MEDIA PLANNING

&
MEDIA RESEARCH

SUSHIL DESAI
PRESENTED TO
PROF. SUBBARAO
 MEDIA PLANNING

“Media Planning refers to a series of

decisions required in delivering the
advertising message to target audience.”
 MEDIA PLANNING PROCESS:

SET THE MEDIA STRATEGY EVALUATION

MARKET
MEDIA DEVELOPMENT & &
ANALYSIS IMPLEMENTATION
OBJECTIVES FOLLOW-UP
 Developing the Media Plan
Situation
Situation Marketing
Marketing Creative
Creative
Analysis
Analysis Strategy
Strategy Plan
Plan Strategy
Strategy Plan
Plan

Setting
Setting Media
Media Objectives
Objectives

Determining
Determining Media
Media Strategy
Strategy

Selecting
Selecting Broad
Broad Media
Media Classes
Classes

Selecting
Selecting Media
Media Within
Within Class
Class

Media
Media Use
Use Decision
Decision Media
Media Use
Use Decision
Decision Media
Media Use
Use Decision
Decision
—— Broadcast
Broadcast —
— Print
Print —— Other
Other Media
Media
Developing the Media Plan
Analyze
Analyze the
the Market
Market

Establish
Establish Media
Media Objectives
Objectives

Develop
Develop Media
Media Strategy
Strategy

Implement
Implement Media
Media Strategy
Strategy

Evaluate
Evaluate Performance
Performance
Media Planning Difficulties

Measurement
Measurement Lack
Lack of
of
Problems
Problems Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time Inconsistent
Inconsistent
Pressure
Pressure Terms
Terms
5 BASIC DIMENSIONS TO BE CONSIDERED:

CONTINUITY
TAARGET MARKET DEFINITION
MEDIA TYPE
MEDIA VEHICLES & UNITS
MEDIA SCHEDULING
 Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market
 Television Pros and Cons
Advantages Disadvantages
Mass
Mass Coverage
Coverage Low
Low Selectivity
Selectivity

High
High Reach
Reach Short
Short Message
Message Life
Life

Impact
Impact of
of Sight,
Sight, Sound
Sound High
High Absolute
Absolute Cost
Cost
and
and Motion
Motion

High
High Prestige
Prestige High
High Production
Production Cost
Cost

Low
Low Cost
Cost Per
Per Exposure
Exposure Clutter
Clutter

Attention
Attention Getting
Getting

Favorable
Favorable Image
Image
 Radio Pros and Cons
Advantages Disadvantages
Local
Local Coverage
Coverage Audio
Audio Only
Only

Low
Low Cost
Cost Clutter
Clutter

High
High Frequency
Frequency Low
Low Attention
Attention Getting
Getting

Flexible
Flexible Fleeting
Fleeting Message
Message

Low
Low Production
Production Cost
Cost

Well-segmented
Well-segmented Audience
Audience
 Magazine Pros and Cons
Advantages Disadvantages
Long
Long Lead
Lead Time
Time for
for
Segmentation
Segmentation Potential
Potential Ad
Ad Placement
Placement

Quality
Quality Reproduction
Reproduction Visual
Visual Only
Only

High
High Information
Information Content
Content Lack
Lack of
of Flexibility
Flexibility

Longevity
Longevity

Multiple
Multiple Readers
Readers
 Newspaper Pros and Cons
Advantages Disadvantages
High
High Coverage
Coverage Short
Short Life
Life

Low
Low Cost
Cost Clutter
Clutter

Short
Short Lead
Lead Time
Time for
for Low
Low Attention
Attention Getting
Getting
Placing
Placing Ads
Ads
Ads
Ads Can
Can Be
Be Placed
Placed in
in Poor
Interest Poor Reproduction
Reproduction Quality
Quality
Interest Sections
Sections

Timely
Timely (Current
(Current Ads)
Ads) Selective
Selective Reader
Reader Exposure
Exposure

Reader
Reader Controls
Controls Exposure
Exposure

Can
Can Be
Be Used
Used for
for Coupons
Coupons
Outdoor Pros and Cons
Advantages Disadvantages
Location
Location Specific
Specific Sort
Sort Exposure
Exposure Time
Time

High
High Repetition
Repetition Short
Short Ads
Ads

Easily
Easily Noticed
Noticed Poor
Poor Image
Image

Local
Local Restrictions
Restrictions
 Direct Mail Pros and Cons
Advantages Disadvantages
High
High Selectivity
Selectivity High
High Cost
Cost Per
Per Contact
Contact

Reader
Reader Controls
Controls Exposure
Exposure Poor
Poor Image
Image (Junk
(Junk Mail)
Mail)

High
High Information
Information Content
Content Clutter
Clutter

Repeat
Repeat Exposure
Exposure
Opportunities
Opportunities
 Internet Pros and Cons
Advantages Disadvantages
User
User Selects
Selects Product
Product Limited
Limited Creative
Creative
Information
Information Capabilities
Capabilities
User
User Attention
Attention and
and Web
Websnarl
Web snarl
snarl(Crowded
Websnarl (Crowded
(Crowded
(Crowded
Involvement
Involvement Access)
Access)

Interactive
Interactive Relationship
Relationship Technology
Technology Limitations
Limitations

Few
Few Valid
Valid Measurement
Measurement
Direct
Direct Selling
Selling Potential
Potential Techniques
Techniques

Flexible
Flexible Message
Message Platform
Platform Limited
Limited Reach
Reach
 FACTORS AFFECTING CHOICE
OF MEDIA

PRODUCT CHARECTERISTICS
TARGET AUDIENCE
COMPETITORS ADVERTISING
DISTRIBUTORS COVERAGE
ADVERTISING OBJECTIVES
MEDIA COST
MEDIA SELECTION
MEDIA CIRCULATION
FACTORS AFFECTING CHOICE
OF MEDIA
MEDIA RESTRICTION
MEDIA FLEXIBILITY
MEDIA LIFE
MEDIA SUPPORT & BENEFIT
MEDIA AVAILABILITY
MEDIA IMAGE
ADVERTISING BUDGET
FACTORS CONSIDERED WHILE
SELECTING MEDIA MIX
BUDGET CREATIVE
COMPETITOR’S STRATEGY CONSIDERATION
FREQUENCY V/S REACH THE MEDIUM & TARGET
INCREASING CONSUMER MATCH
DISTRIBUTOR’S SUPPORT LANGUAGE
CONTINUITY PRESTIGE OF THE MEDIA
FLEXIBILITY THE EDITORIAL
FRANCHISE POSITION ENVIRONMENT
STD OF ACCEPTANCE & NATURE OF PRODUCT
CODE OF ETHICS SERVICE & MARKET
COST PER THOUSAND AVAILABILITY OF MEDIA
TIME & SPACE
 THE DO’S & DON’TS FOR
EFFECTIVE MEDIA PLANNING
DO- understand the clients business needs.
DO- study the clients brand that requires to be worked on.
DON’T- stereotype solutions.
DON’T-base your strategy purely on numbers generated by
various software.
DO- select the type of media making sure it will hit the
target.
DO- make sure to try maximizing visibility.
 THE DO’S & DON’TS FOR
EFFECTIVE MEDIA PLANNING
DON”T- make your schedules clash with major events.
DON”T- ever act like a “buyer”. Media buying is to a
great extent a function of relationships
DO- make sure to take advantage of major events for
advertising.
DON’T- be rigid in your thinking
DO- every client has a year beginning & ending
DON’T- always look out for CPRP& GRPS.
DO- start any plan with a clear picture.
 Media strategy

Step 1:
Reviewing the marketing and advertising situation.

Marketing factors.
 who is the competition and what do they hold?
 what is our marketing strategy? Our marketing
objectives?
 what buyer problems does our product solve?
 What marketing decisions have been
made about the internal marketing
elements ( product, price, promotion
and distribution)?

 what external environmental factors are

influencing of our product?
 Advertising factors
 What role is advertising expected to play in the
stimulation of brand demand?

 What are the advertising objectives?

 What is the size of the advertising investment?

 What is the creative strategy? What are our

creative tactics?
 Step 2: Selecting the target
market
Classification of target audience:

 lifestyles

 Product usage.

 Age, sex group.

 Geographic conditions.
 Step 3: Setting media
objectives
Terminology of media objectives.

 Reach.

 Frequency.

 Continuity.
The Difference between Reach
and Frequency
 Reach and Frequency
A. Reach of One Program B. Reach of Two Programs

Total market audience reached Total market audience reached

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total reached with both shows Total reach less duplicate

 Step 4: Evaluating media
alternatives

Two levels of media evaluations:

 Media type level.

 Media vehicle level.

 Comparing media vehicle
efficiency
CPM = cost of advertising x 1000
total circulation

= Rs. 150000 x 1000

500000

Rs. 30
 GROSS RATING POINT

GRP is the basic unit of the counting in

buying television slots.

GRP = reach x average frequency.

 How to evaluate media
alternatives?
Stimulation models

ADMOD

MEDIAC
 ADMOD model
Aims to achieve cognitive changes in the
consumption pattern among customers.

Concentrates within the segment rather than the

total segment.

Product change which takes place over a period

of time.

The exposure probability of media schedule is:

 Pij=bij hj

Where, Pij = probability that individual ‘i’ is

expected to be exposed to media option ‘j’.

Bij = probability that individual ‘i’ is exposed to

vehicle ‘j’ is the vehicle associated with media
option ‘j’.

Hj = probability that any one exposed to vehicle

‘j’ will be exposed to media option ‘j’.
 Step 5: Media Scheduling

Media scheduling refers to preparing a

calendar or blueprint of the advertising
plan. It offers specific details regarding
what media will be bought, when it will
be purchased, and how much time or
space will be used for each
advertisement or commercial.
Media scheduling involves :

Macro scheduling - in relation to the season

and the buyers cycle.

Micro scheduling - allocates advertising

expenditure within a short period to obtain
maximum impact.
Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Seasonal

Teaser set-up

Step down

Steady

Alternate method
LEVEL RISING FALLING ALTERNATING
 Step 6: implementation the
media plan
Media prices.
Contracts.
Insertion orders.
Execution media plans.
Media departments of advertising
agencies.
Media buying services.
In house media group.
 Step 7 : Evaluating the media
plan.
To understand the relevant media environment.

 The target market, particularly its

demographically, life-styles media habits.

 The competitions media investment patterns.

 All the possible media alternative and their

abilities to help fulfill the media.
 Media Research

Concerned with advertising reach,

frequency and the effectiveness of
different media and combination of media
in reaching target audience.
 Role of Media Research

Reader’s Profile
Selection of Media
Booking of Time & Space
Importance to media owners
Sponsorship of programmers
Benefit to Audience
Benefit to media planners
Benefit to Research Organizations
 Scope of Media Research

The Reach & Circulation of different media

Measuring impact of new media
Finding appropriation of slots
Understanding Consumer Profile
Gathering information about best media buys
Innovations that will increase visibility
Media scheduling
Increasing effectiveness of ad campaign
Reducing wastage
Appropriate positioning
 Research Methods
Measuring Broadcast
 Co-incidental Method
 Roster Recall
 Diary Method
 The Audimeter

Measuring Print
 Recent Reading Method
 Reading Habit Method
 Through the Book Method
 Media Research in India
Research on Press
 Audit Bureau of Circulations
 Press Audits
 National Readership Survey
 Children’s Media Survey
 Up market Media Survey
 Decision Makers Media Survey
 Businessman’s Readership Survey
 Research on TV
 Audience Research
 Television Rating Points (TRP)
 TV Monitoring Reports
 NTS – MRAS
 TRP Clutter Index
 MRAS Ad Viewer ship Study
 Radio Research
 Reach and Coverage Study
 CBS Listener ship Survey, 1989
 CBS of AIR
 Advertisement Brief

The client briefs the agency on what is

required and obtains agreement before
creative work is done. Simply put it
consists of what the ad is expected to
shoot for.
Ingredients Of An Advertising Brief

Promotional objectives

Budget

Product profile

Company profile

Market analysis/Competition
Production plans

Pricing policy

Distribution plans

Legal aspects

Any other information

 Media brief

Team

Product

Competition

Budget
Timetable

Target audience

Area

Timing

Purpose of campaign
Regionality

Seasonality

Creative objectives

Media objectives

Research
 Media budget

Corporate objectives

Stage in product life cycle

Competition and clutter

Market share and consumer base

Market share goals

Advertising frequency

Product substitutability

Budgeting period
Affordability

Crisis management

Importance of middlemen

Scope of the market

Quality of campaign
 To measure the effectiveness of the media
plan
 If the media they selected reached the
designated target market
 If the media plan delivered the desired
levels of reach and frequency
 If the media plan was efficient.