Post on 14-Apr-2018
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Media Planning and Strategy
Group 1 BHARATH C. IYER ANAMIKA RAHUL JINDAL UTKARSH JAISWAL YASHWANT SANDEEP NAIK
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Media Planning Overview
What is media planning?
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Continued
Why media planning?
Media planning ensures that the right medium is used to
deliver the message.
Media planning makes sure that the messages appear in the
media that the target audience actually read, watch or hear.
Media planning also ensures that the messages appear at the
right time.
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Media Planning Options
Mass Media ( Television, newspaper, radio, magazines)
Out of the home media ( Outdoor advertising, transit
advertising and electronic billboards)
Other media ( Direct marketing, internet, in- store
point-of-purchase)
New media ( branded entertainment, wireless, and
interactive marketing)
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Hindustan Unilevers media planning strategy
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Dirt is good campaign.
TV commercial in Jetix TV, online forum, games and
print partnerships including parenting magazine.
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The Media Plan
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What come under the plan?
Stage 1
The Situation Analysis
To understand the marketing problem and analysis of company and
competitors
The Marketing Strategy Plan
To plan activities that will solve one or more of the marketing problem
The Creative Strategy Plan
To determine what to communicate through advertisements
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Stage 2
Setting media objectives
To translate marketing objectives and strategies into goals that media
can accomplish
Determining media strategy
The best strategy in selection and use of media.
Selecting broad media classes To determine which broad class of media best fulfils the criteria
Selecting media within classes
If magazines were recommended, then which magazines?
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Stage 3 Media use decisions
Print : Number of ads to appear and on which days and months,
placement of ads, etc.
Broadcast :Which kind of sponsorship? Level of reach and
frequency required? Scheduling, placement of spots? etc
Other media : Billboards, internet, etc
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Problems in Media Planning
Insufficient information
Some data cannot be measured, either because they cannot be or
measuring them would be too expensive
Inconsistent Terminologies Inconsistent ways of measuring consumer exposure to an advertisement
Time pressure
Media selection decisions may be made without proper planning and
analysis of the markets/media
Difficulty Measuring Effectiveness
Cannot link efforts to ROI
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