pr and median planning in gen

8/8/2019 Pr and Median Planning in Gen

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PUBLIC RELATION AND MEDIA PLANNING INGENESIS BURSON MARSTELLER

controls and supervises. It is necessary to maintain liaison with appropriate

governmental departments. This liaison covers both the local level, state level

and national level. Besides, governmental relations includes:

Advise action as needed.

Report trends in government affecting the company.

Help in preparing and directing corporate appearances before

investigating bodies of legislative hearings.

Direct programmes designed to promote the company's point of view in

legislative or regulatory matters.

5. Community Relations : Community contacts should be planned. It is the

performance and/or coordination of corporate 'good neighbour' activities,

including compliance with environmental protection standards, fostering equal

employment opportunity, cooperating in urban improvement programmes, and

developing community understanding of a company's problems and needs.

6. Shareholders Relations ; Relations with the corporate stockholders is

more important to attract public money. This takes the form of communication

between the company and the shareholders in particular. Also the investment

community in general. It is necessary for the development and acceptance of

the company among investors by broadening the exposure of the company's

policies and financial results in the investment community. This function

includes preparation of annual reports, quarterly reports, dividend cheque

inserts etc.


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The Benefits of the PR Professional

While some marketers may prefer to handle their own PR tasks, many

others will seek the assistance of outside PR professionals rather than attempt

to handle these activities themselves. Skilled PR professionals offer many

advantages for marketers with their two most important being:

1. Their ability to understand and unearth good stories about a

company and its product

2. Their knowledge of the media market may place them in a better

position to match stories to the news angles media reporters look for.

Trends in Public Relations

Until recently most public relations activity involved person-to-personcontact between PR professionals and members of the media, such as

journalists and television news reporters. However, several trends are

developing that alter the tasks performed by PR people. In most cases these

changes are the result of new Internet technologies that are quickly gaining

widespread acceptance among Internet users and are becoming new media

outlets in their own right.

Blogs

Discussion Forums

RSS Feeds


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Podcasting

Search Engine Optimization

PUBLIC RELATIONS TOOLS

1. Media relations

2. Media Tour

3. Newsletters

4. Special Events

5. Speaking Engagements

6. Sponsorships

7. Employee Communications


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8. Community Relations and Philanthropy

1. Media Relations

Historically the core of public relations, media relations, includes all efforts to

publicize products or the company to members of the press TV and Radio,

newspaper, magazine, newsletter and Internet. In garnering media coverage,

PR professionals work with the media to place stories about products,

companies and company spokespeople. This is done by developing interesting

and relevant story angles that are pitched to the media. It is important to

remember that media placements come with good stories and no payment is

made to the media for placements. In fact, in order to maintain the highest

level of credibility, many news organizations bar reporters from accepting

even the smallest gifts (e.g., free pencils with product logo) from companies.

Key tools used in media relations include:

I. Press Kits - Include written information such as a news release,

organization background, key spokesperson biographies and other

supporting materials that provide information useful to reporters.

II. Audio or Video News Releases - These are prerecorded features

distributed to news media that may be included within media

programming. For instance, a local news report about amusement parks may include portions of a video news release from a national

amusement park company.


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III. Matte Release - Some media, especially small local newspapers,

may accept articles written by companies often as filler material

when their publication lacks sufficient content. PR professionals

submit matte releases through syndicated services (i.e., services

that supply content to many media outlets) or directly to targeted

media via email, fax or snail mail.

IV. Website Press Room - While hard copies of materials are used

and preferred by some media, marketers are well served by an

online press room that caters to media needs and provides

company contact information.

2. Media Tour

Some new products can be successfully publicized when launched

with a media tour. On a media tour a company spokesperson travels to key

cities to introduce a new product by being booked on TV and radio talk shows

and conducting interviews with print and Internet reporters or influencers (e.g.,

bloggers). The spokesperson can be a company employee or someone hired by

the company, perhaps a celebrity or "expert" who has credibility with the

target audience. One common use of the media tour is the book tour, where an

author travels the country to promote a newly released book. A media tour

may include other kinds of personal appearances in conjunction with special


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events, such as public appearances, speaking engagements or autograph

signing opportunities.

3. Newsletters

Marketers who have captured names and addresses of customers and

potential customers can use a newsletter for regular contact with their targeted

audience. Newsletters can be directed at trade customers, final consumers or

business buyers and can be distributed either by regular mail or electronic

means (i.e., e-newsletters delivered via email or rss feed). Marketers using

newsletters strive to provide content of interest to customers as well as

information on products and promotions. A bookstore may include reviews of

new books, information on online book chats and information on in-store or

online promotions. A food manufacturer may include seasonal recipes,

information on new products and coupons. Online newsletters offer the

opportunity to link to stores carrying the marketer's products. Effective

newsletters are sought out by and well received by interested audiences.

4. Special Events

These run the gamut from receptions to elegant dinners to stunts.

Special events can be designed to reach a specific narrow target audience, such

as individuals interested in college savings plans to major events like astrawberry festival designed to promote tourism and regional agriculture.

Stunts, such as building the worlds largest ice cream sundae during National

Ice Cream month captures the attention of an audience in the immediate area,


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but also attracts the attention of mass media such as TV news and major

newspapers, which provide broad reach. The Oscar Mayer Weiner mobile is a

classic example, providing a recognizable icon that travels the country

garnering attention wherever it visits. As with all PR programs, special event

planners must work hard to ensure the program planned conveys the correct

message and image to the target audience.

5. Speaking Engagements

Speaking before industry conventions, trade association meetings, and

other groups provides an opportunity for company experts to demonstrate their

expertise to potential clients/customers. Generally these opportunities are not

explicitly for company or product promotion; rather they are a chance to talk

on a topic of interest to potential customers and serve to highlight the

speakers expertise in a field. Often the only mention of the company or its

products is in the speaker biography. Nevertheless, the right speaking

engagement puts the company in front of a good target audience and offersnetworking opportunities for generating customer leads.

6. Sponsorships

Companies and brands use sponsorships to help build goodwill and

brand recognition by associating with an event or group. Marketers can

examine sponsorship opportunities to find those that reach target groups, fit

within a specified budget and provide sponsorship benefits that suit the


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marketers objectives. There are numerous local, regional, national and

international sponsorship opportunities ranging from a local art center or

theatre to the Olympics. Most organizations seeking company sponsors

provide information on the variety of sponsorship levels which include data on

event audience, exposure opportunities, which can include signage, T-shirts,

public announcements and numerous other opportunities, receptions and much

more. Marketers can use this information to help match sponsorship

opportunities with the companys objectives.

7. Employee Communications

For many companies communicating regularly with employees is

important in keeping employees informed of corporate programs, sales

incentives, personnel issues, as well as keeping them updated on new products

and programs. Companies use a variety of means to communicate with

employees, including Intranet, email, online and print newsletters. In larger

firms an in-house PR department often works in conjunction with the HumanResources Department to develop employee communications.

8. Community Relations and Philanthropy

For many companies fostering good relations with key audiences

includes building strong relationships with their regional community.

Companies implement programs supportive of the community ranging from


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supporting local organizations and institutions (e.g., arts organizations,

community activities, parks) to conducting educational workshops (e.g., for

teachers, parents) to donating product for community events and charitable

fundraisers. The goal is generally to develop a positive relationship with

members of the community (i.e., be known as a good neighbour). Effective

community relations can help a company weather bad publicity or a crisis

situation that can unexpectedly arise due to a problem with a product,

unethical behavior by management, or even by false rumors. Some companies

also make an effort to contribute to charitable organizations, often

organizations that have some relationship to the companys mission or to a key principal of the company.

Advantages of Public Relations


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Public relations offers several advantages not found with other

promotional options. First, PR is often considered a highly credible form of

promotion. One of PRs key points of power rests with helping to establish

credibility for a product, company or person (e.g., CEO) in the minds of

targeted customer groups by capitalizing on the influence of a third-party -- the

media. Audiences view many media outlets as independent-party sources that

are unbiased in their coverage, meaning that the decision to include the name

of the company and the views expressed about the company is not based on

payment (i.e., advertisement) but on the media outlets judgment of what is

important. For example, a positive story about a new product in the businesssection of a local newspaper may have greater impact on readers than a full-

page advertisement for the product since readers perceive the news media as

presenting an impartial perspective of the product.

Second, a well-structured PR campaign can result in the target market

being exposed to more detailed information than they receive with other forms

of promotion. That is, media sources often provide more space and time for explanation of a product.

Third, depending on the media outlet, a story mentioning a company

may be picked up by a large number of additional media, thus, spreading a

single story to many locations.

Finally, in many cases public relations objectives can be achieved at

very low cost when compared to other promotional efforts. This is not tosuggest public relations is not costly, it may be, especially when a marketer

hires PR professionals to handle the work. But when compared to the direct


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cost of other promotions, in particular advertising, the return on promotional

expense can be quite high.

Disadvantages of Public Relations

While public relations holds many advantages for marketers, there are

also concerns when using this promotional technique. First, while public

relations uses many of the same channels as advertising, such as newspapers,

magazines, radio, TV and Internet, it differs significantly from advertising in

that marketers do not have direct control over whether a message is deliveredand where it is placed for delivery. For instance, a marketer may spend many

hours talking with a magazine writer, who is preparing an industry story, only

to find that their company is never mentioned in the article.

Second, while other promotional messages are carefully crafted and

distributed as written through a pre-determined placement in a media vehicle,

public relations generally conveys information to a member of the news media

(e.g., reporter) who then recrafts the information as part of a news story or

feature. Thus, the final message may not be precisely what the marketer

planned.

Third, while a PR campaign has the potential to yield a high return on

promotional expense, it also has the potential to produce the opposite if the

news media feels there is little value in running a story pitched (i.e., suggested

via communication with the news outlet) by the marketer.

Fourth, with PR there is always a chance that a well devised news

event or release will get bumped from planned media coverage because of a


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more critical breaking news story, such as wars, severe weather or serious

crime.

Finally, in some areas of the world the impact of traditional news

outlets is fading forcing public relations professionals to scramble to find new

ways to reach their target markets.

MEDIUMS FOR PR

Letters

Letters which enable one person to reach another despite the limitations

of time that can cut down on personal visits and telephoning, are among the

most ancient and perhaps still the most important media of mass

communications. It has been said that letters are the only selling medium that,if taken away, would disrupt the entire modem business structure.

They are sent out with every kind of enclosure; pamphlets and leaflets,

order blanks, samples, pictures, return post cards, and many others. Mail is a


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personal thing. A person likes to receive a letter written for him as well as

addressed to him. He likes to express regard for him ,offer him a better job,

make a promise or enclose a cheque. When a publicist sends out a letter

written for the client's benefit rather than for the recipient's, privacy is being

presumed upon. The recipient may resent it. He may throw the letter away

without reading it, or read it only to turn

against the writer.

1. Telephone

A telephone call is more effective than a letter as a last minute reminder or an incitement to action. The telephone is good for getting a person to do

something he should do although he might prefer not to such as attending a

meeting. He can dodge a letter more easily than the personal commitment of a

personal conversation. But for a technical or monetary commitment both

parties will find it advisable to put it in writing to seal the telephone

agreement.

The secret of success in a large-scale telephone campaign is to obtain

reliable telephone operators - people with pleasing telephone personalities and

the persistence to keep after each number until they actually reach the proper

party and drive the message home.

2. Word of Mouth

Word of mouth spreads like wild fire. If the subject and content are

right, it can burst into spontaneous combustion just as an entire forest may

suddenly be overrun by conflagration. Through word of mouth, rumour and


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innuendo may spread with extreme speed and spontaneity if the subject is

close to the emotion of people. Feeling and thought must quickly take wing on

word of mouth. In stimulating a word-of-mouth campaign the important thing

is to present subject matter of such interest as to cause people to repeat it to

others.

3. Newsletter

The commercial field has long made good use of newsletters. These

have a bright future. Newsletters tend to fit the times these days. People have

fragmented interests. There are certain things they want to know a lot about,and other things they don't want to hear anything about.Newsletters have the

advantage of speed. They are quick to read.

The public relations use of newsletters is spreading rapidly into non-

profit fields as well. Associations and professional societies particularly find

the formal effective. Its use in politics and lobbying is burgeoning. With this

format, users can reach constituents quickly on matters having both urgency

and importance. The person-to-person nature invites reading.

4. Post Cards

Post cards are quick and easy to prepare, quick and easy for the recipient

to absorb, economical to mail to constituents and an effective adaptation of

direct mail to reach large numbers of people with a message that can be

punched home in a paragraph.

In many campaigns, a large number of individuals can be stimulated to

sign and then send post cards to their own friends and contacts. This personal


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touch has more influence with the recipient than would a communiqu from a

stranger.

5. Public Address System

Public address systems at meetings, shows, gathering of employees or

mass audiences of any kind make it possible mechanically to project he human

voice before a large number of people.

Mounted on a mini truck or other mobile auto, the public address system

can be transported from place to place, presenting speakers and programmes as

it goes, and reaching a widely distributed audience. Sound tracks can also berigged up at programmes in lieu of a permanently installed public address

system. A portable bullhorn affords great mobility wherever amplified sound

is needed.

6. Charts

Charts are by far the most-used visual aid. A chart may be painted,

printed or drawn. It must be large enough and simple enough to be seen and

comprehended in the presentation setting.

7. Flannel Boards

Flannel Boards consist of aboard covered with felt. Sticky-backed

visuals are placed on the surface, allowing a speaker to put some movement

and flexibility into an otherwise static presentation.

8. Magnetic Boards


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Magnatic Boards are much like flannel boards, except that magnets

permit the use of heavier three dimensional visuals.

9. Video Cassette, Audio Cassette and Disc Recordings

These are useful in overcoming some of the difficulties of working with

a diffuse and loose-knit organisation. They assure that all concerned get

exactly the same message with the desired visual and/or audio emphasis.

Generally, these video cassettes, audio cassettes or disc communications,

though carefully prepared, are modest in technique. Intentionally, they do not

have the ambitious-or cost-associated with full scale productions.

10. Electro writers

An executive or a demonstrator can write his 'blackboard' notes across a

longdistance through a transmitter unit hooked up by telephone lines with a

projector unit and screen.

11. Tele Lecture

This is a useful technique for making an audio/visual presentation at a

distance. With the help of the telephone company there is a hook-up from a

speaker's office, a meeting or classroom, where visuals can be shown while the

speaker is heard. Members of the audience can question the speaker through a

two-way hook-up. This permits the speaker to 'appear' at many locations


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without the full time or expense of going there, and it permits remote groups to

engage speakers they otherwise would not attract.

12. Facsimile

It sends between distant cities via telephone lines, exact copies of

blueprints, layouts, and other visual materials- It is now used increasingly to

transmit copy between the offices of an agency and clients or between an

organisation and a communications medium.

PLANNING PROCESS OF PR

Public relations is not merely a process of getting stories and pictures

into newspapers. It is much more. It has to be properly planned, orderly

executed, and a number of details need careful attention. Public relations costs

money, requires manpower, needs expertise, and consumes time and resources.

So it should be

well planned and executed in an orderly manner.


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PR Objectives

The first step is to set out clearly the PR objectives before any campaign

is launched. The publicist must have a clear idea as to what is intended to be

achieved. His approach should be positive and purposeful:

Publics

The next step is to decide who is the audience to be reached i.e. local,

regional, national, or international. And apart from geographical area, it should

be considered if any specialized audience or a section of the community or

professional people is also to be reached.

Message

After deciding the public the company has to decide what message they

want to pass through the campaign, what is it they want the people to know

about them or what they want to tell or inform the public about.

1. Strategy

A strategy is a long term planning or the methods that a company

adopts to make itself a successful company. For a PR campaign also strategies

are required to be formed to so that they can create an impact or impression in

the minds of the people; as well as they can build a fair and favourable image

in the market.\

Tactics

Along with a good strategy a company also needs to use some very good

tactics for its campaign because there are competitors in the market and the

company has to stand on top of all of them.


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Time Scale

The public has to decide the time scale in which they will complete the

campaign. They have to set a specific time. Also the decision about the

commencement of campaign, duration, repetition, etc. is to be made well in

time.

Resources

The publicist has also to think about the resources in terms of money

and staff available to him. The campaign has to be planned keeping in view the

resources which the publicist would be able to mobilize.

Selection of Media/Resources

Another point that requires a decision is about the media to be employed

for the campaign: whether publicity is to be conducted with one medium or

more than one or through multimedia.

Evaluation

After deciding upon the above things the publicist should evaluate thewhole process to check whether everything is properly being done or not or

whether they have to add anything else or not, etc.

Review

After evaluation again there should be a review of the entire thing to

give it a final check.


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Analysis

After the campaign there should be an analysis of the entire process sp

that they will come to know whether the campaign was successful or not and if

not then where it went wrong. If any draw backs are pointed out then again

the whole process is repeated from the point of identifying the publics.

What is media planning?


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Media planning is about determining the best Media Mix (i.e., the best

combination of one-way and two-way media) to reach a particular target for a

particular brand situation.

WHO IS A MEDIA PLANNER ?

Media Planner : The person at the advertising agency who develops and

executes your media plan.

Media planners perform four basic functions:

1. Conduct media research

2. Determine media objectives and strategies

3. Determine the media mix

4. Do the actual media buy

Various Functions in Media Planning in Advertising?

Proper media planning enables the selection of the right media:

selection of the right media is crucial in the entire planning process. How best

can I reach my target audience? Is the question kept in mind? .It helps to

allocate the advertising funds to the right products in the right media: for

example, ads for chocolates will be placed in a slot where there is maximum

children viewer ship. And channels like Nickelodeon, Cartoon Network or

between 5-7 pm when most children watch cartoons.

It indicates the period or the season in which the advertiser need to

concentrate advertising efforts: for example all the paint advertisements

concentrate on the festive seasons. A few months before the festival like


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Diwali the ads are released. It helps achieve the advertising objectives. It

minimizes wastages of advertising funds: when money is used in the right

direction there are minimum wastages. A media plan helps the ad agency to

obtain approval form the client. Proper media planning will help the advertiser

to reach the right target audience.

Media Plan- the document or flow chart which details the tactics used to

accomplish your media objectives.

Media Plan Components

1. Target audience

2. Campaign objectives

3. Competitive context

4. Geographic focus

5. Timing

6. Budget


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Media Planning Process

Media planning is the process of designing a course of action that

shows howadvertising space and time will be used to contribute to the

achievement of the marketing and advertising objectives.

The media plan is created by the media planner from information about

the market and prospective customers. Media decisions are primarily based on

the creative strategy established for the campaign and the characteristics of the

target market. Through market research, facts about the target market are

accumulated and generalized into a consumer profile. This along with the basic

copy strategy and copy requirements is analysed by the media planner, taking

into account the size of the advertising budget.

This analysis is followed by matching the audience characteristics of

various media with the consumer profile and by evaluating the adaptability of

the physical format of the media to copy requirements. Finally, through the

exercise of judgment concerning dimensions of coverage, reach, frequency,

continuity, ad size the media plan emerges.

With all the advertising decision making the ultimate responsibility for

choosing media rests with the advertising/ brand manager.

The Media Planning Steps?

There are 5 steps in the Media planning process:

1. Market analysis

2. Media objectives

3. Media strategies


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4. Media Mix

5. Budget and Media Buying

Step one: Market Analysis

Activities involved in developing the Market analysis :

a. Situation analysis

b. Marketing strategy analysis

c. Creative strategy analysis

Step 2: Setting Media ObjectivesPurpose: To translate marketing objectives and strategies into goals that

media can accomplish. Setting media objective is the second step in

media planning. Media objectives are in harmony with the

advertising and the marketing plans. Thus while launching a new

product or repositioning an existing product, there are specific

objectives which will guide our media decisions. These objectivesmust be measurable. It facilitates Co-ordination and evaluation once

the campaign is over.

There are broadly five elements in media objective statements:

1. Target Audience

2. Reach

3. Frequency

4. Message Weight

5. Message Distribution


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1. Target Audience: How to reach

Which is the audience for our product? This happens to be the most

important consideration in the media decisions. We first examineour market plans and advertising plans. These provide us details

about the audience in terms of age, religion, sex, education these

are demographic characteristics.

After having a complete picture of our target audience, we undertake the study

of the medias readership in terms of demographic, economic and

psychographics terms.

2. Reach

It indicates a percentage of target audience who is exposed at least once

in a given period to a particular media vehicle. It does not matter how many

times they actually see or hear the ad message.The objective of reaching target

audience is calculated irrespective of the fact whether these people have taken

cognizance of our ad.

3. Frequency

It indicates the number of times people in the target audience are

exposed to a media vehicle during a given period of time. Average frequency

gives the average number of times people or households in our target audience

are exposed to a media vehicle.Average Frequency = Total Number of Exposures

Total Audience Reach


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Message Weight

It is the sum of the reach number of specific media vehicles in a given

media plan gives the message weight . Here while summing the reach,duplication or o verlapping is ignored . Message weight is expressed in

terms of gross impressions or gross rating points (GRP).

Message weight

The total size of the audience for a set of ads or an entire

campaign .

Message weight can be expressed as:

a. Opportunity to see: The possible exposure of the advertising message to

one audience member is called an opportunity to see (OTS).

b. Gross Impressions: It is the total number of potential exposures (audience

size by the number of times the ad message is used during a period). Suppose

an advertiser puts advertisements on a programme of a TV channel viewed

five times by 6000 people in the target audience and seven times by 6000

people in a four week period.c. Televisions households: Because gross impressions are often expressed in

millions and are awkward to handle, media planners prefer to use percentages -

or a rating, for example, a rating of TV households is the percentage of homes

exposed to an ad medium.

d. Gross Rating Points (GRPs) - the total weight of a specific media

schedule, computed by multiplying the reach, expressed as a percentage of the population, by the average frequency.GRP is the combined measure of reach

and frequency indicating the weight of a media plan.


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GRP: A unit of audience measurement, commonly used in the audio-visual

media, based on reach or coverage of an ad. A single GRP, usually, represents

1 per cent of the total audience in a given region. For a mass media like a TV

channel, message weight is expressed in gross rating points (GRPs). Television

Rating points (TRPs) are available in India calculated on the basis of the panel

method. The ultimate business of TV is to deliver the eyeballs. It is obviously

an issue of audience share. This will help us realize our advertising plan. Once

the media objectives are set, we are ready to develop strategies to realize them.

Message Distribution:

This objectives define where, when, and how often advertising

should appear. To answer these questions, a media planner must

understand the following:

Audience size - Simply the number of people in the medium's audience. In

print media, for example, Audit Bureau of Circulation actually counts and

verifies the number of subscribers (circulation) and multiplies by the number

of readers per copy (RPC) to determine total audience.


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.

Step 3: Media Strategy

Media strategy is the way we seek to realize our media objectives.

When formulated correctly, it enables an advertiser to rise above the

clutter of ads, and stand out in the competition. Media strategy

expects media planners to be creative in using the media. The use of

the media should complement and supplement each other.

Factors Influencing Media Strategy

Target Market Profile

Nature of the Message

Geographic Market Priorities

Timing of Advertising

Reach/Frequency/Continuity

Media strategy has to cover decisions taken in the areas of:

Geographic selectivity

Scheduling of the ads

Media selection

Cost efficiency of the selected media.


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Geographic Selectivity

Our media strategy is based upon our market coverage. If we

market our products nationally, we will select all-India newspapers

and magazines. We have to see how strong a product is in a

particular geographical region and advertise more in high potential

areas. Marketers may measure the sales strength in particular

market by making use of two ratios the brand development index

and the category development index.

Brand Development Index:

BDI = Percentage of brands total all India sales in the market x 100

Percentage of total Indian population in the market.

Category Development Index:

CDI = Percentage of product categorys total all India sales x 100

Percentage of total Indian


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Brand and Category Analyses


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2. Media Scheduling


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Media scheduling decisions are the decisions about the timing, continuity and

size of the ads. They have to see when to advertise, for how long, and for what time period. They have to see the size and placement of our ad.

Most Organizations Use One of These Three Scheduling

Strategies

Three Scheduling Methods

Continuity: When an ad is run in the media for a long period without any

gap, we are using continuity scheduling . It is used for those products,

which are in demand round the years. The ads are in the form of

reminder.

Alternative to continuity is fighting where advertising runs for some

period and then there is a gap, and again it runs for some period. The

interval between two advertising runs comes after a flight.

Pulsing is another option It represents a consistent low-level advertising

activity, and addition of pulse to make a high-level of advertising

during certain periods. A pulse is a period of intense advertising

activity. The pulses can occur at the start while launching a new

product.


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Selecting the Media

An advertiser can choose a single medium or a mix of media to take its

message to the target audience. Media mix a combination of severalmedia is used when it is not possible to reach the target audience by one

single medium adequately and with a good impact. Marketers segment a

market, and a suitable media can be chosen to match a specific segment.

Each media has a particular readership or viewer ship. We have to

understand the size and the characteristics of the readership or viewer

ship.

Cost Efficiency of selected Media:

The cost of advertising in various media must be analyzed properly. We

have to compare the cost of different media. It helps us select the best

media to optimize our objectives. Cost per thousand (CPM) is one yard-

stick to compare the costs of different media. It is the cost of reaching a

thousand persons.

The formula for CPM is:

Cost per Thousand = Cost of media unit x 1000

Gross Impression


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Step four: Selecting Media Mix

Media mix means the advertising strategy encompasses the use of more than one type of advertising media to get its message across thetarget audience. A combination of media types is known as the mediamix. No advertiser can rely only on one medium to reach hisaudience. Even a small advertiser having a small media budget hasthousands of media from which to choose. A typical media mix forconsumer products, such as a soft drink, will include television,outdoor, POP and even the print media. this combination plays a

crucial role in reaching the maximum number of consumers at theminimum cost. Once a media plan is ready, the decision is to be madeabout the media mix. Selecting the media mix involves severalconsiderations.

Factors considered while selecting a media mix

The media plan which is derived from the marketing andadvertising plan has set a broad framework for media decisions. The

execution of this plan depends upon the following considerations:1. Budget

2. Competitors Strategy:


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3. Frequency v/s Reach.

4. Increasing distributors support

5. Continuity

6. Flexibility

7. Franchise Position

8. Standard of Acceptance and Codes of Ethics

9. Cost Per Thousand

10. Creative considerations.

11. The medium and Target Consumer Match

12. Language

13. Prestige of media

14. The Editorial Environmental

15. Nature of the product or services and nature of the market to becovered:

16. Availability of Media Time and Space:


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Step five: Budget Allocation and Media Buying

Budget Allocations: Classifies spending my medium, region, and time of year

Media Buying

Occurs once plan is approved

Buyers work with media representatives to negotiate final prices for the

various activities.

GENESIS BURSON MARSTELLER Genesis PR was founded in 1992 as an independent firm, By Mrs. Prema

Sagar with a Co founder partner Mrs. Archana Jain and then it merged in 2005

into Burson-Marsteller founded by Mr. Harold Burson the chairman of genesis
http://www.burson-marsteller.com/http://www.burson-marsteller.com/


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burson marsteller. To become Genesis Burson-Marsteller,the gold standard in

public relation. As Indias most trusted full service Public Relations and Public

Affairs consulting firm, Genesis Burson-Marsteller has been recognized as the

India Consultancy of the Year 2008 by the Holmes Report , the most

respected publication in public relations worldwide.

It is a Public Relations and Public Affairs Services with Real

Measurable Impact. In a dynamic and often volatile world, building and

sustaining corporate reputation has become central to business continuity.

They understand that Public Relations is the science of influencing behavior

through the powerful communication of your good work. So, while their clients concentrate on the nuts and bolts of a good business, they help clients

build, nurture and protect the reputation of their organization with insight-

based, innovative & integrated campaigns through their public affairs and

public relations services .

The public relations programmes was based on the proprietary

methodologies which follow a scientific approach towards an integrated

campaign. They promise a seamless service experience across their network of

offices and affiliates and specialties to offer their Team with only one purpose

to make a real measurable impact on their business. They demand and give

the highest level of ethical conduct and work hard to build an honest

partnership.

History
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Genesis Burson-Marsteller had a long and fascinating journey that mirrors

the genesis of the Indian public relations industry. The idea of forming a public

relations company was seeded in 1989, when Priya Paul, of the Apeejay Surrendra

Group that owns the Park Hotel, approached , their founder, Prema Sagar , with an

offer to work on public relations projects to boost the popularity of the hotel. She

accepted the offer and thus was born the idea of Going Public at The Park, a

monthly event where people would come to interact with a high-profile person.

Soon followed Theatre at the Park, Cinema at the Park and Christmas at the

Park, attracting lots of people and media coverage and Premas journey in public

relations.Intrigued by the potential of public relations, She explored further and

chanced upon a book on Public Relations by Frank Jefkins. For her, reading the

book was an affirmation of all the facets of public relations that she was beginning

to love. So impacted was she by the book that she wrote to the author and ended up

attending the Frank Jefkins Institute of Public Relations in London to do a short

course on PR, eventually also topping her class.

She returned to India with a single mission: to start her own public relations

firm. And so, on November 1, 1992, a few days before her 39th birthday, Genesis

Public Relations was formally launched. Genesis Public Relations began as a

three-member team servicing three clients, including the Park Hotels, with whom

the relationship was to last a decade. From managing the Indo-British Partnership

Initiative in Mumbai to launch of Daewoos Cielo car in India to informing people

about the role of PR through articles in The Financial Express, each step taken by

Prema in the first five years was setting a solid foundation for Genesis. Less than

five years after it started, Prema decided it was time for Genesis to spread its wings
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and expand operations, and for that it needed a stronger and more experienced

leadership team. Enter Ashwani Singla , presently CEO of Genesis. Ashwani,

brought a new focus to the firm. Systems were streamlined, technology was

harnessed, and individual goals aligned to the business strategy, with growth based

solely on meritocracy and learning and Genesis Public Relations was on its way

to become one of the most trusted agencies in the industry.

It's not surprising therefore, that when Burson Marsteller came hunting for a

new partner in 2006, the firm that outshone all others was Genesis Public

Relations, which went on to become Genesis Burson-Marsteller.

NETWORK
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They are present in all the leading state capitals and business hubs of

India, and in 57 countries around the world. While their people are located in 7

wholly owned offices , there national affiliate network extends reach to over

100 locations around the country, so organizations can use there services

throughout the length and breath of India.

Global Network Working with Genesis Burson-Marsteller, you work with one of the world's leading

public relations firms.As client, it benefit from the rich experience that has made Burson-Marsteller a leader

in reputation management worldwide.

As client or member of the Genesis Burson-Marsteller family the client also draw upon

Burson-Marsteller resources spread across 97 offices in 57 countries.

If you are a Burson-Marsteller client planning to do business in India, you can look

forward to the same level of professional excellence and trust when you work with us

in India.
http://www.genesisbm.in/network-offices.htmlhttp://www.genesisbm.in/network-affiliates.htmlhttp://www.burson-marsteller.com/http://www.genesisbm.in/network-offices.htmlhttp://www.genesisbm.in/network-affiliates.htmlhttp://www.burson-marsteller.com/


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EXPERTISEGenesis Burson Marsteller expertises in two distinct streams of service

that comprehensively map their clients business to universe: Public relations

services and public affairs services. According to them Public relations is the

science of influence and hence, they built it around the powerful communication of

the clients good work. Aligned to the clients goals, their services make a real

positive impact on the clients business. And their public affairs services help the

clients to navigate the emerging and often complex public policy issues that could

impact business. They offer astute legislative monitoring within your sphere of

business and help them engage with policy makers worldwide. Together, our publicrelations management and public affairs services help the clients organization

engage actively with each of the stakeholder groups to help build and nurture

corporate reputation.

PUBLIC RELATION SERVICESAt Genesis Burson-Marsteller, they endeavor to tailor public relations

programmes based on in-depth understanding of clients business priorities and

challenges. Each of our solutions is crafted to suit their need. Their public relations

services are structured to provide a communication framework that maximizes the

clients reach and empowers them with specialized knowledge and expertise. This
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PUBLIC RELATION A ND MEDIA PLANNING INGENESIS BURSON MARSTELLER
http://www.genesisbm.in/corporate-reputation-management-service.htmlhttp://www.genesisbm.in/corporate-reputation-management-service.htmlhttp://www.genesisbm.in/corporate-reputation-management-service.htmlhttp://www.genesisbm.in/brand-reputation-management-service.htmlhttp://www.genesisbm.in/issues-management-service.htmlhttp://www.genesisbm.in/change-communications-service.htmlhttp://www.genesisbm.in/crisis-communication-preparedness.htmlhttp://www.genesisbm.in/corporate-social-responsibility-service.htmlhttp://www.genesisbm.in/media-relations.htmlhttp://www.genesisbm.in/tools-techniques.html

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