MEDIA PLANNING &

STRATEGY
Many companies large and small are
focusing additional attention on the
integration of creative work and media, as
well as the use of multiple media vehicles
to achieve the optimal impact.
Chapter - 7

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Integrated Marketing Communication

Some Basic Terms and

Concepts

Media planning is the series of decisions involved

in delivering the promotional message to the
prospective purchasers and/or users of the product
or brand. Media planning is a process, which means
a number of decisions are made, each of which may
be altered or abandoned as the plan develops.

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Integrated Marketing Communication

THE MEDIA PLAN

Best way to get the advertisers message to the
market.

Thursday, October 27, 2016

Integrated Marketing Communication

The Media Plan

The media plan determines the best way to get the
advertisers message to the market. In a basic
sense, the goal of the media plan is to find that
combination of media that enables the marketer to
communicate the message in the most effective
manner to the largest number of potential
customers at the lowest cost.
Insufficient Information
Inconsistent Terminologies
Time Pressures

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Integrated Marketing Communication

Insufficient Information
While a great deal of information about markets and
the media exist, media planners often require more
than is available. Some data are just not measured,
either because they cannot be or because
measuring them would be too expensive.

Thursday, October 27, 2016

Integrated Marketing Communication

Inconsistent Terminologies
Problems arise because the cost bases used by
different media often vary and the standards of
measurement used to establish these costs are not
always consistent.

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Integrated Marketing Communication

Time Pressures
It seems that advertisers are always in a hurry
sometimes because they need to be; other times
because they think they need to be. Actions by a
competitorfor example, the cutting of airfares by
one carrierrequire immediate response. But
sometimes a false sense of urgency dictates time
pressures. In either situation, media selection
decisions may be made without proper planning
and analyses of the markets and/or media.

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Integrated Marketing Communication

DEVELOPING AND
IMPLEMENTING MEDIA
STRATEGIES

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Integrated Marketing Communication

The Media Mix

A wide variety of media and media vehicles are
available to advertisers. While it is possible that
only one medium and/or vehicle might be
employed, it is much more likely that a number of
alternatives will be used.

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Integrated Marketing Communication

10

Target Market Coverage

The media planner determines which target
markets should receive the most media emphasis.
(In the media plan for Bumble Bee Tuna in Appendix
B, this was determined to be women 2554 and
geographic markets.) Developing media strategies
involves matching the most appropriate media to
this market by asking.

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Geographic Coverage
The objective of weighting certain geographic areas
more than others makes sense, and the strategy of
exerting more promotional efforts and dollars in
those areas follows naturally.

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Integrated Marketing Communication

12

Scheduling
Continuity refers to a continuous pattern of
advertising, which may mean every day, every
week, or every month. The key is that a regular
(continuous) pattern is developed without gaps or
non-advertising periods. Such strategies might be
used for advertising for food products, laundry
detergents, or other products consumed on an
ongoing basis without regard for seasonality.

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13

Flexibility
An effective media strategy requires a degree of
flexibility. Because of the rapidly changing
marketing environment, strategies may need to be
modified. Flexibility may be needed to address the
following:
1.Market Opportunities
2.Market Threats
3.Availability of Media
4.Changes in Media or Media Vehicles

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Integrated Marketing Communication

CHARACTERISTICS OF
MEDIA

14

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Television
Advantages

1.
2.
3.
4.
5.
6.
7.

Mass coverage
High reach
Impact of sight,
sound, and motion
High prestige
Low cost per
exposure
Attention getting
Favorable image

Disadvantages

1.
2.
3.
4.
5.

Low selectivity
Short message life
High absolute cost
High production
costs
Clutter

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Radio
Advantages

Disadvantages

1. Local coverage

1. Audio only

2. Low cost

2. Clutter

3. High frequency

3. Low attention getting

4. Flexible

4. Fleeting message

5. Low production costs

6. Well-segmented

audiences

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Magazines
Advantages

1. Segmentation
2.
3.
4.
5.

potential
Quality reproduction
High information
content
Longevity
Multiple readers

Disadvantages

1. Long lead time for ad

placement
2. Visual only
3. Lack of flexibility

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Newspapers
Advantages

Disadvantages

1. High coverage

1. Short life

2. Low cost

2. Clutter

3. Short lead time for

4.
5.
6.
7.

placing ads
Ads can be placed in
interest sections
Timely (current ads)
Reader controls
exposure
Can be used for coupons

3. Low attention-getting

capabilities
4. Poor reproduction
quality
5. Selective reader
exposure

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Outdoor
Advantages

Disadvantages

1. Location specific

1. Short exposure time

2. High repetition

requires short ad
2. Poor image
3. Local restrictions

3. Easily noticed

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Direct mail
Advantages

Disadvantages

1. High selectivity

1. High cost/contact

2. Reader controls

2. Poor image (junk

exposure
3. High information
content
4. Opportunities for
repeat exposures

mail)
3. Clutter

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Internet and Interactive media

Advantages
1. User selects product
2.
3.
4.
5.

information
User attention and
involvement
Interactive
relationship
Direct selling
potential
Flexible message
platform

Disadvantages
1. Limited creative
2.
3.
4.

5.

capabilities
Websnarl (crowded
access)
Technology
limitations
Few valid
measurement
techniques
Limited reach

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Limitations of Television
Although television is unsurpassed from a creative
perspective, the medium has several disadvantages
that limit or preclude its use by many advertisers.
1.Costs
2.Lack of Selectivity
3.Fleeting Message
4.Clutter
5.Limited Viewer Attention
6.Advantages of Cable
7.Limitations of Cable