media planning & strategy
DESCRIPTION
Chapter 10TRANSCRIPT
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