Amity Business

Name of Institution
School

Media Strategy
Presented by-
Kartik Tewari (22)
Naval Garg (44)
Kunal Kaushal (51)
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 Media Terminology
Amity Business
Name of Institution
School
Media
Media AA series
series of
of decisions
decisions involving
involving the
the delivery
delivery
Planning
Planning of
of messages
messages toto audiences
audiences

Media
Media Goals
Goals to
to be
be attained
attained by
by the
the media
media strategy
strategy
Objectives
Objectives and
and program
program

Media
Media Decisions
Decisions on
on how
how the
the media
media objectives
objectives can
can
Strategy
Strategy be
be attained
attained

The
The various
various categories
categories of
of delivery
delivery systems,
systems,
Media
Media including
including broadcast
broadcast and
and print
print media
media

Broadcast
Broadcast Either
Either radio
radio or
or television
television network
network or
or local
local
Media
Media station
station broadcasts
broadcasts
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 Media Terminology
Amity Business
Name of Institution
School
Print
Print Publications
Publications such
such asas newspapers,
newspapers,
Media
Media magazines,
magazines, direct
direct mail,
mail, outdoor,
outdoor, etc.
etc.

Reach
Reach Number
Number of
of different
different audience
audience members
members
exposed
exposed at
at least
least once
once in
in aa given
given time
time period
period

Coverage
Coverage The
The potential
potential audience
audience that
that might
might receive
receive
the
the message
message through
through the
the vehicle
vehicle

The
The number
number of
of times
times the
the receiver
receiver isis exposed
exposed
Frequency
Frequency to
to the
the media
media vehicle
vehicle in
in aa specific
specific time
time period
period
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 The Media Planning Process
Amity Business
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School

Media Planning:

The design of a strategy that shows how

investments in advertising time and space will
contribute to achievement of marketing
objectives

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Media Planning Process
Amity Business
Name of Institution
School

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 Contd… Amity Business
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School

As shown in the figure, media planning involves the

coordination of three levels of strategy
formulations:

•Marketing strategy

•Advertising Strategy

•Media Strategy

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 Contd… Amity Business
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School

Marketing Strategy:

Provides impetus and direction for choice of both

advertising and media strategies

Advertising Strategy:

Involves advertising budgets, objectives and

message and media strategies
– extends from overall marketing strategy

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 Contd… Amity Business
Name of Institution
School

Media Strategy:

Evolves from the advertising strategy.

Consists of:

1. Selecting target audience;

2. Specifying media objectives;

3. Selecting media categories and vehicles; and

4. Buying media
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 Selecting Target Audience
Amity Business
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Information used in segmenting target

audiences for media strategy purposes:

1. Buying habits

2. Geographics

3. Demographics

4. Lifestyle/psychographics

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Media Planning Difficulties
Amity Business
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School

Measurement
Measurement Lack
Lack of
of
Problems
Problems Information
Information

Problems
Problems
in
in Media
Media
Planning
Planning

Time
Time
Pressure
Pressure
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 Target Audience Coverage
Amity Business
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School
Population excluding target market
Target market
Media coverage
Media overexposure

Target Full Partial Coverage

Market Market Market Exceeding
Proportion Coverage Coverage Market

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 Reach and Frequency
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A. Reach of One Program

School
B. Reach of Two Programs

Total market audience reached Total market audience reached

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total reached with both shows Total reach less duplicate

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 Specific Media objectives
Amity Business
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School

1. What proportion of the population should be

reached with advertising message during
specified period (reach)

2. How frequently should audience be exposed to

message during this period (frequency)

3. How much total advertising is needed to

accomplish reach and frequency objectives.

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 Contd… Amity Business
Name of Institution
School

4. How should the advertising budget be

allocated over time (scheduling)

5. How close to the time of purchase should

the target audience be exposed to the
advertising message.

6. What is the most economically justifiable

way to accomplish objectives.

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 Marketing Factors Determining
Amity Business Name of Institution
Frequency School

Marketing
Marketing
Factors
Factors

Brand
Brand Brand
Brand Usage
Usage
Loyalty
Loyalty Share
Share Cycle
Cycle

Brand
Brand Share
Share of
of Purchase
Purchase Target
Target
History
History Voice
Voice Cycles
Cycles Group
Group
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 Media Factors Determining
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Frequency School

Clutter
Clutter

Repeat
Repeat
Scheduling
Scheduling Exposures
Exposures
Media
Media
Factors
Factors
Editorial
Editorial
Attentiveness
Attentiveness Environment
Environment

Number
Number of
of
Media
Media Used
Used
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 Three Scheduling Methods
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School

Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Television Pros and Cons
Amity Business
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Advantages School
Disadvantages
Mass
Mass Coverage
Coverage Low
Low Selectivity
Selectivity

High
High Reach
Reach Short
Short Message
Message Life
Life

Impact
Impact of
of Sight,
Sight, Sound
Sound
and
and Motion
Motion High
High Production
Production Cost
Cost

High
High Prestige
Prestige
Clutter
Clutter
Low
Low Cost
Cost Per
Per Exposure
Exposure

Attention
Attention Getting
Getting

Favorable
Favorable Image
Image
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 Radio Pros and Cons
Amity Business
Name of Institution

Advantages School
Disadvantages
Local
Local Coverage
Coverage Audio
Audio Only
Only

Low
Low Cost
Cost Clutter
Clutter

High
High Frequency
Frequency Low
Low Attention
Attention Getting
Getting

Flexible
Flexible Fleeting
Fleeting Message
Message

Low
Low Production
Production Cost
Cost

Well-segmented
Well-segmented Audience
Audience

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 Magazine Pros and Cons
Amity Business
Name of Institution

Advantages School
Disadvantages
Long
Long Lead
Lead Time
Time for
for
Segmentation
Segmentation Potential
Potential Ad
Ad Placement
Placement

Quality
Quality Reproduction
Reproduction Visual
Visual Only
Only

High
High Information
Information Content
Content Lack
Lack of
of Flexibility
Flexibility

Longevity
Longevity

Multiple
Multiple Readers
Readers

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 Newspaper Pros and Cons
Amity Business
Name of Institution

Advantages School
Disadvantages
High
High Coverage
Coverage Short
Short Life
Life

Low
Low Cost
Cost Clutter
Clutter

Short
Short Lead
Lead Time
Time for
for Low
Low Attention
Attention Getting
Getting
Placing
Placing Ads
Ads
Ads
Ads Can
Can Be
Be Placed
Placed in
in Poor
Interest Poor Reproduction
Reproduction Quality
Quality
Interest Sections
Sections

Timely
Timely (Current
(Current Ads)
Ads) Selective
Selective Reader
Reader Exposure
Exposure

Reader
Reader Controls
Controls Exposure
Exposure

Can
Can Be
Be Used
Used for
for Coupons
Coupons
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Outdoor Pros and Cons
Amity Business
Name of Institution

Advantages School
Disadvantages
Location
Location Specific
Specific Sort
Sort Exposure
Exposure Time
Time

High
High Repetition
Repetition Short
Short Ads
Ads

Easily
Easily Noticed
Noticed Poor
Poor Image
Image

Local
Local Restrictions
Restrictions

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 Direct Mail Pros and Cons
Amity Business
Name of Institution

Advantages School
Disadvantages
High
High Selectivity
Selectivity High
High Cost
Cost Per
Per Contact
Contact

Reader
Reader Controls
Controls Exposure
Exposure Poor
Poor Image
Image (Junk
(Junk Mail)
Mail)

High
High Information
Information Content
Content Clutter
Clutter

Repeat
Repeat Exposure
Exposure
Opportunities
Opportunities

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 Internet Pros and Cons
Amity Business
Name of Institution

Advantages School
Disadvantages
User
User Selects
Selects Product
Product Limited
Limited Creative
Creative
Information
Information Capabilities
Capabilities
User
User Attention
Attention and
and Websnarl
Websnarl (Crowded
(Crowded
Involvement
Involvement Access)
Access)

Interactive
Interactive Relationship
Relationship Technology
Technology Limitations
Limitations

Few
Few Valid
Valid Measurement
Measurement
Direct
Direct Selling
Selling Potential
Potential Techniques
Techniques

Flexible
Flexible Message
Message Platform
Platform Limited
Limited Reach
Reach

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 Amity Business
Name of Institution
School

Thank You !!!

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