Introduction to Media Planning and Strategy

The primary objective of the media plan is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective manner possible—that will communicate what the product, brand, and/or service can do.The media planning process is not an easy one. Options include mass media such as television, newspapers, radio, and magazines (and the choices available within each of these categories) as well as out-of-the-home media such as outdoor advertising, transit advertising, and electronic billboards. A variety of support media such as direct marketing, interactive media, promotional products

advertising, and in-store point-of-purchase options must also be considered.The characteristics of each alternative must be considered, along with many other factors.

Tesco homeplus uses a combination of OOH and online media for ensuring convenience for their customers

Firms have found some media more useful than others in conveying their messages to specific target audiences. For example, GM and Procter & Gamble tend to rely more heavily on broadcast media, while others like JCPenney and Federated Department Stores (not shown) place more emphasis on print media. The result is placement of advertising dollars in these preferred media — and significantly different media strategies.

Basic Concepts in Media Planning and Strategy

Media planning 

Series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. The media plan is the guide for media selection. It requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives.

• Medium - General category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising, and other support media. The media vehicle is the specific carrier within a medium category. For example, Time and Newsweek are print vehicles; 20/20 and 60 Minutes are broadcast vehicles.
• Reach - Measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
• Coverage -  Refers to the potential audience that might receive the message through a vehicle.
• Frequency - Refers to the number - of times the receiver is exposed to the media vehicle in a specified period.

The Media Plan

The goal of the media plan is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost.

Problems in Media Planning

• Insufficient Information - Media planners often require more information that is available. Problems faced in this are
• Some data are not just measured
• Measuring data is very expensive
• Timing of measurements is also a problem
• Inconsistent Terminologies - Cost bases used by different media often vary and the standards of measurement used to establish these costs are not always consistent.
• Time Pressures - In case of extreme time pressures , media selection decisions may be made without proper planning and analyses of the markets and/or media.
• Difficulty Measuring Effectiveness - 
• Hard to measure the  effectiveness of advertising and promotions in general
• Difficult to determine the relative effectiveness of various media or media vehicles

Developing the Media Plan