10

Media Planning

“We do not normally plan to fail, we normally fail to plan”

Media planning takes into its purview the objectives, reach, frequency, selection of the
media and other situational factors.
 CHAPTER 10

Media Planning

Media is a Carrier of Message.

It can be classified as under:
1. Print Media:
Newspaper
Magazines
Trade Journals
Hand Bills
Direct Mail
2. Audio, Visual and Audio-visual Media:
Radio
Television
Cinema
Outdoor Advertising
(Inscripts on Walls, Hoardings)
3. Support Media: Such as Direct Marketing, Interactive Media, Promotional Product,
Point of Purchase and Internet,
Posters
Neon Signs
Transit Advertising
(Railway and other transport system)
Loudspeakers, Announcements, Baloons etc.
Fair Exhibitions, Amusement Parks etc.

Basic Terms and Concepts

Media Vehicle: It is the specific carrier in a media category. Newspaper is a medium
and under this is the Pioneer, Times, Dainik Jagran etc. Media vehicle is the actual carrier of
advertisement in various category of media. In Radio we have Vividh Bharti as a media for
T.V. media we can have Zee TV, Channel V, Star TV etc. as media.

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Media Mix: Combination of various media used in advertisement.

Media Planning: Is the series of decision involved in delivering the promotional message
to the prospective purchaser/user of the brand. Media planning is a process in which a number
of steps are involved. It is a guide for media selection. Specific objectives are formulated and
then media strategies are designed to achieve these objectives. After the decisions are finalised
the media plan is organized. It consist of 3 steps.
(i) Whom are you trying to reach? We try to reach the target audience. We try to
find their characteristics, demographic, psychographic, their lifestyles and their profiles.
(ii) What are communication objectives: Along with media mix.

Communication Objective
As soon as the target is identified then the response of the audience has to be seen. The ulti-
mate objective is to persuade the customer to buy the product and also be satisfied with it. The
marketeer may be seeking a cognitive affective or a behavioural response from the target
audience. Marketeer also wants to move the target audience to a higher readiness stage. For
this the help of various response models can be taken.

Stage AIDA Hierarchy Affects Innovation Adoption Communication

Model Model Model Model

Awareness Exposure

Cognitive Recognition
stage Attention Awareness

Cognitive response
Knowledge

Interest Likeness Interest Attitude

Affective Preference
stage
Desire Conviction Evaluation Intention

Behaviour Trial
stage Action Purchase Behaviour
Adoption

Fig. 10.1 Response models

(iii) Exposure: Audience persuasion goes through various stages as discussed in the
AIDA theory given above.
Repeated exposure is essential.

Reach and Frequency

Reach: Total number of persons exposed to advertisement.
Frequency: Is the number of times the Ad is released.

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For Newspaper: Milline Rate is applicable.

(a) Line Rate or Column Rate × 106 = CMP circulation (Total audience cost per million
viewers).
(b) For Magazines: Cost per thousand is calculated
Page Rate × 1000 = Cost per Thousand CPT
Circulation (Total Audience)

Media Class-source Effect

Exposures in different media (Newspaper, T.V.) Magazines have varying effects on audience.
Within a media there are different vehicles which leave different impact and may look
more credible. This is known as Media Vehicle Source Effect. Therefore, for choosing a
media., besides the 5 Ms the qualitative impact of media is considered. The image of cheap-
ness, class, dignity, credibility etc. is created.
Cost of commercial time
(c) Cost Per Rating Point CPRP =
Proformance rating

A Media Schedule Contains

Media Category: T.V. Magazines Direct Mail. Media can be classified under various
categories as shown.
Media Vehicle: Chitrahar on T.V., Times of India in Newspaper Femina in Magazines.
It is the actual carrier of message under the various options available frequency specific media
category.
Number of Insertions: The number of Ads shown in a day, in a week or in a month or
any period of time.
Adv. Expenditure

Details: 3 options
Continuous Approach
Time→ • Sale • Adv.
Pulsing Approach Time
Where a steady base of Adv. is maintained with heavy Fig. 10.2
bursts of Adv.
Flighting Approach
Having periods of inactivity total absence of Adv. in certain periods.
Continuous Approach
Advantage: It is a constant reminder to the consumer. It covers the entire buying cycle
through out the year.
Disadvantage: It is costly. There is wastage in overexposure. Limited money alloca-
tion is possible.

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Pulsing Approach
In this there are two variations.
(a) When the advertising goes in proportional to sale
(b) When more advertising is done in lean periods and less advertising during peak
sales.
The advantages are the same in other methods.

sale
Adv.
Adv. Expenditure

Adv. Expenditure
Time Time

Fig. 10.3 Fig. 10.4

Flighting Approach
For products who have a small product life cycles. The advertising is done in the begin-
ning and the sales picks up very fast and then it declines very fast. During the decline period
there is very little or no advertisement. The product stays, in the market for a short period of
time.

Effect of Reach and Frequency

One exposure on target market has little or no effect.
Adv. Expenditure

Since one exposure has no effect frequency must be

increased.
An exposure frequency of 2 within a purchase cycle is
effective.
3 exposures are good enough more exposures than
Time
that may not have additional effect.
Frequency response cannot be generalised as they Fig. 10.5
vary from medium to medium.
Wear out may be a problem of creativity or copy rather than of frequency.
Steps followed in developing media strategy:
Situation analysis → Marketing strategy plan → Creative strategy plan
(a) An analysis of the company and its competitors: This consists of analysing and
understanding the market share and size, nature of the product, distribution practices methods
of selling, use of advertising, identification of prospects.
(b) Market strategy plan: “Nothing dies faster than an idea in a closed mind”.
(i) It includes the formulation of marketing objectives.

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(ii) And converting them into goal that media can achieve.
(iii) Set the guidelines to choose the media.
(iv) Selecting the media. This is concerned with the making of decision which media to
select.
The selection can be from amongst the Newspapers, Magazines, Radio, T.V. After
selecting the medium the appropriate Media Vehicle is to be decided. The decision has to be
taken regarding the reach and frequency. The time of the day when the advertisement is to be
released on T.V. and where should the Ad be placed in the programme.
Besides the above, the product spending strategy, distribution strategy, deciding the
marketing mix and their identification of the best marketing segments form a part of market-
ing strategy plan.
(c) Creative strategy plan: This consists of understanding the following issues:
• How the product can fulfill the needs of the consumer.
• What should be the copy themes.
• What should be the objectives of each Ad.
• Positioning the product in the Ad and the frequency of reach of the Ad.

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Media Planning

(i) Situation Analysis

(ii) Market Analysis Plan
(iii) Creative Strategy Plan

Selecting media objectives

Determining the media strategy

Selecting broad media classes

Selecting media within classes

T.V. & Radio Print Media Other Media

Print Media
In this the decision on release of advertisements and their planning and frequency is to
be decided.
Decision on colour.
Decision on any preferred position in the media
Reach and frequency of the Ad through the media.
Other Media Decision
Location of hoardings to make them effective and location of market.
Media Characteristics:

Media Advantages Disadvantages

T.V. Mass coverage Low selectivity

High speed Expensive
Impact of sight Short message life
Sound and motion Clutter
High prestige
Dramatisation of message
Attention getting favourable image

Radio Local coverage Audio only

Comparatively low cost Clutter
High frequency Low attention getting
Flexible low production cost Fleeting message
Well-segmented audience

(Contd....)

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Newspapers High coverage Short life

Low cost Clutter
Placement of Ads in section of choice Selective reader exposure
Timely (Current Ads) Poor quality of production
Reader control exposure Low attention getting capability
Can be retained and kept in records

Magazines Segmentation Long lead time for Ad

Potential placement
Quality reproduction Visual only
High information Lack of flexibility
Content

Outdoor Location can be specific Short exposure

Easily noticed Legal restriction
High repetition
In expensive

Direct Mail High selectivity High cost per contact

Reader control Poor image (Junk Mail)
Exposure Clutter
High information contents
Opportunities for repeat exposure

Internet and User selects product Limited creative capabilities

information
Interactive Interactive relationship Crowded access
Media Direct selling Technology limitation
Potential Few valid measurement
Flexible message platform techniques
Limited reach

For testing the advertisement it is necessary to understand the specific objective setting
purpose and how can these be measured. For measuring the effectiveness of the Ad. It is
necessary to consider the changes that may have taken place in the environment due to demand,
supply and buyer behaviour. First of all the corporate objective are set which gives direction
to marketing objects and the advertising objectives are derived from the marketing
objectives. These must been in tune with each other. For measuring the advertising effectiveness.
Parameters as sales market share and profits are used. It is difficult to set the advertising
objectives because sales do not fully reflect the effectiveness of advertising results. The in-
ability to identify target audience. There is in adequate information about media and its reach.
It is also difficult to state objectives in achievable terms.
The purpose of advertising may first be defined, then the development of advertising
goals. A normal basis of evaluation of an advertising programme should be kept in mind and
then to check and take the corrective action.

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Areas of Assessment of Effectiveness

• Firstly a continuous analysis of the past advertising results must be assessed to pro-
vide the basis for reviewing and modifying the advertisement.
• A survey of buyer behaviour and consumer preferences are helpful in developing and
making changes in the strategy.
• The third area is the pretesting of the advertisement. The pretesting of the
advertisement gives an idea of the acceptance of the advertisement and its impact on
the audience. It gives a foresight into the future and qualitative and quantitative
evaluation of the media is also required. In the post testing of the advertisement. The
results are measured after the Ad has been released. The pretesting and posttesting
are complementary and support each other. To be able to make a good advertisement,
one should be in search of new ideas. This can be done by Brainstorming techniques.
Getting and putting the idea of people together, trying new creative approaches and
themes. Product ideas, brand names, slogans and other elements should be included
in the advertisement. These then can be evaluated.
Concept testing: Is also an important element of evaluation. It is a central idea around
which the advertisement can be developed. “Boost is the secret of my energy.” The advertise-
ment shows and depicts energy also boost is a creative idea. This is coupled with the image of
a great sportsman like Kapil Dev who is credible and the hero of many. Lyril soap is another
example of creative advertisement where the girl having a bath near a water fall and the
advertisement depicts lime. and Lemony image. It depicts freshness.
Comparison tests are also used when testing various concepts on small groups. Rank
order tests when products are ranked along certain parameters. We also have paired compari-
son tests where respondents show their preference out of 2 products, their performance and
characteristics. Absolute comparision method involves the comparison of various concepts
against a standard Free Association Tests are conducted to pick-up secondary association to
names or key words. The respondents give one word like cotton and they are asked to give the
first idea that comes to their minds or what can they associate the word with.
The designer of the advertisement can effectively use the background setting functional
settings etc. The visual elements are the moving pictures which emphasize the message. Present
celebrities whenever required, use humorous and dramatic effects. Another important element
is the animation. These things interest the ladies, the children and people also have time to
watch T.V.
Other tests are as under:
Laboratory test:
This test is for pretesting of the advertisement. Controlled conditions are created in the
laboratory. Laboratory tests are used to measured awareness, attention, desire and intention
to buy.

Questions
1. What are the various types of media available for advertising.
2. Explain the terms—Media, media vehicle reach, frequency, media class source effect.
3. In case of advertising expenses what is continuous approaches, flighting approach, pulsing
approach.
4. What are the steps followed in developing a Media Strategy.

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