Media Planning In Imc

MEDIA PLANNING REACH,FREQUENCY,CONTINUITY By :- Anupam Kumar, VVISM,Hyderabad.

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Media Terminology Media Media Planning Planning

A A series series of of decisions decisions involving involving the the delivery delivery of of messages messages to to audiences audiences

Media Media Objectives Objectives

Goals Goals to to be be attained attained by by the the media media strategy strategy and and program program

Media Media Strategy Strategy

Decisions Decisions on on how how the the media media objectives objectives can can be be attained attained

Media Media

The The various various categories categories of of delivery delivery systems, systems, including including broadcast broadcast and and print print media media

Broadcast Broadcast Media Media

Either Either radio radio or or television television network network or or local local station station broadcasts broadcasts 2

Media Terminology Print Print Media Media

Publications Publications such such as as newspapers, newspapers, magazines, magazines, direct direct mail, mail, outdoor, outdoor, etc. etc.

Media Media Vehicle Vehicle

The The specific specific carrier carrier within within aa medium medium category category

Reach Reach

Number Number of of different different audience audience members members exposed exposed at at least least once once in in aa given given time time period period

Coverage Coverage

The The potential potential audience audience that that might might receive receive the the message message through through the the vehicle vehicle

Frequency Frequency

The The number number of of times times the the receiver receiver is is exposed exposed to to the the media media vehicle vehicle in in aa specific specific time time period period 3

The Media Plan :• The Media Plan is… a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are: • Goal-Oriented – increase sales/share • Make sense effective/efficient • Manageable - can be executed, flexible, developed before the buy. –

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Developing the Media Planning Analyze Analyze the the Market Market Establish Establish Media Media Objectives Objectives Develop Develop Media Media Strategy Strategy Implement Implement Media Media Strategy Strategy Evaluate Evaluate Performance Performance

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Media Planning Difficulties Measurement Measurement Problems Problems

Lack Lack of of Information Information

Problems Problems in in Media Media Planning Planning

Time Time Pressure Pressure

Inconsistent Inconsistent Terms Terms 6

Reach  Percentage of target audience that is exposed to an advertisement, at least once, during a certain time frame (usually four weeks)  Reach represents the percentage of target customers who have an opportunity to see the advertisers message. 

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Factors Determining the reach  More people are reached when a media schedule uses multiple media  The number and diversity of media vehicles used  By diversifying the day parts 

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Frequency

 Average number of times an advertisement reaches the target audience in a four-week period. 

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The Difference between Reach and Frequency

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The Media-Planning Process 1. Selecting the target audience 2. Specifying media objectives 3. Selecting media categories and vehicles 4. Buying media 

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Media Planning – The process • • • • • • • • • • • • • • •

QUESTIONS Who are we talking to ? Where are these people ?

ANSWERS : Target audience : Markets

How many people to reach ?

: Reach

How many times ?

: Avg Frequency/ Avg OTS

Which media ?

: Media selection

Which vehicles ? Which months & what time of the day?

: Vehicle selection

: Scheduling 12

• • • • • • • • • • • • •

Media : All Carriers and deliverers of advertisements Medium : A broad general category of carriers Vehicle : A specific carrier within a medium Medium Vehicle Television Jassi Jaisi Koi Nahi Newspapers Times of India Magazines India Today Radio Radio Mirchi Outdoor Any hoarding CD/DVD CD or DVD of a movie Internet Web site (Rediff.com)

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Advantages

Television

Disadvantages

Mass Mass Coverage Coverage Mass Mass Coverage Coverage

Low Low Selectivity Selectivity

High High Reach Reach

Short Short Message Message Life Life

Impact Impact of of Sight, Sight, Sound Sound and and Motion Motion

High High Absolute Absolute Cost Cost

High High Prestige Prestige

High High Production Production Cost Cost

Low Low Cost Cost Per Per Exposure Exposure

Clutter Clutter

Attention Attention Getting Getting Favorable Favorable Image Image

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Advantages

Radio

Disadvantages

Local Local Coverage Coverage

Audio Audio Only Only

Low Low Cost Cost

Clutter Clutter

High High Frequency Frequency

Low Low Attention Attention Getting Getting

Flexible Flexible

Fleeting Fleeting Message Message

Low Low Production Production Cost Cost Well-segmented Well-segmented Audience Audience

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Advantages

Magazine

Disadvantages

Segmentation Segmentation Potential Potential

Long Long Lead Lead Time Time for for Ad Ad Placement Placement

Quality Quality Reproduction Reproduction

Visual Visual Only Only

High High Information Information Content Content

Lack Lack of of Flexibility Flexibility

Longevity Longevity Multiple Multiple Readers Readers

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Advantages

Newspaper

Disadvantages

High High Coverage Coverage

Short Short Life Life

Low Low Cost Cost

Clutter Clutter

Short Short Lead Lead Time Time for for Placing Placing Ads Ads

Low Low Attention Attention Getting Getting

Ads Ads Can Can Be Be Placed Placed in in Interest Interest Sections Sections

Poor Poor Reproduction Reproduction Quality Quality

Timely Timely (Current (Current Ads) Ads)

Selective Selective Reader Reader Exposure Exposure

Reader Reader Controls Controls Exposure Exposure Can Can Be Be Used Used for for Coupons Coupons

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**************** THANK YOU

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ANY QUESTION .. ??

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