The document outlines the key components of a media plan, including media objectives, strategies, rationale, and a flow chart. It discusses that media planning involves deciding how to use time and space most effectively to meet advertising objectives. The components section defines each part of a media plan in more detail. Media objectives are the goals for the program, strategies are how those goals will be achieved, rationale explains why each medium was chosen, and the flow chart provides a visual overview of the plan.

1. MEDIA
PLANNIN
G
Components of a media plan

2. Index
 Media planning
 Components of a media plan :-
Media objectives
Media Strategy
Media rationale
Flow chart
Summary
 Sources

3. What is Media Planning ?
 Media planning is decision making process,
how to use time and space to achieve
advertising objective.
 Media Planning consists of a series of
decisions made to answer the question for
advertisers : „What is the best means of
delivering advertisements to prospective
purchasers of the brand or service .
Sissors And Bumba

4. Some other definitions Are :-
 Media Planning is the art and science of
ensuring that the adverts that our clients want
to place appear in the right place and at the
right time to ensure they reach the correct
target group.
 Media Planning is the series of decision
involved in delivering the promotional
message to the prospective purchaser and/or
the user of the product or brand.

5. The components of a media
plan
 Media objectives
 Media strategies
 Media rational
 Flow chart
 Summary Components
of a Media
plan
objectives
strategies
Media
rational
Chart
summary

6. Media Objectives
 Media objectives are the goals for the media
program and should be limited to those that
van be accomplished through media strategies
.
For example- Create awareness in the target
market through the following:
 Use broadcast media to provide coverage of
80% of the target market over a six month
period

7. Continue…
 Reach 60 percent of the target audience at
least three times over the same six month
period .
 Concentrate heaviest advertising in winder
and spring . With lighter emphasis in summer
and fail.

8. Media Strategies
 Having determined what is to be accomplished
media planner how to achieve these
objectives. That is the develop and implement
media strategies , which evolve directly from
the actions required to meet objectives and
involve the criteria -

9. Criteria considered in the
development of a media plan
 The media mix
 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspect and mood
 Flexibility
 Budget considerations

10. The media mix
 A variety of media and media vehicle are
available to advertisers . While it is possible
that only one medium and/or vehicle might be
employed , it is much more likely that a
number of alternatives will be used .

11. Target market coverage
 The media planner determines which target
should receive the most media emphasis .
 “through which media and media vehicle can I
best get my message to prospective buyer ? ”

12. Geographical coverage
 Snow skiing is much more popular in some
areas of the country than in other . It would not
be the wisest of strategies to promote skin in
those area where interest is not high , unless
you could generate an increase in interest.

13. Scheduling
 Obviously, companies would like to keep their
advertising in front of consumer at all times as
a constant reminder of the product and/or
brand name . In reality this is not possible for a
variety of reasons .Nor it is necessary .
 The primary objective of scheduling is to time
promotional efforts so that they will coincide
with the highest potential buyer time

14. Scheduling methods
 Continuity
 Flighting
 pulsing
Jan fab mar apr may jun july aug sep oct dec
Continuity
Flighting
pulsing

15. Reach versus frequency
 Since advertisers have a variety of objectives
and face budget constraints, they usually must
trade off reach and frequency. They must
decide whether to have the message be seen
or heard by more people (reach) or by fewer
more often(frequency).
 How much reach is needed ?
 What frequency level is needed ?

16. Creative aspect and mood
 The context of the medium in which the ad is
placed may also effect viewers perception. A
specific creative strategy may require certain
media . Because TV provides both sight and
sound, it may be more effective in generating
emotion than other media .
 In developing a media strategy , marketer
must consider both creativity and mood factor .

17. flexibility
 An effective media strategy require a degree of
flexibility . Because of rapidly changing
marketing environment, strategies may need
to be modified.
 If the plan has not build in some flexibility,
opportunity may be lost and/or the company
may not be able to address new threats.

18. Continue…
 Flexibility may be needed to address the
following :-
1. Market opportunity
2. Market threats
3. Availability of media
4. Changes in media or media vehicle

19. Budget consideration
 One of the more important decisions in the
development of media strategy is cost
estimating.
 The value of any strategy can be determined
by how well it delivers the message to the
audience with the lowest cost and the least
waste.
 Advertising and promotion cost can be
categorise in two ways :-- the absolute cost
and the relative cost

20. Determining relative cost
 To evaluate alternatives, advertisers must
compare the relative cost of media as well as
vehicles within these media.
 1. Cost per thousand(CPM)
 CPM=
Cost of ad space
Circulation
1000

21. Continue…
 Cost per rating point(CPRP)
CPRP=
 Daily inch rate =
cost of commercial time
Programe rating
Cost of ad space*1000
Circulation

22. Media Rational
 The media rationale is an explanation of why
each medium makes sense for the client
based on the stated media objectives .
 The rationale supports the media objective
with marketing facts and states why the
mediums are recommended, including
characteristics of each and how it will be
implemented into the strategy.

23. Continue….
 The media rationale should also state why the
media planner chose the specific time
periods, sizes, commercial lengths for the
client.

24. Flow Chart
 A media plan should always include a
flowchart. This is a document that shows the
execution of the plan, at a glance, and
includes all of the mediums and timing that
placements should run on these mediums.

25. Summary
 This is a simple summary of each of the
mediums including
period, budget, audience/circulation, length or
size, reach or coverage, reach and frequency
and total ratings points. Also included should
be a chart with the budget by medium.

26. Sources
 Advertising and promotion
an integrated marketing communication
perspective
By- George E.Belch & Michael
Page no.-301 to 347
 Advertising Management
By- Jaishree jethwani & Shruti Jain
 www.mediacom.com
 www.evokead.com

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