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media planning notes
Media Planning
Media planning?
Combine your message with media mix, and send to the right target audience.
Media planner?
Who develops a media plan & execute it.
What planner do?
They do Research
Scalloping
Innovation
Changes for a Brand
Components of media plan?
Media mix
Target market
Geographic coverage
Scheduling
Reach versus frequency
Creative aspects & model
Flexibility
Budget consideration(plans)
Media Buyers?
A person who purchase media space and time for client.
Their mission is combination of media message in the most effective manner .
Functions of media buyers:-
Providing inside info
Selecting Media Vehicles
Negotiation(Bargaining)
Preferred Positions(for TV or any point)
Billing and Payment
Monitoring the Buy
Make-Goods
Post-campaign Evaluation
Media planning process?
*Market analysis
Media objectives
Media strategies
Media Mix
Budget and Media Buying
Market analysis:
determine the attractiveness of a market and to understand its evolving opportunities and threats.
Media objectives:
Target Audience (details about the audience in terms of age, religion, sex, education )
Reach (how many people consume media i.e. TV, print , radio)
Frequency (it indicates how many people exposed to a media vehicle during a given period of time)
Message Weight (Opportunity to see, Gross Impressions, Televisions households, Gross Rating Points (GRPs) )
Message Distribution (where, when, and how often advertising should appear)
Media Strategy:
Media strategy has to cover decisions taken in the areas of:
Geographic selectivity(select a particular geographical region and advertise more in high potential areas. It also includes BDI & CDI)
Scheduling of the ads: 1(how the ad should be placed.. When , where and how?)
2(Continuity- like lays, lux , Maggie)
3(Flighting- they take a break.. Like Asian paints' ad during festivals only, dermicool etc)
4(pulsing-its like ups and downs for ad, sudden increases for any ad)
Media selection
Cost efficiency of the selected media.
Media planning?
Combine your message with media mix, and send to the right target audience.
Media planner?
Who develops a media plan & execute it.
What planner do?
They do Research
Scalloping
Innovation
Changes for a Brand
Components of media plan?
Media mix
Target market
Geographic coverage
Scheduling
Reach versus frequency
Creative aspects & model
Flexibility
Budget consideration(plans)
Media Buyers?
A person who purchase media space and time for client.
Their mission is combination of media message in the most effective manner .
Functions of media buyers:-
Providing inside info
Selecting Media Vehicles
Negotiation(Bargaining)
Preferred Positions(for TV or any point)
Billing and Payment
Monitoring the Buy
Make-Goods
Post-campaign Evaluation
Media planning process?
*Market analysis
Media objectives
Media strategies
Media Mix
Budget and Media Buying
Market analysis:
determine the attractiveness of a market and to understand its evolving opportunities and threats.
Media objectives:
Target Audience (details about the audience in terms of age, religion, sex, education )
Reach (how many people consume media i.e. TV, print , radio)
Frequency (it indicates how many people exposed to a media vehicle during a given period of time)
Message Weight (Opportunity to see, Gross Impressions, Televisions households, Gross Rating Points (GRPs) )
Message Distribution (where, when, and how often advertising should appear)
Media Strategy:
Media strategy has to cover decisions taken in the areas of:
Geographic selectivity(select a particular geographical region and advertise more in high potential areas. It also includes BDI & CDI)
Scheduling of the ads: 1(how the ad should be placed.. When , where and how?)
2(Continuity- like lays, lux , Maggie)
3(Flighting- they take a break.. Like Asian paints' ad during festivals only, dermicool etc)
4(pulsing-its like ups and downs for ad, sudden increases for any ad)
Media selection
Cost efficiency of the selected media.