Media Planning Chapter # 4

MEDIA PLANNING “A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives.” Designing Media Strategy which includes identification of target audience, selection of media vehicles and determining the timings of a media schedule.

MEDIA PLANNING DECISIONS. WHICH AUDIENCE TO REACH WHERE (GEOGRAPHIC EMPHASIS) WHEN (TIMINGS) FOR HOW LONG (CAMPAIGN LENGTH) HOW INTENSE (FREQUENCY)

MEDIA PLANNING (APERTURE CONCEPT) “Aperture refers to the ideal moment for exposing the consumer to advertising message.”

FACTORS AFFECTING MEDIA SELECTION PROMOTIONAL OBJECTIVES OF THE FIRM SIZE OF THE AUDIENCE CIRCULATION OF MEDIA (CPM) ADV. BUDGET OF THE FIRM COST OF MEDIA

MEDIA PLAN “A FORMAL DOCUMENT THAT EXHIBITS COMPLETE ANALYSIS AND EXECUTION OF THE MEDIA FUNCTION OF THE ADVERTISING CAMPAIGN.”

COMPONENTS OF MEDIA PLAN CAMPAIGN OBJECTIVES. DESCRIPTION OF TARGET AUDIENCE. CREATIVE REQUIREMENTS OF THE CAMPAIGN.(COMMUNICATIONS STRATEGY) GEOGRAPHIC CONSIDERATIONS. DEVELOPING MEDIA SCHEDULE (Schedule the Message) ALLOCATION OF BUDGET

CAMPAIGN OBJECTIVES. It is important to specify clear and measurable objectives for Adv. campaign. e.g. “TO INCREASE THE IN-HOME USE OF TEA WHITENER.”

DESCRIPTION OF TARGET AUDIENCE. e.g. For Everyday Tea Whitener HOUSEKEEPERS MARRIED WOMEN WITH CHILDREN AGE 24-45 EDUCATED HOUSEHOLD SIZE 3 + HOUSEHOLD INCOME OF 15,000 + HIGHER MIDDLE CLASS HAVING ACCESS TO MASS MEDIA ADAPTIVE TO CHANGE AND MODERATELY TRENDY ACTIVE AND FAMILY-ORIENTED LIKES TO SAVE TIME IN HOUSEHOLD ACTIVITES

CREATIVE REQUIREMENTS OF THE CAMPAIGN. Communication Strategy Includes detail about the Advertising Appeal, Language, approach, contents and structure of the message. Creative Theme or “The Big Idea” “Chai ke liye khaas dodh”

GEOGRAPHIC CONSIDERATIONS. Where should we advertize? It is important to identify which area is most important for advertizing. We must consider: CIRCULATION OF MEDIA ANALYSIS OF THE PRODUCT DISTRIBUTION PATTERN

GEOGRAPHIC CONSIDERATIONS Two tools are used to compare the sales strength in a specific area or market: Brand Development Index (BDI): It is a ratio that measures the relative sales strength of a given brand in a specific area. The formula is: BDI: Percentage of brand’s total sales in the market Percentage of total population in the market Category Development Index (CDI) It expresses the total sales potential of a given product category in a specific area. The formula is: CDI: Percentage of product category’s total sales in the market X 100 X 100

DEVELOPING MEDIA SCHEDULE A time table or schedule which specifies the timings and frequency of the ads on selected media. It is important to consider: Determining the right Timing. Efficiency & Effectiveness Balance

EFFICIENCY AND EFFECTIVENESS BALANCE REACH “TOTAL AUDIENCE TO WHOM A MEDIUM ACTUALLY DELIVER A MESSAGE.” FREQUENCY “THE NO. OF TIMES THE MESSAGE IS DELIVERED IN A SPECIFIED TIME.” CONTINUITY “THE LENGTH OF TIME A MESSAGE RUNS.”

STRATEGIES FOR SCHEDULING PULSING “AN ADV. SCHEDULING PATTERN IN WHICH TIME AND SPACE ARE USED ON A CONTINUOUS BUT UNEVEN BASIS, AND LOW ACTIVITY PERIOD FOLLOWED BY A PEAK ACTIVITY PERIOD.” FLIGHTING “A STRATEGY INVOLVING A PERIOD OF HEAVY ACTIVITY, CALLED FLIGHT, FOLLOWED BY NO ACTIVITY AT ALL.”

Uniform Schedule Pulsing Flighting

STRATEGIES FOR SCHEDULING Road Blocking: Scheduling the same ad on several TV stations at the same time. Grid Blocking: Scheduling the ad on one TV station while the same ad will be placed immediately before or after on another TV station.

Allocation of Advertising Budget Budgeting for Cost of Desired Media: In this method of budgeting the advertiser has to allocate budget keeping in view the cost of media under consideration or recommended by the advertising agency. Percentage of Sales Budgeting: Multiplying the firm’s past and expected sales by a standard percentage based on what the firm has traditionally spent on advertising and the industry average for advertising spending. E.g. Unilever spends 17% of its sale volume on advertising.

Allocation of Advertising Budget Competitive Budgeting: Setting the advertising budget to match competitors’ spending on advertising. E.g. Pepsi & Coke. Task method Budgeting: Determining advertising objectives and then calculating the cost of all the tasks needed to attain them.