Step one: Market analysis

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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

 

(frequency)

 

§    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

e)  Reach/Frequency/Continuity

 

 

 

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

 

 

 

Media Buying

 

Occurs once plan is approved

 

Buyers work with media representatives to negotiate final prices for the various activities

 

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