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MPB Introduction

The document provides an overview of media planning and buying. It defines media planning as matching media to an advertiser's marketing needs. The job of the media planner is to develop an effective plan that delivers the creative message to the target audience as efficiently as possible. The planner must consider various factors like marketing objectives, budgets, media characteristics, and audience data to develop a strategic media plan and mix.

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21 views

MPB Introduction

The document provides an overview of media planning and buying. It defines media planning as matching media to an advertiser's marketing needs. The job of the media planner is to develop an effective plan that delivers the creative message to the target audience as efficiently as possible. The planner must consider various factors like marketing objectives, budgets, media characteristics, and audience data to develop a strategic media plan and mix.

Uploaded by

totlaneha01
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MEDIA PLANNING

AND BUYING
AN INTRODUCTION
WHAT IS MEDIA PLANNING?
• “The art of matching Media to the Advertiser’s Marketing needs”.
So the client says, “this creative is great. Now I want to know how you’re going to spend the
money I am giving you so my customer will see it. I want to know what my competition is
doing, who you are targeting, what media you are going to use and why, where it will run and
when it will run. I want to know how many of the target audience will see the campaign and
how often they will see it. But mainly, I want to see how you plan to creatively integrate this
campaign across all the different platforms we have today-the conventional TV set, the PC, the
online search, and he mobile, social and other opportunities from emerging media that didn’t
exist just a few years ago. If you make a good case, I’ll authorize the money. So let me see your
media plan”.
• Hence to summarise, the job of the media planner becomes to develop a plan that:
1. Delivers the creative message to the target as effectively and efficiently as
possible.
2. It combines marketing, psychology, show business, law, research, technology.
3.Planner’s sensitive, creative insight into human conditions.
4. The planner plays a dual/roles of both salesperson and client-sometimes
alternating between the two from one minute to the next. In the sales role, planners
must convince the advertisers and his own agency team that they have developed
the most effective media plan. On the other acts as a client to the media sales
representatives. In the core of the job of the media planner is to make the most
effective use of the advertisers' media budget.
CONCEPTS
• Media as a delivery system
• Understanding Media as Medium and Media Vehicle. A medium refers to a class
of carriers. A vehicle is an individual carrier within the medium.
• Reach- number of different audience members exposed at least once to a media
vehicle in a given time period. Usually calculated in four weeks timespan.
• Frequency- number of times the receiver is exposed to a media vehicle during a
specified time-period
• Circulation-Number of copies sold or distributed by a newspaper of periodical.
ABC, Audit Bureau of Circulation publishes audited circulation figures of
member publication. The circulation figures are also available in Advertiser’s
Handbook published every year.
 Readership-Publication maybe read by more than one person.
 Viewership-Number of people that watch a given programme.
 Listenership- Number of people listening to a given programme on the radio.
 Coverage – potential audience that might receive a message through a vehicle
 Impressions- It can be measured as the number of times the audience is exposed
to a content.
 Gross Rating Points-The total audience delivery or weight of a specific media
schedule is counted by calculating the total number of impressions.
GRPs=Reach×Frequency
MEDIA PLANNING BECOMES IMPORTANT
WHEN:-
•BUDGET IS LIMITED
• MULTIPLE OPTIONS ARE AVAILABLE

DEFINITION
MEDIA OBJECTIVE- Goals to be attained by Media Strategy and
program
MEDIA STRATEGY-Decision on how the media objectives can be
attained
DEVELOP A MEDIA PLAN
SITUATION MARKETING CREATIVE
ANALYSIS STRATEGY PLAN STRATEGY
PLAN
SETTING MEDIA OBJECTIVES

DETERMING MEDIA STRATEGY

SELECTING BROAD MEDIA CLASSES

SELECTING WITHIN CLASS

MEDIA USE MEDIA USE MEDIA USE DECISION-


DECISIONS- DECISIONS-PRINT OTHER MEDIA
BROADCAST
DEVLOPING A MEDIA PLAN
1. ANALYSE THE MARKET

2. ESTABLISH MEDIA OBJECTIVES

3. DEVELOP MEDIA STRATEGY

4. IMPLEMENT MEDIA STRATEGY

LASTLY, EVALUATE PLAN


CHALLENGES

1. MEASUREMENT PROBLEM
2. LACK OF INFORMATION
3. TIME PRESSURE
4. INCOSISTENT TERMS
CLIENT BRIEF MEDIA STRATEGY PRE EVALUATION BUYIN
G
BRIEF
CHANNEL
BUYING
BRIEF

Media Planning FINAL PLAN


PRESENTATIO
Process N

PLAN SCHEDULE

FINAL SCHEDULE
PRESENTATION

START OF CAMPAIGN CHANNEL


POST-EVALS MID-EVALS
& TRACKING IMPLEMENTATION
BRIEF

Planning to striking the deal


CLIENT BRIEF
WHAT IS IT?
-It is a written document that includes information about the
company/client and objectives of their advertising and marketing
goals. It contains details of their:-
MARKETING OBJECTIVES
ADVERTISING OBJECTIVES
TARGET AUDIENCE
MARKET PRIORITIES
COMPETITION
SEASONALITY
OTHER CONSIDERATIONS-DOs AND DON’Ts
BUDGET
MEDIA STRATEGY

IT COMPRISES OF

1. TARGET AUDIENCE- who to target


2. TARGET MARKETS-which market to go to
3. MEDIA WEIGHTS-how many audience to reach-how many times?
4. MEDIA MIX-which media to use
5. SCHEDULING-when to advertise

These then assist in making of a Media Plan


MEDIA MIX
When planners use more than one medium in the plan, the result is a
media mix.
Several Reasons why planners use Media Mix-
1. Planner wants to Augment Reach by adding on people who would
not otherwise be reached using a single medium.
2. Every medium is consumed with differing levels of intensity. It is
fairly expensive to build reach within the light consumers of any
medium, and the budget could be far more efficiently deployed in
adding on new people from another medium.
Example – Heavy viewers of TV(more than 10hrs a week)
Medium viewers (3-10 hrs a week)
Light viewers (less than 3 hrs a week)
Non Viewers
3. In cases, where we want to add frequency, we may do the job more
efficiently by adding on exposures from a secondary or support medium
which is less expensive.
For example, a brand may use an expensive medium like TV to build
reach, and then do an extremely cost –efficient job of building repetition
and frequency by using radio.
4.Reinforce the message using different kinds of sensory stimuli.
6. To deliver the message to the consumer through his day.
7.To reach different kinds of audiences

*Media Mix decisions have to be made keeping in mind a host of factors,


quantitative, and also a lot of fairly qualitative or subjective factors not
so easily quantifiable.
TYPES OF MEDIA MIX DECISIONS

1. Broad Media Class- Broad categorisation of media class like Print,


TV, Radio, Cinema, Outdoor, Internet, Mobile etc. Usually, the first
step in the media mix decision is to select one or more broad media
classes as part of the mix.
2. Media Vehicles- Specific vehicles which fall under a broad media
class. So, if we choose TV as the Broad Media Class or type, then
Media vehicles examples can be Star Gold, Zee TV, NDTV 24X7 etc.
3. Media Units- The creative duration or size is the media unit we run
in the media vehicle. For example –Full page ad or 240 cc or 100 cc.
Ex: Rate Card:
https://timesofindia.releasemyad.com/tariff/Times-of-India-Display-Ad
• Each medium has intrinsic characteristics which needs to be matched
to the advertising and marketing task.
DAILIES
ADVANTAGES
1. Quick reach build-up
2. Local emphasis
3. Portability and control
4. Informative
5. Credible
6. Low Lead times
7. Targeting
ROLE SUITABILITY OF THE MEDIUM
DISADVANTAGES
1.Printing Quality
2. Cost-inefficient for national campaigns
3.Low pass-along, retention
4. Literacy cap
5.Inability to segment
6.Exposure vs reach
• TV
ADVANTAGES
1. Audio-visual impact
2. Mass reach
3. National, local and niche coverage
4. Cost-efficient
DISADVANTAGES
5. High total cost/production cost
6. Clutter
7. Passive and short lived
8. Low attention span during ad breaks
9. Inventory issues
• MAGAZINE
ADVANTAGES
1. Production quality
2. Long shelf-life
3. Active, not passive
4. Medium is the message
5. Niche targeting or selectivity
DISADVANTAGES
6. Not mass reach builder
7. Inability to localize
8. Long lead times
5. Lack frequency
6. High CPM
• RADIO
ADVANTAGES
1. High frequency build-up
2. Mobile
3. Low Cost
4. Local
DRAWBACKS
5. Background medium
6. Fleeting message
7. Support medium
• CINEMA
ADVANTAGES
1. Local
2. Audio-visual
3. Size
4. Scope for targeting
5. Small town reach
6. Low cost options
DISADVANTAGES
1. Slow reach build-up
2. Long lead times
3. Low level of frequency
• OUTDOOR
ADVANTAGES
1. Local
2. Size
3. 24 hour targeting
4. Quick reach build-up
DISADVANTAGES
5. Simple messages only
6. No editorial
7. Exposure, but reach?
8. Cost
9. Restrictions
• INTERNET
ADVANTAGES
1. Active medium
2. Dynamic customization
3. Geo-targeting
4. Measurable
5. Controlled Costs
DISADVANTAGES
1. Limited reach
2. Technology cap
3. Consumer profile data suspect
4. No third-party reporting

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