Index

I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

Index
I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

Media is the most powerful entity, which has an power to make innocent guilty
and to make guilty innocent; the reason behind power is due to they control the
minds of masses
Introduction
Media

Communication channels through which news, entertainment, education, data, or

promotional messages are disseminated
Media includes every broadcasting and narrowcasting medium such as newspapers,
magazines, TV, radio, billboards, direct mail, telephone, fax, and internet
Media is the plural of medium and can take a plural or singular verb, depending on the sense
intended

Media Planning

Process to determine the most cost-effective mix of media to achieve the objective i.e to
reach the target audience
Strategy design which shows the usage of time and space which contribute in completing
marketing objectives
Determining best media mix
One way
Two way
Person at the advertising agency who develops and executes your media plan
Media
Planner
Functions:
Conduct media research
Determine media objectives and strategies
Determine the media mix
Decide which audience, where to3 advertise and when to advertize
Source: Integrated Advertising, promotion and marketing communication by Kenneth Clow

Media Planning and Strategy Presentation 30th M

Identifying different process and modes in media and its planning the objective of
study can be achieved; types and process of media is important factor
Introduction: Objective of Study
Process to decide how effectively
the the marketing communication
is seen by the target audience

To study what is media

Different types and its selection process

Concept of Media
Concept of
Media Planning

To evaluate the reach, frequency

Message delivered and its distribution

Different Types of Media

Process of
Media Selection
Which type will be best suited to
reach target audience
Radio, television, print, internet
are some of the types of media

Media Planning and Strategy Presentation 30th M

Index
I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

Media planning helps to determine which media be used, each medium has its
own advantages; the most preferred medium is selected on various parameters
like reach, value and credibility
Literature Review
Radio

Televison

Newspaper

Magazine

Outdoor Billboard

Public Transportation

Yellow Pages

Direct Mail

Speciality Advertizing

Catalogs

Brochures & Flyers

Newsletter

Source: Integrated Advertising, promotion and marketing

Media Planning and Strategy Presentation 30th M

Index
I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

Scope of our study was limited because we didnt considered any product and
brand; affects of external factors was also not overlooked
Scope and Limitation
Scope

Limitation

Our study is focussed into the various mediums of advertising and how agencies and
companies go about choosing the right medium for promoting their brand

No product or brand
External factors overlooked
Different view of companies or agencies on media planning

Source: Integrated Advertising, promotion and marketing

Media Planning and Strategy Presentation 30th M

Index
I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

Significance of Study
I.

Why is media planning necessary?

We are functioning in the midst of globalisation where the most active brand lives
and the rest perishes. Therefore, occupying the heart and the mind of the customer
becomes a necessity.

II.

The media mix:

The media agency or the company (in case of small companies) decides the right
medium for advertising a product basis the type of customer it wishes to seek.

III.

Reach:
Reaching the right customers, through right advertising channels and at the right
time is of utmost importance. It can deliver value to the customer and also help
obtain value from the customer.

10

Index
I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

11

Process to design a course of action that shows how advertising space and time
will be used to contribute to achieve the marketing and advertising objectives
Process of Media Planning

e
rk
a
M

sis
y
l
na
tA

Goals for the media portion in advertising

program
Objectives in order to achieve goals of
brand
Elements of Media Objective
Target audience
Reach and Frequency
33 Message Weight & Distribution

22
Me
di
a

Ob
jec

tiv
e

gies

11

edia
&M
get
Bud Buying

Determine attractiveness and

understand evolving oppurtunities
Dimensions of a market analysis
Market size
Market growth rate & profitability
Industry cost structure
Distribution channels
Market trends
55
Key success factors
Allocation
of budget based on

Source: Integrated Advertising, promotion and marketing

Med
ia

Stra
te

Way to realize media objective

medium, region and time of year
Enables an advertiser to rise above the
Media buying occurs once plan is
clutter ads and standout in competition
approved
Factors Influencing Media Strategy
Media buyers negotiates, purchases &
Target Market Profile
monitors media space
Nature of the message
Aim to reach the highest number of
Geographic market priorities
people in the target audience at the
Media Mix
Timing of advertising
lowest possible cost
44
Reach/Frequency/Continuity
Advertising strategy encompasses the use of more than one type of advertising
media to get its message across the target audience
Combination of media types
No advertiser can rely only on one medium to reach his audience

Process
Process of
of Media
Media
Planning
Planning

12

Media Planning and Strategy Presentation 30th Ma

Index
I.

Introduction

II.

Literature Review

III.

Scope & Limitations

IV.

Significance of Study

V.

Process of Media Planning

VI.

Conclusion

13

Conclusion
Media planning should be done as a process of series of decision that provide the best possible answer to set
of problems

It is the planners recommendation way to balance the many trade off within a given budget

Planner may find out that recommended solution does not make sense to the desired marketing problem
when all other factors are considered

Finding the best suite for the problem is the main task of the planner

Media Planning is such an intellectually challenging activity, media planners are the marketing professional
with media experts
Source: Integrated Advertising, promotion and marketing

14

Media Planning and Strategy Presentation 30th Ma