Chapter 11 MEDIA PLANNING AND SCHEDULING Wells Burnett

Chapter = 11 MEDIA PLANNING AND SCHEDULING

Wells Burnett says “Media planning is a decision process regarding use of advertising time and space to assist in the achievement of marketing objectives”

Factors affecting Media planning • • • • Nature of Product Nature of customers Distribution of product Advertising objectives Nature of message Size of ad-budget Media used by competitors Media availability Media reach and coverage Media cost Media frequency Media image Media discount Language

Steps in involved in media planning • • • To know about target audience To consider various factors affecting media planning To identify the geographical area Establishing media objectives Selecting suitable media Selecting optimum mix Selecting suitable media vehicle within each selected media Media scheduling Executing advertising programme Follow up and evaluation

Importance of Media planning • • Optimum utilisation of resources Helps in achieving advertising objectives Selection of appropriate media Selection of Optimum media mix Helps in allocating advertising budget Ensures appropriate timing of advertising Helps in controlling

Problems in media planning • • Insufficient information Time pressure Difficulty in audience measurement Difficulty in cost comparison Changing environmental factors Media decisions based on guess work Inadequate expertise

Media Scheduling

Phases of media scheduling • Macro level media scheduling • Micro level media scheduling

Media scheduling strategies • Continuous option • Flighting option • Pulsing option

Factors affecting media scheduling • • Nature of product Nature of target audience Stage of PLC Competitors scheduling Advertising budget Rating of different T. V. programes Government policy

• Media Testing • MEDIA STRATEGY