1
MEDIA PLANNING REACH,FREQUENCY,CONTINUITY
By :- Anupam Kumar,
VVISM,Hyderabad.
2
Media TerminologyA series of decisions involving the delivery of messages to audiences
A series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and program
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
Decisions on how the media objectives can be attained
The various categories of delivery systems, including broadcast and print media
The various categories of delivery systems, including broadcast and print media
Either radio or television network or local station broadcasts
Either radio or television network or local station broadcasts
A series of decisions involving the delivery of messages to audiences
A series of decisions involving the delivery of messages to audiences
Goals to be attained by the media strategy and program
Goals to be attained by the media strategy and program
Decisions on how the media objectives can be attained
Decisions on how the media objectives can be attained
The various categories of delivery systems, including broadcast and print media
The various categories of delivery systems, including broadcast and print media
Media
Planning
Media
Planning
Media
Objectives
Media
Objectives
Media
Strategy
Media
Strategy
MediaMedia
Broadcast
Media
Broadcast
Media
3
Media TerminologyPublications such as newspapers, magazines, direct mail, outdoor, etc.
Publications such as newspapers, magazines, direct mail, outdoor, etc.
The specific carrier within a medium categoryThe specific carrier within a medium category
Number of different audience members exposed at least once in a given time period
Number of different audience members exposed at least once in a given time period
The potential audience that might receive the message through the vehicle
The potential audience that might receive the message through the vehicle
The number of times the receiver is exposed to the media vehicle in a specific time period
The number of times the receiver is exposed to the media vehicle in a specific time period
The potential audience that might receive the message through the vehicle
The potential audience that might receive the message through the vehicle
Number of different audience members exposed at least once in a given time period
Number of different audience members exposed at least once in a given time period
The specific carrier within a medium categoryThe specific carrier within a medium category
Publications such as newspapers, magazines, direct mail, outdoor, etc.
Publications such as newspapers, magazines, direct mail, outdoor, etc.
Media
Media
Media VehicleMedia Vehicle
ReachReach
CoverageCoverage
FrequencyFrequency
4
The Media Plan :-
• The Media Plan is… a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are:
• Goal-Oriented – increase sales/share
• Make sense - effective/efficient• Manageable - can be executed,
flexible, developed before the buy.–
5
Developing the Media Planning
Evaluate PerformanceEvaluate Performance
Implement Media StrategyImplement Media Strategy
Develop Media StrategyDevelop Media Strategy
Establish Media ObjectivesEstablish Media Objectives
Analyze the MarketAnalyze the Market
Implement Media StrategyImplement Media Strategy
Develop Media StrategyDevelop Media Strategy
Establish Media ObjectivesEstablish Media Objectives
Analyze the MarketAnalyze the Market
6
Media Planning Difficulties
Measurement
Problems
Measurement
ProblemsLack of InformationLack of Information
Inconsistent
Terms
Inconsistent
Terms
Time
Pressure
Time
Pressure
Inconsistent
Terms
Inconsistent
Terms
Lack of InformationLack of Information
Measurement
Problems
Measurement
Problems
Problems
in Media
Planning
Problems
in Media
Planning
7
Reach• Percentage of target audience that is
exposed to an advertisement, at least once, during a certain time frame (usually four weeks)
• Reach represents the percentage of target customers who have an opportunity to see the advertisers message.
8
Factors Determining the reach
• More people are reached when a media schedule uses multiple media
• The number and diversity of media vehicles used
• By diversifying the day parts
9
Frequency
• Average number of times an advertisement reaches the target audience in a four-week period.
10
The Difference between Reach and Frequency
11
The Media-Planning Process
1. Selecting the target audience
2. Specifying media objectives
3. Selecting media categories and vehicles
4. Buying media
12
Media Planning – The process
• QUESTIONS ANSWERS• Who are we talking to ? : Target audience
• Where are these people ? : Markets
• How many people to reach ? : Reach
• How many times ? : Avg Frequency/ Avg OTS
• Which media ? : Media selection
• Which vehicles ? : Vehicle selection
• Which months & what • time of the day? : Scheduling
13
• Media : All Carriers and deliverers• of advertisements• Medium : A broad general category of carriers • Vehicle : A specific carrier within a medium•• Medium Vehicle• Television Jassi Jaisi Koi Nahi• Newspapers Times of India• Magazines India Today• Radio Radio Mirchi• Outdoor Any hoarding• CD/DVD CD or DVD of a movie• Internet Web site (Rediff.com)
14
Television
Short Message LifeShort Message Life
High Production CostHigh Production Cost
Low SelectivityLow Selectivity
High Absolute CostHigh Absolute Cost
ClutterClutter
Mass CoverageMass Coverage
High ReachHigh Reach
Impact of Sight, Sound and MotionImpact of Sight, Sound and Motion
High PrestigeHigh Prestige
Low Cost Per ExposureLow Cost Per Exposure
Attention GettingAttention Getting
Favorable ImageFavorable Image
High Production CostHigh Production Cost
High Absolute CostHigh Absolute Cost
Short Message LifeShort Message Life
Low SelectivityLow Selectivity
Favorable ImageFavorable Image
Attention GettingAttention Getting
Low Cost Per ExposureLow Cost Per Exposure
High PrestigeHigh Prestige
Impact of Sight, Sound and MotionImpact of Sight, Sound and Motion
High ReachHigh Reach
Mass CoverageMass Coverage
Advantages Disadvantages
15
Radio
ClutterClutter
Fleeting MessageFleeting Message
Audio OnlyAudio Only
Low Attention GettingLow Attention Getting
Local CoverageLocal Coverage
Low CostLow Cost
High FrequencyHigh Frequency
FlexibleFlexible
Low Production CostLow Production Cost
Well-segmented AudienceWell-segmented Audience
Low Attention GettingLow Attention Getting
ClutterClutter
Audio OnlyAudio Only
Well-segmented AudienceWell-segmented Audience
Low Production CostLow Production Cost
FlexibleFlexible
High FrequencyHigh Frequency
Low CostLow Cost
Local CoverageLocal Coverage
Advantages Disadvantages
16
Magazine
Visual OnlyVisual Only
Long Lead Time for Ad PlacementLong Lead Time for Ad Placement
Lack of FlexibilityLack of Flexibility
Segmentation PotentialSegmentation Potential
Quality ReproductionQuality Reproduction
High Information ContentHigh Information Content
LongevityLongevity
Multiple ReadersMultiple Readers
Visual OnlyVisual Only
Long Lead Time for Ad PlacementLong Lead Time for Ad Placement
Multiple ReadersMultiple Readers
LongevityLongevity
High Information ContentHigh Information Content
Quality ReproductionQuality Reproduction
Segmentation PotentialSegmentation Potential
Advantages Disadvantages
17
Newspaper
ClutterClutter
Poor Reproduction QualityPoor Reproduction Quality
Short LifeShort Life
Low Attention GettingLow Attention Getting
High CoverageHigh Coverage
Low CostLow Cost
Short Lead Time for Placing AdsShort Lead Time for Placing Ads
Ads Can Be Placed in Interest SectionsAds Can Be Placed in Interest Sections
Timely (Current Ads)Timely (Current Ads)
Reader Controls ExposureReader Controls Exposure
Can Be Used for CouponsCan Be Used for Coupons
Selective Reader ExposureSelective Reader Exposure
Poor Reproduction QualityPoor Reproduction Quality
Low Attention GettingLow Attention Getting
ClutterClutter
Short LifeShort Life
Can Be Used for CouponsCan Be Used for Coupons
Reader Controls ExposureReader Controls Exposure
Timely (Current Ads)Timely (Current Ads)
Ads Can Be Placed in Interest SectionsAds Can Be Placed in Interest Sections
Short Lead Time for Placing AdsShort Lead Time for Placing Ads
Low CostLow Cost
High CoverageHigh Coverage
Advantages Disadvantages
18
****************
THANK YOU
&
ANY QUESTION..??