Media planning

Media planning

1. Is the series of decisions involved in delivering the promotional message to the prospective purchaser or users of the product of the brand

2. Through multiple media

   • What for?
     • Reaching target audiences
       • How?
         • The most efficient and cost-effective manner possible
           • Development of
             • Media objectives
             • Media strategies
   • Medium
     • Mass Media: Television,, newspapers, radio, magazines, outdoor ads, transit ads, electronic billboards
     • Other Media: Direct marketing, internet, promotional products, sales promotions
     • New Media: Branded entertainment, social media and interactive media
     • Media vehicle: Specific carrier with a medium category
       • Reach: Numbers of audience members exposed
       • Coverage: Potential audience that might receive the message
       • Frequency: Number of times the receiver is exposed to te media vehicle in a specified period

3. Integrated marketing communications programs

4. Problems in media planning

   • Insufficient information
   • Inconsistent terminologies
   • Time pressures
   • Difficulty Measuring Effectivenes

5. Development

   • Market analysis and target market identification
     • To whom?
       • Use the index number, percentages and product usage figures
         • (% of users/ % of population) x 100
     • Internal & external factors
       • Internal: size of the media budget, managerial and admin capabilities or organization of the agency. External: economy, changes in technology, competition.
     • Where to promote?
       • Using the survey of buying power index, the brand development index and the category development index
   • Establishing media objectives
     • The goals for the media program and should be limited to those that can be accomplished through media strategies.
       • The Media mix adds more versatility to their media strategies, since each medium contributes its own distinct advantages. Increases coverage, reach and frequency levels.
       • Target market coverage: Match the most appropriate media to the target market. Extend media coverage to as many of the members of the target audience as possible while minimizing the amount of waste coverage.
       • Geographic coverage: Weighting certain geographic areas more than others.
       • Scheduling
         • Continuity vs Fighting vs Pulsing
     • Reach vs Frequency