and coverage in that media before shifting to
another media. By doing this, the advertiser takes benefit of the
concentration in a single media whereas, shifting to other media
enables him to gain continuity.
• MEDIA CONCENTRATION THEORY: This theory states
that the advertiser concentrates only on one media to attain both
dominance and continuity.

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MEDIA PLAN DEVELOPMENT

Belch and Belch (2001) have categorised the development of a
media plan
in a series of stages:
1) Identifying target markets and analyse them
2) Establishing Media objectives
3) Developing and Implementing Media Strategy
4) Evaluation and follow up.

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MARKET ANALYSIS AND

TARGET MARKET
INDENTIFICATION
While analysing the markets and identifying target audience, one
should try to answer some questions:
•where to find the perspective consumers to whom we should
advertise?,
•where and when the efforts should be focused?
•what are the various factors that may in influence the media plan?
•how to counter the competition?

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Who is target market?

The media planner may work with the client, marketing
departments, account representatives and creative directors to decide
which specific groups to approach. When media planners take a
decision, they take it based on many factors. Research provides
inputs on demographic, geographic and psychographic information.
The index number is considered a good indicator of the potential of
the market.
Percentage of users in a demographic segment
Index= 100 x
Percentage of population in the same segment

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• If index number > 100, use of product is proportionally higher in

the segment
• If index number =<, use of product is average.

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Establishing media objectives

Media planning objectives must be set in such a manner that they
answer a series of vital question: who (target), where (location),
when (time frame) and how long (duration). Cost is another
important factor. The following questions must be kept in mind
while deciding the media objectives:
•How many people can be reached through my media campaign?
•What is going to be my target market and region?
•Which form of media is the most suitable for my campaign?
•How frequently should the ads appear?
•What should be the budget for every medium?

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There are 2 major components of media objectives:

1.Audience objectives: The target audiences are decided based on
the geo-demographic classifications, which helps in identifying the
target audience. Post that distribution channels are identified in
order to communicate the message. Hence, by integrating IMC, and
planning model the target audiences are divided based on their
brand-purchasing behaviour and are ranked based on profit.
2.Message distribution objectives: Under this objectives the
emphasis is on WHERE, WHEN & HOW ads would appear, and
influenced by the factors mentioned below:
– Audience size: no of people in audience
– Message weight: total size of the audience for a set of ads or
an entire campaign.

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Media Weight Calculation

• Can be calculated by the following ways:
– Gross Impressions: total number of potential exposures
– Gross Rating Points: sum of ratings for the advertisements
in different media platforms. Duplication across the media
platforms are avoided.
– Audience Accumulation and Reach: Reach refers to the
percentage of the total numbers of the audience who have
been influenced by the ad campaign, at a given period.
– Frequency: It refers to a number of times a person has been
exposed to the advertisement. Also, it measure exactly how
many times an ad needs to be viewed by a member of the
audience for him/her to remember it.
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• Continuity: it refers to how long an ad campaign runs and is

required for it to be sustained.

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