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Chapter No. 9 Page No. 143 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA PLANNING THERE ARE NUMBER OF MEDIA AVAILABLE TO CHOOSE FROM : NEWS PAPERS MAGAZINES RADIO TV OUTDOOR HOARDINGS etc. Chapter No. 9 Page No. 143 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA PLANNING WE MUST HAVE A SYSTEMATIC METHOD TO DECIDE: WHICH MEDIA TO USE WHICH MEDIA VEHICLE TO USE HOW TO USE THE MEDIA WHEN TO USE THEM WHERE TO USE THEM SO THAT OUR MESSSAGES ARE PUT ACROSS EFFICIENTLY AND EFFECTIVELY Chapter No. 9 Page No. 143 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA PLANNING MEDIA PLANNING IN SHORT ANSWER QUESTIONS LIKE WHAT IS OUR TARGET AUDIENCE AND HOW TO REACH IT? HOW MANY TIMES SHOULD WE REACH IT ? WHEN SHOULD WE REACH IT ? WHERE SHOULD WE REACH IT ? AT WHAT COST SHOULD WE REACH IT ? Chapter No. 9 Page No. 144 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA PLANNING MEDIA PLAN IS DERIVED FROM THE ADVERTISING PLAN IT SETS THE MEDIA OBJECTIVES THESE OBJECTIVES ARE REALISED THROUGH MEDIA STRATEGIES WE HAVE TO SELECT MEDIA VEHICLE AND A MEDIA SCHEDULE. Chapter No. 9 Page No. 144 Advertising and Sales Promotion Management MEDIA PLANNING CONCEPT OF MEDIA PLANNING MARKETING PLAN (SITUATION, MARKETING OBJECTIVES MARKETING STRATEGY,ACTION PLAN) ADVERTISING PLAN (PROMOTIONAL STRATEGY, ADVERTISING OBJECTIVES, ADVERTISING STRATEGY,CREATIVE EXECUTION BUDGET) MEDIA PLAN (MEDIA OBJECTIVES, MEDIA STRATEGY, MEDIA VEHICLE, MEDIA SCHEDULE) Chapter No. 9 Page No. 145 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA OBJECTIVE SETTING MEDIA OBJECTIVES IS THE FIRST STEP IN MEDIA PLANNING MEDIA OBJECTIVES ARE IN HARMONY WITH THE ADVERTISING AND THE MARKETING PLAN LAUNCHING A NEW PRODUCT OR REPOSITIONING AN EXISTING PRODUCT, THERE ARE SPECIFIC OBJECTIVES WHICH WILL GUIDE OUR MEDIA DECISIONS Chapter No. 9 Page No. 145 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA OBJECTIVE THERE ARE TWO COMPONENTS A GOAL OF REACHING THE TARGET AUDIENCE: WHICH IS THE AUDIENCE FOR OUR PRODUCT? THE MOST IMPORTANT CONSIDERATION A GOAL OF DISTRIBUTING THE MESSAGE: HERE NUMBER OF MESSAGES AND THE FREQUENCY MATTERS. Chapter No. 9 Page No. 145 Advertising and Sales Promotion Management MEDIA PLANNING TARGET AUDIENCE --- HOW TO REACH AFTER HAVING A COMPLETE PICTURE OF OUR TARGET AUDIENCE, WE UNDERTAKE THE STUDY OF THE MEDIA’S READERSHIP IN TERMS OF DEMOGRAPHIC ECONOMIC PSYCHOGRAPHIC TERMS Chapter No. 9 Page No. 146 Advertising and Sales Promotion Management MEDIA PLANNING MESSAGE DISTRIBUTION REACH: IT INDICATES A PERCENTAGE OF TARGET AUDIENCE WHO IS EXPOSED AT LEAST ONCE IN A GIVEN PERIOD TO A PARTICULAR MEDIA VEHICLE FREQUENCY: IT INDICATES NUMBER OF TIMES PEOPLE IN THE TARGET AUDIENCE ARE EXPOSED TO A MEDIA VEHICLE DURING A GIVEN PERIOD OF TIME Chapter No. 9 Page No. 146 Advertising and Sales Promotion Management MEDIA PLANNING MESSAGE FREQUENCY THE MORE THE EXPOSURE, THE BETTER THE IMPACT, MORE EXPOSURES MAKE US RISE ABOVE THE COMPETITIVE NOISE WE NEED MORE FREQUENCY: WHILE INTRODUCING NEW PRODUCT WHEN THE AD SIZE IS SMALL WHEN THE MESSAGE IS COMPLEX HIGHER FREQUENCY HELP US STAND OUT IN THE CLUTTER Chapter No. 9 Page No. 147 Advertising and Sales Promotion Management MEDIA PLANNING MESSAGE WEIGHT THE SUM OF THE REACH NUMBER OF SPECIFIC MEDIA VEHICLE IN A GIVEN MEDIA PLAN GIVES THE MESSAGE WEIGHT MESSAGE WEIGHT IS EXPRESSED IN TERMS OF GROSS IMPRESSIONS OR GROSS RATING POINTS (GRP) GROSS IMPRESSIONS ARE A SUMMATION OF EXPOSURES OF THE TARGET AUDIENCE TO MEDIA VEHICLES IN A MEDIA PLAN. Chapter No. 9 Page No. 148 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA STRATEGY MEDIA PLANNERS NEED TO BE CREATIVE THE USE OF MEDIA SHOULD COMPLEMENT AND SUPPLEMENT EACH OTHER THE AD PLACEMENT SHOULD BE STRATEGIC THE MEDIA’S CREATIVE POTENTIAL IS FULLY USED THE AD SHOULD PROVOKE READERS TO LOOK AT IT MORE THAN ONCE MEDIA CAN BE USED TO BUILD CREDIBILITY Chapter No. 9 Page No. 148 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA STRATEGY MEDIA STRATEGY HAS TO COVER DECISIONS TAKEN IN THE AREAS OF: GEOGRAPHIC SELECTIVITY SCHEDULING OF THE AD MEDIA SELECTION COST EFFICIENCY OF THE SELETED MEDIA Chapter No. 9 Page No. 148 Advertising and Sales Promotion Management MEDIA PLANNING GEOGRAPHIC SELECTIVITY OUR MEDIA STRATEGY IS BASED UPON OUR MAREKT COVERAGE HOW STRONG A PRODUCT IS IN A PARTICULAR GEOGRAPHICAL REGION ADVERTISE MORE IN HIGH POTENTIAL AREA MARKETERS MAY MEASURE THE SALES STRENGTH IN PARTICULAR MARKET BY MAKING USE OF TWO RATIOS 1. BRAND DEVELOPMENT INDEX (BDI) 2. CATEGORY DEVELOPMENT INDEX(CDI) Chapter No. 9 Page No. 149 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA SCHEDULING MEDIA SCHEDULING ARE THE DECISIONS ABOUT: TIMING : FOR HOW LONG CONTINUITY : FOR WHAT TIME PEIOD SIZE OF THE AD : PLACEMENT Chapter No. 9 Page No. 149 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA SCHEDULING (TIMING) DEPENDING UPON ADVERTISING OBJECTIVES TIME THE MESSAGE IN SUCH A WAY THAT CUSTOMERS ARE MORE INTERESTED IN BUYING THAT TYPE OF PRODUCT e.g. FRIDGES IN SUMMER STIMULATES DEMAND IN LEAN PERIOD e.g. ICE CREAM IN WINTER BY PASS COMPETITIVE CAMPAIGNS THE MESSAGE IS CARRIED BY THE MEDIA WHEN THE AUDIENCE IS RECEPTIVE TO IT. e.g. HOUSEHOLD PRODUCTS IN THE AFTERNOON WHEN HOUSEWIVES WATCH TV Chapter No. 9 Page No. 150 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA SCHEDULING (SIZE AND PLACEMENT) PLACEMENT OF THE ADS IN THE MEDIUM AFFECTS THE IMPACT OF THE AD SIZE OPTIONS ARE AVAILABLE IN PRINT MEDIA AND IN ELECTRONIC MEDIA LENGTHS OF TIME COVERS ARE THE PREFERRED MEDIUM FOR THEIR IMPACT IN MAGAZINES PLACEMENT NEAR IMPORTANT EDITORIAL MATTERS IS ALSO PREFERRED MEDIA CHARGE SLIGHTLY HIGHER IF WE SPECIFY A PARTICULAR POSITION WE MUST DO A PROPER COST ANALYSIS Chapter No. 9 Page No. 150 Advertising and Sales Promotion Management MEDIA PLANNING SELECTING THE MEDIA AN ADVERTISER CAN CHOOSE A SINGLE MEDIUM OR A MIX OF MEDIA EACH MEDIA HAS A PARTICULAR READERSHIP OR VIEWERSHIP WE HAVE TO MATCH THE TARGET AUDIENCE OF THE PRODUCT TO THE DEMOGRAPHIC CHARACTERISTICS OF THE READERS OR VIEWERS EACH MEDIUM HAS ITS : ATTENTION VALUE MOTIVATION VALUE EDITORIAL ENVIRONMENT Chapter No. 9 Page No. 152 Advertising and Sales Promotion Management MEDIA PLANNING IMPLEMENTATION OF MEDIA PLAN COMPONENTS OF THE MEDIA PLAN : MEIDA OBJECTIVES SITUATIONAL ANALYSIS MEDIA STRATEGY MEIDA SCHEDULE AND THE BUDGET Chapter No. 9 Page No. 152 Advertising and Sales Promotion Management MEDIA PLANNING MEDIA PLANNING IN INDIA PROFESSIONAL MEDIA PLANNING STARTED IN INDIA IN LATE 70s AND EARLY 80s WITH NRS- II AND NRS – III TV AS A MEDIUM DID SHOW TREMENDOUS GROWTH PROGRAME VIEWERSHIP CAME TO BE MEASURED BY IMRB-TRP WITH THE ADVENT OF SATELLITE TV, MEDIA PLANNING BECAME CHALLENGING CLIENTS HAVE A HIGH AWARENESS OF MEDIA AND THEY HAVE BECOME MEDIA-LITERATE Chapter No. 9 Page No. 154 Advertising and Sales Promotion Management MEDIA PLANNING NRS 2002 PRINT MEDIA COVERS AN ESTIMATED 180 MILLION READERS RURAL READERSHIP CONTRIBUTE 48% KERALA RANKS NUMBER ONE IN THE REACH OF THE PRINT MEDIA AT ABOUT 70% FOLLOWED BY TN AND MAHARASHTRA 35% TELEVISION STILL COMPRISES THE MAJOR SHARE OF MEDIA CONSUMPTION, BUT URBAN INDIA NOW WATCHES LESS TV, ESPECIALLY ENTERTAINMENT PROGRAMS
