media planning, strategy and research

8/3/2019 Media Planning, Strategy and Research

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Media Planning & Strategy,

Media ResearchSuryagopan Jayadevan



Media PlanningO “A plan of action to communicate a

message to a target market a the right

time, and right frequency.”

O The goal of a media plan is to be efficient:

to gain maximum exposure at minimum

cost.



Basic TermsO Media Planning - A series of

decisions involving the delivery of messages toaudiences.

O Media Objectives - Goals to beattained by the media strategy and program.

O Media Strategy - Decisions on howthe media objectives can be attained.



Basic TermsO Media - The various categories of

delivery; e.g.:- Print or Broadcast

O Media Vehicle - The specificmessage carrier.

O Coverage - The potential audiencethat might

receive the message through the thevehicle.



Basic TermsO Reach - The actual number of

individual audience membersreached at least once by the

vehicle in a given period of time.

O Frequency - The number of timesthe receiver

is exposed to vehicle in a specifictime period.



Problems in Media Planning

O Lack of information

O Inconsistent terms

O Serious time pressure

O Measurement problems



Developing the Media Plan



1• Analyze the Market

2•

Establish Media Objectives

3• Develop Media Strategy

4• Implement Media Strategy

5• Evaluate Performance

Developing the Media Plan



Media Planning Criteria

Considerations O The media mix

O Target market coverage

O Geographic coverage

O Scheduling

O Reach versus frequency

O Creative aspects and mood

O FlexibilityO Budget considerations



Media Strategy Numerous factors are evaluated and they are

usually ranked based on priority.

•

Target market and media matching strategy• Creative strategy influences media choices

• Coverage decisions are based on the budget

• Timing decisions are crucial for scheduling

• Reach, frequency, and continuity priorities

• Budget



Target Audience Coverage



Marketing Factors Important toDetermining Frequency

O Brand history

O Brand share

O

Brand loyalty O Purchase cycles

O Usage cycle

O Competitive share of voice

O Target group



Message or Creative Factors Important to

Determining Frequency O Message complexity

O Message uniqueness

O New vs. continuing campaigns

O Image versus product sell

O Message variation

O Wear out

O Advertising units



Media Factors Important to

Determining Frequency O Clutter

O Editorial environment

O Attentiveness

O Scheduling

O Number of media used

O Repeat Exposures



ExampleO Super bowl Commercials

O IPL commercials



Which Media?O Great ads will fail if the media chosen

do not reach the right audiences.

O Newspapers and magazines haveinherent advantages anddisadvantages.

O Broadcast media, TV and radio also

have inherent advantages anddisadvantages.



Television Characteristics



Radio Characteristics



Magazines Characteristics



Newspapers Characteristics



Outdoor Characteristics



Direct Mail Characteristics



Internet / Interactive

Media Characteristics



Media Research

Media research ,also known as advertising

research, focuses on issues of mediaeffectiveness, selection, frequency, and ratings.

Media research studies:

• Brand awareness

• Advertising recall

• Brand image

• Effectiveness of advertising copy

• Audience size for a particular type of advertising



Media Research

Important statistics for media measurementinclude:

• Audience – the number of homes or people

exposed to the advertising medium

• Frequency – the number of times a person seesor hears an ad

• Reach – the percentage of the target audiencethat will see or hear an ad at least once

• Ratings – the total number of audienceimpressions delivered over a set period of time



Media Research

To obtain these measures, businesses often requestinformation from the media of interest to them.In most cases, the information includes a ratecard listing the:

• Advertising costs

• Circulation or viewership figures

• Deadline dates

• Other requirements for submission of anadvertisement



Media Research

To determine the effectiveness of printed media, readers are askedabout the extent to which they

noticed the ad, remembered it, andassociated it with the advertisedbrand.

Readership in print media is measured

by surveys or estimated bycirculation.



Media Research

Broadcast media testing is done through a varietyof methods like:

• Personal interviews

• Theater tests

• In-home testing

• Focus groups



Media Research

The effectiveness of Internetadvertising is often measured withtracking studies. Web-centric

trackers log the total number of people who have visited a Web site.

User-centric trackers involve meteringsoftware in a sample household or

business that tracks computer usageand Web sites that are visited.



ReferenceO Advertising and Promotion

- George E. Belch & Michael A. Belch



Thank You

media planning, strategy and research

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