Module 4

Media Planning

Media Strategy

Creativity

• Refers to the generation and presentation of novel ideas, differently, innovatively, across target audience.

• It refers to eye catching illustration that create good recall value

Creativity Strategy

• Product/ service: E.g. use of devil in Onida• Must contain a powerful idea: E.g. Fevi Kwik

fishing advertisement• Creating unexpected impact: E.g. Pepsi, sumo

wrestlers and soccer player• Portraying brand personality: E.g. Window XP,

NarayanMurthy as Brand ambassador• Should be visually stunning

Creativity Strategy

• Should focus on central theme: E.g. Amul, The taste of India; Hutch, where ever you go the network follows

• Portrays the benefit offered to target audience: E.g. Opel Corsa, offers free Insurance, free Service.

• Satifies subliminal desires of the target audience: E.g. Lux soap with beauty queens

Approaches to determine central theme

• Using USP: E.g. De Beers, A diamond for ever• Creating a Brand Image: E.g. BMW, the ultimate

driving machine• Find the inherent drama: E.g. Maruti Esteem,

boy says can we go for a drive please• Positioning: E.g. Hyundai Santro, A complete

family car• Strategy Statement: E.g. Hero Honda, Desh Ki

Dhadkan

Creativity Strategy: Implementation

• Rational Appeal: Components– Practical: E.g. Travellers Cheques by IOB– Functional : E.g. Moonlight cell phone, LG CDMA– Utility: E.g. Lock Godrej, Double duty door lock– Features: E.g. Sun Silk Shampoo, Almonds for

normal, Amla for dry, Lemon for greasy hair– Benefits: E.g. Ponds Cream, Your skin requires

regular care– Reasons for buying: E.g. Tide extra whiteness

Creativity Strategy: Implementation

• Emotional Appeal– Psychological needs: E.g. Vimal, Women express

herself in many languages, Vimal is one of them– Inner satisfaction: E.g. Marlboro Cigarettes, for the

He man

Advertising Execution Style1. Straight talk2. Scientific / technical advice3. Demonstration 4. Comparison 5. Testimonial6. Slice of life7. Animation8. Personality symbol9. Fantasy10.Dramatization11.Humor12.Combination

Components of Print Media

• The Headline– Direct: E.g. Electolux, convenient to use with a single knob– Indirect: E.g. Teaser ads– News-oriented: E.g. Gillette introducing Body spray,

“Introducing body flowers, It follows you everywhere”– How- to Headline: E.g. investing in share of Infosys “How to

own big shares as a small investor”– Question Headline: E.g. “Whirlpool effect…..have you felt it

as yet?”– Command Headline: E.g. “Buy Alto now at lowest ever

interest rates or else repent”

Importance of headline

1. Attract attention2. Select right prospect3. Present complete selling idea4. Present product news of interest to the

reader5. Captions

Components of Print Media• Body copy– This is a logical continuation of the headline and

sub-head– Smaller than headline– This is where “Salesmanship in Print” begins.– Long and short body copy

• Illustrations and visual elements: must emphasize– Point to be driven home quickly– Emotional or rational appeal to be used– Create a mood for a positive reponse

Media Planning

Media Plan

• Determines the best way to get the advertiser’s message to the market through various media

• The Activities:– Media objective– Media class- broadcasting, TV or radio– Print – newspaper or magazine

Problems of Media Planning

• Insufficient Information• Inconsistent terminology• Time Pressure• Difficulty in measuring effectiveness

Factors for Media Planning in India

• Stage in the product Life Cycle• Breadth of the target market• Repurchase-cycle• Target market turnover• Message creativity• Product differentiation• Competitor Activity• Consumer response

Stages in Developing Media Plan

• Market Analysis:– Brand Development Index– Category Development Index

• Establishment of objectives: creating awareness in target market

Stages in Developing Media Plan• Development of strategy and implementation:– Media mix– Target market coverage– Scheduling– Reach vs scheduling– Flexibility– Budget consideration

• Evaluation and follow-up– what extent media objectives achieved– How far marketing objectives have been achieved

Support Media

• It reinforces a message being delivered through some other media

• It is a non traditional media• Types:– Media based: outdoor advertising like, point of

purchase, transit advertising– Non media based: supportive advertising

like,branding, logos, slogan, packaging

Types of Outdoor Advertising

• Poster Panels• Painted Bulletins• Spectaculars

Non Media based

• Branding• Logo• Slogan• Packaging/ labelling

Major Media Vehicles in India

• Television• Newspaper and Magazines• Radio

Evaluation of Media

• 3 major media vehicles in our country:– Television– Newspaper and Magazine– Radio

Planning a TV Commercial

• Script or story board• Buying television time• Network advertising• Local advertising

Newspaper

• Buying space in newspaper• Sample format

Magazines

• Advantages – Selectivity– Popup ads– Reproduction quality– Business relay cards– Creative flexibility– Clutter effect– Pass long rate

Magazines

• Disadvantages – Cost– Frequency problem– Long lead time– CirculationList top ten magazines in India.

Questions

1. List two consumer magazines and two business magazines.

2. Companies manufacturing clothing for women, chose magazine like Women’s Era instead of T.V. why?

Thank you