Process And Components Of Media Planning
Advertising is one of the finest means of marketing communication. It is adopted by an organization to create awareness about its product or Media Planning services . It is a marketing tool used by organizations to promote their products or services and reach their target consumers.
Thus, advertisements play a vital role in attaining the marketing objectives of every organization. Advertisement planning can be categorized into two major parts, message creation, and message dissemination. Message dissemination is done through media planning Myhrconnection.
Therefore, media planning can be defined as an integral part of advertisement planning. It helps the organization to communicate the message about its product or service to its target customers and thus help achieve an advertising objective.
Media planning is a four-step process. Based on the organization and advertising objective, media planning involves – setting media objectives, developing media strategy, designing media tactics, Evaluation of the effectiveness of the media plans.
Target audience and communication goals are the two main components of media objectives. Media objectives are define base on these two components. On one hand, the target audience helps to determine the end-user of the product or service offered. On the other hand, the communication component helps to determine the number of customers to whom the message will reach and the number of times it will reach them.
Markets are always flood with similar new products. So, organizations need to update their target customers about the new arrivals. This helps organizations reach their end-users.
The main aim of media planning is to inform and influence the target audience through its advertisement. So, the most important step is to define the target audience. They can define in terms of –Demographics, Psychographics, Consumption patterns (product and brand usage), Primary and secondary target audience and Size.
Demographics include age, gender, sex, and household income, and marital status, number of family members, employment status, and education.
Psychographics includes target consumer’s personality traits (extrovert, introvert), personal interest (music, sports), shopping orientation (recreational, convenience or price-sensitive shopper) and believe and attitudes.
Product usage and brand usage
Every consumer has their way of consuming a product. This means they have their consumption patterns and usage pattern. Depending upon this, product users can categorize into heavy users, medium users, light users, and non-users.
Similarly, brand usage has several categories like brand loyalty (who use the same brand all the time), primary users (who use the same brand, mostly but occasionally use other brands), secondary users (who use other competing brands, mostly but use this brand occasionally), brand switchers (who have no brand preference for a given product category).
Primary Target Audience and Secondary Target Audience
Primary Target audience is the one who plays a major role in the purchase decision of the product. While the secondary audience plays a less decisive role. Therefore, media planners need to identify their primary and secondary target audience. This in return helps media planners to know and target the correct set of consumers and plan and strategies accordingly.
Size of the target audience
Once the target audience is define, the next important step is to determine its size. This helps the media planners to estimate the size of the potential buyers and plan accordingly.
After defining the target audience, media planners set communication goals. There are different communication goals for different organizational and advertising objectives. It can be advertising recall, persuasion, and leads and sales. Advertising recall is termed as the cognitive effect of the ad. Persuasion is an emotional effect of the ad and lead and sales are behavioral effects of the ad.
While setting a communication goal, media planners consider reach, gross rating point and frequency. Reach helps to know the total number of the target audience exposed to media plan Pubg pc (target size) and accumulation of the target audience over time.
Gross rating is defined as the amount of exposure the media planners buy for their products from media outlets like TV or radio networks. Frequency is measuring of repetition. So, it helps to know the number of times a target audience is expose to ads. Frequency =gross rating points /reach
Thus depending upon the media objectives, media planners establish the combination of reach, gross rating, and frequency.
Depending upon the budget; organizations plan and establish their media strategy. It involves detail planning on where to advertise (geographical location), when to advertise (timing) and how to advertise (media mix). Based on these, media planners formulate and establish an effective media strategy.
Geographical Location Decisions
Depending upon the nature of the product and its marketing objective, the media planner either goes for a national approach (advertise in all markets), spot approach (advertise in some local market) or combination of both approaches.
Media Mix Decisions
Media can broadly categorized into mass media, direct response media and point of purchase media. So, depending upon the media objectives, media planners choose the media to advertise their products. That is if the media objective is –
To create broad awareness, mass media like the TV, newspaper, magazine, etc is select. To build a relationship with consumers and sell products directly, direct response media like direct selling are prefer. And to convert shoppers into buyers, point of purchase media like discounts, coupons, sampling, etc. is use.
Thus, media mix decisions play a vital role in creating awareness about the product, influencing the purchase decision, convincing to buy the product and its repurchase.
It also involves a decision on media concentration and media dispersion. When a media planner selects fewer media categories to advertise their product, it is called media concentration. Here, media planners are scare of sharing their space (brand’s ad) with its competitors.
Media’s dispersion approach is the one where the media planner uses multiple media categories to advertise their product. Here, media planners plan to reach a maximum number of the target audience through a combination of several media categories.
Media Schedule Selection
It is based on factors like the seasonality, consumer product purchase cycle, consumer’s interval between decision making ProjectfreeTV and consumption. Based on these, media planners either adopt the continuity approach, flight approach or pulse schedule approach.
In the continuity approach, scheduling is all across the year. In-flight approach, scheduling is across alternate months. While the pulse approach is a combination of both the approaches.
Designing media tactics are one of the important tasks of media buyers. Here, media buyers select media vehicles to implement their media strategies.
Evaluation of Media Plan
Once the media planning is done, media planners need to cross-check the effectiveness of the plan. The right message should communicated to the target audience at the right time.