MEDIA PLANNING

Defining Media Planning

Media Planning consists of a series of decisions made to answer the question for

advertisers :

`What is the best means of delivering advertisements to prospective purchasers

of my brand or service ?

Media Planning The Process

QUESTIONS ANSWERS Who are we talking to ? : Target audience Where are these people ? : Markets How many people to reach ? : Reach How many times ? : Avg Frequency/ Avg OTS Which media ? : Media selection Which months & what time of the day? : Scheduling

Reach THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE

REACH & FREQUENCY & GRP`S within a given Advertising Budget

Reach defined as % of Target Audience who is exposed at

least once to an advertisement in a given period to a particular media vehicle or a group of Media.

E.g.:-The size of T.A of Livon 10 million

Our target is to reach 80% of the TA Thus our Advertising plan has to reach 8 million persons

within a predefined budget.

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The Media Planning Process

Reviewing the media brief

Competitive analysis

Who are we talking to ?

Timing Strategies

Media objectives

Effective reach and frequency

Media strategy

What should the brief contain ?

Category / brand history

Competitive universe, competitive activity, sales & share trends, , brand positioning

Marketing objectives

General - volume/ share /trial goals, changes vs last year

Specific launches/relaunches, extensions, etc.

Role of advertising

Awareness, image, learning, action or response

What should the brief contain ?

Purchase / Usage data

Awareness tracking

Regional priorities

Seasonal priorities

Competitive Intelligence

Reported expenditures

Competitors spending patterns, scheduling strategies/ tactics etc

Creative executions

Positioning, complexity of message, target audience, communication objectives

Market intelligence

Likely happenings, degree of success of past competitive strategies, etc

Media Objectives need to be established to answer ...

Who? Target Audience

Where? Geography

When? Scheduling

How Often? Communication Goals

WHO?

THE TARGET

AUDIENCE

Identifying The Target Audience

Demographic variables

Sex, income, age, SEC, occupation, marital status, etc

Socio-psychographic variables

Lifestyles, attitudes, etc

Product usage variables

Heavy/medium/light or non-users

Need to address multiple segments

End consumers, decision makers, influencers, buyers

Timing Objectives

Determine best times to advertise

Weeks of year

Days of week

Times of day

The timing of advertising depends on three factors:

Seasonality

Consumers' product purchase cycle

Scheduling Patterns

Continuity

Flighting

Media weight scheduled for many weeks

throughout year

Intermittent, with gaps in advertising.

Pulsing Continuous advtg with heavier weight in some months - flighting and continuity combined

Media Strategies

Evolve from media objectives and describe how they will be accomplished.

Reflect specific course of action to be taken.

A matter of evaluating different media types and mixes to determine best way to achieve objectives within given budget

Which Media Do We Use, Why Or Why Not ?

Target selectivity

Good colour reproduction

Pass along readers

Long shelf life

Broad coverage

Detailed copy/depth of copy

Skewed toward educated,

upscale targets

Pros Cons

Limited impact

Lacks immediacy

Long lead time

No warmth of human voice

Magazines

Which Media Do We Use, Why Or Why Not ?

Immediate high reach

National/local flexibility

Short lead time

Ethnic appeal

Timely/newsworthy

environment

Shopping/retail environment

Facility of second reading

Detailing of message

Pros Cons

High cost of national coverage

Short issue life

Non targeted readership

No warmth of human voice

Newspapers

Reach and frequency

Reach is the number of different people who are exposed an advertising message at least once.

Frequency is the number of times thay are exposed to the message.

The strategy of greater reach is desirable in following circumstances;

When introducing the new use for the product in order to expand its market share.

To improve the image of the company

When a new product is introduced

HIGH FREQUENCY IS REQUIRED:-

1. When the message is not easy to remember

2. When the direct order from people is desired as a result of a given advertisement

3. When competitor is using higher frequency to reach the same segment of the market .

4. When product or brand differentiation is low from that of competitor

5. When a reaction is desired within a limited time period

Factors important in determining frequency levels

Media factors

Marketing factors

Message and creativity factors

1. Media factors:

Attentiveness: the higher the level of attention achieved by the media vehicle, the less frequency is required. Low attention getting media will require more repetitions.

Number of media used: the more media are used, the lower the level of frequency required.

Clutter: the more advertising that appears in the media used, the more frequency is needed to break through the clutter.

Repeat exposure: media that allow more repeat exposure require less frequency.eg: monthly magazines

Scheduling: continuous scheduling requires less frequency than does fighting or pulsing.

2) Marketing factors:

Brand loyalty

Usage cycle: products used daily will quickly needed to be replaced. Higher level of frequency is desired

Brand history: is the brand new or established? New brands generally require higher frequency levels

Cont..

TRP

Unlike a newspaper or a magazine, where the publisher can count how many copies are sold, there is no direct way to know exactly how many people are watching any given programme.

This gives us an index of the choice of the people and also the popularity of a particular channel.

The purpose of the "target rating point" metric is to measure impressions in relation to the number of people

in a specific target audience for an advertisement

For calculation purpose, a device is attached to the TV set in a few thousand viewers houses for judging purpose.

These numbers are treated as sample from the overall TV owners in different geographical and demographic sectors.

The device is called as Peoples Meter.

It records the time and the programme that a viewer watches on a particular day.

Then, the average is taken for a 30-day period which gives the viewership status for a particular channel

Gross rating points

Gross rating points (GRPs) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule.

It is the product of the percentage of the target audience reached by an advertisement, times the frequency of their exposure during the schedule.

GRP:- Reach X Frequency

For example, a TV commercial that is aired 4 times reaching 40% of the target audience, would have 160 (GRP = 4 40%) i.e., GRPs = frequency % reach.

Targeted Rating Points are a refinement of GRP's to express the reach time frequency of only your most likely prospects.

For example, if you have 150 GRP's for a television spot, but you know that only half of that audience is actually your market, then you would state your TRP as 75 to calculate your net effective buy.