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Media planning

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Nijaz N
Nijaz N

Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product. The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives.

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MEDIA PLANNING 1
Media Planning 2 • Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product. • The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives. • Media Planning = Selection + Scheduling
Factors Influencing Media Planning Decisions 3 • Target Market Profile • Looking at Brand/Product Dynamics • The Creative Execution • Budget Considerations and Media Deals • The Competitive Situation • Availability and Timing Considerations • Cost Efficiency (Cost per thousand: cost of reaching 1,000 members of target audience with media vehicle(s) or plan.)
Media Selection? 4 • Media are evaluated based on selectivity. • There are two types of selectivity:  Class Selectivity : is the ability of a medium to reach the target market without waste.  Geographic Selectivity : is the ability of a medium to cover a particular geographic area without spillover (without creating any negative impact.).
Media Scheduling 5 • Reach + Frequency + Continuity +Impact • Reach : % of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame. • Frequency : average number of times target is likely to be exposed to the ad in a given time frame • Continuity : how long the campaign runs continuous vs. fighting vs. pulsation • Impact : the attention-getting ability of the media vehicle(s) selected to run the ad
Types of Media Plan 6 • Geographic  Local, spot, key market  Regional  National  International • Selective • Combination
Media Research 7 • Research that is centred on issues of media selection and efficiency • Survey conducted to investigate what segment of consumers read which periodicals and/or listen to or watch which radio or television programs.

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Media planning

  • 2. Media Planning 2 • Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product. • The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives. • Media Planning = Selection + Scheduling
  • 3. Factors Influencing Media Planning Decisions 3 • Target Market Profile • Looking at Brand/Product Dynamics • The Creative Execution • Budget Considerations and Media Deals • The Competitive Situation • Availability and Timing Considerations • Cost Efficiency (Cost per thousand: cost of reaching 1,000 members of target audience with media vehicle(s) or plan.)
  • 4. Media Selection? 4 • Media are evaluated based on selectivity. • There are two types of selectivity:  Class Selectivity : is the ability of a medium to reach the target market without waste.  Geographic Selectivity : is the ability of a medium to cover a particular geographic area without spillover (without creating any negative impact.).
  • 5. Media Scheduling 5 • Reach + Frequency + Continuity +Impact • Reach : % of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame. • Frequency : average number of times target is likely to be exposed to the ad in a given time frame • Continuity : how long the campaign runs continuous vs. fighting vs. pulsation • Impact : the attention-getting ability of the media vehicle(s) selected to run the ad
  • 6. Types of Media Plan 6 • Geographic  Local, spot, key market  Regional  National  International • Selective • Combination
  • 7. Media Research 7 • Research that is centred on issues of media selection and efficiency • Survey conducted to investigate what segment of consumers read which periodicals and/or listen to or watch which radio or television programs.