Development of Media Plan

Developing the Media Plan

Market Analysis and Target Market Identification

In the development of a media strategy, a market analysis is again performed, although this time the focus is on the media and delivering the message. The key questions at this stage are these:

• To Whom Shall We Advertise? -  Index number is considered a good indicator of the potential of the market. This number is derived from the formula

         Index = (Percentage of users in a demographic segment/Percentage of population in the 

                      same segment) × 100

• What Internal and External Factors Are Operating? - Media strategies are influenced by both internal and external factors operating at any given time. Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like.
• Where to Promote? - The question of where to promote relates to geographic considerations. Ideally the firm should spend advertising and promotion dollars where they will be the most effective—that is, in those markets where they will achieve the desired objectives. The below indexes are used to determine where to promote
• Survey of buying power index
• Brand development Index (BDI)
• Category development index (CDI)

Establishing Media Objectives

Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies. An example of media objectives is this: Create awareness in the target market through the following:

• Use broadcast media to provide coverage of 80 percent of the target market over a six-month period.
• Reach 60 percent of the target audience at least three times over the same six month period.
• Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and fall.

Developing and Implementing Media Strategies

Criteria considered in the development of media plans

• The Media Mix
• Target Market Coverage
• Geographic Coverage
• Scheduling

• Reach versus Frequency
• Creative Aspects and Mood
• Flexibility - Flexibility may be needed to address the following
• Market opportunities
• Market threats
• Availability of media
• Changes in media or media vehicles
• Budget Considerations