MEDIA PLANNING
By:-MANJOT SINGH
M.B.A(4th SEM)
ROLL NO:-3
What is media planning?
• Media planning is the process of selecting
time and space in various media for
advertising in order to accomplish marketing
objectives.
• Or to keep it short: it is process of establishing
the exact media vehicles to be used for
advertising.
Why media planning?
• Without media planning, advertisers would
not know where to sell their products as well
as what is the most effective media for their
product.
• Media planning helps identify the best
advertising space ,targetmarket and media for
your clients product.
Basic words in Media Planning
• Advertising space
Advertising space is the space in between a
television show where you see all the
advertisements ,it is the pages of
advertisement on see’s in a magazine or
newspaper ,it is also the space in between a
radio show.
• Medium
A medium is a carrier and deliverer of
advertisements. It is a broad general category
of carries such as newspapers ,television
,radio ,internet ,outdoor ,direct mail etc.
• Media vehicle
It is a specific carrier within a media category .
so a discovery would be the vehicle in the
category of TV. many a time a specific
programs or sections within a medium may be
termed as a vehicle.(eg.NTV7,Star
newspaper ,Radio 4)
Media
• Adverting media generally include:
Television,radio,newspaper,magazines,outdoor
bill boards,public transportation,yellow
pages,direct mail,speciality advertising(on
items such as
matchbooks,pencils,calenders,telephone pads
and other
media(catalogs,samples,handouts,brochures,n
ewsletters).
• The Right Media
• Traditional or mass media:tv,radio.idea to
reach largeaudience.
• Niche media:cble tv,direct mail,etc.
• Reach the target audience with specific
demographics,narrowly defiend target
audience.
• Non-conventional media:internet
Who are Media Planners?
• Media planner is a job title in an advertising
agency responsible for selecting media for
advertisement placement on behalf of their
clients.
• The main aim of media planner is to assist their
client in achieving business objectives through
their advertising budgets by recommending
the best possible use of various media
platforms available to advertisers.
• Their roles may include analyzing target
audiences ,keeping abreast of media
developments ,reading market trends and
understanding motivations of consumers.
Media Plan
• In order to choose the right media,it is
important to put together a media plan for the
advertising campaign.
• A media plan is a custom tailored-designed
expressly to meet the needs of an advertiser
at a given time for specific marketing
purposes.
Media plan
These are the questions the clients
(companies ,organizations ,institutions ) will
be asking media planners:
• Who are the competitors in the market?
• Who are the audience you are targeting?
• What media are you going to use and why?
• How many of the target audience will be
exposed ? how often?
Media plan
Media planning today is all about:
• Marketing
• Research
• Advertising
• Consumer behavior
• Creativity and sensitivity
Media planning procedure
• Media planning is a component of the
marketing strategy of the organization
.Therefore ,marketing considerations must go
before media planning.
• Media planning on the whole answers a lot of
questions like “how many prospects do I need
to reach?”.”in which medium should I place
the ads?”,etc.
Principles for selecting media vehicles
• Select a media vehicle that can reach
prospects….
• With an optimum amount of frequency
(repetition )
• At the lowest CPM(cost per thousand)
• With a minimum of waste
• With a specified budget.
Problems in media planning
• In sufficient media data.
• Time pressures.
• External influences-pressure to produce
“creative” media plans.
• Institutional influences on media decisions.
• Lack of objectivity.
• Measuring advertising effectiveness.
Thank You
