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Media Planning

Media Planning. What is media planning?. Media planning is using scarce resources for maximum returns. It’s about knowing people and addressing them accordingly. TRP: Television Rating Point: it indicates viewership

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Media Planning

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  1. Media Planning

  2. What is media planning? • Media planning is using scarce resources for maximum returns. • It’s about knowing people and addressing them accordingly. • TRP: Television Rating Point: it indicates viewership • Viewership does not necessarily have to come through content; it can also be a result of the emotional appeal of the program. The aim is to get into the psyche of the viewer because at the end people are emotional in nature. 

  3. Media planning: • Media planning is about allocating budget among several channels of communications. Media planners are supposed to advise clients on their return on investment. Therefore they are basically Investment advisors. • However, return on investment (ROI) may not always mean in monetary terms. It also means high sales, improve brand image and increase in purchase intention i.e the intention to buy. The ideal qualities of a media planner are:- Responsibility, Honesty, Sincerity and Professionalism.

  4. MEDIA PLANNING DEALS WITH: • Allocation of Resources • Prioritization of work • Maximizing Return on Investment • It’s an amalgamation of science and art • It’s about making optimal choices • Creativity is the essence of marketing

  5. Evolution of Media Planning • 15 years ago, advertising agencies were called “full service agencies”. They provided everything from creativity to direction to media planning. Thus, they played the roles of consultants, suppliers, agents. The income did not come from the clients. They earned a commission from the media. • For example- if you have a budget for Rs.100 but you pay only Rs.85 to media. So you get 15% agency commission from media.

  6. Industry bodies: • INS- Indian Newspaper Society. • IBS- Indian Broadcasting Society. • Radio stations were not organized under a body. • These bodies were used to give a credit period of around 60 days to media houses to pay for the advertisements they made. However, since the clients were terrible paymasters, agencies in order to pay these bodies took loans at an high interest rate of around 18% which eventually made them suffer losses. Then these organized bodies recognized the agencies as principals. Whereas the clients stated that they had to pay 15% commission to agencies whether the assignment was worth Rs.5 crores or Rs.50 crores. • That’s where the system changed and clients started paying the agencies a flat fee per year.

  7. Contd… • In 1997 an agency CARAT was launched in India. It had no creative business. It’s business was only of marketing and media   business. Investments were made in knowledge and media.

  8. The two fundamental problems for CARAT at that time were:  1. How to pay these agencies? • CARAT went to AAAI but to no avail. Then it formulated its own policy i.e the client pays 5%,comprising of 2.5% for buying and 2.5% for  planning which was negotiated to the extent that agencies would earn as less as 0.5%. This created the following problems:- • Agencies shifted focus to acquiring more business rather than work on existing ones.  • Agencies paid less attention to staff training.  • Vanilla planning i.e same channels for all product advertisement no matter how different the product and the target audience may be.

  9. 2. No data sharing between creative and media planners. • Breakdown of relationships as media planners were busy in acquiring new business. • Then digital agencies entered the field. So now the client was choosing the best from the creative, media planning and digital services which gave brand a strange image without an integrated communication to it.

  10. MEDIA PLANNING IS BOTH ART AND SCIENCE Media planning as art includes • INSTINCTS • CREATIVE THOUGHT • THOUGHT THROUGH • ONE SHOULD KNOW WHAT HE OR SHE NEEDS TO DRAW • SUBJECTIVE/ EMOTIONS • LESS PREDICTABLE

  11. And as science it includes • LOGIC • SYSTEMATIC • PRODUCES METHODS • INFERENTIAL • HYPOTHESIS IS INVOLVED

  12. The first step towards Media Planning is to brief. Brief includes: • Business purpose of the campaign. Example of Refrigerator- you need to be specific about what are you offering and what your target audience is. Like are you launching a new product or you are providing exchange offer to target those who are already using it.

  13. Market Background: you have to know the background of your market. You must be familiar with the behaviour or your target market and target consumer. • Brand Positioning: It is to be specified which place you want to acquire in the market. Is it a new segment or the existing segment of the market you are targeting at?

  14. Media Brief for Hyundai i10 (1)Business purpose of the campaign -to expand the competitive offering (2) Market background - Competitive sales trend - Comparative pricing (3) Brand positioning -catch the “I”

  15. Contd.. (4) Competitive set           -Advertising work on content           -There is map for spacing in newspaper exposure to the brand           -Exposure meaning for the brand     (5) Marketing objective and strategies         -Performance providing good value for money         -Sustained brand communication         -Dealer specific advertising in local media (Dealers themselves advertising)    (6) Key marketing issue        -Economic situation        -Competitive pressure are very high        -Build long term equity by sustained brand communication using smart media tactics. 

  16. Contd…    (7) Advertising objectives        -Sort for the global audience         -Consolidate on that purpose         -Price and value proposition    (8) Key lessons and development       -Competitive promotion        -Pricing (9) Creative media consideration        -Multimedia campaign  -Cost effective media        -Buying is the process rather than an event        -20 sec edits

  17. Contd… (10) Source of business/targeting      -SEC AB families all over India (where the men are decision maker )      -Personal interest of consumer (psychographic scenerio) -Demographic (11) Geographic distribution/sales profiles  (12) Timing seasonality        -The monthly wise sales data attached         -Industry see a relevance in doing sales promotion

  18. Contd… (13) What other communication will be supporting the brand       -e.g. corporate communication (14) Budget (15) What criteria is considered to judge whether a campaign has been successful or not?       - Generate level of enquires in order to achieve sales volume       -Promotion and new launches       - Thumb rule of inquiries to conversion ratio 4:1        -Build equity

  19. Key deliverable of the presentation are as follows:-  • Exhibiting a clear understanding of the brief, the challenges to the task in hand and its media   implication. • Set clear media objective- Quantitative and Qualitative • Arrive at a media strategy and recommendation indicating the overall media stance  • Consideration of media, the key vehicles of each media to be considered phases of presence on media etc.

  20. Contd.. • Propose media innovations that may provide instant and novel ways of visibility or enhance the brand proposition. • The recommendations must be based on a perspective of one calendar year of media    presence.

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