Step one: Market analysis
Activities involved in developing the Market analysis:
a) Situation analysis
b) Marketing strategy analysis c) Creative strategy analysis
Step 2: Setting media objectives:
Purpose: To translate marketing objectives and strategies into goals that media can accomplish.
Setting media objective is the second step in media planning. Media objectives are in harmony with the advertising and the marketing plans. Thus while launching a new
product or repositioning an existing product, there are specific objectives which will guide our media decisions. These objectives must be measurable. It facilitates
Co-ordination and evaluation once the campaign is over.
Specifying Media Objectives
§ What proportion of the population should be reached with advertising message during specified period (reach).
§ How frequently should audience be exposed to message during this period
§ How much total advertising is needed to accomplish reach and frequency objectives (weight)
§ How should the advertising budget be allocated over time (continuity)
§ How close to the time of purchase should the target audience be exposed to the advertising message (recency)
§ What is the most economically justifiable way to accomplish objectives (cost)
Step 3: Media Strategy
Media strategy is the way we seek to realize our media objectives. When formulated correctly, it enables an advertiser to rise above the clutter of ads, and stand out in the competition.
Media strategy expects media planners to be creative in using the media. The use of the media should complement and supplement each other. The ad should be consistent with the editorial environment of the media. The placement should be strategic. The media‟s creative potential is fully used.
The ad should provoke readers to look at it more than once. It should be engaging enough, say incorporation of a crossword puzzle in the copy of the ad. We can use non – traditional media like a Tamasha show or a magic-show. Media can be used to build credibility.
Factors Influencing Media Strategy
a) Target Market Profile
b) Nature of the Message
c) Geographic Market Priorities d) Timing of Advertising
Step four: Selecting Media Mix
Media mix means the advertising strategy encompasses the use of more than one type of advertising media to get its message across the target audience.
A combination of media types is known as the media mix. No advertiser can rely only on
one medium to reach his audience.
Step five: Budget Allocation and Media Buying
Budget Allocations: classifies spending my medium, region, and time of year
Occurs once plan is approved
Buyers work with media representatives to negotiate final prices for the various activities
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