1. Chapter 10:
Media Planning and Strategy
P R OMOTIONAL S TR A TEGY
Innovators
Abhijeet |Debasish |Phungshok |Pujarini| Shashank | Sourojit

2. Media Planning and Strategy
Basic Terms
 Media planning: The series of decisions involved in
delivering the message to the target audience.
 Media plan: The actual document detailing media
planning decisions.
 Media objectives: Objectives of media plan.
 Media strategies: action plans to reach objectives.
 Medium: channel such as print, broadcast.
 Media vehicle: Specific carrier in a media category
(television, magazines).

3. Developing the Media Plan
Analyze the Market
Establish Media Objectives
Develop Media Strategy
Implement Media Strategy
Evaluate Performance

4. Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Target Full Partial Coverage
Market Market Market Exceeding
Proportion Coverage Coverage Market

5. Developing the Media Plan
Situation Analysis Marketing Strategy Plan Creative Strategy Plan
Setting Media Objectives
Determining Media Strategy
Selecting Broad Media Classes
Selecting Media Within Class
Media Use Decision Media Use Decision Media Use Decision
— Broadcast — Print — Other Media

7. Thank you