Media Planning and Strategy – Full
Chapter Notes
1. Introduction to Media Planning
Media planning involves a series of decisions about delivering the promotional message to
the target audience. It includes determining the best combination of media to achieve
marketing campaign objectives with optimal cost-efficiency.
2. Key Terms and Concepts
Media Planning: Strategic decisions in delivering messages to target audiences.
Media Plan: Guide that outlines media selection, objectives, and strategies.
Medium: Broad media category (e.g., TV, Radio, Print, Digital).
Media Vehicle: Specific carrier within a medium (e.g., TOI newspaper, YouTube).
Reach: % of audience exposed to a medium at least once over a period.
Coverage: Potential audience that might receive the message.
Frequency: Average number of times an audience is exposed to a message.
3. The Media Plan Process
The media plan determines how to deliver the advertiser’s message most effectively. It aims
to optimize reach, frequency, and cost-effectiveness.
Steps in Developing a Media Plan
1. Situation Analysis – Understand market, competitors, size, trends, and target
segments.
2. Marketing Strategy Plan – Define marketing and distribution objectives and select key
markets.
3. Creative Strategy Plan – Decide how to position the product and communicate
through advertisements.
4. Set Media Objectives – Translate marketing strategy into quantifiable goals (e.g., 70%
reach in 3 months).
5. Determine Media Strategy – Choose media types, vehicles, and timing strategy (e.g.,
flighting or pulsing).
6. Select Broad Media Classes – Choose between categories like TV, Print, Digital,
Outdoor, etc.
7. Select Specific Media Vehicles – Choose exact carriers (e.g., Instagram, Hindustan
Times, Hotstar).
8. Media Use Decisions – Placement, scheduling, budget allocation, sponsorships.
4. Problems in Media Planning
Insufficient Information – Data may be outdated or too costly to obtain.
Inconsistent Terminologies – Different media use varying cost metrics (e.g., CPM, CPRP).
Time Pressures – Media decisions often made under tight deadlines.
Difficulty Measuring Effectiveness – Attribution and ROI tracking is complex.
5. Market & Audience Analysis
Use tools like Simmons Market Research Bureau (SMRB) and MRI to identify potential
audience segments.
Index Number Formula: (Users in segment / Population in segment) x 100
Index > 100 means high potential; useful for targeting media efforts.
6. Internal and External Factors Affecting Media Strategy
Internal: Organizational structure, agency size, media expertise, budget.
External: Market competition, economic trends, media tech evolution, regulations.
7. Geographic Targeting – Where to Promote
Marketers can use indices like:
Survey of Buying Power Index – Combines population, income, and sales data to assess
geographic potential.
Brand Development Index (BDI) – Indicates product usage per region (BDI = % Brand
Sales / % Population × 100)
