The Media Planning : It is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or

users of the product or brand.

Situation Analysis

Marketing strategy Plan

Creative strategy Plan

Setting media objectives

Determining media strategy

Purpose: to translate media goals into general guidelines that will control the planners selection and use of media.

Selecting broad media classes Such as TV. Radio, magazines and others

Selecting media within classes Such as if TV was recommended so which channels

Media Use decisions Broadcast 1. What kind of sponsorship(sole,share d,etc?) 2. What levels of reach & frequency required? 3. Scheduling 4.Placement of spots

Media use decisions Print 1. Number of ads ..which days & months 2. Placements of ads 3. Special treatment: gatefolds, bleed, colour, etc 4. Desired reach or frequency levels Media use decisions other media 1. Billboards a. Location

b. Kinds
2. Other media

Market analysis

Establishment of media obj

Media Strategy dev & implementation

Evaluation & follow - up

Index number Is considered a good indicator of the potential of the market. % of users in a demographic segment Index = ---------------------------------------------- * 100 % of population in the same segment

Internal:
Size of media budget Managerial & administrative capabilities

The organization of the agency

External
Economy (the rising costs of media) Changes in technology (availability of new media) Competitive factors

Using Indexes for this purpose

1.

The survey of buying power index Published annually by Sales & Marketing Management magazine

Brand Development Index Helps marketers factor the rate of product usage by geographic area
% of brand to total sales in market

BDI = --------------------------------------- * 100

% of Total population in the market Higher the BDI the more the market potential hence market has high potential for brand development

Category Development Index Information regarding potential for development of a particular product category rather than just a brand
% of product category total sales in market

CDI= ----------------------------------------------- * 100

% of total population in market

Continuity Flighting Pulsing

Jan Feb Mar ..Dec

Gross Rating Points (GRP)

GRP = Reach * Frequency Total audience the media schedule may reach (duplicated reach estimate)

Target Ratings Points (TRP) TRP = No. of ppl in the primary target audience the media buy will reach + number of times

Absolute cost is the actual cost of media vehicle for instance Rs X for a full page ad in TOI Relative cost is the relationship between the price paid for advertising time or space and the size of the audience delivered

Cost Per Thousand (CPM)

Cost of Ad space (absolute cost) CPM = --------------------------------- ----------* 1000 Circulation
Time Newsweek

Per page cost

Circulation Calculation of CPM

$234000
4.0 million 234000*1000 ------------------4,000,000 $ 58.5

$210000
3.1 million 210,000*1,000 -------------------3,100,000 $ 67.74

CPM

Cost Per Ratings Point (CPRP) / Cost Per Point (CPP) Cost of commercial time CPRP= -------------------------------------Program rating
CSI Survivor $ 7,500 17 186150 $ 7,500 / 17 $ 441 $ 10,000 18 197,100 $ 10,000 / 18 $ 555

Cost per spot ad Rating Reach(households) Calculation CPRP