CHAPTER 10

(PART 2)
MEDIA PLANNING
PREPARED BY: JESSA L. JOLO
BSBA-MKMGT 3D

MEDIA
> IS THE 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
> (IN SCRIPTS ON WALLS,
HOARDINGS)

3.) SUPPORT MEDIA

SUCH AS:

> DIRECT MARKETING

> INTERACTIVE MEDIA
> PROMOTIONAL PRODUCT
> POINT OF PURCHASE & INTERNET
> POSTERS
> NEON SIGNS
> TRANSIT ADVERTISING
>(RAILWAY & OTHER TRANSPORT SYSTEM)
> LOUDSPEAKERS, ANNOUNCEMENT,
BALLOONS ETC.
> FAIR EXHIBITIONS, AMUSEMENT PARKS
ETC.

BASIC TERMS
AND
CONCEPTS

MEDIA VEHICLES
> IT IS THE SPECIFIC AND ACTUAL
CARRIER OF ADVERTISEMENT IN
VARIOUS CATEGORY OF MEDIA SUCH
AS; NEWSPAPER, RADIO AND
TELEVISION.

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.
> IS A PROCESS IN WHICH A
NUMBER OF STEPS ARE INVOLVED.
> IT IS A GUIDE FOR MEDIA
SELECTION.

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.

II. WHAT ARE COMMUNICATION

OBJECTIVES?
> ALONG WITH MEDIA MIX

III. EXPOSURE:
> AUDIENCE PERSUASION GOES THROUGH
VARIOUS STAGES.

REACH AND FREQUENCY

REACH
> TOTAL NUMBER OF PERSONS
EXPOSED TO ADVERTISEMENT

FREQUENCY
> IS THE NUMBER OF TIMES THE AD
IS RELEASED.

FOR NEWSPAPER:
> MILLINE RATE IS APPLICABLE.
A. LINE RATE OR COLUMN RATE
10 =
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

MEDIA VEHICLE SOURCE

EFFECT
> FOR CHOOSING A MEDIA THERE
ARE 5MS THE QUALITATIVE IMPACT
OF MEDIA IS CONSIDERED. THE
IMAGE OF CHEAPNESS, CLASS,
DIGNITY, CREDIBILITY ETC. IS
CREATED.
C. COST PER RATING POINT
CPRP =
COST OF COMMERCIAL TIME

MEDIA SCHEDULE CONTAINS

MEDIA CATEGORY: TV,
MAGAZINES, DIRECT MAIL, MEDIA
CAN BE CLASSIFIED UNDER VARIOUS
CATEGORIES AS SHOWN.
> MEDIA VEHICLE: 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

> DETAILS: 3 OPTIONS

: CONTINUOUS APPROACH
TIME SALE ADV.
: PULSING APPROACH
- WHERE A STEADY BASE OF ADV. IS
MAINTAINED WITH HEAVY 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 CUSTOMER. IT
COVERS THE ENTIRE BUYING CYCLE
THROUGH OUT THE YEAR.
DISADVANTAGE: IT IS COSTLY.
THERE IS WASTAGE IN OVER
EXPOSURE. LIMITED MONEY
ALLOCATION IS POSSIBLE.

PULSING APPROACH
IN THIS THERE ARE 2
VARIATIONS:
1. WHEN THE ADVERTISING GOES IN
PROPORTIONAL TO SALE.
2. WHEN MORE ADVERTISING IS
DONE IN LEAN PERIODS AND LESS
ADVERTISING DURING PEAK SALE.

FLIGHTING APPROACH
> FOR PRODUCTS WHO HAVE A
SMALL PRODUCT LIFE CYCLES. THE
ADVERTISING IS DONE IN THE
BEGINNING AND THE SALES PICKS
UP VERY FAST AND THEN IT
DECLINES VERY FAST. THE PRODUCT
STAYS, IN THE MARKET FOR A SHORT
PERIOD OF TIME.

STEPS FOLLOWED IN
DEVELOPING MEDIA STRATEGY

SITUATION ANALYSIS MARKETING

STRATEGY PLAN CREATIVE STRATEGY PLAN
1. AN ANALYSIS OF THE COMPANY AND ITS
COMPETITORS.
2. MARKET STRATEGY PLAN: NOTHING DIES
FASTER THAN AN IDEA IN A CLOSED MIND.
3. CREATIVE STRATEGY PLAN

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
: TV & RADIO
: PRINT MEDIA
: OTHER MEDIA

MEDIA
DISADVANTAGES
Television
selectivity

ADVANTAGES
Mass coverage

Low

High speed
Expensive
Impact of sight

Short

message life
Sound and motion
Clutter
High prestige
Dramatization of message
Attention getting favorable image
Radio
Audio only

Local coverage
Comparatively Low cost

Clutter
High frequency

Low

attention getting
Flexible low production cost
message
Well-segmented audience

Fleeting

MEDIA
DISADVANTAGES
Magazines
lead time for Ad

ADVANTAGES
Segmented

Long

Potential
Placement
Quality reproduction
Visual only
High information

Lack

of flexibility
Content
Outdoor
Short exposure

Location can be specific

Easily noticed

Legal restriction
High repetition
In expensive
Direct Mail
cost per contact

High selectivity
Reader control

image (Junk mail)

Exposure
Clutter

High
Poor