Skip to main content

What is User Intent

Stratagey of Media Planning - WHAT IS MEDIA PLANNING ?

Strategy of Media Planning - WHAT IS MEDIA PLANNING ?

 Media planning is generally outsourced

to entail sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the objectives. In the process of planning, the media planner needs to answer questions such as: How many of the audience can be reached through the various media? On which media should the ads be placed? How frequent should the ads be placed? How much money should be spent in each medium? Choosing which media or type of advertising to use can be challenging for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Since the advent of social media, small firms with limited budgets may benefit from using social media advertising as it is cost effective, easy to manage, accurate and offers great ROI. Developing a Media Plan The fundamental purpose of a media plan is to determine the best way to convey a message to the target audience. A media plan sets out a systematic process that synchronizes all contributing elements in order to achieve this specific goal.

Strategy of Media Planning

The media plan is broken down into four stages, market analysis, establishment of media objectives, media strategy development and implementation, and evaluation and follow-up. Similarities can be made to other marketing concepts such as the consumer decision-making process with comparisons such as, increasing brand awareness, improving brand image, and the maximization of customer satisfaction. The first phase of any media plan is the initial market analysis, which consists of a situation analysis and the marketing strategy plan. These form the basis of information which the rest of the media plan is reliant on. Each of these criteria are explained briefly below: Media Mix - A combination of communication and media channels use that is utilized to meet marketing objectives, such as social media platforms

and magazines.

Target Market - A specific group of consumers that has been identified to aim its marketing and advertising campaigns towards, as they are the most

likely to purchase the particular product. Coverage Consideration - To alter the level of exposure of media to the target market, whilst minimizing the amount of overexposure and saturation into other demographics. Geographic Coverage – Increased emphasis of exposure to a certain area where interest may thrive, whilst reducing exposure to areas they have less

relevance.

Scheduling - The concept of aligning communication activity to coincide with peak potential consumer exposure times, such as around a big sports

game on television.

Reach & Frequency - The decision to have a certain message seen/heard by a large number or expose the same message to a smaller group more

often Creative Aspects & Mood – Different mediums for communication should be considered when developing a campaign. Social media might be more effective to generate emotion than a billboard poster on a main road. Flexibility - In order to adapt to rapidly changing marketing environments it is important for strategies to be flexible. Such as unique opportunities in

the market, media availability or brand threats.

Budget Considerations – The relationship between the effectiveness of a media campaign and the cost involved needs to be carefully managed. There

should be an optimal level of response from the consumer for the price for the exposure. The final phase in the media plan is to evaluate the effectiveness of the plan and determine what follow-up is required. It is important to assess whether each individual marketing and media objective was met, as if they were successful it will be beneficial to use a similar model in future plans.

Advertising media includes

·      Social

·       Television

·      Radio

·      Newspapers

·      Magazines

·      Outdoor billboards.

  • Ambient experiential
  • Public transportation
  • Direct Media
  • Digital advertising
  • Search engine marketing Specialty advertising
  • Other media

Factors to consider when comparing various advertising media Reach - expressed as a percentage, reach is the number of individuals to expose the product to through media scheduled over a period of time. Frequency - using specific media, how many times, on average, should the individuals in the target audience be exposed to the advertising message? It takes an average of three or more exposures to an advertising message before consumers take action.

 Cost per thousand - How much will it cost to reach a thousand prospective customers ? To determine a publication's cost per thousand, also known as CPM, divide the cost of the advertising by the publication's circulation, multiplied by its reader's per copy, in thousands. For example, magazine A's audited circulation is 250,000 with an audited readers per copy, or RPC of 3.5. A full-page ad in the magazine costs $45,000. Therefore, CPM $45,000 / x 1000. So, Magazine A's CPM $12.85. Using CPM for evaluating media makes it an, "apples to apples" comparison. Cost per point - how much will it cost to buy one rating point of your target audience, a method used in comparing broadcast media. One rating point equals 1 percent of the target audience. Divide the cost of the schedule being considered by the number of rating points it delivers.

Impact - does the medium in question offer full opportunities for appealing to the appropriate senses, such as sight and hearing, in its graphic design and production quality?

 Selectivity - to what degree can the message be restricted to those people who are known to be the most logical prospects? Reach and frequency are important aspects of an advertising plan and are used to analyze alternative advertising schedules to determine which produce

the best results relative to the media plan's objectives.

Generally speaking, you will use reach when you are looking to increase your consumer base by getting more people buying your product and you will privilege frequency when you need to narrow down your communication to a more specific audience but need to increase the number of times they could be exposed to your message in order to generate a change in behavior. Calculate reach and frequency and then compare the two on the basis of how many people will be reached with each schedule and the number of times the ad will connect with the average person. Let's say the ad appeared in each of four television programs, and each program has a 20 rating, resulting in a total of 80 gross rating points. It is possible that some viewers will see more than one announcement—some viewers of program A might also see program B, C, or D, or any combination of them. For example, in a population of 100 TV homes, a total of 40 are exposed to one or more TV programs. The reach of the four programs combined is

therefore 40 percent.

Researchers have charted the reach achieved with different media schedules. These tabulations are put into formulas from which the level of delivery for any given schedule can be estimated. A reach curve is the technical term describing how reach changes with increasing use of a medium. Now assume the same schedule of one commercial in each of four TV programs to determine reach versus frequency. In our example, 17 homes viewed only one program, 11 homes viewed two programs, seven viewed three programs, and five homes viewed all four programs. If we add the number of programs each home viewed, the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials. By dividing 80 by 40, we establish that any one home was exposed to an average of two commercials. To increase reach, include additional media in the plan or expand the timing of the message. For example, if purchasing "drive time" on the radio, some

daytime and evening spots will increase the audience. To increase frequency, add spots or insertions to the schedule. For example, if running three insertions in a local magazine, increase that to six insertions so that the audience would be exposed to the ad more often. Gross rating points are used to estimate broadcast reach and frequency from tabulations and formulas. Once the scheduled delivery has been determined from reach curves, obtain the average frequency by dividing the GRPs by the reach. For example, 200 GRPs divided by an 80 percent reach equals a 2.5 average frequency. Reach and Frequency In media planning, reach is one of the most important factors, as the whole media planning is all about reach. The Purpose of the reach is exposure of brand. The higher the reach; the higher the brand exposure . And of course, higher exposure means high chances of new customers. When it comes to media planning most of the businesses decide well in advanced what their target market would be. They Choose their target market on the assumption that they already know who their customers would be . Even though, choosing a target market for reach in media planning could be a very successful

way to get to the potential customers of the brand, but this method leaves out potential customers outside of the target market: Customers the brand

thought were not important to reach to. Smart businesses also reach outside of their targeted market in order to know other segments that could be

targeted. Therefore, starting with a broader reach and then choosing target markets would be a much-informed decision; derived from actual data rather than just assumption. A broader reach is also beneficial for general brand awareness, otherwise many people outside of the targeted market never

even get to hear about the brand.

In media planning, frequency is also a very important factor to consider. Most small businesses say "We just want to see what happens", which just

wastes their money leading to disappointment on media planning. In Advertisement, once is just not enough. The biggest problem in media planning is; advertisers assume that someone would see their advertisement, would walk in their store and just buy something!!That is definitely not how it happens. There are five different steps for buying cycle a consumer goes through before actually purchasing something. These are awareness, interest, need, comparison and purchase . Frequency is important as it pushes a consumer towards the actual step of purchasing something. The understanding of how exactly a consumer goes through the buying cycle is very essential to grasp the importance of frequency in media planning. Initially, the idea of reach is there to increase the awareness and exposure, but people forget. 80% of people forget the advertisement they see within 24 hours or even

sooner. So, frequency is also important for awareness - decreasing the chances for forgetfulness. Secondly, frequency builds familiarity, familiarity builds trust and trust builds interest. In need, it is absolute that the consumer is aware of the company and have somewhat trust/ interest. And again, frequency plays essential role is remembrance, trust and interest. Higher frequency also helps to beat the competition. And finally, the consumer is on the final step of buying cycle the purchase, with the help of frequent advertisement. Without the good amount of frequency, a consumer would be very unlikely to get to the purchasing step. Thus, frequency is important because consistence advertisement reinforces top of mind brand awareness, brand favorability and brand loyalty among the current and potential consumers. Patience and effective frequency plays a great role in a business's long term

success.

TOOLS USED IN MEDIA PLANNING ONLINE ADVERTISING]

·       Research Tools - Alexa, Nielsen Online, Quantcast, SimilarWeb, Thalamus, SRDS, and Compete

·       Online Advertising Competitive Intelligence Tools - MOAT, Adbeat, Whatrunswhere, Keywordspy

·       Demand-side Platforms - Doubleclick Bid Manager, Tun, AppNexus, Adobe Media Optimizer

·       Offline Advertising Research Tools - Nielsen Media Research for TV Audience Measurement GRPs, Nielsen Audio for Radio Measurement, SRDS by

·       Kantar Media for Print Advertising Ratecards

REFERENCES

Belch, G. E., & Belch, M. A. . Advertising and promotion: An integrated marketing communications perspective. New York, NY: McGraw-Hill/Irwin.

The importance of frequency. Zip code magazines. Retrieved from

The importance of frequency when advertisement. Inspired Senior Living. Retrieved from

Ossi, A. why is reach important. Retrieved form

Wikipedia 

Read this also : 

Pay Per Click 

Insteractive Marketing

Online Marketing

 


Comments

Popular posts from this blog

WHAT IS PAY PER CLICK

WHAT IS PAY PER CLICK Pay-per-click is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines. With search engines, advertisers typically bid on keyword phrases relevant to their target market and pay when ads are clicked. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC display advertisements, also known as banner ads, are shown on web sites with related content that have agreed to show ads and are typically not payper-click advertising. Social networks such as Facebook, LinkedIn, Pinterest and Twitter have also adopted pay-per-click as one of their advertising models. The amount advertisers pay depends on the publisher and is usually driven by two major factors: quality of the ad, and the maximum bid the advertiser is willing to pay per click. The higher the quality of the ad, the lo

Most Killer Digital Marketing Strategies , Guide for Beginner in 2020 Digital Marketing Guide

Killer Digital Marketing Guide Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing Combinations of search engine optimization, search engine marketing, content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Inte

STUDY OF THE MODERN "CUSTOMER DATA PLATFORM"

  STUDY OF THE MODERN "CUSTOMER DATA PLATFORM"   A customer data platform is a type of packaged software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems. According to Gartner, customer data platforms have evolved from a variety of mature markets, "including multichannel campaign management, tag management and data integration." The CDP market is currently a $300 million industry and projected to reach $1 billion by 2019. Capabilities In addition, some CDPs provide additional functions such as marketing performance measurement analytics, predictive modeling, and content marketing Commonalities across CDPs: marketer-managed; unified, persistent, single database for customer behavioral, profile and other data, from any internal or external source; consi