Unit-2

ADVERTISEMENT MEDIA
Media plan – Type and choice criteria – Reach and frequency of
advertisements – Cost of advertisements - related to sales – Media
strategy and scheduling.

IFETCE/MBA/P.BASKARAN/2013 1
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Media Plan
Media plan:
• The best way to get the advertiser’s message
to to the market.
Problems in Media planning :
1. Insufficient information's
2. Inconsistent terminologies
3. Time pressures
4. difficulty in measuring effectiveness.
IFETCE/MBA/P.BASKARAN/2013 2
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Developing The Media Plan:

It consist of following series of stages:

1. Market analysis
2. Establishment of media objectives
3. Media strategy development and
implementation
4. Evaluation and follow up.

IFETCE/MBA/P.BASKARAN/2013 3
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 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.

IFETCE/MBA/P.BASKARAN/2013 4
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Type and Choice Criteria
Medium:
Is the general category of available delivery
sytem,which includes
1. Broadcast media
2. Print media
3. Direct mail
4. Outdoor advertising

IFETCE/MBA/P.BASKARAN/2013 5
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Reach

• It is a measure of the number of different

audience members exposed at least once
to a media vehicle in a given period of
time.

IFETCE/MBA/P.BASKARAN/2013 6
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Coverage:

• It refers to the potential audience that

might receive the message through a
vehicle
.

IFETCE/MBA/P.BASKARAN/2013 7
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Frequency

• It refers to the number of times the

receiver is exposed to the media vehicle
in a specified period.

IFETCE/MBA/P.BASKARAN/2013 8
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Advertising Media
• Indoor:
1.Press
Newspaper
magazine
2.Radio
3.TV
Cable TV
4.Cinema
5.video

IFETCE/MBA/P.BASKARAN/2013 9
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Advertisement media
• outdoor:
• Poster
• Sky writing
• Sandwich man
• Neon signs
• Traveling display
• Printed display

IFETCE/MBA/P.BASKARAN/2013 10
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Advertisement media
• Direct:
• Booklet
• Catalogues
• Sales letter
• Gift novelties
• Samples
• Post card
• Envelop enclosures
IFETCE/MBA/P.BASKARAN/2013 11
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Advertisement media

• Display:
Window
Counter
• Show room
• Exhibition and trade fairs

IFETCE/MBA/P.BASKARAN/2013 12
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Market Analysis And Target Market
Identification

1. To whom shall we advertise?

2. What are the internal and external factors
Are operating?
3. Where to promote?

IFETCE/MBA/P.BASKARAN/2013 13
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 To whom shall we advertise
• Primary and secondary research must be Conducted.

• Media planners are usually more concerned with percentage

figures and indexes number rather than raw numbers.

Index = percentage of users in demographic segment

----------------------------------------------------- *100
percentage of population in the same segment

IFETCE/MBA/P.BASKARAN/2013 14
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 The internal and external factors are influence
media planning
Internal factors:
• the size of the media budget.
• Managerial and administrative capabilities of
agency personnel
• Pattern of agency organization.
External factors:
• Economy, rise in cost of media.
• Change in technology
• Competitive factors
IFETCE/MBA/P.BASKARAN/2013 15
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Where and when to promote?

• BDI= % of brand total sales in the

• Rajasthan
---------------------------------------- *100
• % of total country population in
Rajasthan

IFETCE/MBA/P.BASKARAN/2013 16
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• BDI= % of total product category total sales
in the Rajasthan
---------------------------------------- *100
• % of total country population in
Rajasthan

IFETCE/MBA/P.BASKARAN/2013 17
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Establishment of objectives

• It is formulated to accomplish the adv

communication objectives and marketing
objectives.
• Use print media to provide coverage of
80% of the target market over six month
period starting July..

IFETCE/MBA/P.BASKARAN/2013 18
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Reach and frequency of
Advertisements
• Ad may be placed in a media vehicle ,and
the fact that an individual has been
exposed to it does not mean that ad has
been seen.
• Since there is no certainty that an
exposure to a vehicle actually results in
an exposure to the ad.

IFETCE/MBA/P.BASKARAN/2013 19
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• It is accepted that one exposure to the media
vehicle constitute reach ,provided that this
exposure must occur for the audience member
to offer an opportunity to see the ad.

• For this reason media buyer refer to the reach of

media vehicle as an (OTS) an ad rather than
actual expose to

IFETCE/MBA/P.BASKARAN/2013 20
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Trade of between reach and
frequency
• Reach either lot of people a few time or
• few people lot of time that is frequency.

• Reach concentrated:
• Money spend on ad in different media-lot people
exposed. here reach is increased-frequency
sacrified-infrequently purchased product-e.g....,
consumer durable goods.

IFETCE/MBA/P.BASKARAN/2013 21
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• Frequency concentrated:
• Money spend on one or two media vehicle
–a smaller person exposed—but more
frequently- reach scarified-frequently
purchased product-e.g. FMCG.

IFETCE/MBA/P.BASKARAN/2013 22
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Duplicated and unduplicated
reach
• If one ad is placed on one TV show one
time, the total number exposed once is
reach.
• If the add is placed on two shows the total
number exposed once is unduplicated
reach.
• If some people see the add twice ,then no
of people reached by both the shows, then
it is duplicated reach.
IFETCE/MBA/P.BASKARAN/2013 23
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Program rating
• It is a measure of potential reach of
broadcast media, expressed as
percentage.
• Program rating= no of households
viewing the program
-----------------------------------*100
• Total no of households owning TV sets

IFETCE/MBA/P.BASKARAN/2013 24
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Gross rating point
• The media buyers use numerical indicators to
know how many potential audience members
may be exposed to a series of commercials
• It is combines program rating and average no of
times the home is reached during the period
(frequency of a exposure)

IFETCE/MBA/P.BASKARAN/2013 25
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• GRP= reach * frequency

• frequency= GRP
» -----------
reach
• Reach = GRP
» ---------

»frequency

IFETCE/MBA/P.BASKARAN/2013 26
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
TERGET RATING POINT (TRP)
• it refers to no of people in the primary
target audience the media will reach and
no of times.
• 1 trp= 1% watched
• 50 trp= 50% watched.
• It does not include waste coverage.

IFETCE/MBA/P.BASKARAN/2013 27
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Effective reach
• No of target audience individuals reached
at the effective frequency level in an
advertising cycle.
• Single exposure to an advertisement may
not be good enough to convey the
intended message.

IFETCE/MBA/P.BASKARAN/2013 28
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• Linear approach---each additional
exposure adds as much purchase
probability as the one preceding it
• 1 exposure--- 2%purchase probability
• 5 exposure –10% purchase probability

IFETCE/MBA/P.BASKARAN/2013 29
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• Decreasing return approach—
• The first exposure is the stronger in terms of
impact and each ensuing exposure is less
effective.
• The learning curve approach
• suggest that the effectiveness of each
exposure increases more than an equal
amount only to a certain point and additional
exposure beyond the is do not add much.
•
IFETCE/MBA/P.BASKARAN/2013 30
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• Fewer than 3 ad exposure are assumed to give
insufficient reach and more than 10 are
considered over exposure and thus ineffective
reach.

• Effective frequency:
• no of exposure in an advertisement cycle
assumed or known to be able to maximize the
target audience members disposition to act.

IFETCE/MBA/P.BASKARAN/2013 31
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Factors important in determine the
frequency level
• Marketing factors:
• Brand history
• Brand share
• Brand loyalty
• Purchase cycle
• Usage cycle
• Competitive share of voice
• Target group
IFETCE/MBA/P.BASKARAN/2013 32
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Factors important in determine the
frequency level
• Message or creative factors:
• message complexity
• Message uniqueness
• New versus continuing campaign
• Image verses product sell
• Message variations
• Wear out

IFETCE/MBA/P.BASKARAN/2013 33
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
Factors important in determine the
frequency level
• Media factors:
• Clutter
• Editorial environment
• Attentiveness
• scheduling
• Number of media used
• Repeat exposure
IFETCE/MBA/P.BASKARAN/2013 34
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 flexibility

• Market opportunity
• Market threats
• Availability of media
• Changes in media or media vehicle.

IFETCE/MBA/P.BASKARAN/2013 35
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Cost of Advertisements
Budget consideration
• Two types of cost
• Absolute cost:
• It is the actual total cost required to place the message
• Relative cost:
• Relationship between the price paid for advertisement
time or space and the size of the audience delivered.
it is used to compare media vehicle.

IFETCE/MBA/P.BASKARAN/2013 36
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 CPM and CRPM
• CPM= cost of the ad space
--------------------------- *1000
circulation

• CRPM= cost of commercial time

-------------------------------
program rating

IFETCE/MBA/P.BASKARAN/2013 37
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Qualitative aspects of media
vehicle source
• Attributes that should be considered while
choosing media vehicle
• Creative aspects and mood
• Expertise
• Prestige
• Editorial
• involvement

IFETCE/MBA/P.BASKARAN/2013 38
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Evaluation and follow up
• Measure of effectiveness should consider
two factors:
• How well did these media strategies achieve
media objective
• How well did this media plan contribute to
attaining the overall marketing and
communication objectives.

IFETCE/MBA/P.BASKARAN/2013 39
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Media strategy development and
implementation
• The media mix and Target market coverage:
The media planners determines which target market
should receive the most media emphasis.
1. Total population of a country.
2. Full market coverage
3. Partial market coverage
4. Covers exceeding the target coverage or
overexposure

IFETCE/MBA/P.BASKARAN/2013 40
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
• Geographical coverage:
• the demand for certain type of product
depend on the geographical location.
• Size and length strategies:

IFETCE/MBA/P.BASKARAN/2013 41
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Scheduling
The primary objective of scheduling is to Time
promotional efforts so that they will coincide with
the highest potential buying times.

Scheduling methods:
1. Continuity
2. Flighting
3. pulsing

IFETCE/MBA/P.BASKARAN/2013 42
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Scheduling methods
Continuity :
• It is a continues pattern of advertising that is
every day, every week or every month.
• It is developed without gaps or non
advertising period.
• It is used for food products, detergents.

IFETCE/MBA/P.BASKARAN/2013 43
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2
 Flighting
Flighting:
employs a less regular schedule with intermittent
period of advertising and non advertising.
At some times heavier promotions and other times
there may be no advertising.
Pulsing:
continuity is maintained but at certain times
promotional efforts are stepped up.

IFETCE/MBA/P.BASKARAN/2013 44
-14/II YR/III SEM/BA9254 / ASP/
Unit II /PPT/Ver 1.2