1. IMC: Ch-10 | Media Planning &
Strategy
Group O
Ajay R 2011PGP055
Mudit Agarwal 2011PGP081
Padma N 2011PGP087
Rahul Barwe 2011PGP091
Shirish Prakash Jain 2011PGP097
Umang Kulshrestha 2011PGP105
2. Terminology
Media Planning decisions taken while delivering the message to the
prospective customer; includes media objectives & media strategies
Medium the general categories of available delivery systems, including
broadcasting media, print media, outdoor media, etc.
Media Vehicle is specific carrier within a medium like Economic times, IPL, etc
Reach the number of different audience members exposed to a media vehicle in a
given period of time use a bit of both rational as well as emotional appeal
Coverage the potential audience that might receive the message through a
vehicle
Frequency the number of times the receiver is exposed to the media vehicle in a
specified period
3. Activities involved in developing the Media Plan
The Situation The marketing The creative
Analysis Strategy Plan Strategy Plan
Setting Media Objectives
Determining Media Strategy
Selecting broad media classes
Selecting media within classes
Media use
Media use Media use
decisions- other
decisions-broadcast decisions- print
media
4. Developing the Media Plan
Media
strategy
Establishment
Market development Evaluation
of media
Analysis and and follow-up
objectives
implementati
on
Identify target Budget
audience The media mix
Considerations
Internal & Target market Flexibility
external factors coverage
Where to Geographic Creative aspects
Promote coverage and mood
Reach versus
Scheduling
frequency
5. Computers in Media Planning
Computers in Computers in
Market Media
Analysis Strategy
Development
Information can
be reviewed in Reach and
Prizm and VALS frequency
analysis on the
computer
