media planning & strategy

Group OAjay R 2011PGP055Mudit Agarwal 2011PGP081Padma N 2011PGP087Rahul Barwe 2011PGP091Shirish Prakash Jain 2011PGP097Umang Kulshrestha 2011PGP105

IMC: Ch-10 | Media Planning & Strategy

TerminologyMedia Planning decisions taken while delivering the message to the prospective customer; includes media objectives & media strategies

Medium the general categories of available delivery systems, including broadcasting media, print media, outdoor media, etc.Media Vehicle is specific carrier within a medium like Economic times, IPL, etc

Reach the number of different audience members exposed to a media vehicle in a given period of time use a bit of both rational as well as emotional appealCoverage the potential audience that might receive the message through a vehicle

Frequency the number of times the receiver is exposed to the media vehicle in a specified period

Selecting media within classes

The Situation Analysis

The marketing Strategy Plan

The creative Strategy Plan

Setting Media Objectives

Determining Media Strategy

Selecting broad media classes

Media use decisions-broadcast

Media use decisions- print

Media use decisions- other

media

Activities involved in developing the Media Plan

Developing the Media Plan

Market Analysis

Establishment of media objectives

Media strategy

development and

implementation

Evaluation and follow-up

Internal & external factors

Identify target audience

Where to Promote

Target market coverage

The media mix

Geographic coverage

Reach versus frequency

Creative aspects and mood

Scheduling

Flexibility

Budget Considerations

Computers in Media Planning

Computers in Media

Strategy Development

Reach and frequency

analysis on the computer

Computers in Market Analysis

Information can be reviewed in Prizm and VALS

Thank You