Introduction a very critical task considering the number of

Introduction

Media Planning in layman terms means deciding upon
what media vehicles we are going to use to send out our message. The purpose is
to deliver the message cost effectively. This is a very critical task
considering the number of different media tools available for marketers
nowadays. It also involves deciding upon how much time and energy must be
invested in any activity.

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Media planning involves:

1.     
Strategy
designing which specifies the time and money invested for achieving the
marketing objective

2.     
Selecting
media vehicles that suit our target audience best

3.     
Budgeting

The steps involved here are:

1.     
Selecting
the target group (TG): This can be done based on the following factors

·        
Buyer
behaviour

·        
Demographic

·        
Value
and Lifestyle

·        
Geographic

2.     
Specifying
media objectives: The objectives can be any of the following

·        
Reach:
What percent of the TG can we reach with the medium in given time? It is the
percentage of people who have had the opportunity to see (OTS) our message or
have been exposed to it in the specified period of time. It is typically 3-10
exposures in aweek.

·        
Frequency:
How often must the TG be exposed to the message in given time? It is the number
of times the TG will be exposed to the media carrying our message.

·        
Weight:
How much advertising is needed to accomplish the above objectives? 3 different
weight metrics are used: GRPs, TARPs, and ERPs.

GRP indicates
the weight that can be delivered by that advertising schedule. It is the
product of Reach and Frequency.

TARP measures
the audience of a specific vehicle and is expressed as a percentage of the
audience

ERP gives the
effective reach/frequency and signifies that the advertising is effective only
if there aren’t too many or too few exposures. It depends on the level of
consumer awareness, competitive position of the brand in the market, brand
loyalty, creativity etc.

 

·        
Continuity:
How should the budget be distributed over time? It has 3 types: continuous
schedule (constant number of ads), pulsing schedule (gradually increasing – reaching
a maximum – slowly decreasing) and flighting schedule (same as pulsing but
starts and ends at 0 ads).

·        
Recency:
How close to the purchase time should the ad be shown? It is based on 3 ideas:
the first exposure is the most powerful, the goal is influencing brand choice
and reach should be maximized rather than frequency.

·        
Cost:
How can we achieve the objectives with minimum costs?

To achieve all these objectives we must
use different media together at different times during the day.

3.     
Selecting
media vehicles

The different types of media available
to a marketer are

·        
Traditional
Media: TV, Radio, Print etc

·        
Digital
Media: Web, Mobile, SEO, SEM, Email etc

·        
Engagement
Media: Experiential, POP, Behavioural Marketing, etc

 

4.     
Cost
Considerations

Cost per thousand is the cost of reaching 1000
members from the TG. It is a measure of efficiency rather than effectiveness
and the vehicles maybe ineffective if we reach the wrong audience.